Analytics experts peer deeper into social to gather timely customer information

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

DM News, 11/1/10

A number of technology providers have launched services, or expanded their existing ones, to help marketers sort through it the massive amounts of consumer data generated on a daily basis on Facebook, Twitter and other social media outlets.

Marketers agree that resources from Alterian, Bazaarvoice, Radian6 and others are increasingly valuable for learning about their customers and what they are saying, but they assert more work needs to be done to effectively measure social media sentiment and data.

“It’s difficult to get a hard ROI number immediately, but there are so many other benefits that we’ve been seeing slowly over time, especially on the customer experience side,” said Maribel Sierra, senior manager of listening and engagement at Dell Computers.

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