Social network analysis (SNA) is helping companies map and understand the links, associations and possibly behaviors of customers and employees. In the following hypothetical situation, we’ll explore the ramifications of using social network analysis in marketing processes and attempt to discern if SNA is “hype” or a valuable tool.
Suppose you are a marketer at a wireless telecommunications company in Europe. Your company has a deep historical record of customer transactions, products purchased and billing history. Three months ago, your company also finished an implementation of an activity based costing project complemented with a profitability management application that now shows customer spend, margins and life-time value.
Deciding it’s high time to determine which of your customers are creating and potentially destroying value, you start analyzing a key segment of customers. read original post