extracted from nodes’ neighbourhood in order to steer targeted users.'
author:
- Jacopo Arpetti
- Antonio Iovanella
bibliography:
- 'paper.bib'
date: 'Received: date / Accepted: date'
title: Towards more effective consumer steering via network analysis
---

Introduction {#intro}
============

Among the revolutions featuring the last century, the most important one, which marked every economic sector, impacting on every aspect of our daily life, is the Web revolution. Nowadays, starting with its 2.0 version, the Web has made individuals no longer mere users of information available on the internet, but rather – with the advent of internet platforms and mobile apps offering access to a wide array of services such as search engines, maps, and music or video on demand  [@CouncilofEconomicAdvisers-CEA2015] – true data forgers, often of a significantly personal nature [@jentzsch2017secondary]. In this context, data sharing increases to a global reach [@Acquisti2016], blurring the distinction between the digital and the physical world, between online and offline.

Thanks to the increased data gathering capacity and the spreading deployment of data analytics techniques, a huge amount of information related to individuals’ preferences – of which no trace was previously left in the real world [@Pagallo2014] – is today in the hands of 