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1、AMarketDefinitionReportSocialDataIntelligence:IntegratingSocialandEnterpriseDataforCompetitiveAdvantageAltimeterResearchThemes:DynamicOrganization,Me-cosystemJuly25,2013BySusanEtlingerWithCharleneLiandJessicaGroopmanIncludesinputfrom34ecosystemcontributorsExecutiveSummaryTheaverageenterpr
2、ise-classcompanyowns178socialaccounts,while13departments—includingmarketing,humanresources,fieldsales,andlegal—areactivelyengagedinsocialmedia.1Yetsocialdata,suchasposts,comments,andreviews,arestilllargelyisolatedfrombusiness-criticalenterprisedatacollectedfromCustomerRelationshipManageme
3、nt(CRM),BusinessIntelligence(BI),marketresearch,emailmarketing,andothersources.Thechallengeisthat,withoutconsistentgovernanceandstrategyinplace,socialmediawillbecomeyetanothersilowithintheorganization,yieldingisolatedfindingsthatleadtomissedopportunitiesandrisk.AltimeterGroupinterviewed34
4、organizationsthatareactivelyusingsocialdatainconjunctionwithenterprisedatatomakeinvestmentandresourcingdecisions,betterunderstandcustomerneeds,anddiscoverunanticipatedrisksandopportunities.Whileintegrationofsocialandenterprisedataisstillnascentandrifewithchallenges,wenotedaclearprogressio
5、nofmaturityintheapplicationofsocialanalytics,fromorganizationswhotreatsocialdatainanad-hocandsiloedmannertothosewhoviewitasabusiness-criticalasset,withthedisciplineneededtomakeitstrategicandsustainable.Thosewhoapproachdatastrategicallyalreadyseemeasurableresultsintheareasofopportunityandr
6、iskidentificationandimprovedcustomerexperience,andtheyareabletoidentifyandactoninsightsthattheymaynototherwisehavediscovered.Increasingthesenseofurgencyisthefactthatmuchsocialdatameetsthecriteriafor“bigdata,”whichencompassessignalsfromsensors,mobiledevices,digitalassets,transactionrecords
7、,globalpositioningsystems,andahostofothersources—manygeneratingdatainrealtime—thathavenotyetbeeninventedorbroadlyimplemented.Associaldatacontinuestoproliferate,thechallengesfacedbyorganizationswillonlycompound.Tomakethemostofthiscriticalresource—andavoidcostlymisste
