Importance of Social Media Analytics by Himani Agrawal

Himani Agrawal visited Great Lakes campus to share her insights on Digital Analytics and its future with students. Himani is passout of 98′ batch of IIM Calcutta, she has worked with Microsoft before taking the role of Marketing Manager at SAP. Discussion centered around how modern day marketing is more about understanding data using statistical tools and how onus of being custodian of brand lies in hand of marketing manager.

There are tools and technology which enable companies us to process and make sense of big data, we can understand consumer behavior like never before. With the advent of social media, companies now-days are very concerned about their online brand image, be it response to new product, service levels, promotions or news because consumers are vocal than ever before to express their emotions on social platforms. Companies need to continuously monitor such trends which can provide them time to address issues with actions which can be measured (again by listening to trends). It is also easy to measure ROI and effectiveness of a campaign.

SAP NetBase is an ERP software, its millions of servers connects to social media platforms like Twitter/Facebook/Blogs and can ‘listen’ to what consumers have to say about Brands and their competitors. Through Natural language processing tool it can understand slang terms like ‘gr8’ and ‘my phone is sick’ and also update its database automatically as new slangs emerge. She also talked about SAP JAM through which organizations can do social collaboration and include all stakeholders like employees, partners and customers to share information which can shorten sales cycle and improve engagements.

Since Analytics as a specialization is offered by Great Lakes, Gurgaon and Gurgaon is hub of Internet/ecommerce companies such insights by Himani really helped generate interest among students , who plan to take marketing and analytics as a specialization.

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