According to a survey by research firm Econsultancy and data consulting company Lynchpin:
- 63% of companies paid more attention to social data in 2013, up from 56% in 2012;
- 73% analyzed the interaction between different channels, up from 70% in 2012;
- 29% monitored real-time behaviour, compared to zero percent in 2012;
- 20% analyzed company profiling, up from 10% in 2012.
The greatest percentage of marketers worldwide – 52% – said data helped them identify new business opportunities.