The power of Social Media Data

Is this technology the core issue in moving to gain leverage from social media? What do you think and how does this kind of technology fit into the big picture of the shift to social business? Reading the article (sales pitch) it makes sense. But I somehow feel it has an air of crunching numbers rather than people to people?

http://www.cio.com.au/article/388170/power_social_media_data/?eid=-154&uid=63504&utm_source=cio-executive-briefing&utm_medium=newsletter