Leading up to its annual SugarCon event this month, SugarCRM has announced an expanded partnership with NextPrinciples, a social analytics company.

Social Insights Need Action

SugarCRM has been waving the social banner for a few years now, even joining the OpenSocial Foundation last summer, so its latest move is completely in line with its recent past. NextPrinciples is integrating its Insight-to-Action analytics program into SugarCRM so companies can get a so-called 360 degree view of customers.

The Insight-to-Action system has four components, and they are now seamlessly folded into the SugarCRM system so businesses can track campaigns, monitor engagement and contacts, and measure social performance.

For campaigns and events, NextPrinciples allows for monitoring and measuring their reach, engagement and impact with visuals and the ability to drill into insights. Similarly, the ability to manage contacts is also folded into the CRM so businesses can get an overview of customers via social and other channels.

On the engagement front, Insight-to-Action, like every other social analytics system, allows for managing social channels right inside the CRM itself. NextPrinciples also includes the analytics needed to make those social channels sing, and that includes the ability to see activity by audience, channel, region, solution, industry or program.

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SugarCRM customers who need an integrated social analytics platform now have the NextPrinciples Action-to-Insight program to play with.

SugarCon Showcase

SugarCon is April 8-11 in New York City, and because NextPrinciples is a gold sponsor of the event, it should be a good chance to see the technology up close. On both April 9, Ted Sapountzis, NextPrinciples' head of marketing and product management will be doing a presentation on the integration. And on April 10, NextPrinciples' founder and CEO, Satya Krishnaswamy will be doing a session as well.

NextPrinciples launched Insight-to-Action in January, and it features integrations with Salesforce and Microsoft Dynamics as well as SugarCRM. Insight-to-Action is available in the SugarExchange marketplace and is compatible with Sugar Professional, Sugar Enterprise and Sugar Community Edition.