The overarching aim of this paper is to define, develop and present a processing pipeline that has practical application for companies, meaning, being extendable, representative from marketing perspective, and reusable with high reliability for any new, unseen data that generates insights for evaluation of the reputation construct based on collected reviews for any (e.g. retail) organisation that is willing to analyse or improve its performance. First, determinant attributes have to be defined in order to generate insights for evaluation with respect to corporate reputation. Second, in order to generate insights data has to be collected and therefore a method has to be developed in order to extract online stakeholder data from reviews. Furthermore, a suitable algorithm has to be created to assess the extracted information based on the determinant attributes in order to analyse the data. Preliminary results indicate that application of our processing pipeline to online employee review data that are publicly available on the web is valid.
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