6DOS (SIX-DEGREES-OF-SEPARATION)

NU 2016-046

Inventors

Noshir Contractor*

Anup Sawant

Harshad Gado

Short Description

A web-based application for determining the most effective routing of messages via social networks.

Background

Six Degrees of Separation (6DOS) is based on the premise that everyone in the world is six or fewer connections away from each other. In order to utilize a person’s network for marketing purposes, for example, common algorithms are based on the assumption that the most efficient way to transmit information between two indirectly connected individuals is always the route with the fewest intermediate persons. However, this is not always true because an intermediary person might not be responsive enough or may make a wrong decision when they decide who to forward the message on to.

Abstract

Northwestern inventors have developed a web application that can be used to study network metrics and how people interact with each other through their direct and indirect contacts (or close friends and acquaintances). In contrast to existing algorithms, 6DOS goes deeper by analyzing more than just the static network structure. The 6DoS algorithms have been developed to search for and identify specific individuals that are the most responsive and accurate in directing people to the right target. This strategy makes it more likely that a message will be passed on effectively. It also tracks real-time indirect communication activity to determine whether the intermediate person has responsively and correctly passed on the message to a target individual. This allows the user to evaluate and adjust the direct contact that is used to forward on a message resulting in faster communication. Key statistical measures of the user’s network and message flow are also displayed. With such data, users can evaluate the usefulness of their direct contact in terms of reaching out to specific indirect contacts and also improve their decision-making process when determining which of their direct contacts is most effective for communicating to target individuals. In addition, the software can provide insight into higher level social, cognitive, and behavioral factors that influence communication efficiency.

Applications

Tracking of forwarded messages on social networks e.g., LinkedIn, Facebook
Call centers can track the accurately of call center representatives directing customers to the right expert
Tracking of forwarded marketing materials to target individuals

Advantages