Leveraging Social Network Data for Analytical CRM Strategies – The Introduction of Social BI

Rosemann Michael, Eggert Mathias, Voigt Matthias, Beverungen Daniel


Abstract
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.



Publication type
Conference Paper

Peer reviewed
Yes

Publication status
Published

Year
2012

Conference
20th European Conference on Information Systems

Venue
Barcelona, Spain

Start page
1

End page
12

Language
English

Full text

Affiliation
University of Münster, Queensland University of Technology