Q&A: How to Use BI to Measure Social Media Activity

Customers who are active users of social media pose a number of challenges of BI for organizations, including the use of real-time analysis of interaction with the customer to provide customized content, targeted. Innovative BI tools and techniques can help, says HP Dennison DeGregor.

By Linda l. BriggsJune 11, 2013

Consumers who are in the age group 18-34 year olds are sometimes referred to as "digital natives". HP assigns a broader term for those who are comfortable with technology and social media, regardless of age, calls them "generation C" for connected. Use business intelligence, HP DeGregor Dennison explains, companies can measure and analyze Gen C activities through social media to provide customized content, targeted in real time.

Executive of clients worldwide for HP Enterprise Services, DeGregor oversees global multi-channel operations, including 114 contact centers in 34 countries. DeGregor experience in customer strategy and operations include customer analytics, social media integration, mobile integration and large amounts of data. He is the recipient of the Smithsonian Institution Time Capsule Award for customer-centric innovation at the beginning of the 21st century and is the author of the book The Enterprise Customer-transparent (2010, motivational Press, Inc.).

BI this week: what does it mean to "Gen C", and as Gen C consumers differ from previous groupings and generations?

Dennison DeGregor: "Generation C", or the connected generation, transcends age groups. Is a psychographic segmentation and aptitude test against a demographic segmentation based on age. Although the generation C Eclipse age, most commonly found in the age group 18-34 years and are also known as digital natives, which indicates who grew up with the technology. Typically these digital natives are characterized by different attributes; they:

Have a love for creating content and mashingTend to form active community, rather than remain passiveGravitate towards social media sites to participate in discussions about the different ideas and participate in cultural conversations desire to be in control of their lives and be content with complexity the desire to work in more creative and less restricted by rigid social structures

In terms of BI, what is different business intelligence needs and opportunities with this group of consumers?

C generation poses a number of challenges of BI for organizations, including how to use Google analytics to take advantage of every customer interaction in real time and how to collect intelligence in real-time through channels and deliver highly targeted content,.

However, companies can combat these challenges through the development of innovative techniques of BI to handle the huge volume of cross-channel data. In particular, companies should focus on new purchase process, in which the consumer generation C leads price comparisons and peer discussions, and then makes a purchase after their information-gathering process is complete.