Experts in Social Network Analysis (SNA) met in Madrid to analyze the immediate future of viral marketing. The conference had the presence of one of the most renowned international experts in Social Network Analysis, Professor Dawn Iacobucci, who will discuss the "Different Faces of Marketing Networks".
New techniques to improve the ROI of traditional marketing campaigns, adding greater insight on how consumer social networks affect their purchase decisions
A case study showing the actual benefits of the application of Aqua SN software to B2B customer management
Madrid, April 28th, 2008. - Neo Metrics, a leading consulting firm in Analytic Intelligence, celebrated its 2nd Social Network Analysis Conference next June 17th at the Thyssen-Bornemisza Museum auditorium in Madrid, Spain.
As in the 2007 edition, attended by over one hundred professionals, Neo Metrics and other prestigious international specialists in SNA discussed the many ways Social Network Analysis (SNA) is changing current marketing strategies through a deeper understanding of consumers and how their social networks influence their purchase decisions.
José Luis Flórez, Neo Metrics' CEO, discussed the new social elements guiding consumer behavior and purchase decisions in particular. In addition, Flórez disclosed Neo Metrics' proprietary methodology that is enabling leading companies to effectively improve their commercial processes by using information on their customers that they already own, although it is usually hidden or scattered within their informational systems.
This 2nd Conference on Social Network Analysis was enhanced with talks delivered by prestigious experts in marketing and customer management. Professor Dawn Iacobucci, Bronson Ingram Professor of Marketing at the Owen Graduate School of Management at Vanderbilt University, a renowned expert in networks, customer satisfaction and service marketing, quantitative psychological research, editor of a variety of journals and co-author of Gilbert Churchill's leading textbook on "Marketing Research", presented at the conference. Hernan Sanchez, Havas Media Intelligence CEO, who is in charge of a globally leading team in the areas of media management methodology, innovative communication solution development, business insight, media landscape monitoring, and knowledge management, also presented in this year's edition of the SNA conference.
A case study was also presented with some striking results of applying innovative software developed by the Aqua Intelligence R&D team for this area. Axesor, a pioneering business information provider on the internet, discussed how SNA has allowed the company to optimize B2B customer management. Thanks to Social Network Analysis, Axesor was able to define the value of start-up companies by studying the influence of shareholder social networks.
"By being aware of the social networks our customers belong to, we are capable of pinpointing those influences that will lead their future behaviors as consumers, thereby acquiring the ability to predict and simulate purchase decision processes with much greater accuracy than before", according to José Luis Flórez, Neo Metrics' CEO.
CONFERENCE TALKS
Different Faces of Marketing Networks
Prof. Dawn Iacobucci
Social Networks, New Communication Models
Hernán Sánchez, CEO of Havas Media Intelligence
Case Study: Social Network Analysis for B2B customer management
Susana Clemente, Axesor's R&D Director
Social Network Analysis. The Value of Influence
José Luis Flórez, Neo Metrics' CEO