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Anthony Citrano
I hear Google has starting tracking & weighting for non-linked "brand mentions" in the media. I don't know why they haven't been doing this for years (have they?) but, my question is: how do they autonomously ascertain what a brand *is* and detect its usage? Is it just a matter of finding proper nouns in certain contexts or frequencies?
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I think they would find cooccurrences of terms and do a fuzzy match against a brand dictionary that is seeded from high authority sources and extended through their discovery process. - Todd Hoff
Hm, Todd, I don't know - a "brand dictionary"? Of their own? But brands are born and die every day. I'm thinking there must be a better way. - Anthony Citrano
The list of trademarks would be a good source. Then they might use as candidates any phrases that show up as a noun within the context of words related to brand. If this happens a lot it's probably a brand. - Todd Hoff
Wonder about their DNS offering. - Jason Nunnelley
@Todd: I think using a list of registered trademarks would be really inefficient and inaccurate (many brands are not registered and vice versa.) There must be some other magic... ;) - Anthony Citrano
It's just one source Anthony. There are others available. I suspect most of it would still come from data mining. But the data mining algorithms need to be trained which means they need some authoritative sources to train on, so I think these might be involved in training. - Todd Hoff
perhaps but maybe they just need a "proper noun detector" - Anthony Citrano from BuddyFeed
It could be as easy as starting with domains as a proxy for a 'brand'. They're already showing a new 'domain listing' (one entry and two indents) for a number of searches: http://www.google.com/search... and http://www.google.com/search... What's interesting is that up until a week ago the search for 'wooden bar stools' returned a similar 'domain listing' for www.bar-stools-barstools.com - but today, they get no such treatment. So, some sort of process seems to be in place to decide on which domains register as 'brands' and which don't. It could be based on long clicks versus short clicks or other behavior metrics instead of relying on an outside source. Either way - it's interesting. - AJ Kohn