Viral Marketing: Modelling, Simulation & Optimisation

Опубликовано 17 августа 2016, 21:17

Viral marketing is a form of peer-to-peer communication in which individuals are encouraged to pass on promotional messages within their social networks. Conventional wisdom holds that the viral marketing process is both random and unmanageable. I'll try to put some order to it. We'll see what components make up a viral marketing model, and analyse how the structure of the network and the behavioural model for the individuals affects the campaign's performance. We verify a simulation model against a real campaign. In the second part, I'll show how the campaign manager, under certain assumptions, can control the spread of the viral message to optimise its penetration.