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What You Don’t Know Can Kill You

Monday, March 30, 2009

The challenge of business intelligence today is enormous: Companies are struggling to not only find and mine data but to also mold it into information that ultimately becomes actionable information used to grow their business.

In recent years, business intelligence (BI) has also come to rely on near real-time operational data found in systems, including enterprise resource planning (ERP), customer relationship management (CRM), supply chain, marketing and other databases.

But there’s an emerging application that’s becoming even more crucial to business success: social media. In the 10 seconds it might take to read this paragraph, 20 blogs were created, 180 updates were posted to existing blogs and 12,500 Twitter “tweets” were sent. The velocity of conversations and the enormity of the world in which they fly is mind-boggling. With customers, journalists, hecklers, advocates, enthusiasts and 100 million of their friends participating in social media channels in ways that are directly relevant to your brand, understanding who is the most influential on a given topic, within a particular community, is critical.

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