Social Network Analytics to enhance Marketing Outcomes in Telecom Sector

schedule Aug 31st 02:55 PM - 03:15 PM place Grand Ball Room 2 people 34 Interested

This talk will focus on How SNA can help enhance the outcomes of Marketing Campaigns by using social network graphs .

Social network analytics (SNA) is the process of investigating social structures through the use of network and graph theories. It characterizes networked structures in terms of nodes (individual actors, people, or things within the network) and the ties or edges (relationships or interactions) that connect them. This is emerging as an important tool to understand customer behavior and influencing his behavior. The talk will focus on the mathematics behind SNA and how SNA can help make marketing decisions for telecom operators.

SNA use case will use telecom consumer data to establish networks based on their calling behavior like frequency, duration of calls, types of connections and thus establish major communities and influencers. By identifying key influencers and active communities marketing campaigns can be made more effective/viral. It helps in improving the adoption rate by targeting influencers with a large degree of followers. It will also touch upon how SNA helps retention rate and spread the impact of marketing campaigns. The tools used for use case is SAS SNA and Node XL for demonstration purpose. It will show how SNA helps in lifting the impact of campaigns.

This use case will illustrate a project focused on building a SNA model using a combination of demographic/firmographic variables for companies variables and Call frequency details. The dimensions like the company you work with, the place you stay, your professional experience and position, Industry Type etc. helps add a lot more value to the social network graph. With the right combination of the dimensions and problem at hand, in our case, it was more of marketing analytics we can identify the right influencers within a network. The more dimensions we add, the network gets stronger and more effective for running campaigns.

Looking forward to discussing the outcomes of this project with the audience and fellow speakers

 
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Outline/structure of the Session

  • Introduction to SNA and how it enhances our current marketing Analytics models
  • A use case detailing problem and project outcomes
  • Challenges faced during the project

Learning Outcome

  • Understand the science of SNA and how it can be a breakthrough in Marketing Analytics space for any domain
  • Identifying Influencers in a network using SNA
  • Iterating with dimensions on basis of result required

Target Audience

Data Scientists, Data Engineers, Data Specialists, Machine Learning Engineers, Data Science Enthusiasts, Social Network Analysts,reserach Scientists

Prerequisite

  • Participants should have a keen interest or working knowledge in the area of Marketing Analytics
  • Understanding of telecom domain and customer experience KPIs
  • Enthusiastic to learn more about Social Network Analytics and mathematics behind it
  • Any Data Science learner

schedule Submitted 3 months ago

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