2. The management and analysis of customer data from social sources, used
to activate and recalibrate marketing and CRM programs, to uncover
Section One
insights and opportunities to achieve business objectives.
Social Intelligence
5. Social Intelligence: Planning
VISION: An integrated, customer-centric view, marrying the science
(analytics) and the soul (insights) of digital data.
MISSION: Accelerate the pace and quality of customer insights and
feedback in order to build deeper customer relationships and improve
strategic decision-making.
OBJECTIVES: Use digital data from across the organization to generate
actionable insights that are:
1. linked to business strategy
2. easy for internal teams to understand and act on
3. can be embedded into organizational processes
6. Social Intelligence: Process
1. Identify questions that will address customer pain points and align
with top business objectives
2. Capture and aggregate data + information
3. Identify and close information gaps with additional data (call center,
secondary research, etc.)
4. Analyze information and data to generate insights that identify
opportunities, uncover risks and improve customer experience
5. Disseminate insights according to stakeholder needs
6. Measure impact of implemented changes
8. The collection, measurement, analysis and reporting of social media data
Section One
to measure, optimize and recalibrate marketing programs and initiatives
that utilize social channels.
Social Analytics
