Welcome!

Agile Computing Authors: Pat Romanski, Elizabeth White, Yeshim Deniz, ManageEngine IT Matters, Liz McMillan

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
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
Artificial intelligence, machine learning, neural networks. We’re in the midst of a wave of excitement around AI such as hasn’t been seen for a few decades. But those previous periods of inflated expectations led to troughs of disappointment. Will this time be different? Most likely. Applications of AI such as predictive analytics are already decreasing costs and improving reliability of industrial machinery. Furthermore, the funding and research going into AI now comes from a wide range of com...
"When we talk about cloud without compromise what we're talking about is that when people think about 'I need the flexibility of the cloud' - it's the ability to create applications and run them in a cloud environment that's far more flexible,” explained Matthew Finnie, CTO of Interoute, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
SYS-CON Events announced today that MobiDev, a client-oriented software development company, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software company that develops and delivers turn-key mobile apps, websites, web services, and complex software systems for startups and enterprises. Since 2009 it has grown from a small group of passionate engineers and business...
SYS-CON Events announced today that GrapeUp, the leading provider of rapid product development at the speed of business, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company, specialized in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market acr...
SYS-CON Events announced today that Ayehu will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on October 31 - November 2, 2017 at the Santa Clara Convention Center in Santa Clara California. Ayehu provides IT Process Automation & Orchestration solutions for IT and Security professionals to identify and resolve critical incidents and enable rapid containment, eradication, and recovery from cyber security breaches. Ayehu provides customers greater control over IT infras...
In this presentation, Striim CTO and founder Steve Wilkes will discuss practical strategies for counteracting fraud and cyberattacks by leveraging real-time streaming analytics. In his session at @ThingsExpo, Steve Wilkes, Founder and Chief Technology Officer at Striim, will provide a detailed look into leveraging streaming data management to correlate events in real time, and identify potential breaches across IoT and non-IoT systems throughout the enterprise. Strategies for processing massive ...
SYS-CON Events announced today that Cloud Academy named "Bronze Sponsor" of 21st International Cloud Expo which will take place October 31 - November 2, 2017 at the Santa Clara Convention Center in Santa Clara, CA. Cloud Academy is the industry’s most innovative, vendor-neutral cloud technology training platform. Cloud Academy provides continuous learning solutions for individuals and enterprise teams for Amazon Web Services, Microsoft Azure, Google Cloud Platform, and the most popular cloud com...
In his session at Cloud Expo, Alan Winters, an entertainment executive/TV producer turned serial entrepreneur, presented a success story of an entrepreneur who has both suffered through and benefited from offshore development across multiple businesses: The smart choice, or how to select the right offshore development partner Warning signs, or how to minimize chances of making the wrong choice Collaboration, or how to establish the most effective work processes Budget control, or how to ma...
SYS-CON Events announced today that Enzu will exhibit at SYS-CON's 21st Int\ernational Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to focus on the core of their ...
We build IoT infrastructure products - when you have to integrate different devices, different systems and cloud you have to build an application to do that but we eliminate the need to build an application. Our products can integrate any device, any system, any cloud regardless of protocol," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...
Amazon started as an online bookseller 20 years ago. Since then, it has evolved into a technology juggernaut that has disrupted multiple markets and industries and touches many aspects of our lives. It is a relentless technology and business model innovator driving disruption throughout numerous ecosystems. Amazon’s AWS revenues alone are approaching $16B a year making it one of the largest IT companies in the world. With dominant offerings in Cloud, IoT, eCommerce, Big Data, AI, Digital Assista...
Multiple data types are pouring into IoT deployments. Data is coming in small packages as well as enormous files and data streams of many sizes. Widespread use of mobile devices adds to the total. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists looked at the tools and environments that are being put to use in IoT deployments, as well as the team skills a modern enterprise IT shop needs to keep things running, get a handle on all this data, and deliver...
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), provided an overview of various initiatives to certify the security of connected devices and future trends in ensuring public trust of IoT. Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldwide re...
With the introduction of IoT and Smart Living in every aspect of our lives, one question has become relevant: What are the security implications? To answer this, first we have to look and explore the security models of the technologies that IoT is founded upon. In his session at @ThingsExpo, Nevi Kaja, a Research Engineer at Ford Motor Company, discussed some of the security challenges of the IoT infrastructure and related how these aspects impact Smart Living. The material was delivered interac...
IoT solutions exploit operational data generated by Internet-connected smart “things” for the purpose of gaining operational insight and producing “better outcomes” (for example, create new business models, eliminate unscheduled maintenance, etc.). The explosive proliferation of IoT solutions will result in an exponential growth in the volume of IoT data, precipitating significant Information Governance issues: who owns the IoT data, what are the rights/duties of IoT solutions adopters towards t...