Application of semantic analysis in strategic marketing using the mind map tool

About the authors:

Julia V. Loginova, Cand. Sci. (Econ.), Senior Lecturer, Department of Mass Communications and Media Business, Financial University, Moscow, Russia
jul.cool@mail.ru, https://orcid.org//0000-0002-8854-5886

Ilia V. Loginov, Dr. Sci. (Tech.), Professor, Department of Mathematics and Information Technologies, Russian Presidential Academy of National Economy and Public Administration, Orel, Russia
loginov_iv@bk.ru

Abstract:

The article discusses the marketing use of a tool used to find solutions and systematize information as mind maps. Due to the increase in the volume and flow of information, a high degree of laboriousness of the analysis of texts in natural languages appears. To solve marketing problems and develop effective marketing strategies, the processing and analysis of the information received is of great importance. For more efficient use of tools, like mind maps, and minimization of manual data processing, there are requests such as combining maps into one from several experts or different map iterations from one expert. A technique is proposed for solving the problem of combining information from mind maps into one by semantic analysis methods, consisting of five stages. An algorithm for combining a set of mind maps into one using the methods of semantic text analysis is presented. To test the methodology, an experiment was conducted, during which more than 30 mind maps were analyzed. Based on the results of the analysis, a combined mind map based on the proposed methodology is presented and the problem of combining a number of heterogeneous maps into one is solved using semantic analysis. The article uses such methods, as literature analysis, experiment, semantic analysis of the text.

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