Knowledge discovery in databases: an overview
AI Magazine
Numerical recipes in C (2nd ed.): the art of scientific computing
Numerical recipes in C (2nd ed.): the art of scientific computing
Foundations of statistical natural language processing
Foundations of statistical natural language processing
Data mining (Invited talk. Abstract only): crossing the Chasm
KDD '99 Proceedings of the fifth ACM SIGKDD international conference on Knowledge discovery and data mining
Interactive methods for taxonomy editing and validation
Proceedings of the eleventh international conference on Information and knowledge management
Design and implementation of the UIMA common analysis system
IBM Systems Journal
Information Retrieval: Algorithms and Heuristics (The Kluwer International Series on Information Retrieval)
COBRA - Mining Web for Corporate Brand and Reputation Analysis
WI '07 Proceedings of the IEEE/WIC/ACM International Conference on Web Intelligence
A smarter process for sensing the information space
IBM Journal of Research and Development
Sentimental Spidering: Leveraging Opinion Information in Focused Crawlers
ACM Transactions on Information Systems (TOIS)
| Hi-index | 0.00 |
A strong brand is a major asset to any corporation. Traditional brand image and reputation tracking is limited to news wires and contact centers analysis. However, with the emergence of web, Consumer Generated Media (CGM), such as blogs, news forums, message boards, and web pages/sites, is rapidly transforming the way companies analyze their brand perceptions. This paper describes the next generation COBRA (Corporate Brand and Reputation Analysis) approach to mining a wide range of CGM content to discover how the social media-based community perceives the brand. The solution processes a diverse set of structured and unstructured information and mines CGM content by generating multiple taxonomies from the data. These taxonomies are then used singly and in combination to better understand important brand characteristics and hence enhance marketing and strategic decision making. We illustrate our approach with a real-world case study involving the Kraft Foods’ Vegemite brand.