As recent surveys show, consumers are increasingly using social channels like Facebook and Twitter to resolve customer service issues and otherwise interact with companies. Thus, collecting and analyzing social data plays a central role in social CRM strategies.
In recent months Oracle and Salesforce.com acquired companies that specialize in social data analysis, and market research firm IDC says interest in these kinds of social CRM products will boost CRM market revenues in the coming months.
Attensity, a provider of social analytics and engagement applications, this week announced the general availability of its Attensity Pipeline, which it says collects data from more than 150 million social media and online sources including Twitter, public Facebook and Google Plus posts, blogs, forums and video and review sites. The product leverages Attensity's patented semantic engines to facilitate analytics and routing within seconds, according to the company.
Key capabilities of the Attensity Pipeline include:
- Filtering to eliminate irrelevant results and spam
- Automatic identification, extraction and tagging of the key sentiments, people, places, products, companies, events and relationships found in the data using Attensity's patented natural language processing engines
- Additional data augmentation including geographics, demographics and influencer metrics
Results from the Attensity Pipeline are fed to other Attensity applications including Attensity Analyze, Attensity Command Center and, soon, Attensity Respond. The Attensity apps in turn can feed into other business applications such as CRM, business intelligence and data warehousing systems.
A beta version of the Attensity Pipeline has been available since January to Attensity's enterprise customers and strategic partners using Attensity Command Center. EMC Corporation used the Pipeline with the Attensity Command Center to analyze real-time social conversations among the 15,000 attendees at the EMC World 2012 conference in May and also used the Attensity Pipeline-fueled Command Center in its Silicon Valley Executive Briefing Center during the EMC-sponsored U.S. Open golf tournament.
According to Attensity, the Attensity Pipeline is available as a component of Attensity Analyze now and priced based on content volume. The company will host a webinar on July 25 to demonstrate and discuss the Attensity Pipeline
Attensity’s social CRM clients include Charles Schwab, EMC, JetBlue Airways, Lloyd's Banking Group, Siemens, Starwood Hotels & Resorts, StubHub Travelocity and Whirlpool.