New social network metrics for CRM 2.0 - Archive ouverte HAL Accéder directement au contenu
Communication Dans Un Congrès Année : 2014

New social network metrics for CRM 2.0

Résumé

Social networks are mainly considered by marketers as valuable earned media on account of their potential viral audience. They also constitute a source of big data on individuals increasing marketers' knowledge on consumers or prospects. Matching social networks and transactional data, this research focuses on innovative scoring of Facebook active fans in order to implement a CRM 2.0 strategy. Our contribution consist first in developing a specific crawler with a big data infrastructure to collect automatically Facebook brand pages data, and second in scoring active Facebook active fans through algorithms developed with R. We propose several operational recommendations based on this work which also opens future researches.
Fichier non déposé

Dates et versions

hal-01273581 , version 1 (12-02-2016)

Identifiants

  • HAL Id : hal-01273581 , version 1

Citer

Christine Balagué, Baptiste De La Robertie. New social network metrics for CRM 2.0. 36th Annual ISMS Marketing Science Conference, Jun 2014, Atlanta, United States. ⟨hal-01273581⟩
139 Consultations
0 Téléchargements

Partager

Gmail Facebook X LinkedIn More