Unlocking Networks

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Lecturer Marcus Collins shows how understanding human networks is key to understanding consumer behavior.

For years, marketers have used demographics and psychographics to try to understand consumers and their choices. But Michigan Ross Lecturer Marcus Collins says unlocking networks is the best way to understand who people really are, and why they make the choices they do.

In this white paper, Collins shows how people live in networks and how savvy marketers study networks to make better predictions about consumer behavior.

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Media Contact: michiganrosspr@umich.edu