Network Analysis

Network analysis in marketing refers to a range of emerging applications of graph theory. In particular, network analysis combined with theories and models of social influence is important for understanding the roles and effects of influencer marketing, the diffusion of innovations within a population, and other aspects of modern marketing.

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Key features

Powerful visualization

The network model provides a visual depiction of the network, such as: (1) allowing users to zoom into any part of a large network, (2) identifying different groups of nodes (e.g., customer segments) via node coloring, (3) highlighting the other nodes connected to a specific node, etc.

Node level characteristics

The network model summarizes node-level characteristics (e.g., Local clustering coefficient, Betweenness centrality) as well as global characteristics (e.g., Average path length, Degree distribution) of a network.

Case studies