Correspondence: Shaun Doyle, E-mail: shaun.doyle@cognitivebox.com

¹is CEO of Cognitive Box an Analytical CRM consulting 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 social network analysis projects in the 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 Optimization and Interaction Management.