Apresentação do artigo 'Brandmap: an Information Visualization Platform for Brand Association in Blogosphere' no IV'2012, Montpellier, França.

1. Brandmap: an Information Visualization Platform for
Brand Association in Blogosphere
Amadeu Sá de Campos Filho, Jairson
Vitorino, Fred Freitas, Alex Sandro
Gomes

2. Introduction

3. Brand Monitoring in the Blogosphere

4. Brand Monitoring in the Blogosphere
blog
blog
Blog

5. Technological Background

6. Brandmap: the Visualization Platform

7. Brandmap: the Visualization Platform
Universe Metaphor
Clustering Algorithms
1
d
freq (var)
Variables:
1. Color
2. Size
3. Distance
4. Form

8. Brandmap: the Visualization Platform
Technique to calculate the terms angle based on the Dendogram
techniques

9. 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)

10. Brandmap: a Case Study
Smarthphone Y

11. Brandmap: a Case Study
Smarthphone X

12. 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.

13. 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.

14. Future (actual) work

15. Acknowledgment
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