{"id":113,"date":"2018-04-17T11:50:08","date_gmt":"2018-04-17T10:50:08","guid":{"rendered":"http:\/\/generic.wordpress.soton.ac.uk\/neighbourhood\/?p=113"},"modified":"2018-04-25T12:55:29","modified_gmt":"2018-04-25T11:55:29","slug":"graph-theory-edge-betweenness-for-target-marketing","status":"publish","type":"post","link":"https:\/\/generic.wordpress.soton.ac.uk\/neighbourhood\/2018\/04\/17\/graph-theory-edge-betweenness-for-target-marketing\/","title":{"rendered":"Graph theory: edge betweenness for target marketing"},"content":{"rendered":"

Graph theory provides a way of using graphs to represent networks, and is often used in the development and study of online social networks.<\/p>\n

<\/p>\n

Image source: freepik<\/a><\/p>\n

At the core of graph theory is understanding the nature of connections, their relationship to one another, and calculating the importance of each node. ‘Importance’ is calculated, in different ways, from the connections between individuals (or nodes) in the network.\u00a0In this post I will outline how\u00a0graph theory supports Neighbourhood’s marketing strategy.<\/p>\n

The origins of Graph theory: connections across a city<\/h2>\n

<\/p>\n

The origin of Graph theory:\u00a0Leonard Euler’s Solution to the K\u00f6nigsberg Bridge Problem<\/a><\/p>\n

“Graph theory was born in 1736 with Euler\u2019s solution [to] the K\u00f6nigsberg bridge problem, which asked whether it was possible to plan a walk over the seven bridges of the town without re-tracing one\u2019s steps. Euler realised that the problem could be rephrased in terms of a graph whose vertices corresponded to the four regions of the city, and whose edges corresponded to the seven bridges each joining a pair of the regions.”<\/p>\n

James\u00a0Anderson<\/a><\/p>\n<\/blockquote>\n

 <\/p>\n

Graph theory terminology<\/h2>\n

\"Small<\/p>\n

Image source: Math insight<\/a><\/p>\n

First of all, a quick explanation of graph theory terminology:<\/p>\n