SEATTLE: Waggener Edstrom Worldwide has launched Narrative Network, a text mining and mapping software that measures the effectiveness of brand messages in online and offline media.
Daniel Gallagher, VP for research, said the new product was intended to quantitatively identify potential storylines for brands in the media. The visual maps of a particular company's media coverage place the most common keywords for a client's coverage in the center of the map and less common on the periphery.
"The Narrative Network allows us to be a lot more strategic in developing communications that don't extend too far from how the brand is currently perceived in the media," he said.
The patent-pending product can be used to analyze text in English, Chinese, German, French, Russian, and Spanish. About 25% of the agency's clients, including BMC Software, are using the product.