Data and analytics key to social marketing success

While the jury is still out on whether social media strategies are beneficial to retailers, many are using social media to great success, particularly those that use input from customers communicated through social media to drive improvements. The key to success, however, is the data.

"At the most basic level, you need a system for organizing that data, benchmarks to measure it against and a process for tracking it over time," said Michelle de Haaff, VP of marketing, Medallia's. "Making decisions about social data on an ad-hoc basis—or in isolation from other types of feedback—can lead to miscalculations." Story