Connotate Tag Line

September 20, 2009

A reader sent me a link to a Web site because it contained the phrase “beyond search”. We checked. The Beyond Search’s goslings were delighted to find the Connotate logo and its tag line, which was new to us. the screenshot below presents the logo in context. The tag line is “Beyond Search”.

connotate logo

Here’s a larger snap of the logo and the tag line:

close up

My recollection is that Connotate’s use of the phrase “beyond search” is nothing new. But at our Saturday morning meeting (yes, I know, Saturday morning, sigh), some lively honking took place about the “ownership” of this phrase. Since my use of the phrase is a marketing ploy, I can’t get too excited. One of the goslings did quack at me about this. Boring.

I know that I did not think up the phrase “beyond search”. My recollection is that someone reviewing the draft of the study I wrote for the Gilbane Group suggested the phrase to me. My hunch is that the idea came from Ulla de Stricker, my long time wonderful colleague and unrelenting critic in Toronto. Anyway, the title “Beyond Search” appeared on my January 2009 monograph. The full title of that study is “Beyond Search: What to do When Your Enterprise Search System Doesn’t Work”. Believe me, quite a few enterprise search systems do not work. Licensees have limited options to get out of the swamp. Buy the book to find a route to safety. You can get information about the analysis of a couple dozen vendors’ next-generation search systems on the Gilbane Group Web site.

Prior to the publication of the book in 2008, I decided to use the phrase “Beyond Search” for this Web log, diary, and digest of my opinions / thoughts about search, content processing, and related subjects. I am delighted with the persona of the addled goose, the feathered friend whose voice dominates the more than 3,000 Web log posts.

In fact, I wrote a profile Connotate in my Beyond Search study. I found the firm’s system potentially useful, but the company had a low profile and was, in my opinion, navigating in the rough waters of real time business intelligence, a Bermuda triangle for some firms. That particular segment is a tough one. Within the last month, two services I used— and—seem to have sunk. The quality of the hits in other systems I monitor has begun to be affected by the increasing noise in the real time streams.

If you run the query “beyond search” on Google as I did a moment ago, you will find that this Web log is the top hit. I canned the listings on the first two pages of results and did not see a link to Connotate. My hunch is  that the Connotate Web site is going to have to beef up its SEO attractiveness. Their site does not appear high in the Google results listing for this particular query.

arnold beyond splash

The goslings checked out the Connotate Web site and noticed a blog and a podcast. The most recent posting was interesting because it touched upon Twitter. The content, however, focused on using Twitter as a tool, not as a content or intelligence source. This puzzled me. Connotate is in the business of processing streams to extract information. My hope was to read a blog post about how Connotate could make the Tweet stream immediately and directly useful in business intelligence.

That’s how one moves beyond search in my opinion. A company’s technology needs to wrestle the streams of content to the ground and put them in a Rear Naked Choke.


One cannot win in the information processing wars by writing about uses of streams; one wins by converting the streams to actionable intelligence at a low cost, in near real time, across multiple languages. That’s how one moves “beyond search” in my opinion.

Stephen Arnold, September 20, 2009


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