Competitive intelligence using domain ontologies on facebook of telecommunications companies of Peru

Abstract

Telecommunications companies (TELCOs) in Peru offers promotions almost daily in social networks, mainly Facebook. There’s a lot of data in Facebook, written in natural language without meaning for computer, that TELCOs are not using to have Competitive Intelligence (CI). CI is a process that identifies decision makers information needs about competitors, collects data from public sources, gives meaning and analyze data to answer information needs and communicates results to decision makers. This paper proposes and implements a CI process for TELCOs that includes collection of 15,634 posts and 1,411,921 comments from Facebook, the creation process of TELCO ontology with 119 words and 27 concepts and classification of posts, a Web application to perform semantic search of posts and compare the results by TELCO including positive and negative comments to have CI for decision making. The proposed CI process can be used in other contexts with several competitors with equivalent services.