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Today, customers move constantly between the online and offline worlds, using a range of devices
— such as smartphones and tablets — that didn’t exist a few short years ago. Thousands of
applications and dozens of social media platforms collect and transmit an unprecedented amount of
structured and unstructured data1, and API changes are a fact of life. The volatility of social data and
the pace of change mean that tried-and-true measurement methods are no longer enough. Social
data is different. The old rules don’t apply.