Member Since: 3rd Feb 2011
Marketing & Content Strategist Collective Intellect
20th Feb 2012
You bring up a number of really great points about big data. You're right the recent emphasis on the value of big data glosses over a number of key points related to how the resulting intelligence is surface and how it is shared across the organization. One question I have is related to your section on
Big Blindspot of organisation-centric thinking
"This is the Big Blindspot of organisation-centric thinking. It naturally assumes that all future improvement will come from helping the organisation do things better when, in fact, the biggest opportunities might lie elsewhere completely – in helping people as individuals to do things better via new types of person-centric service."
I'm not entirely certain what you mean. Individuals make up an organization so I'm not sure if you are talking about actors outside the organization, the consumers or the actual business. I take you don't mean that the person-centric service is an extension of the business?
Thanks in advance for your clarification.
11th May 2011
Great post. Sometimes brand or company loyalty may only emerge after years of using a product and if it's a high-price item, it may be a single purchase that has laid the foundation for a 'relationship'. But the measurement of that value, at least, from a business perspective may be that initial purchase point when really there are numerous touchpoints, as you mentioned in your article. The key is identifying the type of information an individual may need at these various touchpoints to create an end-result, which may be another purchase but occur 5 years in the future. It goes back to understanding the context of the individual (or audience segment) and from there applying the technology to support both the consumer and business goals.
Thanks again for a great post.
5th May 2011
Totally agree with your point of view that the social CRM should not be seen as a replacement of an existing CRM system. In many ways, social is simply another channel but it's one that is always on, in real time and with an overwehlming amount of data. We work with partners to integrate our semantically filtered insights into consumer intentions, including demographics and profile details with existing data management or business intelligent systems. We strongly believe in extending the capabilities of an organization's business processes and helping architect how social business intelligence can be shared across the enterprise.
Again, thanks for the post!
14th Apr 2011
Thanks for outlining how different companies are approaching integrating social media information into CRM tools. There's no single answer to how a company goes about adopting and folding in social media intelligence into the enterprise. At Collective Intellect, we believe in integrating social media analytics into existing data management systems, so we are less rip and replace and more how do we help organizations move from a very silo-ed view of social media and engagement to one where social intelligence is used to complement, validate or extend existing business intelligence. Our clients are just beginning this proces and we're finding that one of critical elements to it success is precise mapping of social media profiles to internal data records.
Again, thanks for the great write up.