In particular, the analysis of text-based market-related communication in Web 2.0 and the modeling of consumer search and surfing behavior are recommended to support market analysis and strategic decisions in communication policy.

For advertising material planning and design, modeling the subject area or product range of the virtual marketplace, the advertising materials, and the interests of the target group is particularly recommended in order to measure the relevance of the individual advertising messages.

In media planning, categorizing advertising media with regard to subject area, virtual location, and the readership's locations is useful for planning contact frequency and estimating target group affinity.

In advertising effectiveness measurement, mapping user paths and purchases in a semantic network is recommended for improving intra-local presentation measures and advertising within the virtual marketplace. Since knowledge about the subject area, product categories, product functions, and product characteristics is required in several phases of online advertising planning, modeling this information is of paramount importance.