Nigeria’s Bayo Adekanmbi, Chief Marketing Officer of MTN currently
on sabbatical for a global inter-school PhD research competition with
focus on academic doctoral research that solves real world problems, has
once again shocked the entire world during one of his presentations in
California, United State of America recently as he displayed real life
problem solving and scholarstic excellence.
The gathering was the XXXVI edition of Sunbelt Social Networks
Conference which held between April 5th and 10th, 2016 in Newport Beach,
California with the expected academic rigor of a world-class knowledge
conclave.
The 2016 edition had over 255 accepted submissions. Olubayo (Bayo)
Adekanmbi, a combined PhD scholar at City University, London and TIAS
Business School, the Netherlands, made an outstanding presentation- a
first-of-its-kind emerging market approach on value maximisation using
relational pricing algorithm built on established theories of Bourdieu’s
social capital and mathematical sociology of interpersonal ties.
His integrated model is based on monetising the strength of
relational interactions using Krackhardt’s “philo” relationship theory,
which scores various relational bridges and social ties by (1)
Interaction (frequency of return calls and/or SMS exchange), (2)
Affection (average length/context of call compared to market
average/speed of return call/customer experience rating) and (3) Time
(recency and history of interaction). Bayo’s model showed a positive
incremental revenue and increased activity ratio/lifetime value when
customers’ social ties and relational strength are applied for dynamic
social price point determination.
His approach has taken the practice of dynamic/participative
pricing to the next level for the telecommunication industry. Olubayo
has also adapted his social relational model for the luxury industry,
where he is building luxury opportunity/risk model based on users’ and
non-users’ comparative sphere of influence. He has presented this as a
conceptual framework at The Monaco Symposium on Luxury in April, 2016.
As captured in the INSNA abstract report, Adekanmbi’s model “has
opened a new frontier in how telecommunication operators in emerging
market can effectively operationalise a dual strategy of customer
retention and revenue growth through social network optimisation and
dynamic social pricing model”. Olubayo’s model incorporates a
customer-facing app for campaign deployment, a social network analytics
engine and a Big Data management system which runs on telco’s existing
legacy system.
Olubayo (Bayo) Adekanmbi is excited about the depth of knowledge
available within the INSNA network and he believes modern business must
leverage big data, machine learning and social analytics for sustainable
value creation. Olubayo is on one-year sabbatical from his role as the
Chief Marketing and Strategy Officer at MTN Telecommunication Nigeria, a
company where he has had a most outstanding career, rising through the
ranks from Senior manager position in 2011 to General Manager in 2013
and Chief Marketing and Strategy Officer in 2014. He is a multiple award
winner in the academic and professional circles and has been awarded
the prestigious MTN Yello Star award for the conceptualisation of a
Customer Value/Risk Management framework, which led to multi-billion
naira revenue growth.
The conference is the official annual conference of the
International Network for Social Network Analysis (INSNA) and it
provides an interdisciplinary venue for mathematicians, computer
scientists, ethnologists, epidemiologists, social scientists,
organizational theorists, public health experts, and others to present
current work in the area of social networks.
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