The new product, called SocialSYNC, provides Big Data management in the era of social customer relationship management. It offers a framework to obtain unstructured social marketing data and content from social media sites and third-party platforms. The results can be stored, managed, and hosted in a single data center.

Standardized and Normalized

The SocialSYNC addition to the Syncapse platform is intended to do away with data fragmentation caused by huge amounts of information coming from a variety of socially based applications. SocialSYNC is designed to compare channels side-by-side, such as different social channels during a marketing campaign, and to allow that information to be used in building a social strategy.

The sources can include social media sites, media analytics from outside vendors, Web analytics, survey data and others. With SocialSYNC, the data becomes standardized and normalized, thus allowing direct comparison between channels.

Michael Scissons, founder and CEO of Syncapse, said in a statement that, while the many social media outlets offer a huge opportunity for brands, global brands are inundated with the massive amounts of data, and each data segment is being analyzed in separate silos.

He said that, with his company's SocialSYNC, brand marketers can now "visually analyze all of their social media data to compare campaigns and extract valuable metrics and insights that will drive the success of future campaigns."

Integration with Others

SocialSYNC's features include governance to protect against losing consumer and marketing performance data, and third-party integration .

Since the SocialSYNC data management store resides on the Syncapse Platform as its central data repository, it is able to integrate with other platform solutions, such as existing enterprise solutions or CRM apps , including Facebook, YouTube, Twitter, LinkedIn, Crimson Hexagon, and Salesforce 's Radian6.

In its announcement, Syncapse cited the experience of Research In Motion. It quoted RIM's senior director of digital marketing, Phil Barrett, as saying that his company used SocialSYNC to "aggregate data across all our social channels to understand the impact of marketing efforts," in order to understand relative performance, establish benchmarks, and understand the impact on an individual customer.

The Syncapse Platform offers global social marketing infrastructure , data management, and measurement products for managing and measuring customer relationships. It provides roles-based administration, the ability to view and moderate all comments and conversations, single sign-on across all channels, and other features.

In addition to the platform, the services and products of the Toronto-based company, founded in 2007, include measurement and analytics packages, data and content management, and consulting.