Two-thirds of consumers want to have a relationship with brands on social channels — yet the majority of marketers are still struggling to gain insight from their customers’ social behaviors.
But just a few years ago, social listening platforms offered marketers such ROI promise, with big acquisitions from the likes of Salesforce and Oracle. But now these listening tools are seen as a necessary evil, according to new Forrester research.
The bottom line, writes Forrester: While social listening platforms deserve some blame, these platforms will never save a failing marketer. To be successful with these tools, marketers must partner with their data insights peers to build a process that consistently shares results.

To learn more about this research, visit the Customer Intelligence blog.