Chapter 10

Your First Project

Abstract

The goal of this chapter is to introduce you to a first project in bringing social analytics into the enterprise. The discussion focuses on a retail company but can be extended to any industry as you start this project..

Background

ABC International has been marketing a new product to the market for over 10 months, and the overall results of the new brand and its financial impact have not been very satisfactory. The overall competitive research shows that the product has been received as being expensive and it has loyal buyers in the segment of customers who have a lot of ...

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