Hi Pierre- 'thanks for sharing your thoughts on the social media buzz. I think there has been a increasing relevance on attributing brand awareness to social media. Companies have been investing in these owned media efforts apart from their paid media strategies to leverage the effectiveness of the "social space" offerings you mentioned.
One of the persisting challenges has been to measure that feedback and link it back to the actual business metrics and the success measures.
Don't forget the human element -- people who will consume data and put it into action -- in an analytics initiative. Chris Mazzei, global chief analytics officer at Ernst & Young, joins All Analytics Radio to share best practices in understanding from the start of a project how the resulting data might address business problems, change people's jobs, and change how customers interact with an organization.