Thick Data: A New Qualitative Analytics for Identifying Customer Insights

All sort of businesses and organizations are now online, and they leave a trail of data on social media sites, blogs and portals, messages of all types, and lots of traces on search engines. Enterprises can no longer escape the need to monitor and analyze social media outlets such as Facebook, Twitter, Pinterest, news sites, blogs, forums, video sites, and microblogs. To succeed and grow, a business needs to be able to acquire, retain, satisfy, and engage their customers effectively. Embracing social media analytics is vital for assessing how well the business does this. Social media analytics is the process of accessing data generated on social media such as ideas, sentiments, and customer feedback. This information can then be analyzed and fed into the decision making process across all business activity, including campaign orchestration, product development, recruitment, customer advocacy and engagement processes, sales input, and much more.