Part II: Social Network Analysis Case Study
The second part of this book presents a case study based on the concepts presented previously. This case study puts in place most of the concepts described in Part I and is aimed to create a customer influence factor according to particular business events, such as churn and bundle diffusion. Chapter 5 presents the current telecommunications scenarios, and how social network analysis can help companies in their business. Chapter 6 shows how the customer influence factor was modeled by using the telecommunications data, the business issues, and the SAS capabilities. Chapter 7 presents the social network model assessment, by comparing its outcomes in relation to some particular business events such as churn and bundle diffusion. This process is quite related to the model adjustment and fitting due to the event it had been chosen. Chapter 8 describes the social network results in terms of business. How did the customer influence factor perform in comparison to the traditional approaches when applied to retention campaigns and sales activities? Finally, Chapter 9 wraps up Part II, presenting some additional possible applications in terms of product and service choice, and in future works in terms of social network analysis deployment.