As said in the article “information structure - what is it?, Brands, Products and Campaigns are entities that together form your information structure tree (also called ontology). This tree will provide the structure to order your captured information for a later analysis.


The structure is composed of:

Brand

    Products

    Campaigns


Let's start and see how to create a Brand: 

Go to the information structure tab in: configuration/settings/information structure



  1. Click on + New Brand.

  2. Type the brand name to analyze.

  3. Enter positive terms to collect comments containing those terms.

  4. Enter negative terms to prevent collecting comments containing them. This way you will have a more effective capture.

  5. Save


What is a positive term?

It is a variable, synonym or related word to the term you are looking for in a comment.

For example, if you are looking for comments containing the name of a brand, product or campaign; creating a Brand in the Information Structure Tree may not be enough, because people don’t always refer to brands with it actual name or with a proper writing. Thus, to capture a wide sample of comments related to your brand, product or campaign, use positive terms.

 

Example: if we want comments mentioning the Product "EcoSport" we will load positive terms like "eco sport" and "eco - sport" etc, because there could be comments where the product it isn't written as should be.

Remember, each positive term is taken as an exact match, thereby, it is not the same writing “eco-sport” and then “eco - sport”, the system will read the spaces between the two words.

 

What is a negative term?  

Just as a positive term, it is a variable, synonym or related word to the term you are looking for but, with a different and a non desirable meaning to your analysis.

A negative term it is used to discard comments that aren't relevant for the analysis of a brand, product or campaign.

Let’s suppose you are interested in analyze a specific car model. Let’s say Ford Ecosport 2012 but there is another model 2009. In the negative terms list you will have to enter "Ecosport 2009" or “Ford Ecosport 2009”. This way, comments which contain Ecosport 2009 will be discarded.  

 

“Active” checkbox is unchecked at initiating the platform

When you create a new entity (brand, product, campaign, etc) if you uncheck, the “Active” checkbox before applying the configuration, or initiating a platform for the first time. That entity won't collect information because it is not active and therefore won't appear in filters and result charts.

 

What happens if I uncheck the “Active” checkbox after creating and applying an entity to the platform?

An inactive entity will stop capturing comments but its captured information will remain. History information is not removed from the platform. Moreover, the entity could be reactivated at any time unless you delete it. You will experience information downsizing in inactive entities.


     

Active entities in Information Structure                                     Same active entities in filters



      

Setting an entity inactive                                                                                                    Inactive entity remains in filters

          



What happens if I delete a Brand entity in the information structure?

When you delete a Brand entity, all information contained in it, including products and campaigns will be permanently deleted from the platform. As well as filters, charts and comment texts.

You will get the same results when deleting an entity without child entities e.g.: products, campaigns, topic and  features.


Deleting an entity