SEATTLE—Waggener Edstrom Worldwide has launched Narrative Network, a new text mining and mapping software that measures the effectiveness of brand messages in online and offline media to aid strategic communications programs.
Narrative Network software addresses the difficulty of managing and deciphering an overload of real-time information in the new and traditional media, including the increased, powerful influence of blogging. The firm says it offers considerable time savings over traditional media analysis methods.
“The changing pattern of consumer media consumption today necessitates powerful new tools for communicators to assess brand perceptions and influencers,” says Daniel Gallagher, vice president for research at Waggener Edstrom. “Narrative Network software helps our clients distill vast amounts of information, monitor their overarching corporate communications efforts, and inform strategic decisions in a way never before possible.”
The product uses proprietary text mining software to create visual maps of the dialogue in the media to illustrate large quantities of text and provide invaluable insight on trends and behaviors relating to brands, products and topics.
“Narrative Network software opens a very large window into how our corporate image is perceived by customers, partners and the news media,” says Mark Stouse, director of worldwide corporate communications at BMC Software, an enterprise management solution provider and Waggener Edstrom Worldwide client. “By parsing media text to determine which words and phrases are most closely associated with a particular topic, Narrative Network software provides a quantitative basis for more effective development of narrative and storytelling initiatives across integrated marketing communications efforts.”