Correspondence: Shaun Doyle, Sams Barn, The Greenway, West Hendred,Wantage, Oxon OX12 8RD, UK Tel: + 44 7831427905; e-mail: shaun.doyle@cognitivebox.com

¹is CEO of Cognitive Box, a marketing technology solution provider. He has been involved in over 200 projects around the world that have been concerned with improving marketing performance through the use of technology. He is currently involved in three projects implementing MRM-type solutions in UK, USA, and Israel. Prior to setting up Cognitive Box he was founder and chairman of Intrinsic, a campaign management vendor acquired by SAS in March 2001. While at SAS he was involved in the development of the SAS Marketing solutions: Marketing Automation, Marketing Optimisation, and Interaction Management.

Abstract

Social network analysis is not new, but its business application in marketing is a relatively new area. This paper describes what social network analysis is and how it is being applied to solving marketing problems around segmentation, targeting and campaign design. In particular it describes how the social network can be defined, the role of the influencer and how this information can be used to improve marketing insight and communication effectiveness.