It's common to talk of the "customer journey," of the path an individual takes from needs awareness, via research and evaluation, to purchase and, in the case of a happy customer, loyalty and a lasting relationship.
For brands, political campaigns and advocacy organizations that aim to have data-driven conversations with audiences, it will be more important than ever to apply qualitative logic and human reasoning to online analytical models.
It wasn't long ago that Twitter was dismissed as frivolous, with people saying, "Who cares what you ate for dinner?" Now it's a key player in TV Ratings 2.0. SocialTV viewing is the new campfire experience and Twitter is staking its claim.