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Lessons Learned from the SAS Launch of Social Media Analytics

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2010 is quickly shaping up to be a year known for the proliferation of social networking analytics services and applications.

What’s interesting is that many B2B brands are paying attention to how their brands are perceived, and as a result are looking at sentiment analysis, predictive analytics, data mining, linguistic modeling and latent semantic indexing – all techniques for bringing meaning to unstructured content. For additional information on how data mining and predictive analytics are rapidly re-ordering the analysis of social networks please see The Forrester Wave™: Predictive Analytics and Data Mining Solutions, Q1 2010 (free for download).

Analytics Has Always Been Sexy, SAS Is Making It Strategic

There is something incredibly alluring about crunching data through an analytics app to see what new insights emerge. From entirely new customer characteristics to understanding pricing elasticity, to understanding the dynamics of distribution channels including key factors driving customer churn, analytics has for many companies has been their compass they navigated through the turbulent times of the last few years.
Yet at a more fundamental level analytics has as elegant simplicity to it – a sexiness – of giving an analyst the power to parse through terabytes of data and succinctly, clearly and accurately define new relationships and insights never before seen. Add in the torrent of unstructured data created on social networks every day and the need for not just parsing and analyzing data, but finding strategic insights becomes a priority fast.

Lessons Learned from the SAS Launch

What immediately became apparent about how SAS orchestrated the launch of their Social Media Analytics service earlier this week was that they fully expected the majority of attendees to be virtual. After reflecting on how well the entire launch went I came up with these following take-aways:

Bottom line: SAS has set a new standard on how to successfully launch a new service using social media. There’s great irony in the fact they are immediately analyzing this launch using their own software – what a great series of lessons for so many companies who will launch new apps and services this year. Thanks again to the SAS Team for making this event so easy to attend virtually, I really appreciated it!

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