Social Network Analysis in Marketing

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Author(s): Przemyslaw Kazienko (Wroclaw University of Technology, Poland), Piotr Doskocz (Wroclaw University of Technology, Poland)and Tomasz Kajdanowicz (Wroclaw University of Technology, Poland)
Copyright: 2012
Pages: 13
Source title: Customer Relationship Management and the Social and Semantic Web: Enabling Cliens Conexus
Source Author(s)/Editor(s): Ricardo Colomo-Palacios (Østfold University College, Norway), João Varajão (University of Trás-os-Montes e Alto Douro, Portugal)and Pedro Soto-Acosta (University of Murcia, Spain)
DOI: 10.4018/978-1-61350-044-6.ch016

Keywords: Business & Management / Business Science Reference / Consumer Management / E-Commerce

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Abstract

The chapter describes a method how to perform a classification task without any demographic features and based only on the social network data. The concept of such collective classification facilitates to identify potential customers by means of services used or products purchased by the current customers, i.e. classes they belong to as well as using social relationships between the known and potential customers. As a result, a personalized offer can be prepared for the new clients. This innovative marketing method can boost targeted marketing campaigns.

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