NetBase Expands SAP Relationship: Sign Of The Growing Social Enterprise — And The Need For IT To Take Bigger Role In It
At this week’s SAP Sapphire conference. NetBase will be taking its relationship with the enterprise vendor to the next level. Last December the two paired up to bring NetBase’s social intelligence (SI) to SAP BusinessObjects’ business intelligence (BI).
Coming up now is a complete integration of the NetBase technology into SAP’s Social On Demand customer relationship management (CRM) console.
“Having access to social data is becoming critical to every part of the organization,” says NetBase chief marketing officer Lisa Joy Rosner. So, “social media [becomes] just one more data point” for which the enterprise must account.

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Ensuring national security is often a matter of connecting the dots – of discovering and digging into the relationships between individuals (recent evidence: Osama bin Laden being tracked down through one of his couriers), and among people and organizations. Businesses might want to take a page from that playbook, finding within their own data and that of external sources such as social media unexpected relationships that can lead to new markets, clients, or even employee leads.
The focus for Analyze 6 was to take the key capabilities of Attensity’s core engine and use that to put text analytics on the desktops of business users who want to understand and respond to customer data – at the speed of social media, which means without waiting for IT experts to create reports for them. “The thing about social media and customer data is it is like a tidal wave,” Attensity CMO Michelle de Haaff says.
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