360DigitalInfluence

4 Responses to “Tiger Woods’ Brand: Before & After”

1. Ellie Becker Says:
   December 14th, 2009 at 4:28 pm

   Hi, Brian. Nice post. The Nielsen info is very revealing. I found and re-tweeted it as I checked the #TigerWoods Twitter stream doing some research for my own blog. Liked it so much that I linked to you in my post today – the second about Tiger’s troubles in social media perspective. If you’re curious check out http://bit.ly/7mc4l. Glad I found your blog and will visit again for sure.

2. Jonathan Stray Says:
   December 18th, 2009 at 10:34 am

   I’m sorry, but I find this meaningless because Nielson won’t tell us how it’s created. They’re plotting search terms on two axes here — what do the axes represent and why do we have any reason to believe that whatever they are measuring relates in any way to consumer sentiment?

   I’ve poked around trying to answer these questions but the Nielsen promo materials say absolutely nothing. Please let me know if I’m mistaken and there is a good source.

   Visualizations, like statistics, are incredibly easy to misinterpret. Without the information necessary to interpret them, they are worse than useless. It’s astonishing to me that Nielsen wants people to pay for processed data that it refuses to explain.

3. Nielsen Says:
   December 23rd, 2009 at 12:09 am

   A brand association map, as was the basis of Nielsen’s press release regarding Tiger Woods (www.nielsen-online.com/pr/woods_BAM-dec09.pdf), is a visualisation tool, very similar to a bulls-eye, that determines correlations between the brand in question and a set of associated terms extracted from thousands of online social media conversations. Phrases that have a relationship to the brand – Tiger Woods in this case – appear within one of the three rings and all words/phrases on the map are significantly correlated to the centre. In this instance, the axes hold no relevance, the dates are 1 October 2009 to 25 November 2009 for the pre-controversy analysis and 26 November 2009 to 6 December for the post-controversy analysis. For ease of viewing, the words are separated on the map into different categories, as seen in the legend. The closer a word appears to the leading concept in the center of the bulls-eye, the stronger the correlation. Also, groups of phrases that reside together on the map are placed together for relationship purposes.

   The value of a brand association map is that it enables brand stakeholders and business executives to quickly understand insights critical to brand health.

   A video providing further information on Nielsen’s brand analysis maps including the Tiger Woods map can be seen at http://www.nielsensmart.com/video/a-cmos-view-of-tiger-woods (registration required) or alternatively go to http://en-us.nielsen.com/tab/product_families/nielsen_buzzmetrics for more information on Nielsen’s BuzzMetrics service.

4. Brand Says:
   January 6th, 2010 at 6:24 am

   I’ve poked around trying to answer these questions but the Nielsen promo materials say absolutely nothing. Please let me know if I’m mistaken and there is a good source.