Social Network Analysis (SNA) is a technique used to understand relationships and influence within social groups. Idiro uses SNA to model social networks from call detail record (CDR) and other data to predict customer behavior, such as churn, and provide targeted marketing recommendations. This helps companies increase retention, improve acquisition outcomes, and boost returns on marketing investments. A case study found a European mobile operator achieved a 400% increase in an acquisition campaign and annual returns over €7.5 million from implementing Idiro's SNA solutions.

1. SOCIAL NETWORKSOCIAL NETWORK
ANALYSISANALYSIS
SNA: the science of groups, relationships & influence

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 Social Network Analysis (SNA) is the mapping and
measuring of relationships and flows between people.
Idiro focuses on the predictive aspect of SNA which it
defines as the science of predicting the behaviour of
people within communities based on the actions of the
people around them.
 SNA provides us with a visual and a mathematical
analysis of these relationships.
 Many industries, including mobile telecoms, possess link
data. Understanding and analysing the data can give a
company competitive advantage, reduce churn, increase
up-sell & cross sell opportunities & increase overall ROI
 Using social network analysis can greatly benefit a
company’s marketing processes, enabling enhanced
targeting and increasing the overall effectiveness of
marketing campaigns.
Social Network Analysis (SNA): the scienceSocial Network Analysis (SNA): the science
of groups, relationships & influenceof groups, relationships & influence
Jack
Pat
Mary
John
Rachel
Steven
Tim
In this simple social community, we
can see that Tim is the most
connected, as he is directly linked to
the most nodes (people). And appears
to have very strong links with Jack and
Steven, a potential influencer?
Interesting to note that influence is
relative, one person may be influential
in a particular area/ subject but not all.
Pat, Jack and Rachel appear to be on
the periphery of the community as they
are only directly connected to one link
each within this community.

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Churn
Pressure
Churner
Churner
Churner
 Idiro uses SNA to model social groups,
understand influence and predict
behaviour and thus improve overall
business performance.
 Idiro can mine CDRs to quantify the
level of influence a person exerts on
those around them.
 Conversely, SNA can be used to
measure the amount of pressure an
individual is under to behave in a
particular way.
 A sample pressure metric is Churn
Pressure which is a measurement of
how much pressure a person is under
to churn.
Principles of IdiroPrinciples of Idiro’’s SNA solutions SNA solution

4. Marketing challenges facing mobileMarketing challenges facing mobile
operators?operators?
Idiro can help.
Our advanced SNA Plus Solution has been specifically designed to help companies analyze, understand and benefit
from the data they have on their customers.
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5. Idiro SNA Plus can helpIdiro SNA Plus can help
Challenge Idiro Solution
Retention 1.Predict porting churn
2.Predict pre-paid churn
3.Identify influencers who may bring friends if they
churn
Acquisition 4. By identifying customers are embedded in off-net
communities, identify targets for member get member
campaigns
Cross sell & up-
sell
5. Identify influencers amongst social groups
6. Analyse and predict product adoption
7. Accurately predict & target customers most likely to
be under pressure to adopt a particular product
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6. Idiro’s SNA processIdiro’s SNA process
Etc…
Retention
targets
Acquisition
targets
Cross-sell
targets
CDRs
sub table
etc.
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7. Idiro’s SNA Plus modelsIdiro’s SNA Plus models
Idiro offers a variety of models to accurately analyse and produce
results; providing solutions for all business challenges facing an
operator.
The Idiro Social Model: The powerhouse underpinning Idiro SNA
Idiro Retention: Predicts churners and influencers who can
impact churn
Idiro Viral Marketing: Targeting reports for use in cross-sell /
up-sell campaigns. Customised to the proposition & campaign.
Idiro Acquisition: Brings the science of SNA to member-get-
member campaigns
Idiro Families: Identifies families / households, and their leaders
Idiro Fingerprinting: Identifies rotational churners (spinners)
We can also explore emerging data sets for other potential valueConfidential. Copyright © Idiro Analytics, all rights reserved.

8. A buzz about data – where does SNA fit inA buzz about data – where does SNA fit in
 Big data is more than just a buzz word. It’s a movement
gathering momentum, of incredibly large volumes of data,
gathered from various data sources. Big data analytics is
building analytic approaches using that data to gain useful
insights and base educated decisions on behalf of
businesses, so that they can use this data as a tool to
inform decisions and increase competitive advantage.
 Telcos are in an enviable and almost unique data situation,
where not only do they store incredibly vast volumes of
data, it is link/ connection data.
This gives them a distinct advantage to glean insights such
as:-
- interaction of customers,
- social communities,
- influence inference,
- prediction of customers’ behaviour etc.
Telcos are in a unique
position to understand
their customer base,
predict behaviour such
as churn and pro-
actively improve their
marketing to improve
retention & increase
ROI.
How?
Using Idiro’s Social
Network Analysis
solution
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9. About IdiroAbout Idiro
 Specialist in predictive SNA for mobile operator marketing
 Pioneers and world leaders in Social Network Analysis
 Working/ worked with customers in Ireland, Spain, Germany, the
Netherlands, Turkey, the USA, Portugal, Poland, Malaysia, Caribbean, etc.
 Award winning service (e.g. winner for Best use of data & winner of the
Grand Prix at the Data Strategy awards)
Idiro have analysed call records of approximately 12% of the world’s
mobile phone users
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10. ROI case study: European mobile operatorROI case study: European mobile operator
Key uses of Idiro SNA Plus:
• Acquisition scores directly
actionable in campaigns
• Monthly prepaid churn
prediction used in regular
churn campaigns
• Monthly Postpaid churn
prediction used in regular
churn campaigns
400% increased uptake in acquisition campaign
Annual ROI over €7.5M from use of Idiro SNA Plus
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11. Thank youThank you
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