Ask, Measure, Learn: Using Social Media Analytics to Understand and Influence Customer Behavior

On average, large companies have 178 corporate accounts on various social networks, and the data they collect is exploding more and more each year. Sound vaguely familiar? This practical book-written from a business rather than a technical perspective-shows you how to mine social media data and apply useful analytics to business planning.

Every day, your customers, employees, and stakeholders comment on your company, your products, your brands, and other issues. How can you analyze this information and put it to work? Authors Lutz Finger and Soumitra Dutta have helped large international organizations use analytics for core functions beyond marketing, such as customer care and product development.

With this book, you will:

• Learn how to achieve business goals by creating appropriate measures in social media
• Examine real-world case studies that demonstrate how social media analysis was applied to a particular business need
• Discover state-of-the-art analysis tools and their potential limitations

Make sense of your companys social media data with Data Mining.