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Executive Summary: Applying Social Network Analysis (SNA) to a mobile network operator is usually considered purely as a means to leverage a viral effect in marketing campaigns. The buzz around SNA has been very much about finding the influencers among customers and leveraging word of mouth. Experience and research have shown, however, that this is only part of the story. Sometimes, setting expectations based on virality can even be dangerous. There are cases where viral spread does not occur, and it also seems that this is dependent on the offer made to a prospect.
However, it has also been shown that a deep understanding of customers’ social networks – and various phenomena related to it – can provide far greater benefits when utilized to their full extent. This white paper outlines how the combination of a customer’s propensity (likelihood to behave in a certain way) and influence on his peers, provides the best marketing campaign targets.
However, it has also been shown that a deep understanding of customers’ social networks – and various phenomena related to it – can provide far greater benefits when utilized to their full extent. This white paper outlines how the combination of a customer’s propensity (likelihood to behave in a certain way) and influence on his peers, provides the best marketing campaign targets.