Complex Network Segmentation



Project: Segmentation of themes and influencers within the field of online anti-aging discourse

Project Design: Colourtext

Methodology: Complex network segmentation using natural language processing and network analysis

Data sources: Twitter & Google APIs


Complex Network Segmentation (CNS) is an advanced market segmentation methodology developed by Colourtext over the past decade. It uses natural language analysis technology to build a conceptual map of web content in any field of interest. The process deploys web crawlers and social media APIs to capture huge volumes of content that relate to a target content category. As web articles pour in they are graded automatically as on-topic or off-topic by a machine learning algorithm.

This yields a large database of clean on-topic web content that is semantically tagged. The data is then segmented using network analysis / graph-based principles and visually mapped. This process yields a powerful market analysis and conceptual map of what people write about, talk about and consume within any given topic of web content.

We've created a new data dashboard that's free to use as a CNS case study focusing on the fast moving topic of Anti-Aging Science. There are 7 data tabs for you to explore - use the arrows at the bottom of the dashboard pane to toggle between tabs. On some of the tabs you can change the data filters or click on chart and table elements to get a different view of the information.

If you'd like to discuss how a Complex Network Segmentation could be developed for your business please drop us an email and we'll get right back to you.

Mark Uttley
Group Strategy Director, AKQA, San Francisco, US

"Colourtext always take a fresh approach to discovering hidden patterns in data. Whether you want to conduct segmentation or mine your CRM for deep insights, they will help you see your customers , and what they are seeing , in new ways."

Joaquim Bretcha
International Director of Netquest and President of ESOMAR, Barcelona, Catalonia, Spain

"Colourtext and Netquest have partnered on different occasions to showcase the power of the digital behavioural data extracted from Netquest’s consumer panel. Colourtext has not only the expertise of dealing with big datasets but also has brilliant creativity to make the most sense out of them. Working with Colourtext is a rich, agreeable and easy going experience"

Mark Barber MBE
Planning Director, RadioCentre, London, UK

"More than a decade of success for Radiog auge across the world is a testament to Colourtext’s experience and perseverance. There are many obstacles to creating a global currency for measuring radio advertising effectiveness - Colourtext has managed to tackle all of them."

"It’s rare to find research companies that really understand the unique radio / listener relationship and what makes radio advertising work. With experience of researching the medium on both sides of the fence, Colourtext is one of those rare companies."

Simone Lawrence
Director of Insights, Canadian Broadcast Sales, Toronto, Canada

Colourtext has an agile approach to research that ensures a successful outcome to every challenge CBS gives them. The depth of experience and understanding the Colourtext team brings to each study demonstrates their value in the audio space. We have a very positive nine year working relationship behind us that has created significant value for CBS and our clients. We remain committed to working with Colourtext in the coming years.

Jon Puleston
Vice President of Innovation, Kantar Profiles, London, UK

It's rare to find a partner with the mix of analytical, technological and creative skills offered by Colourtext. Jason and his team seem to roam around freely in data, find the stories that matter and bring a distinctive aesthetic vision to the presentation of information.