Data as the Business-Driver

Data as an asset for smarter marketing decisions is a topic that continues to make headlines. It was the focus of a presentation given by Rick Miller, vice president in Networked Insights’ Strategic Platform & Insights group, at Kellstadt Marketing Group’s recent event, The Modern Marketing Direction.

Rick presented alongside marketing leaders at large retail, technology, and media properties. He talked about how Big Data—specifically social data—is helping the modern marketer make quicker and more effective marketing decisions that resonate with consumers.

His presentation examined how social data is key to discovering real-time marketing insights, the challenges brands face in coping with the scale of the social aspect of Big Data, and why thematic analysis of social data provides them a meaningful competitive advantage. Check out some of the key takeaways from Rick’s presentation:


Rick recently dove deeper into the topic in a feature he penned for Chief Marketer, entitled Determining the Value of Social Data. His article highlights the importance for brands of going beyond metrics like share of voice to get a better understanding of who their consumers are, what they like, where to find them, and more. He also uses data to illustrate why audience-based analysis versus simple social listening is a powerful tool for brands.

For more information about how Networked Insights helps brands harness the power of social data, please visit