Brandmap: the Visualization PlatformUniverse Metaphor Clustering Algorithms 1d freq (var) Variables: 1. Color 2. Size 3. Distance 4. Form
Brandmap: the Visualization Platform Technique to calculate the terms angle based on the Dendogram techniques
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)
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.
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.
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