Integrated Not Isolated: How to improve customer insight by embracing social media data
Social performs a key role in providing deep customer insights for brands in real time and at scale, but in order for it to be effective it must be fully integrated into the business operation.
This cross-industry guide puts the spotlight on social insight, with chapters including social platforms and trends; sentiment analysis, bias and ethics; to how to integrate social with the insight function, within the organisation and with the overarching business needs. These learnings are brought to life with case studies from Sport England, MasterCard, Janssen and GE Healthcare.
IPA Social Works is the first global cross-industry body to help brands, agencies, researchers and social media owners develop a more ROI-driven and robust approach to measuring social. IPA Social Works is a collaboration between the IPA, The Marketing Society and the MRS, and supported by Professor Patrick Barwise, Emeritus Professor at the London Business School, Facebook and Twitter.
Last updated 20/09/2016