The secret to providing a real-time and personalized customer experience is a code that many marketers are desperately trying to crack. The rise of big data and the popularity of social media have helped many brands make huge strides, but much of the progress in this customer engagement space must still be made. One of the major obstacles facing many brands is the speed at which this data is created. Another problem lies in deciding what data is actually useful and what is not.
To solve these growing problems, IBM and Twitter have just announced a partnership to help businesses use critical social media data in a financially advantageous way. Through the use of the first ever cloud-based platform that lets industry professionals drive valuable and actionable business solutions from Twitter data, the new global partnership will help brands “isolate the signal from the noise.”
Accomplishing this goal requires bringing some impressive computational capabilities to the table, and that’s where IBM comes in.
The multinational technology corporation will leverage its might to analyze and enrich relevant Twitter data before cross-referencing it with millions of additional data sets collected from outside data streams. In this way, IBM hopes to discover powerful correlations that could have far reaching implications for a wide range of essential business decisions and customer experience programs.
Such a service could potentially be extremely valuable as Twitter provides an ideal way for bands to personally connect with their customers. This unique form of customer engagement is also extremely diverse, widely public, entirely global, and it all happens in real time.
“So much of business decision-making relies on internal data such as sales, promotion, and inventory,” said Chris Moody, Vice President of Data Strategy at Twitter. “Now with Twitter data, customer feedback can easily be incorporated into decision making. IBM’s unique capabilities can help businesses leverage this valuable data, and we expect to see rapid demand in retail, telecommunications, finance, and more.”
The global partnership between IBM and Twitter is currently helping more than 100 clients use these new metrics to inform business actions. Specifically, the analytics service promises to help business professionals develop special social data-enabled apps to quickly and easily search and harvest Twitter insights aggregated from across the social media landscape.
It will also allow users to develop a variety of advanced predictive analytics. In addition to uncovering hidden customer engagement patterns, entrepreneurs will be able to use Twitter data to extrapolate and prepare for the occurrence of customer behaviors by launching the appropriately corresponding customer experience programs.