Welcome!

Agile Computing Authors: Elizabeth White, Progress Blog, John Worthington, APM Blog, William Schmarzo

Related Topics: Microservices Expo, Machine Learning , Agile Computing

Microservices Expo: Article

The Next-Generation of Business Intelligence

Semantic Intelligence

Business Intelligence at Cloud Expo

Most people think of traditional business intelligence (BI) as a collection of business-critical information from inside the enterprise.

However, consumer comments, independent reviews, and market reports online are crucial pieces of information coming from the outside that infinitely affect any organization.

Applications, blogs, social networks, and forums where content creation, sharing, and understanding takes place should be part of business intelligence. Locating and analyzing this unstructured data can only be carried out with a different kind of business intelligence solution - one we call semantic intelligence.

What Is Semantic Intelligence?
Semantic intelligence provides early identification and analysis of consumer sentiment, purchasing trends, market deals, and competitive information - and uncovers this data not only from within a organization's network, but also from the most unstructured corners of the Web. You may be thinking that a normal Google search can uncover any Web-based information, but unlike simple keyword search, semantic intelligence uncovers the meaning the words express, in their proper context, no matter the number (singular or plural), gender (masculine or feminine), verb tense (past, present, or future), or mode (indicative or imperative).

For example, say you're a chef and you're looking for details on how to make soup with healthier ingredients, so, you keyword search "apple stock." Try it right now - you'll get dozens upon dozens of pages about Apple, the company. If you try to narrow the search and type, "apple stock and cook," you will still get hundreds of erroneous search results about Tim Cook and Apple, the company.

Semantic intelligence incorporates morphological, logical, grammatical, and natural language analysis that translates into higher precision and recall when searching for information. By providing information in the requested context and form, semantic intelligence helps organizations strategize, analyze, and make predictions because you're getting the correct data - and in these economic times, having the right foresight can save a business.

There's real business value in incorporating semantic intelligence with business intelligence. Including unstructured data provides a more complete corporate picture. Semantic intelligence extracts knowledge from these sources and when combined with BI, businesses receive knowledge from structured and unstructured modalities, which will eventually be a requirement as we move into the next phase of the Web.

Moving into Web 3.0
In the early years of the Web - Web 1.0 - content was only read. Web 1.0 treated words like checkmarks - a series of letters in a certain order from a search query matched to a series of letters in the same order on a page. The underlying meaning of the word, the context in which the word is used, the word's relationship to other words around it weren't considered because there wasn't any user feedback in the equation. As business owners and content producers realized they could reach customers and get feedback from the other end of the world and back in a short amount of time, the content, the way the content was consumed, and the interaction evolved. As such, the Web 2.0 movement was born.

Web 2.0, in its most basic definition, is where the content consumers are also the content producers. As the Web became better designed for immediate interaction, consumers took advantage by socializing, sharing comments, and making purchases. Web 2.0 is an environment for content personalization and expression; except Web 2.0 wasn't designed to locate opinions or knowledge as intended by those content producers.

Web 3.0 is becoming the age of semantics. It's the evolution of the Web where the gap between computing and human understanding is narrowing, and the information and content created by users has more "meaning." It lets the individual find, assemble, and consume only those parts of the Internet that help with one's current task. Web 3.0 works for the user rather than the consumer having to work the Web to get anything useful from it.

Where this semantic-based Web 3.0 world will help businesses (not just consumers) is:

  • Customers' text or e-mail requests to the help desk are immediately understood and filtered to the correct expert for immediate response - from anywhere.
  • Typing in a search term and getting accurate, relevant results, even when the search term has multiple meanings - and having those search results include online ads, comments, Twitter posts, reports, and other unstructured data.
  • Document analysis, categorization, and filing for meetings, product development purposes, auditing, etc.
  • When searching where to place an ad online, getting a list of locations where the ad should be placed due to socio-cultural trends and proper context, not just keyword prevalence.
  • Identifying competitive data, potential crisis areas, and strategic information from internal documents and the World Wide Web.

As semantic intelligence becomes more widely adopted and the natural language processing/human understanding of the Web increases, Web 3.0 will be a reality, not just a buzzword. In Web 3.0, content consumers will continue to double as content producers, and the information will become more valuable to the enterprise. With semantic intelligence added to the fray, the retrieval of that information will be as easy as finding a pizza place in New York City.

Conclusion
The Web will continue to evolve and user-generated content will grow more and more important to business decision-making. The intelligence needed to keep an organization profitable and relevant will filter in from the outside - straight from the mouths of users, competitors, market researchers, and more. Semantic intelligence is the only way to get full use of this data and help your organization evolve. Semantic intelligence is becoming the catalyst for Web 3.0 - helping businesses identify and process data just like - if not better - than a human can comprehend. It's the next evolution of business intelligence. Having the unstructured and structured data analysis will help organizations thrive and obtain the knowledge they need to keep growing their business in the Web 3.0 world.

More Stories By Brooke Aker

Brooke Aker is the CEO of Expert System USA, a leading semantic technology firm. He is a long-standing speaker and writer in the areas of Competitive Intelligence, Knowledge Management and Predictive Analytics. Brooke is a serial entrepreneur having formed both Acuity Software and Cipher Systems, and was a member of the Intelligence practice at The Futures Group/Deloitte Consulting. He wrote the Competitive Intelligence Magazine column entitled "100 Ways to Beat Your Competition." Brooke earned a MA in economics from Boston University and a BA in economics from the University of Vermont.

