Visibility Analysis on theWeb as an Indicator for Public Relations and Marketing Evaluation

Author

Kiefer, Peter ; Stein, Klaus

Author_Institution

Lab. for Semantic Inf. Technol., OttoFriedrich Univ. Bamberg

Volume

1

fYear

2005

fDate

28-30 Nov. 2005

Firstpage

151

Lastpage

157

Abstract

One component of an effective marketing strategy is the evaluation of public relations and publicity campaign efforts. We provide instruments for Web-based marketing evaluation by introducing the concept of topic visibility based on search engine hit counts. This allows to monitor changes in public awareness of certain topics like products or companies in time. Using covisibilities and domain restrictions provides fine-granular evaluation regarding selected markets. A number of case studies illustrate our approach

Keywords

Internet; advertising; data mining; electronic commerce; public relations; search engines; Web-based marketing evaluation; public awareness; public relations; publicity campaign; search engine; topic visibility; visibility analysis; Computerized monitoring; Information resources; Information technology; Instruments; Internet; Laboratories; Public relations; Search engines; Usability; Web mining;

fLanguage

English

Publisher

ieee

Conference_Titel

Computational Intelligence for Modelling, Control and Automation, 2005 and International Conference on Intelligent Agents, Web Technologies and Internet Commerce, International Conference on

Conference_Location

Vienna

Print_ISBN

0-7695-2504-0

Type

conf

DOI

10.1109/CIMCA.2005.1631257

Filename

1631257