Big Data Analytics a Key Enabler for Social CRM – Airlines Case Study

Big Data Analytics is a hot topic of discussion these days. But many feel that it is more of a “hype” and less of substance. In my opinion, Big Data Analytics is the real deal and if used correctly, can deliver great business results at a fraction of cost compared to other alternatives.

Here’s a simple yet very effective example of using analytics for understanding consumer attitudes towards airlines in real time. In this study, Jeffrey Breen has used the R programming language to analyze consumer sentiments about major U.S. airlines expressed on Twitter. For more on the methodology and results, see the following embedded Slideshare presentation (if you cannot see the embedded file, click here to view it on Slideshare website).

As you can see on slide no. 27, the twitter sentiment scores obtained  for many of the airlines are “comparable” to results of The American Customer Satisfaction Index (ACSI). What is important to note here is that by analyzing few tweets using freely available R programming language (which is part of the GNU project), it is possible to achieve results similar to that of an elaborate and expensive market research study such as ACSI at a fraction of a cost, that too in real time. Isn’t that a game changer?

Now imagine using Big Data Analytics to analyze Social Media data – not only text data but also pictures, video, GPS , Social Graph/Social Media linkages and using that information for engaging customers on Social Media channels. That in my opinion is the ‘holy grail’ (if I may use that term) of Social CRM.

In one of my earlier post, I have defined Social CRM as the business strategy of engaging customers through Social Media with goal of building trust and brand loyalty. Big data analytics is a key enabler for engaging customers on social media channels for building trust and loyalty (Social CRM). What do you think?

  • http://twitter.com/RCKlein Robert Klein

    I do agree, that would be the “holy grail” as you said.  I could see clients asking for that data, from social, to email marketing, eCommerce, media images, QR codes, etc. 

  • http://hkotadia.com/ Harish Kotadia, Ph.D.

    Thanks Robert @RCKlein for taking time to visit my blog and sharing your thoughts. Very much appreciated!

    Harish Kotadia, Ph.D.

  • About Dr. Harish Kotadia


    That's me with photo gear,  taking snaps of Texas wild flowers. #texas

  • Dr. Harish Kotadia

  • Dr. Harish Kotadia is an industry recognized thought leader on Big Data and Analytics with more than fifteen years' experience as a hands-on Big Data, Analytics and BI Program/Project Manager implementing Enterprise Solutions for Fortune 500 clients in the US.

    He also has five years' work experience as a Research Executive in Marketing Research and Consulting industry working for leading MR organizations such as Gallup.

    Dr. Harish Kotadia's educational qualification includes Ph.D. in Marketing Management. Subject of his doctoral thesis was Customer Satisfaction and it involved building a statistical model for predicting satisfaction of clients with services of their ad agency.

    His educational qualification also includes M.B.A. and B.B.A. with specialization in Marketing Management and Diploma in Computer Applications.

    Dr. Harish Kotadia currently works as Principal Data Scientist and Client Partner, Big Data and Analytics at a Global Consulting Company. Views and opinion expressed in this blog are his own.



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