Forrester

Why Read This Report

Listening platforms are hot and marketers are keen to use consumer conversations to inform marketing and business strategy. But as more businesses adopt listening platforms, the question that comes up most often is, "How much will these tools cost?" Marketers must expect listening budgets to vary based on the level and complexity of their goals. Turning social data into actionable intelligence costs more than the technologies powering this strategy. Budgets will also include monthly tool fees, project and reporting fees, and, most importantly, internal expenses for budgeting time and resources to the listening goals. This report is an update to our 2009 report "Understanding The Total Cost Of Listening Platforms," with new data and current examples for the social intelligence playbook.