I was intrigued by the recent announcement that MasterCard and Brighter Planet were teaming up to mine carbon emission data based on corporate cardholder data. This announcement got me thinking about unlikely data partnerships across verticals to productize data and form mutually beneficial partnerships using data as the currency.
But what’s really interesting is that it elevates the conversation of customer intelligence beyond better campaigns and ROI to the use of customer data for sustainability efforts — a relatively uncommon use case for customer intelligence.
The concept of data sharing or data partnerships is not new — entire business models exist on making these services available to organizations for smarter targeting and remarketing. Retail data co-ops, online media audience aggregators, and data coalitions are just a few examples of these models. And MasterCard even sells its MasterCard Advisors solution to provide merchants with enhanced data and targeting capabilities.
After the longest winter I can remember, it's finally getting nice out in New England and it seems summer is finally around the corner. Along with the weather, the market's interest in social intelligence is heating up, too. I'm filling my days talking to marketers interested in using social media data to inform their business strategies.
As a result of this growing interest, I'm hitting the road in June to share my research. Along with a packed series of client and vendor visits, I have a few events coming up that I hope you can attend:
On June 8th, I'll speak at MeasureUp — a conference dedicated to marketing measurement. My session is on "Social Network Analysis" and covers the theory and practice of understanding your customers through the combination of their online conversations with social network connections, all made possible through the customer database.
On June 16th, I'll speak at the Vocus User Conference, in a session titled "Combining Public Relations With Customer Intelligence." In this talk, I'll speak about the different ways social media data is driving a revolution for the PR industry.
On June 20th, I'll lead a session with Forrester's Customer Intelligence Leadership Board (our networking community of CI professionals) on new trends in customer influence. For this session, I'll share some of the data I showed at SXSW this spring and give a sneak peak at my upcoming research on identifying, measuring, and utilizing customer influence.