关键词: 营销效果监测；品牌监测；舆情监测；监测平台搭建；在线营销；品牌声量

Abstract: Online marketing channel is an important channel for corporate marketing, public opinion management and even brand building. Therefore, integrating consumer feedback from online channels and improving the efficiency of information monitoring has become an important task for brand management. The purpose of this paper is to study the establishment of a brand voice and marketing effect monitoring platform. The monitoring content includes four modules: volume monitoring, consumer evaluation and emotion, consumer recommendation and transformation, and public opinion transformation. This paper introduces the method of content acquisition and establishment of platform content through big data and speech analysis. In addition, it provides supplementary marketing effect monitoring for brand research. And it provides support for the follow-up research on the measurement of brand power.

Key words: Marketing effect monitoring; Brand monitoring; Public opinion monitoring; Monitoring