Network-based Marketing: Using Existing Customers to Help Sell to New Ones

Marketers have long used all sorts of demographic and geographic data to target potential customers -- age sex education level income zip code. But there’s another variable that companies may want to consider: Who is connected to whom?  A study co-authored by Wharton professor of operations and information management Shawndra Hill found that consumers are far more apt to buy a company’s product if they are ”network neighbors” with existing customers.

Hosted on Acast. See acast.com/privacy for more information.