Use Case — Marketing Analytics Topic Network

Marketing Analytics Topic Network.

Exhibit 25.46 Marketing analytics topic network.

Imagine a topic network centered on the field of marketing analytics. Conversations such as pins, posts or tweets, related to consumer analytics, retail analytics, social media analytics, quantitative research, marketing mix modelling and digital marketing all connect to the central node of marketing analytics. This visualization can reveal how different components of marketing analytics are related to one another. For instance, web analytics and search engine optimization are linked to digital marketing, and sampling is linked to quantitative research.

Through social network analysis, we can map the structure of these relationships, giving us deeper insights into how knowledge and trends in interconnected are interconnected across platforms.

Social network analysis provides a powerful framework to visualize and understand relationships—whether between users or topics. By applying graph theory, researchers and businesses can decode the underlying structures of social media networks, identifying key influencers, emergent communities, and the flow of information. As our understanding of social networks continues to evolve, SNA will play an increasingly critical role in shaping strategies for navigating the digital landscape.


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