MarketSentinel is announcing a new focus today. For the last couple of year our clients have been saying things like:

“Sure we monitor social media but – bleurgh! – we have no idea what to do with the data. There is so much!”

or …

“OK, we know we have a problem with customer service, but the data on that never seems to change. Are we making progress?”

or …

“We are spending a fortune on Facebook campaigns but although the engagement stats look good we have no idea if they add to the bottom line. Can you help?”

We have said for a while that the only real way to answer these questions was to look under the hood – inside the enterprise. We realise that you have to match all marketing spending (not just that on social media) with real-time data from the business. And that idea is at the heart of our new focus. We are putting social data together with all the other data in the enterprise, sales data, survey data, even linked open data from public sources, to create a full picture of ROI within the enterprise. There are some more details about our new approach here.