Marketers have a unique opportunity to tap into online conversations between people and the brands they care about. Consumers are voicing their opinions and desires online more prolifically and loudly than ever before, creating a watershed moment for marketers to establish deep human connections with their customers and to influence their purchases.
To date, marketers have focused on the analytics of more structured data, such as transactions, e-mail open rates, and offer redemptions. The issue is that much of the volume of social listening data from Facebook, YouTube, Twitter, and other social media comes to marketers unstructured - meaning that the content is not directly linked to a specific product or person, which makes it difficult to derive actionable insights from it.
Making sense of unstructured data isn’t about technology, it’s a business challenge