The social network says acquiring Gnip will help companies better understand what consumers and other brands are saying across Twitter.
From the customer`s mouth to the retailer`s ear
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But Cavens says Blue Nile isn’t evaluating the new feedback application in terms of direct ROI. The real payoff is in the business intelligence it provides about the customer experience on the site. “We are not so much measuring the success of the tool as seeing the value in using it more and using the data we get out of it more,” he says.