I have recently been working on new media strategies with some arts organisations in Australia and it has been fascinating to update my take on the whole social networking phenomenon. In the course of my research I came across a great variety of ways to engage customers in new and compelling ways.
Some of this work was paid for under a grant from the Australia Council and they are actively working in this area with their many member organisations.
Analytics has a real role to play in this area - and not just in terms of website statistical analysis. There is also net-wide sentiment monitoring, CRM, marketing and financial analytics to consider.
I also come across a short video that I think illustrates how the consumer is already demanding more than traditional organisations understand. The original intention of the video was to show how Microsoft can sell you a 'digital advertising solution' that lets you not only understand more about the customer, but also delivers the 2-way contact customers want today. So, to me, it's the combination of analytics within the context of a 2-way ongoing conversation that is the objective of client analytics. This video hits the nail on the head:
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