Influencing the Influencers: Using Social Media to Find Top Customers (Wharton)

Knowledge@Wharton: Influencing the Influencers: Using Social Media to Find 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.”