TDWI<\/a><\/small><\/center><\/p>\n
\nSocial media<\/b><\/p>\n
A similar approach can be applied to social media\u2014linked to a particular prospect\/contact. Social networking is growing rapidly. The large number of social networks has resulted in vast\u2014but diverse\u2014information about individuals. In order to put this data to commercial use, we need a smart solution to integrate all information available among different social networks. This is quite a challenging task for any data integration software, and let me explain why.<\/p>\n
First, there are no restrictions on the amount of data a user can publish on social networks, and, therefore, integrating tons of irrelevant information may become a headache. Second, there are plenty of privacy concerns\u2014a person may not like the idea of being monitored without his\/her permission. Third, forged identity is extremely difficult to track and its prevention is kind of impossible. Anyone can create a profile for Bill Gates, Barack Obama, or Charlie Chaplin. Misrepresentation of information in social network may lead to incorrect data mapping (linking to a false account), which creates obstacles to developing a consistent, single view of customer data.<\/p>\n
At the same time, data integration with social networks is generating a lot of interest<\/a> now and is definitely a future trend. Gartner predicts<\/a> that the implementation of features related to social media “will move from 0.1% of CRM application spending to 10%” by 2020. However, the commercial potential of social networks is really hard to be utilized in full. There are still too many privacy and consistency issues, which slow down the development of a comprehensive data integration solution for this purpose.<\/p>\n <\/p>\n
<\/span>Related slides<\/span><\/h3>\n