Real time: The next frontier for analytics

Andrew W. Pearson
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Andrew W. Pearson: Qualex Asia Limited, China

Journal of Digital & Social Media Marketing, 2014, vol. 2, issue 3, 247-257

Abstract: In 1999, ‘The Cluetrain Manifesto’ warned that ‘markets are conversations’. Today, some 15 years later, software, hardware, mobile and social media vendors have come together to provide tools that allow companies to join and manipulate the conversation. This paper provides a quick overview of the available hardware and software solutions; a discussion of the in-memory landscape, including the strengths and weaknesses of the competing products; and a summary of the latest developments in the social media monitoring space. Given the importance of personalisation and one-to-one advertising for increasing traffic, raising customer conversion rates and increasing average order value, these systems can either be a company’s best friend or its worst enemy.

Keywords: augmented reality; in-memory systems; personalisation; CRM; social CRM; real-time marketing; content marketing; social media monitoring; social media sentiment; social media context (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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