A Primer on Network Analysis for Business

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Slides of the course on big data by C. Levallois from EMLYON Business School.
For business students. Check the online video connected with these slides.

-> Definition of networks and discussion on how useful they can be for business.

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A Primer on Network Analysis for Business

  1. 1. MK99 – Big Data 1 Big data & cross-platform analytics MOOC lectures Pr. Clement Levallois
  2. 2. MK99 – Big Data 2 A primer on network analysis for business • Network - A dataset made of entities and their relationships • Quasi synonym: – Graph
  3. 3. MK99 – Big Data 3 This is a network
  4. 4. MK99 – Big Data 4 Social networks Source: http://www.minanacheva.com/getting-visual-with-facebook-data/ Network of friends on Facebook
  5. 5. MK99 – Big Data 5 But also network of products Source: http://arxiv.org/abs/1111.3919 “Recipe recommendation using ingredient networks”
  6. 6. MK99 – Big Data 6 Or network of terms in a text “Journal Editorials give indication of driving science issues” Source: http://www.nature.com/nature/journal/v463/n7278/full/463157a.html Visualization created with VosViewer http://www.vosviewer.com
  7. 7. MK99 – Big Data 7 Networks can be huge 50,000 Twitter accounts of Swedish speakers Source: http://twittercensus.se/graph2013/ In a non visual way: “The Anatomy of the Facebook Social Graph” (2011) -> study of 721 million active Facebook users and the 69 billion friendship links connecting them
  8. 8. MK99 – Big Data 8 A note on the terminology X Y A “node” (also called a vertex, plural vertices). An “edge” (or a tie, or a link…) A directed network (the direction of the relation matters) An undirected network (the direction of the relation does not matter) A weighted network (the edges have a “strength” represented by a numerical value) 3 Y was born in … Y’s marital status is … Y’s latitude is … Y’s longitude is … Nodes attributes (NB: edges can have attributes too!)
  9. 9. MK99 – Big Data 9 Networks: what use for business?
  10. 10. MK99 – Big Data 10 Segmentation Same network, with segments highlighted Car drivers and their similarities Families with young children Single men with sports tastes Professionals who need pick-ups
  11. 11. MK99 – Big Data 11 Finding key players Same network, with key players highlighted A social network Key player? Gate keeper?
  12. 12. MK99 – Big Data 12 Understanding info spread 1. initial tweet 2. one retweet 3. retweets of the retweet 4. 3rd degree of propagation Initial tweet: @seinecle: “sentiment analysis on Twitter for free... finally put back online:t.co/YnAkiEIROq” Service provided by http://wdmtg.com
  13. 13. MK99 – Big Data 13 Full dynamics, incl. for large networks Video of the Dutch interbank money market: all transactions, 2008-2013. http://youtu.be/YvauCrHGWYc
  14. 14. MK99 – Big Data 14 Network visualizations in these slides were created with:
  15. 15. MK99 – Big Data 15 This slide presentation is part of a course offered by EMLYON Business School (www.em-lyon.com) Contact Clement Levallois (levallois [at] em-lyon.com) for more information.

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