customer analytics in the age

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1、TDWIRESEARCHTDWIBESTPRACTICESREPORTTHIRDQUARTER2012CUSTOMERANALYTICSINTHEAGEOFSOCIALMEDIAByDavidStodderCO-SPONSOREDBYtdwi.orgThirdQUArTEr2012TDWIbesTpracTIcesreporTCuSToMErAnAlyTICSInTHEAGEofSoCIAlMEdIAByDavidStodderTableofContentsResearchMethodologyandDemogra

2、phics3ExecutiveSummary4CustomerAnalyticsandtheSocialMediaFrontier5SteppingintotheAgeofSocialMedia..................6TheImportanceofCustomerAnalytics..................7BenefitsandBarrierstoImplementation10BusinessBenefitsSoughtfromCustomerAnalytics..........10B

3、arrierstoAdoptionofCustomerAnalytics..............12roleofAnalyticsinIncreasingMarketingroI.............13AnalyticsTools,DataSources,andTechniques17BI,olAP,anddatadiscoveryforCustomerAnalytics.........18In-MemoryComputingforMorerapiddiscoveryAnalysis.......20P

4、redictiveAnalytics,dataMining,andAdvancedStatisticsImplementation............................20fillingtheroleofthedataScientistforCustomerAnalytics......23ApplyingTechnologiesforSocialMediaDataAnalysis24ApplyingAnalyticstofindandInfluencetheInfluencers........

5、26SelectingandAccessingInternalandExternalSocialMediadata...27findingtherightroleforHadoopandMapreduce..........28DataManagementandIntegrationStrategies31Addressingreal-TimerequirementsforCustomerAnalytics.....32MeetingdataGovernance,Quality,andIntegrationneed

6、s.......32VendorProducts35Recommendations38SettingStrategiesforCustomerandSocialMediaAnalytics......38deployingandImplementingtherightToolsandTechnologies....38SupportingAnalyticswithdataManagement,Governance,andIntegration.............................39©2012b

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8、marksoftheirrespectivecompanies.tdwi.org1CustomerAnAlytiCsintheAgeofsoCiAlmediAabouttheauthorDAVIDSTODDERisdirectorofTDWIResearchforbusinessintelligence.Hefocusesonprovidingresearc