“It’s absolutely critical for us to be able to take social data, structure it in such a way that it’s relevant to our customers, merge it with the data from D&B — the structured data — and put it together so that it provides very meaningful and very real-time access …

"We wanted to be at the next level in our dealings with members. We felt that we could do a better job by having a tool that would serve up to our front-line associates the complete view of the member. We didn’t always necessarily have the right visibility into our …