Social media analytics appears to finally be on the path of exponential growth forecast for it. A number of reasons account for why growth has been slower than initially expected, and why growth is picking up now.
Brand Tracking is evolving to rely more on observed social and behavioral data, and less on traditional survey data, with predicting the future the goal. This shift will accelerate as analytic capabilities grow and mindsets shift.
Social media analytics often leaves important information on the table, to the detriment of brands, consumers and society as a whole. Human-supervised machine learning can dramatically improve prospects for all parties.
Mining data from social platforms where conversations are limitless allows businesses to gain better consumer understandings of highly active, engaged, ongoing communities.
MRX is headed towards faster, better, cheaper insights as we adopt digital methodologies that make use of online opinions and social sentiment.
