Analyzing transactional data
A system and method for measuring or at least detecting the effect of at least implicit communication on transactions within a social group, optionally such as consumer purchases for example. The group may optionally comprise a social network, a pair, 3 or more individuals and so forth. By “implicit communication” it is meant communication for which there is no record, for example in a database. The aftereffects of such communication may optionally be determined, detected and/or measured through detection and/or measurement of influence, as described in greater detail below. For example, if a first consumer performs purchase of an item and a second consumer later purchases the same or similar item within a given time period, the two purchases may optionally be linked through influence which may in turn have optionally occurred through implicit communication. Optionally, the system and method may also measure or at least detect the effect of explicit communication, for which there is a record, for example in a database that describes the communication itself.
1. A method for determining a communication relationship of a first individual to a second individual, the method being performed by a computer, the method comprising:
detecting implicit communication to form detected implicit communication according to at least one transactional event, wherein said transactional event relates to a commercial transaction and wherein said commercial transaction relates to a purchase of a product, wherein said detected implicit communication comprises purchasing the same or similar products at the same or similar time and also further comprises one or more of communication performed through a computer network, communicating within the same cellular cell on a repeated basis, one or more of communicating from, living in, or working in the same geographical location at the same time, wherein said detected implicit communication is detected according to proximity in at least one of time and location to said at least one transactional event;
determining the communication relationship through said detected implicit communication, said determining the communication relationship comprising analyzing said detected implicit communication according to content and frequency to detect a potential communication relationship, and further comprising analyzing the potential communication relationship to determine an effective level of influence according to a mathematical model of influence to determine an importance of the communication relationship, wherein said analyzing the potential communication relationship comprises analyzing said detected implicit communication for a possible transfer of information between each plurality of members having said relationship to determine influence according to a mathematical model of information transfer through implicit communication, wherein said mathematical model determines a weighting of said influence, wherein said weighted influence determines said importance of the potential communication relationship; and
determining at least one marketing action according to the potential communication relationship and to said importance of the potential communication relationship.
2. The method of claim 1 , wherein said commercial transaction relates to one or more of chum, client acquisition, up-sell, cross-sell or win-back, or a combination thereof.
3. The method of claim 1 , wherein said commercial transaction relates to a company and wherein said commercial transaction further comprises contacting said company or changing at least one parameter of said commercial transaction.
4. The method of claim 1 , further comprising:
determining at least one marketing action according to the relationship.
5. The method of claim 4 , wherein said at least one marketing action comprises one or more of increasing brand awareness, churn prevention, client retention, client acquisition, upsell, cross-sell or win-back, or a combination thereof.
6. The method of claim 5 , further comprising detecting explicit communication and also determining the relationship according to said explicit communication.
7. The method of claim 5 , wherein said detecting said implicit communication further comprises:
determining an active transmission coefficient for active transfer of information;
determining a passive transmission coefficient for passive transfer of information; and
employing said active and passive transmission coefficients for said implicit communication in said mathematical model of influence.
8. The method of claim 1 , further comprising:
determining a plurality of potential communication relationships;
constructing a network of social communication flow from said plurality of potential communication relationships;
repeating to construct a plurality of networks of social communication flows; and
overlaying said plurality of networks of social communication flows to combine into a combined network of social communication flow according to a similarity threshold.
9. The method of claim 1 , further comprising:
determining a strength of said relationship; and
selecting a preferred mode of influence from active or passive according to said strength of said relationship, wherein said strength is measured according to said mathematical model of influence.
10. The method of claim 1 , wherein said implicit communication is performed through the Internet.
11. The method of claim 10 , wherein said implicit communication through the Internet includes one or more of e-mail, posting on a web page, posting on a blog, posting on a chat room, visiting a web page or an IM (instant messenger) message.
12. The method of claim 10 , further comprising:
determining a plurality of potential communication relationships;
constructing a network of social communication flow from said plurality of potential communication relationships;
detecting a plurality of key members in said network of social communication flow;
determining a number of members influenced by each key member; and
selecting a particular key member as having at least a threshold number of influenced members.
13. The method of claim 12 , wherein said selecting said particular key member is performed according to a threshold having the largest number of influenced members.
14. The method of claim 13 , further comprising:
addressing at least one marketing method to said particular key member.
15. The method of claim 1 , wherein said implicit communication is detected according to proximity in both time and location to said at least one transactional event.