This is my second year attending Gartner’s Data and Analytics Summit and I love it. I love it because the conversations I have with analytics leaders about social analytics shed brilliant light on why social analytics has been, and often continues to be, the responsibility of a separate social marketing team.
For marketers, social analytics can be game changing. Market research, competitive analysis, behavioral analysis, measuring campaign success, the list goes on and on as to how social analytics are helping marketers get their job done. But analytics leaders have much different primary problems.
Modernizing their legacy BI platforms, data governance in an era of data transparency and self-service, “how are we supposed to use AI?!” are all priority issues for analytics leaders. Even when attendees come to 1:1 meetings with me intending to talk about social analytics, we quickly go off the rails and default to the foundational issues which have plagued IT forever: how do we innovate when we’ve got all of this junk in our trunk? (Side note: IT leaders aren’t saying “junk in the trunk,” but fifth grade me definitely is.)
When we look at the future of social analytics in the enterprise, I worry that the channel and its data will continue to be waved away by analytics leaders…not because its a weak source of data but because they frankly don’t have time to deal with nebulous social media strategies that require them to collect massive amounts of data for no clear business purpose.
This week I gave a presentation on Five Reasons You’re Failing with Social Analytics, but I think I missed #6: analytics leaders have no control and no knowledge of what is happening with their organizations’ use of social media because they have no time for it. The unfortunate side effect is that social media data isn’t being used as effectively as it could be, and so we all continue to miss out on the value of multi-dimensional customer analytics.
The end of this blog post should serve as a starting point. What are you doing with the information you’ve managed to surface in your social analytics dashboard?
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