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Document: MKT-613
Perspective Summary: Recently, Saugatuck identified an additional challenge to the broad adoption of Enterprise Social Computing (ESC) solutions that we are calling social business analytics. For ESC to realize its full potential over the course of the next three years, users and vendors must design and implement social business analytic systems and strategies to take advantage of the explosion of social business information currently being created. (Please see Strategic Perspective MKT-604,”Value from Social Business Information Requires Social Business Analytics, published 29 May, 2009.) This month, two leading vendors – one from the business analytics side and one from the social networking community side – released analytics solutions that represent credible first steps toward the type of social business analytics systems that we envision evolving over the next two to three years. In doing so, they are helping their customers establish the ROI of ESC initiatives, and make better decisions about their next investments. Still, more must be done – including the establishment of standards and the involvement of key vendors and services players in the business intelligence and data warehousing ecosystem – before social business analytics can firmly take root. |
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