Leveraging social network data for analytical CRM strategies : the introduction of social BI

Rosemann, Michael, Eggert, Mathias, Voigt, Matthias, & Beverungen, Daniel (2012) Leveraging social network data for analytical CRM strategies : the introduction of social BI. In Pries-Heje, Jan & Chiasson, Mike (Eds.) Proceedings of the 20th European Conference on Information Systems (ECIS) 2012, AIS Electronic Library (AISeL), Barcelona, Spain.

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The skyrocketing trend for social media on the Internet greatly alters analytical Customer Relationship Management (CRM). Against this backdrop, the purpose of this paper is to advance the conceptual design of Business Intelligence (BI) systems with data identified from social networks. We develop an integrated social network data model, based on an in-depth analysis of Facebook. The data model can inform the design of data warehouses in order to offer new opportunities for CRM analyses, leading to a more consistent and richer picture of customers? characteristics, needs, wants, and demands. Four major contributions are offered. First, Social CRM and Social BI are introduced as emerging fields of research. Second, we develop a conceptual data model to identify and systematize the data available on online social networks. Third, based on the identified data, we design a multidimensional data model as an early contribution to the conceptual design of Social BI systems and demonstrate its application by developing management reports in a retail scenario. Fourth, intellectual challenges for advancing Social CRM and Social BI are discussed.

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ID Code: 51388
Item Type: Conference Paper
Refereed: Yes
Keywords: Social network, Business intelligence, Social business intelligence, Data warehouse, Conceptual modeling
Subjects: Australian and New Zealand Standard Research Classification > INFORMATION AND COMPUTING SCIENCES (080000) > INFORMATION SYSTEMS (080600)
Divisions: Current > Schools > School of Information Systems
Current > QUT Faculties and Divisions > Science & Engineering Faculty
Deposited On: 04 Jul 2012 00:52
Last Modified: 23 Jul 2012 03:45

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