This disclosure describes techniques for identifying most influential customers by determining various influence scores and metrics associated with each in-network customer and off-network customers that communicate with one or more in-network customers. A particular in-network customer can be assigned or have calculated for him or her a social media influence score, a voice call score, and an SMS score, and a particular off-network customer can be assigned or have calculated for him or her an acquisition score. The scores can be used in various context to generate recommendations for products and/or services, provide targeted marketing, and/or conduct performance analysis.
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