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Integrating Social Media Analysis Into BI

by Lyndsay WiseTuesday, July 28, 2009

Ei Dynamics, a business intelligence vendor focusing their offerings on mid-market companies, announced the release of their new version 4.0 on Friday.  Aside from the general types of advancements offered with new releases, such as broader integration, exporting functions and real-time update capabilities, one of the key features announced is the ability to provide native integration to Twitter.

Organizations are using Twitter and other social media outlets to market their products and services and to increase business.  Whether through marketing campaigns or by monitoring what is being said about a product or company, many organizations that never considered using Twitter and other social media outlets in the past are looking to these online channels as ways to increase overall market visibility.  Consequently, these organizations also need a way to capture and analyze this data.  Currently social media analytics solutions exist that can help organizations identify marketing opportunities and sentiment analysis.  However, until recently, these features were not available within a full BI framework. 

This means that if Twitter and other online activity in addition to general RSS feeds can be collected and analyzed, BI can provide additional value to marketers looking to build successful campaigns.  The more information available to marketers, the better able they will be to target specific demographics, and measure the success of these campaigns.  In addition, regular BI functions such as alerting, dashboards, collaboration, and information gathered can be combined with other customer or marketing-oriented data to provide better insight into an organization’s performance. 

One interesting thing to note is that this offering is targeted towards mid-sized organizations.  Whether this means that mid-sized organizations are taking advantage of social media more than their enterprise counterparts or that they are better able to be dynamic within their organizations in relation to how they collect and analyze data, the fact remains that solutions targeted to mid-sized organizations are helping shape the larger BI landscape.  Whether due to a newer focus on software as a service, self-service delivery models, or lower price points, the fact remains that the market is slowly shifting towards a framework that includes an easy-to-implement and low-cost infrastructure.  Add to that the ability to integrate social media components and analysis within main business intelligence software offerings and organizations can finally measure the overall value BI is able to provide to the organization.

About the Author

Lyndsay Wise is an industry analyst for business intelligence. For over seven years, she has assisted clients in business systems analysis, software selection and implementation of enterprise applications. Lyndsay is the channel expert for BI for the Mid-Market at B-eye-Network and conducts research of leading technologies, products and vendors in business intelligence, marketing performance management, master data management, and unstructured data. She can be reached at lwise@wiseanalytics.com. And please visit Lyndsay's blog at myblog.wiseanalytics.com.


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