Vaughan, L (Vaughan, Liwen); You, J (You, Justin) Content assisted web co-link analysis for competitive intelligence

[Eugene Garfield]

Email address:lvaughn at uwo.ca

Author(s): Vaughan, L (Vaughan, Liwen); You, J (You, Justin)
 
Title: Content assisted web co-link analysis for competitive intelligence 

Editor(s): TorresSalinas, D; Moed, HF 

Source: PROCEEDINGS OF ISSI 2007: 11TH INTERNATIONAL CONFERENCE OF THE 
INTERNATIONAL SOCIETY FOR SCIENTOMETRICS AND INFORMETRICS, VOLS I AND II 
745-752, 2007 

Language: English 
Document Type: Article 

Conference Title: 11th International Conference of the International-
Society-for-Scientrometrics-and-Informetrics 

Conference Date: JUN 25-27, 2007 

Conference Location: Madrid, SPAIN 

Conference Sponsors: Int Soc Scientrometr & Informetr, CSIC, Minist Educ & 
Ciencia, FECYT, Comunidad Madrid, Eugene Garfield Fdn, Thomson Sci, 
Elsevier, Journal Informetr, Scopus, Ayuntamiento Madrid, Sci Metrix, Univ 
Carlos III Madrid 

Author Keywords: competitive intelligence; web co-link analysis; web 
structure mining; web content mining 

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 (keyword) with Web 
structure mining (hyperlink). The method was tested in the WiMAX sector of 
the telecommunication industry. WiMAX is defined as Worldwide 
Interoperability for Microwave Access by the WiMAX Forum, the exclusive 
organization dedicated to certifying the interoperability of broadband 
wireless access products (Wikipedia, 2006). 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. 

Addresses: Univ Western Ontario, Fac Informat & Media Studies, London, ON 
N6A 5B7 Canada. 

Publisher Name: INT SOC SCIENTOMETRICS & INFORMETRICS-ISSI 
Publisher Address: KATHOLIEKE UNIV LEUVEN, FACULTEIT E T E W, DEKENSTRAAT 
2, LEUVEN, B-3000, BELGIUM 

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