Some companies in the media and entertainment industry are monitoring social media and integrating social data with other data to form elaborate predictive analytics models. Graeme Noseworthy (Twitter: @graemeknows) describes how they are doing this and what they've learned along the way, including some surprises, that has helped them fine-tune their marketing and promotional plans.

For more information about the IBM big data platform and products, visit www.ibm.com/bigdata.