Forrester 2011 to 2016 Digital Forecast: Focus on Social Data Integration
At Merkle Connect, we believe social isn’t a just a channel – it’s a way of doing business. Integrating social media’s key data points into an existing customer database gives companies a more complete customer view to drive increased return across all digital channels.
Forrester predicts this will be a major focus for customer database enhancements:
“…But we expect the bigger investment to come from firms integrating social data into their existing customer database as part of CRM upgrades — a spend not typically made by the interactive marketer.28 Marketing services provider Merkle already positions itself as a specialist at “connected CRM” that tethers the marketing database to digital channels in order to create marketing, sales, and service opportunities.”
The work we’re doing with our clients in this area not only gives them a competitive advantage in the digital space but also keen insight into the typically ROI-free zone of social media.
Read more of Forrester’s predictions here.