Most companies desperately need the education of social media value and big data analysis

In a recent survey conducted by the world's leading large data analysis and data warehousing solutions manufacturer Teradata and the Business Complexity Research Center (CCB) of the University of Maryland, most companies desperately need the education of social media values and large data analysis.

"The findings show that professionals in a wide range of industries have a strong interest in understanding data analysis and analyzing the role of business decision-making," said William Rand, assistant professor and director of the Center for Business Complexity Research. However, there is a lack of knowledge to achieve the best approach, and there is insufficient consistency in the analysis of different platforms. This shows that there is strong demand for world-class analytical system training and coherent deployment. ”

Up to 80% per cent of respondents said they were using social technologies in one or more business areas, including marketing, employee collaboration, customer service, and support and sales. More findings include:

At present, most enterprises are using social technology, but through the development of customer and marketing strategies to enhance corporate trust and influence, there is still a wide range of opportunities to maximize impact, and a higher return on investment (ROI):

Companies are using social technology to gain value, but 49% of respondents said they had not yet fully achieved the potential of social technology, and only 12% admitted that social technology helped in their day-to-day duties;

• From the best use scenario, social technology will affect trust and influence, including customer experience, service support, marketing or branding experience, employee collaboration and knowledge sharing, and sales;

As more emphasis is placed on the impact of social technology, professionals are trying to understand the analytical techniques and assess how they affect the ROI and value of the business:

• Up to 75% per cent of respondents did not assess the return on investment in social business projects, and most of them were individually executed;

• In companies that did not assess ROI, 31% per cent did not understand whether suppliers provided analytical services, 14% per cent of respondents did not provide Analysis Services, and 44% per cent never cooperated with analytical service providers;

• Some respondents said they were not aware of what information the analysis could provide, while some respondents expressed a willingness to receive comprehensive, higher-level training to improve their analytical skills;

• Many participants claim to have an impact on the business choice of social technology, but do not know how to evaluate these applications successfully, or that the analysis is too difficult;

As companies seek business intelligence through data analysis, there is a wide range of market opportunities, leveraging social technology to bring accurate insights, vision and performance to companies:

• Large data technology still goes beyond market status, 42% of respondents are unfamiliar with large data technology;

• Some respondents were aware of the importance of analyzing real-time social interactions and gaining insights from them, but were unable to provide a timeline for deploying the solution;

• Some key respondents want to include customer feedback and preferences, user behavior and content trend analysis, and ROI analysis in large data solutions;

William Rand added: "The Business Complexity Research Center (CCB) at the University of Maryland at Smith is an excellent combination of CO and Teradata Aster projects focused on solving modern business problems with state-of-the-arts algorithms." Teradata Aster is a powerful data discovery platform, a research and development platform to help companies analyze large datasets, and co is a leader in social business software. Partnering with these highly innovative partners has established the report's opinion leadership position. ”

The survey, which was conducted online in the spring of 2012, attracted more than 500 participants from a wide range of disciplines and industries, including media, financial services, consulting, marketing, human resources, engineering and other industries.

(Responsible editor: Lu Guang)