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“There’s no such thing as social analytics. Just like there’s no such thing as big data—it’s an artificial amalgamation of related topics. When you lump these things together you lose the distinction between them. Don’t talk about social analytics — instead, talk about the analysis of the topic. What is the sentiment? What are the hot topics? What is the buzz? How many people are using this channel? How often? Who are the influencers? These questions are all related to social analytics… You need to look at them individually and then bring them together.”
-Gareth Herschel, research director at Gartner, on the ways companies can differentiate themselves through their use of data at the Gartner Business Intelligence and Analytics Summit on March 20.
