Tuesday, April 27, 2010

Question--How to use data to predict and act to better serve customers and gain a competitive edge?

SAS, a company that produces business analytics software and services pitches their new Social Media Analytics tool SAS Social Media Analytics states,
"SAS Social Media Analytics is the first enterprise solution designed to meet the needs of marketers in medium and large companies. It helps them understand, predict and act based on social media data." (emphasis mine)
This is what we must consider going forward with all data, including social media based data. How can we use data to predict our customer's behavior and then act on those predictions to both better serve them and gain a competitive edge? Now that is a question! I am not certain that this SAS tool can do that but as we consider the implementation of social media, how can we use the data to anticipate and act upon customer need?

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