From a previous (Trademetrics) project based on the cybermetric analysis of website links for brands, products, people from Spanish companies to gauge their degree of internationalisation, the need arises to expand the model of analysis built by introducing metrics related to text mentions or keywords, without them necessarily being associated with the existence of URLs, in addition to the use of composite indicators which synthesise the measures provided by the model. This will make it possible to perform a much more thorough and granular analysis, providing significant advantages when it comes to measuring the international online visibility of companies, as well as studying alternative evidence of international visibility (especially when enabling the online supply and demand of contents to be compared).
Thus, the main goal of this project is to develop a model which enables the alignment between supply and demand to be verified in an industrial sector (wine) which facilitates the marketing of its products in an external market (USA).
Ultimately, the main methodological contributions and developments of this project result in the design of a combined model of analysis of links and keywords, and in the development of a tool which enables big data to be exploited to create marketable reports on demand.
This project is funded by the Ministry of Economy, Industry and Competitiveness of the Government of Spain. Project reference: CSO2016-78775-R