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March 31, 2014



100% with you on this.

Actually, I think that big data and "listening to everything" without a purpose and a context gave brand the illusion of "mastering the beast".

Your recommended process is great. I would start with "strategy". Why listening, Who should brand listen to? ...

If you're a relationship banker in Austin, it is way more important to listen to wealthy people in your area than to get a feed of any mention of your bank from anywhere in the world.

So it's more "Right Data" and "Near Data" than "Big Data".


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