Registration is now open for the JADT2022 workshop illustrating how to combine Text Mining and Social Network Analysis, also offering a tutorial on the SBS BI WebApp.
Conference: JADT 2022: 16th International Conference on Statistical Analysis of Textual Data.
Dates and Location: July 4-8, 2022 - Naples, Italy
BUSINESS INTELLIGENCE AND THE SEMANTIC BRAND SCORE APP
Leveraging the power of big data represents an opportunity for researchers and managers to reveal patterns and trends in social behaviors and consumer perceptions. This workshop presents the Semantic Brand Score (SBS), a methodology of assessment of brand importance that combines methods and tools of Text Mining and Social Network Analysis (Fronzetti Colladon, 2018). The workshop also describes the functionalities of the Semantic Brand Score Business Intelligence App (SBS BI), designed to assess brand/semantic importance, analyze brand image, and mine textual data. Its analytical power extends beyond “brands”, comprising applications to study: commercial brands (e.g. Pepsi vs Coke); products (e.g. pasta vs pizza); personal brands (e.g. name and image of political candidates); set of words representing values (e.g. a company’s core values) or concepts related to societal trends (e.g. words used in media communication that impact consumers’ feeling about the state of the economy). The App generates a wide range of text and network analytics that have been used, for example, to build predictive models to understand tourism trends, select advertising campaign testimonials, and make economic, financial and political forecasts. Gaining a deeper understanding of brand importance and image can change how we make decisions and manage organizations in the era of big data.