论文标题
品牌智能分析
Brand Intelligence Analytics
论文作者
论文摘要
利用大数据的力量为品牌经理提供了一个机会，可以揭示消费者看法的模式和趋势，同时监视品牌与所需主题的正面或负面关联。本章介绍了SBS Brand Intelligence App（SBS BI）的功能，该应用程序旨在评估品牌重要性，并通过分析（大）文本数据来提供品牌分析。为了更好地描述SBS BI的功能，我们提出了一项案例研究，该案例研究着重于2020年美国民主总统初选。我们从活动注册表数据库中下载了50,000篇在线文章，其中包含来自世界各地的主流和博客新闻。这些在线新闻文章被转变为共同存在单词的网络，并通过结合社交网络分析和文本挖掘的方法和工具来分析。
Leveraging the power of big data represents an opportunity for brand managers to reveal patterns and trends in consumer perceptions, while monitoring positive or negative associations of the brand with desired topics. This chapter describes the functionalities of the SBS Brand Intelligence App (SBS BI), which has been designed to assess brand importance and provides brand analytics through the analysis of (big) textual data. To better describe the SBS BI's functionalities, we present a case study focused on the 2020 US Democratic Presidential Primaries. We downloaded 50,000 online articles from the Event Registry database, which contains both mainstream and blog news collected from around the world. These online news articles were transformed into networks of co-occurring words and analyzed by combining methods and tools from social network analysis and text mining.
