Cary, N.C.—“Re-envisioning Customer Value,” a new report prepared by the Economist Intelligence Unit and sponsored by business analytics company SAS, found that social media have altered the way companies should evaluate customer value. Focusing on a customer's transaction activity can cause companies to lose sight of their potential value.
“Instead of focusing on revenue or profit associated with an individual's or household's transactions, organizations are now starting to think about the value of influence and collaboration—particularly given the growth of social media," Jonathan Hornby, marketing director at SAS, said in a statement.
The report, which discusses the value of analytics in following social media trends, is available
at the Economist Intelligence Unit website.