Social Media Analytics Tools Offer Customer Insights, but Care Needed
sponsored by IBM

As social media analytics enter the spotlight, there are some considerations businesses need to keep in mind when gathering and processing data. The first consideration is that, increasingly, the most helpful and insightful data is unstructured or semi-structured; the sheer number of likes, tweets, or hits is not sufficient for gauging the climate of a consumer base. The second consideration is that even unstructured data analytics can fall short and fail to detect negative attention; the key is granularity and well-kept metadata tags.

In this white paper, discover the primary concerns of unstructured data analytics moving forward in a social media-driven world. Explore the challenges facing companies that want to harness their consumer base's social response.

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