Nowadays companies need to know to about their customers very well because customers collect information from many channels and there is vast amount of data to analyze and little resources to map the insights against business goals. Social media analytics gives us that opportunity. By listening to the voice of the customer and analyzing, filtering and organizing the data, we can create customer segmentation that would benefit any brand. It allows us to go beyond CRM and audience targeting techniques and find out what is important to consumers. To know more, follow Ekaterina Walter (Bestselling Author; International Speaker; Global Evangelist, Sprinklr)’s article link: : http://www.socialmediatoday.com/content/social-media-analytics-key-knowing-your-customers