Amadeu Sá de Campos Filho, Jairson Vitorino, Fred Freitas, Alex Sandro Gomes

Brandmap: an Information Visualization Platform for Brand Association in Blogosphere

Introduction

Brand Monitoring in the Blogosphere

Brand Monitoring in the Blogosphere

blogblog

Blog

Technological Background

Brandmap: the Visualization Platform

Brandmap: the Visualization Platform

(var)

1

freqd

Universe Metaphor

Variables:1. Color2. Size3. Distance4. Form

Clustering Algorithms

Brandmap: the Visualization Platform

Technique to calculate the terms angle based on the Dendogram techniques

Method: a Case Study

Company W launched smartphone X Company Z launched smartphone Y

– They were very similar Company W made use of a campaign attacking the

weaknesses of Y

Data collect: BuzzMonitor®, from January to September 2010 (in Portuguese)

Data analysis: 1. pre-processing (terms), 2. classification (colors), 3. BrandMap (location)

Smarthphone Y

Brandmap: a Case Study

Smarthphone X

Brandmap: a Case Study

Contributions

The innovative software platform. The results of this platform for clients. The results of this platform for companies

supporting market analysis. The platform can be used to investigate word-of-

mouth communication in different areas.

Future (actual) work

To evaluate these visualization usability. To include interaction style including direct

manipulation and navigation. To apply in different contexts as in learning

management systems and educational social software (REDU).

To develop a new 3D information visualization techniques.

Future (actual) work

Acknowledgment

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