Shawndra Hill (Professor, Operations & Information Management, The Wharton School) at Supernova2008

1. Deriving Value from Consumer Networks
Shawndra Hill
University of Pennsylvania
Supernova 2008
June 17, 2008
Joint work with: Bob Bell, Deepak Agarwal, Foster Provost, Chris
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Volinsky

2. Communication Networks
– Nodes represent transactors
– Edges are explicit transactions
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3. How can firms use data on explicit
consumer networks to improve
consumer rankings?
For example, in order to rank customers by
likelihood of …
Response to a target marketing offer
Fraud
Donating to a cause
Spreading information about a product
…
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