• February 22, 2008

Best-in-Class organizations are more than 680% more likely than laggards to improve their ability to predict customer behavior through the use of social media monitoring and analysis tools, according to a new report conducted by Aberdeen, a Harte-Hanks Company, and underwritten by word-of-mouth measurement company Andiamo Systems.

The report was comprised of 250 companies surveyed to determine how companies can successfully compete in a world in which Web-based consumer-generated content is marginalizing the value of traditional media channels.

By blending the use of social media monitoring solutions with marketing dashboards (57%) and campaign management tools (60%), Best-in-Class companies were able to gain a clear insight into the effect of marketing promotion on consumer sentiment, according to the report.

--Gavin O'Malley