Comments (4) View Comments

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


Most Recent Comments
Mark Montgomery 01/26/10 06:08:00 PM EST

Well, having seen really good science and technology terms ruined by all manner of excessive prostitution, I didn't expect any difference with semantics. Maybe the economy has helped a bit keep the buzz down.

It's a legit term for embedded meaning in digital files as far as I am concerned, and I think BI works fine for using the analytics for that purpose. The herd has been trained well to accept BI.

It's not the only purpose for the broad term, however. Semantic enterprise to me allows for automated and semi-automated transactions we call descriptive wrappers about the contents of the digital files. Importantly, our system design is tailored to the specific org -- something that has been missing in enterprise software -- adaptability that leads to differentiation.

Semantic intel works for me more broadly -- across say life sciences cluster, whereas BI would be company specific. In our case the QIQO would be tailored to collect intel differently for different purposes and missions. That's how it should be. It only becomes confusing when people take their eye off the mission, or reason for being. .02- MM

Brooke_Aker 03/30/09 11:23:14 AM EDT

Thanks Seth for your comments on my article. You are right of course about the use of 'Semantic Intelligence'. We only choose to use this term to try to help distinguish it from the long standing notion of Business Intelligence as data mining. IBM coined the term long ago and has spent millions promoting this to the point it is lodged pretty firmly in the minds of those who are in the field one way or another.

On the Google front while there seems to be progress as you point out why, for the life of me, don't they do the simplest of semantic things. For example, why not assume that when I search for two names strung together that they should be treated as if they were in quotes? That way I would find only that persons name and not First name only followed by various other last names or Last name only followed by various first names.

jimpeake 03/28/09 07:40:37 PM EDT

Seth: Maybe Brooke wanted to rank for the kw phrase in Google which she has for "semantic intelligence." Althought you are technically correct, all the client cares about is what can you do for me, what problems are you solving and what is it going to take to get it done? I'm working with a Boston seamntic search engine and consulting firm http://myroar.com and I can tell you clients don't care what we call it.

SethGrimes 03/27/09 07:31:00 AM EDT

Brooke, if you call this stuff "semantic intelligence," noone is going to want to use it, eh? Really, as you observe, it's business intelligence, brought back to its roots in unstructured (document) sources, best delivered via suitably extended search and BI interfaces and line-of-business applications.

Of course, Google already has a basic level of "semantic intelligence." It lemmatizes (e.g., stems) search terms and it does basic Question Answering. Type "4+5" or "map philadelphia" or "ORCL" or "weather 20912" into the Google search box to see.

@ThingsExpo Stories
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
It is of utmost importance for the future success of WebRTC to ensure that interoperability is operational between web browsers and any WebRTC-compliant client. To be guaranteed as operational and effective, interoperability must be tested extensively by establishing WebRTC data and media connections between different web browsers running on different devices and operating systems. In his session at WebRTC Summit at @ThingsExpo, Dr. Alex Gouaillard, CEO and Founder of CoSMo Software, presented ...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"MobiDev is a software development company and we do complex, custom software development for everybody from entrepreneurs to large enterprises," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...
"There's plenty of bandwidth out there but it's never in the right place. So what Cedexis does is uses data to work out the best pathways to get data from the origin to the person who wants to get it," explained Simon Jones, Evangelist and Head of Marketing at Cedexis, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
WebRTC is great technology to build your own communication tools. It will be even more exciting experience it with advanced devices, such as a 360 Camera, 360 microphone, and a depth sensor camera. In his session at @ThingsExpo, Masashi Ganeko, a manager at INFOCOM Corporation, introduced two experimental projects from his team and what they learned from them. "Shotoku Tamago" uses the robot audition software HARK to track speakers in 360 video of a remote party. "Virtual Teleport" uses a multip...
SYS-CON Events announced today that Telecom Reseller has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
SYS-CON Events announced today that Evatronix will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Evatronix SA offers comprehensive solutions in the design and implementation of electronic systems, in CAD / CAM deployment, and also is a designer and manufacturer of advanced 3D scanners for professional applications.
Leading companies, from the Global Fortune 500 to the smallest companies, are adopting hybrid cloud as the path to business advantage. Hybrid cloud depends on cloud services and on-premises infrastructure working in unison. Successful implementations require new levels of data mobility, enabled by an automated and seamless flow across on-premises and cloud resources. In his general session at 21st Cloud Expo, Greg Tevis, an IBM Storage Software Technical Strategist and Customer Solution Architec...
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
An increasing number of companies are creating products that combine data with analytical capabilities. Running interactive queries on Big Data requires complex architectures to store and query data effectively, typically involving data streams, an choosing efficient file format/database and multiple independent systems that are tied together through custom-engineered pipelines. In his session at @BigDataExpo at @ThingsExpo, Tomer Levi, a senior software engineer at Intel’s Advanced Analytics gr...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things’). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing? IoT is not about the devices, it’s about the data consumed and generated. The devices are tools, mechanisms, conduits. In his session at Internet of Things at Cloud Expo | DXWor...
Everything run by electricity will eventually be connected to the Internet. Get ahead of the Internet of Things revolution. In his session at @ThingsExpo, Akvelon expert and IoT industry leader Sergey Grebnov provided an educational dive into the world of managing your home, workplace and all the devices they contain with the power of machine-based AI and intelligent Bot services for a completely streamlined experience.
SYS-CON Events announced today that Synametrics Technologies will exhibit at SYS-CON's 22nd International Cloud Expo®, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Synametrics Technologies is a privately held company based in Plainsboro, New Jersey that has been providing solutions for the developer community since 1997. Based on the success of its initial product offerings such as WinSQL, Xeams, SynaMan and Syncrify, Synametrics continues to create and hone inn...