Gartner Research

How to Apply Advanced Analytics Capabilities to Social Data

Published: 13 April 2016

ID: G00301354

Analyst(s): Jenny Sussin

Summary

Advanced social analytics capabilities require applications that can analyze more than just social media data. IT application leaders supporting social analytics should look to incorporate social data as a single component of their predictive and prescriptive analytics strategies.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • The need to increase efficiency in understanding social media trending topics and anomaly detection will drive business leaders to insist on acquiring social analytics tools capable of assisting with diagnostic analysis
  • As organizations seek to predict the future impact of events being tracked on social media, business leaders will insist on predictive analytics being a part of social analytics application capabilities
  • In an effort to optimize the customer, prospect and employee engagement process, application leaders will need to pursue social analytics applications that have prescriptive analytics capabilities

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