Interview with Seddik Cherif by the Social Intelligence Lab (London)
What was your journey/career path to your current position?
I graduated from ESSEC Business School in Marketing and Digital. My expertise has evolved over the past 15 years, resulting in innovative ways to drive insights, fuel creativity, track the impact of communications and attain new levels of customer experience within leading agencies and tech companies such as Twitter where I currently lead the insights and analytics department in France.
What’s your proudest achievement of your career to date?
I am proud to have deployed the use of social data within various cross-functional teams and organizations in order to cultivate data as a strategic pillar of decision-making. To achieve this, it was necessary to design a method, build trust, listen and demonstrate value with concrete cases and cutting edge technologies.
What does social intelligence mean to you?
Social Intelligence is about cultural relevance and a deep understanding of people so that you may connect with them.
What’s been the biggest challenge you’ve faced while trying to get brands to integrate social intelligence within their growth strategy?
Adoption, time to insights and data hybridation are the main challenges I have faced these last few years. Also knowing how to formulate a question and define the real problem that requires a solution. The world is changing very quickly and I truly believe that human expertise augmented by Artificial Intelligence is key to move beyond the science of data to the art of interpretation achieving fast “time to market” with a great business impact.
What do you think is the biggest missed opportunity for social intelligence?
From a research perspective, simply that there’s a need to combine more social data with traditional methodologies, connecting social insights to ROI and business outcomes to demonstrate concretely why and how social insights can drive results.
What’s on the cards for you and your team/organisation in 2022?
Getting an even better understanding of the evolving cultural trends and conversations shaping our future!
How do you see social intelligence and its use evolving?
I see the post social listening era as empowered by AI, furthermore connected to business objectives and targeting opportunities. We need to move from passive observations to action, anticipating the changes that emerge by observing the world in real time and making sense of this data.
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