According to a new report on the GLGroup website, SAS's entry in social-media analytics is a key indicator that enterprise thinkers are indeed ready to take on social-media analytics. Also mentioned in the report is that SAS's social-media analytics offering is an analytics silo, hosted and drawing only on social media and is not currently integrating with the enterprise data warehouse.
"Raw material and insights from social media are difficult to link with the contents of the enterprise data warehouse. Social-media postings are often anonymous with sparse associated profile material. And the nature of the insights to be gain, about customer and market voices, are hard to correlated to the transactions, behaviors, profiles, and demographics captured in the EDW. SAS and other companies are rising to the semantic integration challenges, and on the user side awareness and demand are definitely growing, but we're far from there yet."