Unlocking the full potential of social listening platforms through prescriptive-based intelligence

Mike Mcguirk
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Mike Mcguirk: Lecturer, Babson College, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2022, vol. 8, issue 1, 6-15

Abstract: Today’s business leaders are demanding access to information that will help them make more informed decisions. The widespread shift to customer-centric business practices, which require a much deeper understanding of consumer needs, emotions, and behaviours, is a primary driver of this heightened thirst for more data. This data obsession has triggered an unprecedented level of innovation in marketing technology. Particularly, innovation in platforms that can ingest and analyse new sources of consumer data. Social listening platforms are an important contributor to this new data collection and analytics ecosystem. This paper explores the adoption of social listening platforms and social analytics practices and details the distinct and highly valuable benefits these solutions can provide marketers and customer experience management executives.

Keywords: social listening; social analytics; customer analytics; marketing analytics; market research; marketing; customer experience (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2022:v:8:i:1:p:6-15

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