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The market has shifted from the traditional media fed by advertisers and marketers where there is complete control over the message that the company wants to communicate. In the past, market perceptions and buying preferences were highly molded and influenced through controlled media such as TV, radio, print, billboard, transportation placement, online banner ads and other forms of advertising. The advent of social media has “Empowered” the market. Social media platforms allow customers to interact and create a sphere of influence that affect perceptions and purchase decisions. This CGM (Consumer Generated Media) is a potent channel of multiple levels of influencers and followers that create a “domino effect” in building or eroding a company’s brand strategy. The high volume of traditional and new sources of information has made it virtually impossible for companies / brands to cover every critical piece of data. An information gap exists causng missed opportunities and unpreparedness for impending threats. This information gap has already cost companies millions of dollars in losses due to misaligned strategies. There is a need for a decision support system (DSS).
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