About this paper
In the past, a dissatisfied customer told 10 friends; now they tell 10,000. People are talking about their experiences with your products – and your competitors' products. Some may be ambassadors and advocates, others are detractors and malcontents – but all of their voices are in the mix, shaping customers' buying decisions. At a time when product recalls, government intervention and lawsuits are front-page news, customers are questioning brands that seemed to have been above reproach. Descriptive statistics, text analytics and social network analysis provide a way for you to determine how customers purchasing decisions are affected by what they see on the Internet. This paper describes how analytics can be applied to social media and provides some best practices for monitoring and addressing perceptual quality.
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions, SAS helps customers at more than 75,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®.