Network-Aware Customer Value in Telecommunication Social Networks

The exponential growth of interactions in the networked society becomes gradually a reality. Social networks thrive and expand rapidly across many different interaction platforms delivered by modern telecommunication and internet services. The role and the impact of individuals on network interactions is increasingly important although rather complex and difficult to analyse in the realistic dynamic network environment. The goal of this paper is to look into the key structural changes in social networks: addition and removal of nodes and propose a methodology for temporal modelling of network response to these changes in order to assess the true network impact of the added or removed node. We propose to use the time series of the first order neighbourhood interaction as the key dynamic measure of the impact of individual node on its local network’s interaction. The proposed methodology is supported with some preliminary experimental results carried out on real voice telecommunication network over customer acquisition and churn events and it lays ground for the new network-aware estimation of customer value.