Semantics Is So Tomorrow
February 19, 2011
So, we all know Web 2.0 is totally yesterday and Semantic technology is the wave of the future. But what’s happening right now? How are Semantics changing the landscape of content analytics?
According to “Semantics + Intelligence Helps Put Information into Action-Smart Content,” the technology is not yet very compelling for consumers but is very beneficial for businesses. That’s because a semantic search engine works best in a controlled environment (i.e. a company’s information system) with a specific set of data to query.
But can semantics really help corporate decision-makers make better decisions? “Yes” – according to vendors (a Semantic search engine developer and an Intelligence strategist) interviewed for the article:
“Semantic search engines not only help companies save time and money, they help them become more efficient, productive and more engaged with their information … Intelligence takes information and puts it into action, while providing insight so that leadership can make more informed decisions.”
Sounds like a great sales pitch, but marketers and other decision-makers need to know, specifically, what “Semantics + Intelligence” can do for them. The article would have been more convincing if it had given specific examples or “before and after” comparisons.
We have no problem with Semantics and Intelligence technologies, but, in our view, the hassle and expense of implementation (conversion, employee training, etc.) should be weighed against the benefits. These technologies, like plumbing, should work behind the scenes while the interface taps Semantic methods.
If an implementation is too difficult and costly and does not pay off by truly improving the quality of actionable information, Semantics simply are not working for the user.
Robin Broyles, February 19, 2011
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