Report

The Future Of Social Intelligence Is In The Enterprise, Not Marketing

Social Listening Platforms Flourish When They’re No Longer An Island

January 1st, 2018
With contributors:
Melissa Parrish, Brigitte Majewski, Erna Alfred Liousas, Caitlin Wall, David Novitzky, Christine Turley

Summary

Forrester has long argued that companies mustn’t silo social listening data within marketing, customer insights, or PR and communications teams. Now, B2C marketers must realize the next stage in social intelligence maturity: merging all types of social data with other data streams and incorporating them into business intelligence models to build more complete customer profiles. Only then will companies be able to paint a comprehensive — and human — picture of their customers.

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