Using social big media for customer analytics

The explosion of information systems, internet and web based applications, social networks, and new technologies have given rise to incomprehensibly large worlds of information, often described as “Big Data.” Many of the 1.5 billion users of social media send or receive messages or post or access new content every day. The personal, social, political and business implications of this volume of activity are profound. Extracting useful information from this activity presents a challenge for scientists, technologists and also scholars in other disciplines. Taking the data deluge from on-line social media, in its many forms, and transforming it into useful information (or knowledge) for strategic decision making is the essence of this paper. The paper proposes a model for doing customer analytics on social media using big data for improving target advertising and improved business decision making.