Business intelligence practitioners doubting the value of social media data: the debate is open

Sorry for the long title. Remember that earlier this week I posted about a report, conducted by BI solutions provider Kognitio and Baseline Consulting, that many business intelligence practitioners seem to be unsure how social media can benefit them (if not, read this first). 

At the end of the post I called upon BI practitioners to share their thoughts. 

As a matter of fact, two did. Their view and input are very relevant and interesting, so I decided to share it via a follow-up post. Here’s what they think.

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Guest post: New Marketer´s Philosophy – and a well documented case

In the highly praised book Socialnomics, Erik Qualman, Global Vice President of Online Marketing at EF Education, describes the change that has happened in marketing philosophy:

Marketer’s Philosophy Yesterday

  • It’s all about the sex and sizzle of the message and brand imagery.
  • It’s all about the message; good marketers can sell anything.
  • We know what is right for the customers – we are doing the customer a service because they really don’t know what they want.
  • We develop products and messaging in house and then disperse them into public.

Marketer’s Philosophy Today

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