Waggener Edstrom Worldwide is going to start helping clients monitor what is being said about them online. According to Enid Burns, their new Narrative Network tool will help companies measure effectiveness of online and offline branding campaigns.
The Narrative Network is software that generates visual maps of reportage and chatter taking place on the Web and in offline media. “The maps give clients a clear and holistic view of their corporate image and how successful their marketing communications efforts have been to date,” said Daniel Gallagher, VP of research at Waggener Edstrom.
The tool will track web sites, blogs and social media sites and uses a text mining and mapping software to sort relevant data to render a map.