By: Jeremi Karnell, CEO
The rise of graphs in marketing is creating a rise in demand for social network analysis. CMOs are looking deeper into their customer/enterprise social graphs and interest graphs to understand their key features, predict their evolution, and to identify key influencers, among other things. A key activity in network analysis is measuring the centrality of a node (vertex) within a graph (e.g. how influential a person is within a social network or measuring influence). In many cases, visualization of the social network plays an important part in this analysis.
Below is an infographic that describes the primary measures of centrality when seeking to identify influencers within a social network. The illustration provides a definition for each measure, what each measure reveals, and the key questions each measure answers.
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