Big Data Analytics Applications - Big Data Analytics: Disruptive Technologies for Changing the Game - page 16

Figure 3.1: Gatorade Social Media Command Center
conversation with the affected consumers, whether to respond to questions about
an outage or obtain feedback about a new product offering.
The marketing organization for Gatorade, a sports drink product, decided
to create a Social Media Command Center to increase consumer dialog with
Gatorade. 12 Figure 3.1 shows the monitoring station with the dashboard. Big Data
Analytics can be used to monitor social media for feedback on product, price, and
promotions as well as to automate the actions taken in response to the feedback.
This may require communication with a number of internal organizations, track-
ing a product or service problem, and dialog with customers as the feedback
results in product or service changes. When consumers provide feedback, the
dialog can only be created if the responses are provided in low latency. The
automated solutions are far better at systematically inding the information,
categorizing it based on available attributes, organizing it into a dashboard,
and orchestrating a response at conversation speed.
3.2 Product Knowledge Hub
As consumers turn into sophisticated users of technology and the marketplace
becomes specialized, the product knowledge seldom belongs to one organization.
Take the Apple iPhone as an example. The iPhone is marketed by Apple, but its
parts came from a large supply chain pool, the apps running on the iPhone come