The Social Network Analsis (SNA) try to identify the relations and cohesions that exist between the actors in a communication network.
- A Network consists of oe or more customers.
- The clients (nodes) are connected by bonds which can be one to one or one to several.
“The clients who are bonded to an existent client through a network acquire a product or service from 3 to 5 times more exactly than the customers selected by the best marketing campaign”.
Network-Based Marketing: Identifying Likely Adopters via Consumer Networks: Hill, Provost and Volinsky.Statistical Science, 2006, Vol. 21, No. 2, 256-276.
1. To understand which clients interact with each other.
2. To stablish relational and interelational marketing campaigns where an individual or a complete social network can be studied.
3. To determine the effect of one of your clients go to the competition.
4. According to the features of the social network you can make client segmentation in a more effective way.
5. To attract new customers competition identified analyzing their tastes and preferences according to the network to which they belong.
6.To find the role of each customer:
- Leader: Influence within the network.
- Follower: Clients connected to the social network.
- Antagonist: Clients that are related to the Network but don’t establish reciprocity.
- Marginals: Clients with low activity but added to the social network.
