Semantic Analysis measures the context in which a brand can be perceived. This makes it possible to measure how present it is in strategic topics, e.g., in marketing topics. The better a brand is perceived in the topic area of ​​my interest, the more relevant it becomes for the target group in this environment, and the more potential customers will choose it.
Why word frequencies are not enough.
Language is a mirror of our thinking. How we contextualize topics shows how we think, what we associate with a subject of interest. Today, word frequency is usually the only method used to figure out context. However, this does not necessarily describe the actual meaning surrounding a brand.
Authors often describe topics without even addressing them in their articles. A strategic topic such as " digital transformation " can be described in a text without the phrase ever being used. This creates a sound barrier when analyzing brand perception. If you examine the environment in which a brand is mentioned, you will get incorrect results if you rely on word frequency as a measurement.
Semantic Analysis and Story Patterns
Semantic analyses evaluate the meaning of the content in which brands are embedded. Texts can be sometimes simple, sometimes complex structures of narratives and narrative patterns. We use the term Story Patterns to describe what we are looking for. Understanding Story Patterns allows an exact statement about the context in which the brand is mentioned. We, therefore, use semantic analysis to determine brand perception. You get context-rich statements as if you were running 10,000 focus groups simultaneously.
Monitoring and Strategic Topics
evAI has developed its proprietary technology for semantic analysis, which recognizes thinking concepts in texts, or more precisely, unstructured data. Our technology enables us to determine strategic topics, for example. Strategic topics are topics that a company or the brand owner or the market has defined as essential to its own business. Visibility in strategic topics is therefore central to monitoring your marketing measures' effectiveness and analyzing brand perception from the market perspective.
We, therefore, use our semantic analysis to identify strategic topics and, thus, as a basis for continuously monitoring brand perception.
Everything in brief, in less than a minute
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