The analytics sector is growing at a rate of 40 per cent per year, due to the amount of information being accrued through the changing media landscape, giving companies more opportunities to leverage customer insights for commercial success.

Dublin Institute of Technology will host a breakfast briefing on the value of monitoring and analysing social media tomorrow morning, and how they can help drive strategic decisions.

Olytico media analyst Stephen O’Leary will talk about how to put social media to work for business and what happens when marketing professionals and brands stop talking and start listening.

“One of the most frequent problems we encounter is businesses that have access to large volumes of analysis and analytic data, but either don’t know what to do with it, or fail to look at it in context,” he says.

Social media analysis helps businesses to identify trends and patterns in the way customers discuss their products, services and competitors online, he adds.

In addition to the briefing, there will be an opportunity to meet key lecturers who are involved in the new MSc in Digital Marketing and Analytics programme, beginning this September.