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

摘要： 在线营销渠道是企业营销、品牌建设的重要渠道，整合在线渠道的消费者反馈，提高 监测效率是品牌管理的重要工作。论文旨在研究建立品牌声量及营销效果监测平台，监测内 容包含声量监测、消费者评价与情感、消费者推荐与转化和舆情转化四个模块。并介绍通过 大数据和语音分析进行内容采集建立平台内容的方法。另外，为品牌研究提供了营销效果监 测的补充，并为后续研究品牌力的测量提供了支撑。

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