in the social web – we have sentences – “love iphone but the service with AT& T sucks — its a lock in i wish i dont have to deal with” -> now this is a piece of unstructured data ( a sentence) with a negative- sentiment – about the telco service ,. can someone please tell me HOW this piece of data ” Love iphone” + “dislike AT&T” can be INTEGRATED with the transactional data, that resides in the CRM databases?

I am lost and here is why:

[a] the internal database has transactional data of the existing customers – say – purchase, warranty, contact and call log data .. BUT how do i know if the above views – expressed – { love iphone but hate AT&T” are views expressed by an existing customer ?

[b] The chatter on the web is not a ‘transaction’ in the proverbial sense. A transaction from an ERP stand point starts with Identification and the a records, backed by a reason. IF reason is purchase its in the sales data, if reason is warranty – its alos in sales data and if reason is customer complaint – its in the customer sevrice data -> BUT -> its LINKED to a customer profile – using relational database tables..

the fundamental precept of a relational database is : [a] entity – this means defining the customer and [b] relationship -> this means – capturing and associating the transactions made for or on behalf of the customer – in the database tables – and then only it is displayed in the presentation layer – the UI layer.

well, on the web – the customer is :

[a] anonymous

[b] unidentifiable

[c] difficult to track and associate

so, we hit a practical problem -> HOW to associate an ‘unstructured VIEW expressed by a customer on say twitter or facebook fan page or in a blog” – with a customer in any database that exists !

Think of it – its not easy if not impossible..

regards
olga lednichenko