2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

I’ve Got Social Data, Now What? A Retailer’s Guide

#sxsw #socialdata


The central problem facing many businesses today is not a lack of data, but a lack of a clear vision and actionable roadmap for what to do with the data. This is particularly the case for social data. Over the past few years, the attitude towards social data – especially among consumer-facing companies – has gone from “Social data is just hype” to “Ok, we have it. Now, what do we do with it?” We will answer this question, focusing in particular on social data in the context of the retail industry although our approach is applicable to other industries. We will discuss 6 considerations for making use of social data and provide concrete examples of customer experiences powered by social data including a mobile augmented reality application and a seamless multichannel experience. Finally, we will highlight promising areas for technologists interested in this topic to explore.



Marjan Baghaie


Accenture Technology Labs

Marjan Baghaie is a consultant with Accenture Technology Labs in Silicon Valley. She holds a PhD in Engineering and conducted post-doctoral work in Operations Research at UC Berkeley.

Marjan combines a solid analytical background with a keen interest and a broad knowledge of business research and cutting-edge technology innovations. She has worked and published in areas ranging from wireless networks, to healthcare, defense, retail, merchandising, ad-exchange platforms, marketing strategy, digital marketing, crowdfunding, algorithmic machine learning and big data. She has experience working in Qualcomm, Mitsubishi Electric Research Labs (MERL), ABB, Tait Electronics and Kenan-Flagler Institute of Private Enterprise.


Serena Cheng

R & D Sr Mgr


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