Social network analysis in the Telco sector — Marketing applications

Social network analysis is concerned with the analysis of the influence of an individual within a social network on product purchase and service usage.

Abstract

This paper explores the use of social network analysis in the Telco sector.Rather than focusing on the analytical techniques (many of which are proprietary and covered by patents), it focuses on the types of results that have been achieved to date and their business application in marketing. BACKGROUNDMy previous paper, ' The role of social networks in marketing ' in the JDM , stimulated many enquires about the subject, and as a result I have decided to focus this paper on the use of social network analysis in the telecommunications sector.Based on my international experience, this is probably the sector that is the most mature in the business application of social network analysis in marketing. Software review Social network analysis in theTelco sector -Marketing applications Shaun Doyle is CEO of Cognitive Box an Analytical CRM consulting provider.He has been involved in over 200 projects around the world that have been concerned with improving marketing performance through the use of technology.He is currently involved in three social network analysis projects in the UK, USA and Israel.Prior to setting up Cognitive Box he was founder and chairman of Intrinsic, a campaign management vendor acquired by SAS in March 2001.While at SAS he was involved in the development of the SAS Marketing solutions: