Semantic intelligence can give you a leg up on the competition by delving into, and providing understanding of, content resources that business intelligence can’t. A few thoughts on what it means for you.
Traditionally business intelligence (BI) and even enterprise content management (ECM) is thought of as as a complation of business-critical data collected internally at an enterprise. But there is a plethora of crucial information coming from outside a company that infinitely affects any organization, including consumer comments, independent reviews, and market reports online. 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 called semantic intelligence.
Technically speaking, what is semantic intelligence?
• Semantic intelligence uncovers the meaning 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).
• It incorporates morphological, logical, grammatical, and natural language analysis that translates into higher precision and recall when searching for information—all of the most important and accurate data is delivered to the user.
• Semantic intelligence helps organizations strategize, analyze, and make predictions more accurately because it delivers the most appropriate data—and in these economic times, having the right foresight can essentially save a business.
While that is all the technical overview, the question still remains: what does this mean for you and your company? Where this semantic-based intelligence will be able to help businesses (not just consumers) is:
• Customers’ text or email requests to the help desk are immediately understood and filtered to the correct expert for immediate response.
• 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, receiving 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 Web.
The Web will continue to evolve and user-generated content will grow 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 can truly enable full use of this data and help your organization evolve.
Source: J. Brooke Aker
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