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Saturday, July 22, 2017

Using Social Media to Find Top Customers

In Knowedge@Wharton.  

Influencing the Influencers: Using Social Media to Find Top Customers

Wharton's Gad Allon discusses his research on using social media data to identify a company's top customers.


Social media offers an almost endless stream of data for businesses to collect on their customers. But what good is data without a smart way to apply it? The latest research from Gad Allon, Wharton professor of operations, information and decisions, offers a lifeline for firms drowning in the deep waters of social networks. Allon and his team devised an analytics model that can help businesses identify high-value customers. The paper, “Managing Service Systems in the Presence of Social Networks,” was co-authored with Washington University professor Dennis J. Zhang. He talked with Knowledge@Wharton about the process. .... " 

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