Attentio correlation maps in plain English

Attentio Brand Maps have been launched two months ago. Currently, we have two types of Brand Maps available – correlation maps, that are based on multidimentional scaling (MDS); and segmentation maps, that are based on correspondance analysis (CA).

This video is explaining the correlation maps. Short specifications:

• Correlation maps are calculated based on the number of co-references between the topics and brands; topics and topics and brands and brands.
• The measure that should be interpreted when looking at these maps are the pair wise distances between the circles. The closer are two circles to each other, the more often they are co-referenced together.

With correlation maps, users can see the topics that are most associated with the brands and can use the information as an input for marketing campaigns and messages; and as measurement of campaign impact, i.e. if brands and topics targeted with the campaign are moving towards each other. Brand Maps also show how are the topics and brands associated in different markets; and the over time aspect illustrates the changes in associations with brands. Finally, Brand Maps can be compared for different sources to visualize how different are the topics in mainstream media (PR related messages pushed by brands) and in social media.

1 Comment »

1. 

   Pienso que no sois derecho. Discutiremos. Escriban en PM, se comunicaremos.

   Comment by cubrikaska — October 5, 2009 @ 5:28 am

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