We saw the fourth in a series of posts on leveraging social data across the enterprise was published as a blog post from Oracle: “Integrated Social and Enterprise Data = Enhanced Analytics. Why a CMO + Experienced CIO are Necessary to Succeed.” The lesson seems to be, never underestimate the power of cooperation and relationships. First, however, the article breaks down the roles of both the CMO and CIO in regards to social data.
The CMO typically owns social data within the enterprise and makes purchases of social CRM tools, selects data to target and hires for positions that will drive social relationship management. The CIO, on the other hand, usually owns the enterprise’s traditional data and leads the technical architecture decisions to acquire, store, process and share new forms of information to the enterprise.
The referenced article offers the following four step guide on integration, but we chose to highlight the last (and most crucial steps):
Step 3: Enrich the data. As explained in a previous post on DaaS, the enterprise will want to enrich the combination of traditional data and social data to gain insights based on a more complete view of the customer. The CIO leads the delivery of these services to meet the requirements of the CMO. Step 4: Analytics & next generation data pull. By creating a shared data pool and sharing best practices, the CMO & CIO can help all functions across the enterprise conduct new insight detections and ongoing actionability through a variety of CX and CRM solutions.
The shared data pool that is mentioned can take a number of forms, but we are seeing many companies achieve results with innovative intelligence solutions that easily integrate semantic capabilities into your analysis platforms or product to enhance their performance. Cogito Intelligence API from Expert System, for example, comes to mind.
Megan Feil, August 30, 2013