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Business Customization


Business customization using data analytics can take various forms, with many options.  The following sections describe related aspects of a number of such options.

Social Media Interaction Promotion & Marketing Response Tailoring

While there are many tools out there, intentions must be made clear prior to choosing tools: (1) companies can detect “what’s out there” in a systematized fashion (per : Data… Analysis… Insights… Planning and Strategy… Program… Measurement; data acquisition can be real-time or periodic. Advantages to real-time awareness include content development real-time, improved customer relationships, product feedback, interaction real-time, and evaluation for a potential problem. Reacting to potentially legal matters is important – also, key personnel should be included after identifying and training them (with vendor training, a core team, with gradual expansion and incentives). Also, a customized set of tools – dashboards, person(s) responsible, and tool integration for search, SMES, web analytics – are important to identify prior to starting interaction with customers. As far as content, one approach suggests use of the basic questions – who, what, when, where, why, and how. Routine monitoring, assessment of validity of complaint or compliment, and furthering that to the next level of private or public engagement, all have a role in proper interaction.

Awareness Promotion

Metrics used to gauge social media presence from others include: share of voice (%brand vs. other brands), share of conversation (%brand vs. entire category), and the who/what/where/when/why/how mentioned earlier, along with identification of key search words used to find the brand, keywords, and key influencers. Auditing the “key words being discussed” is also helpful. Influencer tools including Klout, PeerIndex, Kred, etc. – with influencers ideally chosen based upon compatibility including relevance, syndication metrics (e.g. re-tweeted, shared, etc.), reach to unique visitors, etc., time frame, weight for metrics, weighting some metrics vs. others, online multi-channel presence (e.g. news, blogs, Twitter, videos, etc.).

Several channels of “online influence” have been proposed – including video, social networks, search, blogging, tagged images, chatrooms/other forums, SlideShare-type sharing of information, Wikimedia (on-line peer-edited content) and podcasts (audio). Awareness of competition is similarly important.

For major external issues arising, identification of known issues, anticipating timing of issue, and being aware of influencers, all have a role in addressing the issue of concern properly (with involvement from legal, HR, customer service personnel, business unit heads, and senior executives). Dedicated dashboards for key words, identifying key pro and con contributors, tagging correct words, and an immediate plan in place all help including physical location for assembly/discussion,

Customer Service

Some interesting facts about customer service: (1) Customers have designated the internet, email, in-store kiosks, social media, smartphone apps, and then phone calls (in that order of popularity) in terms of awareness, choice, transaction, delivery, and after-sales care (per Based upon priorities, in order, immediacy > multi-tasking ability > efficiency. Dedication of a company to its social media platform is important, with two-thirds of companies responding within 4 hours. Faced with a problem, per a survey on, 71% would go online, with only 7% complaining via social media.

Specific CRM software can promote “personalization” per customer, keeping track of prior calls, etc. Some have discussed customization per languages, citing English, Chinese, Spanish, Portuguese, Arabic, German, Russian, French, Indonesian, Korean, and Italian as key languages.

Launch Strategies

Based upon the who, what, when, where, why, and how noted previously and constructing a timeline, a product’s lifestyle may be monitored at different times. Data from each of these, which can be compared as hypothesis vs. actual, can yield strategies for future. In turn, these questions can be used to create research plans and reports, and again formulate subsequent plans based upon these reports. A related topic for any launch strategy will be a “search strategy” throughout and even prior to a product’s launch – development of the “key word” list, and determining organic vs. paid options.


Many different ways can be used to determine return on investment – return on engagement, return on experience, or return on influencer are each metrics which are obvious, but should be counted and tracked. Also, the meaning of “return” should consider strongly being an actual revenue amount, rather than simply creating an impression.

Determining or tracking revenue impact from social media has been via 3 methods: (1) linking and tagging – via short link, ROI tag, or cookie; (2) integrating via social media tracking application or requiring e-mail entry or downloading or redeeming coupons; (3) direct commerce via social platform – e.g. via 8thBridge, Moontoast, and SpiceWorks.


Industry analysts and experts have followed trends in the mobile market for some time. For example, Mary Meeker at Kleiner-Perkins noted that while the U.S. had the highest penetration of mobile devices, places like India had the highest YoY new users (increased over 800% (!)). Such growth, determination of the type of device (iOS vs. Android), and greater viewing of platforms for mobile users, each have resulted in mobile ads gaining popularity and the entire mobile interface having a significant present and likely future role in user engagement.

Social CRM

Various platforms for “social CRM” exist today, and many have postulated that these may represent a future trend. The ability to record each encounter, via different programs such as Batchbook, Jive, Lthium, Nimble, SugarCRM, and the more novel Meltwater, all offer methods of tracking sometimes inter-platform information frequented by the same user(s). Alerts, social profiles, contact lists, calendars, heatmaps, multiple account management, and engagement-related information are all examples of such interaction which may be ideal to see in a given platform or platforms.


The many concepts and programs described above continue to expand, offering greater features, at a fast rate. Three trends are worth considering in their growth: (1) organic growth, adding new features which evolve from prior ones within the same company; (2) addition by acquisition, which enables a single platform or company to expand its services and also integrate better its existing services with new ones; (3) completely novel ideas, not evolving from prior ones or by acquisition of new ideas.

Already, companies such as Google have methods which retrieve, based upon their searches and completion of a transaction, via ga.js, information from the user which can be analyzed as part of a larger platform. This will likely grow to add further tools in commercial analytics (some of which exist now) and the numerous other subcategories within Google.

Ideas for voice recording, social platforms, and behavior in general (i.e. offline with online data) may have potential, once optimal data capture occurs. The argument here may well be, as it is already being, one of information vs. privacy. However, the data analytics concepts mentioned have already made significant strides in meeting consumer demands and improving lives.

(Information above has been acquired from numerous sources, including,, Hemann C, Burbary K: Digital Marketing Analytics, Que, 2014, and