According to Pernille Bruun-Jensen (leader in marketing efforts for NetBase) both digital marketing and customer care have moved beyond the Web to social media. Marketers have advanced technologies at their disposal. Social data is providing the higher returns on investment that business leaders are asking for. Similarly, emergencies can be detected and prevented before it is too late. To successfully lead in social media and henceforth in digital marketing, marketers need a strategy based on accuracy and speed using real-time tools. Next-generation social analytics reveals not just who is engaging with your brand and what they are engaging with, but why they are engaging. To know more about what next-generation social analytics can do for a brand go to: http://www.adweek.com/brandshare/next-gen-social-analytics-are-transforming-digital-marketing-160064