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

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