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Prescription vs Suggestions
There's a lot of talk about advanced analytics these days - the use of data mining and predictive analytics is growing rapidly so lots of articles, books (like Tom Davenport's latest ) and blog posts are being written.
The competition for attention is focused on social networks as brands vie for awareness and consideration. Establishing a presence in Facebook and Twitter is as necessary as it is trivial. In the great social land grab , many organizations are missing true opportunities to connect with the fifth P of the marketing mix, people.
Brands are making plenty of money in social media: Dell Outlet ’s Twitter account has generated millions for Dell , the Intel Channel Voice community has decreased costs by eliminating the need for expensive in-person events and P&G used media mix modeling to demonstrate that the BeingGirl.com community is several times more effective at driving sales than the brands' television ads. Many marketers can draw a straight line between investments in social media marketing and financial results, but many more cannot. This doesn’t mean social media marketing is ineffective; it just means that marketers have to recognize benefits beyond dollars and cents.