by Angela Guess
Jakki Geiger of Informatica recently shared five ways that Informatica customers are using Master Data Management (MDM) to integrate social media data into their businesses. Here’s method number one: “ Ensuring that the Jane Doe on Facebook, Twitter and LinkedIn is the same Jane Doe in the CRM system. Thirteen percent of poll respondents are planning or already using MDM to integrate customers’ corporate profiles in CRM with their social profiles from social networks. Twenty nine percent are thinking about it, but haven’t solidified their plans. What’s interesting to me is 50% hadn’t considered using MDM for integrating social media data, but think it’s a great idea.”
The second method: “Only including Jane Doe’s specific comments, reviews, ratings about their companies, products or services and excluding all irrelevant activity. This helps our customers focus on the information that adds value and is actionable. Some of our customers are also including Jane Doe’s activity on competitive products and services.” Third: “Adding friends and family from Jane Doe’s social network into her CRM profile, providing access to the people Jane Doe influences and those who influence her. This is highly beneficial for Marketing since studies such as Friends Versus the Crowd: Tradeoffs and Dynamics show that friends’ recommendations are typically more influential than ratings from the general public.”
photo credit: Informatica
