Quiterian has announced the integration of social media data into its customer analytics solution in a move that will allow marketers to “make better and faster decisions”.
The provider of analytics software for businesses will now merge data from Facebook, LinkedIn and Twitter to its existing solution, Quiterian Analytics, which provides consumer behaviour knowledge from the web, CRM, ERP, campaigns and emailing.
According to the firm, marketing analysts with no prior technical training using the solution can identify patterns and profiles of the most profitable customers and segment marketing campaigns without the aid of an IT department.
The move follows research from the Aberdeen Group, which reported that brands are improving customer experience using predictive analysis based not just on their behaviour and transactional data, but also social media activity.
Josep Arroyo, CEO of Quiterian, said: “We are pleased that Quiterian Analytics meets the best-in-class criteria for customer analytics solutions as described in the Aberdeen report.”