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Content assisted web co-link analysis for competitive intelligence

Author

Listed:
  • Liwen Vaughan

    (University of Western Ontario
    University of Western Ontario)

  • Justin You

    (ApacBridge Consulting)

Abstract

Building on a previous study that succeeded in mapping business competition positions at an industry level using Web co-link analysis, the current study attempted to improve Web co-link analysis by adding Web page content to obtain the mapping at a particular market segment level. This method combines the ideas of Web content mining with Web structure mining. The method was tested in the WiMAX sector of the telecommunication industry. Specifically, the keyword WiMAX was incorporated into queries that searched for co-links to pairs of company Websites. Two sets of data were collected: one with the proposed method and one with co-link search alone. The resulting two data matrices were analyzed using multidimensional scaling (MDS) to generate maps of business competition. The comparison between the two maps shows that the proposed method produced a map focusing on the WiMAX sector. The study also proposed the measure of reduction of co-link count that can be used to gauge the effectiveness of focusing the analysis on a particular sector. The reduction of co-link count could also be an easy and pragmatic measure for an analysis of a company’s competitiveness in a particular market segment.

Suggested Citation

  • Liwen Vaughan & Justin You, 2008. "Content assisted web co-link analysis for competitive intelligence," Scientometrics, Springer;Akadémiai Kiadó, vol. 77(3), pages 433-444, December.
    • Handle: RePEc:spr:scient:v:77:y:2008:i:3:d:10.1007_s11192-007-1999-y
    DOI: 10.1007/s11192-007-1999-y
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    References listed on IDEAS

    as
    1. Madnick, Stuart & Siegel, Michael, 2002. "Seizing the Opportunity: Exploiting Web Aggregation," Working papers 4351-01, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    2. Henry Small, 1973. "Co‐citation in the scientific literature: A new measure of the relationship between two documents," Journal of the American Society for Information Science, Association for Information Science & Technology, vol. 24(4), pages 265-269, July.
    3. Mike Thelwall & Liz Price, 2006. "Language evolution and the spread of ideas on the Web: A procedure for identifying emergent hybrid word family members," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 57(10), pages 1326-1337, August.
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    Cited by:

    1. Jeong, Do-Heon & Song, Min, 2014. "Time gap analysis by the topic model-based temporal technique," Journal of Informetrics, Elsevier, vol. 8(3), pages 776-790.
    2. Kim Holmberg, 2010. "Co-inlinking to a municipal Web space: a webometric and content analysis," Scientometrics, Springer;Akadémiai Kiadó, vol. 83(3), pages 851-862, June.
    3. Vaughan, Liwen & You, Justin, 2010. "Word co-occurrences on Webpages as a measure of the relatedness of organizations: A new Webometrics concept," Journal of Informetrics, Elsevier, vol. 4(4), pages 483-491.

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