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Apresentação do artigo 'Brandmap: an Information Visualization Platform for Brand Association in Blogosphere' no IV'2012, Montpellier, França.
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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
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/3.0/ or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA.