A rookie’s guide to network science

Watch the videos

Dollywagon's Jason Brownlee explains the basics of network science with the help of a flip chart and his kids' felt tip pens.

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Watch the slide shows

If you're looking for a more formal way of explaining the basic concepts of network science and how influence is defined and measured, check out these slide shows.

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The explosive growth in people having conversations online has caused havoc in the fields of marketing and advertising. Gone are the days when marketers could carefully craft a message and then broadcast it across a few media channels to huge portions of their market.  

Instead, media has fragmented and the social web has enabled consumers to spread information about brands in a way that brand owners have found impossible to control. Multi-million-dollar ad campaigns are routinely challenged and undermined by homemade YouTube videos and social network posts.

Today it’s much harder for ‘official’ brand messages to rise above the mob and influence a company’s target audience.

Far-sighted marketing and communications professionals now realise they need a new generation of tools that can help them to influence, pro-actively, this seething ecology of web-based discussion, opinion and debate that increasingly shapes consumer behaviour.

Dollywagon’s Influence Engine is the answer to this need. Derived from scientific research done at the universities of Oxford and Newcastle, it analyses millions of relationships and interactions within social media networks to pin-point the most influential players in any online community or field of interest.

Our videos and slide shows will help to explain the scientific principles of network science that underpin the capabilities of the Influence Engine.