Archive for the ‘Society’ Category

Monitoring brand using discourse analysis


Learning public opinion (or sentiment) about Your brand in traditional way is expensive because surveys or focus groups take much time and human work. Probably in near future alternative solution will gain recognition as some technology vendors launched tools for brand monitoring using text analytics. Initial review of these attempts appeared yesterday on SmartData Collective.

Monitoring brand using discourse analysis differs, to some extent, from the approach based on text analysis. I have very fresh example – a tool for monitoring opinion about retail nets (supermarkets). And now some words how it is made and how it works.

Building Monitor. Analysis of the discourse in the corpus of Internet discussions related to supermarkets gave a collection of subjects interesting for interlocutors, and a collection of expressions of their attitudes.  Using these results the complex queries for semantic search were built for the learning research. It is the crucial stage – we should learn very details of the discourse, and get its math at the same time, as the basis for justification and calibration of the Monitor. The final task is relatively easy – to implement the results and build a “machine” using accessible technology.

How Monitor works. The data for each retail brand is collected using semantic search. Monitor makes all the calculus according to calibrating formulas and provides figures ready for presentation. Please see the pictures made for presentation only (not production version).

First are the “profile” – how the brand is perceived, i. e. how it is distinguished vs the average Internet discourse. The result of such kind is often astonishing because the picture dramatically differs from that of Customer’s (user of monitor) wishes, from official image and marketing buzz. Moreover, the interlocutors’ categories (vertical in the charts) also differ.

Then there is a comparison of the brands monitored. The charts show how people value each brand with regard to the same categories.  2 charts with negative opinions (general index only) are presented as the example.

The third important group of results regards monitoring itself, i. e. presentation of the changes. It depends on the Customer needs. Some customers want to observe the effects of promotional campaigns, and for such purpose day-to-day monitoring is appropriate. Some want to know the general trends… etc.


Two purposes of this blog


For many years in hundreds of articles, lectures and discussions I urged managers and IT professionals to apply best practices, humane science and economy to their work. As consultant, I demonstrated for many times the practical usefulness of such attitude. Today, after many achievements in the past, I see that bringing knowledge and practice together is never ending necessity. Post-industrial society and knowledge-based economy is still to be built on the always fresh layers of ignorance-based economy. Therefore I open this blog with two purposes in mind.

The first purpose of this blog is to bring humane sciences and technology together. IT and computer science could benefit much, and develop much more efficiently if closely collaborating with the experts in the fields they enter. For example,  why not to learn process management from industrial engineers, when developing Business Process Management applications? Why not to develop ontologies together with philosophers who are experts in ontology? Why to develop semantic technologies without the experts of linguistics?

As generalist, I managed to base my inventions in semantic technologies on strong philosophical grounds, and applied experiences of the dicourse analysis. The results are promising, and I will use them in this blog as examples of the benefits of such integral approach.

The second purpose of this blog is to promote knowledge and expertise as the resources of economic and human growth. This is quite difficult task, as a variety of hype and multitude of sham pretend in the field. Probably more difficult is to make knowledge and expertise comprehensible without losing their profundity and pertinence.

I invite everybody interested in these two tasks to join this blog.