Think of your favorite model or metrics for measuring social media activity. Flip through Olivier Blanchard's presentation on social media ROI. Now, with that in your head, read Tom Davenport's 2007 book, Competing on Analytics. How far do you get before realizing that the enterprise analytics crowd is asking some of the same questions as the social media crowd, but looking for answers in different data? What if the two groups met?
When we asked CIOs to identify their visionary plans for enhancing their enterprises' competitiveness, business intelligence and analytics was the top answer, selected by 83 percent of our sample... "Facts drive decisions," said an Insurance CIO. "Plans for imbedded analytics need to enable data capture at the customer touch point."
— IBM's 2009 Global CIO Study (via KDnuggets)
What would happen if you were to analyze social media data alongside operational data to look for insights in the interaction between what people do online and what they do with your company? You could measure the ROI of marketing in social media, but that's a defensive move (protecting your job/budget). Beyond learning what works and what doesn't, what would you learn by looking at the data together?
Are you doing this now? I'm looking for companies to interview for my research.