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In a superconnected world, consumer purchase behavior and loyalty are increasingly influenced by friends and acquaintances. What one does, others are more likely to do. Customer link analysis identifies and quantifies circles of influence among connected individuals or entities, providing new insights for predictive models.

In this white paper, Carlos Pinheiro, one of the world's most widely recognized experts on social network analysis in telecommunications, shows how customer link analysis can improve the accuracy of predictive models by up to 30 percent and identify the leaders whose influence could increase product adoption by 250 percent.