Telco operators are now realizing the tremendous value laced in the relationships among their subscribers as revealed by their calling pattern. Social Network Analysis (SNA) goes beyond calling circle analysis by analyzing also how the calling circle communicates among themselves. These network patterns reveal who is influential and who experiences pressure from other subscribers. This information is critical in determining which subscribers are worth more marketing investment due to their potential influence on other subscribers to adopt new products. Also, it reveals who is suddenly more vulnerable to churn even though nothing changed in their behavior ! In this talk we will talk about the notions of SNA, a case study based on Rogers Wireless in Canada, and how the new KXEN module KSN enabled this work.

Dr. Edouard Servan-Schreiber is Assistant Director of Advanced Analytics for Europe, Middle East and Africa. His specialty is to help businesses extract value from their data and insure that the sophisticated techniques of automated learning are serving business needs. Edouard has worked across industries and markets within the EMEA region. Among the topics Edouard has actively worked on: clickstream data for customer affinity, mobile marketing, pricing optimization, early warning in manufacturing reliability, text mining, and social network analysis. Edouard began practicing artificial intelligence and statistical learning models at Carnegie Mellon University for his bachelor’s degree, before going to UC Berkeley for his PhD in Computer Science. After returning to his native France, Edouard co-founded newsfutures.com, a technology startup offering prediction market technology.