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Poole in the News

Bill Rand’s New Tool Explores Brand Performance

Bill Rand, executive director of the Business Analytics Initiative and associate professor of marketing, serves as co-lead author of the paper that is developing a Brand Reputation Tracker that mines social media text on Twitter.

“The text mining allows us to give a numeric value to each of the measures and each of the driver scores,” said Rand. “And we are able to place those numeric values in context by comparing them to the measures and aggregate scores of other brands.”

Read more on WRAL TechWire, NewsGram and Andhravilas.