Abstract: Systems and methods are disclosed for identifying active engagements with brands, determining mutual affinities among brands, and determining changes or trends in active engagements or mutual affinities. A base brand may be selected and all brands that have in common with the base brand at least one active participant may be presented as a mutual affinity. A mutual affinity may be used as a more accurate representation of how one brand relates to another brand. Active engagements and mutual affinities may be tracked over time to identify changes or trends.

Abstract: An improved system for processing at least partially structured data includes a method for comparing a population of terms in a term repository, including standardizing each term within the population of terms based on at least one standardization rule. The method also includes comparing at least a pair of terms including determining a match between the terms if, once standardized, they are substantially identical.