Forrester's Marketing Leadership Forum 2012
Through social channels such as Facebook and Twitter, your customers share unsolicited and unbiased opinions. To capture and analyze this data, Customer Intelligence (CI) Professionals must turn to "social intelligence" without breaching privacy concerns. This facilitated group discussion will address:
Zach is the leading expert on social intelligence — using insights generated from online discussion to inform marketing and business strategy. His research focuses on the applications of using social media data for the enterprise, the process of identifying actionable insight from online conversation, and the technology and service vendors that make managing social media data possible. Zach has been with Forrester for four years.
Prior to joining Forrester, Zach ran the social media strategy arm of a UK-based marketing firm, where he developed a social media monitoring tool and delivered social business strategies. His work involved building and advising on corporate blogs, planning social media marketing campaigns, developing corporate social media strategies, and driving social media monitoring and measurement initiatives.
Zach has a B.S. from Union College.