The Challenge of Integrating Social Media and Enterprise Data – A New Altimeter Group Report

Altimeter Group, the Silicon Valley research and advisory firm, has released a new report on Social Data Intelligence and the challenges of integration social and enterprise data. According to Altimeter Group research, “the average enterprise-class company owns 178 social media accounts, while 13 departments—from marketing to customer support to legal– actively engage in social media.”

The report draws that conclusion that social media and social data are “still largely isolated from business-critical enterprise data sourced from platforms such as Customer Relationship Management, Business Intelligence and market research.”

Altimeter Group received input on this research from about three dozen enterprise class organizations and their industry analyst Susan Etlinger “lays out an imperative for Social Data Intelligence, identifying key dimensions that organizations must understand, pragmatic steps they can take toward mature integration, and how successful businesses are already using social data in the context of other critical enterprise data to drive measurable value throughout the organization.”

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