Forrester

Why Read This Report

Customer Intelligence and public relations aren't obvious bedfellows. The two teams sit on opposite sides of the marketing and strategy organization but share similar goals and will now share a common data source: social media. Through Social Intelligence, Customer Intelligence and public relations professionals turn online discussions into actionable business insight. Social media data gives both teams the information they need to improve targeted communications and measure their work's effectiveness. For Customer Intelligence professionals, this means new demand for social data, challenges in distributing data, and focusing on the importance of data analysis training.