Customer Engagement Through Social Media and Big Data Pipeline

Engagement of customers through social media has gained considerable popularity in recent years in the field of digital marketing. Especially with the rise of technological revolution in business operations, utilizing sophisticated technology for strategic development of businesses has been seen. In this regard, data pipeline can be considered as an efficient, automated and sophisticated technology that uses a systematic data management process for voluminous data. The paper thus aims to investigate the beneficial scope of aligning social media with data pipeline technology for enhancing customer engagement. Through an empirical analysis of existing secondary resources as a viable and beneficial method for research, the study has developed a comprehensive understanding of data pipelines and social media platforms contributing to the enhancement of customer engagement. The main findings of the study indicates that through the ETL pipeline (Extraction-Transformation-Loading), large columns data is managed sequentially and swiftly. The automated system can be used with both flexibility and control to manage the data flow. The businesses are able to control the data flow to their advantage and increase visibility and interaction. Simultaneously the analytics process of the big data aids the decision-making process that ensures customer behavior and market demands are being considered accurately. The study also considers certain challenges such as lack of increased storage capacity, high volume data, and consistency on that can be addressed through further development of advanced architecture.