1. Brandmap: an Information Visualization Platform for
Brand Association in Blogosphere
Amadeu Sá de Campos Filho, Jairson
Vitorino, Fred Freitas, Alex Sandro
Gomes
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)
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.
15. Acknowledgment
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Commons Attribution-NonCommercial-
NoDerivs 3.0 Unported License. To view a
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