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Published on Jun 13, 2012
The social web has forever changed our expectations as customers. As a result, companies are attempting to deepen their understanding of how and why customers behave the way they do in order to engage more effectively. Social Intelligence is a measure of this understanding, which can be used for brand positioning and sentiment analysis. For a business, this might mean more effective cross-sells. It can also mean better product innovation, including better designed products. By analyzing what is being said in social media and comparing it against data gathered by the company, finding and fixing problems can take far less time. What this means for marketers is a dramatic switch from mass advertising to direct-to-consumer influencer targeting. At HP Discover, I spoke with Scott Walters about social intelligence and how it's changing the way companies gather, analyze, and respond to consumer data.