The problem is in implementing social media analytics that help companies understand customer trends, optimize marketing campaigns and improve return on investment (ROI) from digital marketing. This means grasping the metrics and social media data points, analyzing this information to recognize trends +/- patterns based on these insights KPIs you can make future marketing decisions that are educated & strategic foster relationships for their business. If companies can mash their businesses, or processes with social media analysis for the delivery of more in-depth data, they will likely be better equipped to understand what makes the target market tick and successfully nail marketing as well.

Businesses have attempted to solve this issue by implementing different types of social media analytics tools and platforms (e.g. Google Analytics, Hootsuite, Sprout Social) in an effort determine the value that can be drawn from using social media more effectively for their business. It was hoped that these tools would give us a total understanding of customer demographics, engagement metrics and ROI on campaigns. Using this data, businesses aimed to better personalize their marketing efforts and make more persuasive content begetting higher customer involvement as well as a greater ROI.
While some businesses proved they were able to take advantage of these insights and optimize their campaigns, in the real-world data overload meant that others faced difficulties with this or misinterpretations of metrics/ integrating analytics into their overall marketing strategy. Consequently, some companies did not see the digital transformation results they anticipated.