The ‘A’ Word—Learn It, Love It, Live It!
At the same time, regardless of what dollars are being spent and how these expenditures make CFOs hyperventilate, social media can and do generate sales for organizations. This is an indisputable fact and should not be up for debate anymore. What is in question is the ability of firms to track what happens in social media and attribute the activity to this emerging channel. As we speak, we're starting to see the introduction of the first generation of effective tools (SocialCRM) that track social media interactions among pools of prospects or leads, and make them available to marketing teams for actionable analysis and follow up. Very cool stuff. But, of course, social media data are only one piece of a much larger puzzle, named "Big Data." I briefly touched on Big Data in a previous post titled "Deciphering Big Data Is Key to Understanding Buyer's Journey."
Actually, on that note, I think this is a good place for me to call it a day. Not only am I running out of space for this post, but that last thought will make a great segue to my next post, which will address the amazing transformation that is taking place within many firms as they deal with the endless volumes of unstructured data (Big Data) they are tracking and storing every day. This wholesale repurposing aims not only to make sense out of this trove of data, but also to break down the walls separating the various silos where the data are stored, such as CRM/SocialCRM platforms, social media websites, marketing automation tools, email software, Web servers and more. Stay tuned next time for more on this topic.
Until then, I welcome any questions, comments or feedback.
Who’s Your Data? is a blog that aims to disseminate thought-provoking tips and techniques involving the use of data and database marketing to direct marketing professionals. Why should you care? Because implementing data best practices has been shown to lift response rates, improve analytics and enhance overall customer experience. Reader participation is encouraged!
Rio Longacre is a Sales & Marketing Professional with more than 10 years of experience in the direct marketing trenches. He has worked closely with businesses across many different vertical markets, helping them effectively leverage the use of data, personalization technologies and tracking platforms. Longacre is currently employed as a Managing Consultant, Marketing, Sales & Service Consulting at Capgemini Consulting, a premier management consulting firm. He is based in the company's New York City office, which is located in Midtown Manhattan. He has also previously worked as an online media buyer and digital marketing strategist.
Email Longacre below, or you can follow him on Twitter at @RioLongacre. Any opinions expressed are his own.