Using Social Data to Build Deeper Customer Relationships

Social media has made the traditional marketing funnel obsolete. Instead, we now have access to data throughout the customer journey, from initial awareness, to preference, to loyalty, and back again, which paves a dynamic path across many digital touchpoints. Adding to this complexity is the data produced when customers, prospects, advocates and detractors share their opinions at every stage of their relationship with a brand. What are marketers doing with all these data points?

Altimeter analyst, Susan Etlinger, presents:

  • recommendations on using social data to better serve customers at each stage of their relationship with us
  • examples of how some of the most innovative companies are using this data
  • emerging best practices for driving value on both sides of the relationship

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