Semantra and Conversational Analytics
May 15, 2008
Semantra asserts that it is a “pioneering developer of conversational analystics software”, or so it says in the news release a helpful person sent me.
The companies “conversational analytics” application pushes “beyond key word search” because a user can use “common language commands to retrieve specific information from back end databases”. You can read the Semantra announcement here: www.semantra.com/library/Semantra%202.0%20GA%20FINAL.pdf
The lingo “common language commands” means natural language processing or NLP. A number of vendors have embraced this approach in order to [a] eliminate the need for a specialist to intermediate between an enduser with a question and the database with the answers and [b] allow faster interaction with a database. After all, in business intelligence, the idea is to get the information quickly. Calling up an SAS or SPSS analyst, having that person understand what’s needed, creating the queries, pulling down the data cube, and providing that chunk of info to a manager on a deadline is generally viewed as a problem.
What’s interesting about the Semantra approach is that its tool is designed for Microsoft Dynamics CRM. Microsoft’s push into CRM or customer relationship management has been erratic. To make the situation more interesting, Microsoft is working to move Dynamics (an unhappy amalgam of several products) into the Live.com or “cloud” environment. Semantra is hoping that Microsoft’s CRM offerings will generate even greater demand for third-party tools that tame the Dynamics’ beastie.
ArnoldIT.com analyzed the Dynamics product and technology late in 2007 and found that it was even more complex than Microsoft SharePoint Search. Given the multiple products that make up SharePoint Search, we were surprised to find that the Dynamics team had bested the SharePoint team on this important yardstick. The Dynamics product line up consists of Microsoft’s own technology, Axapta, Great Plains, Navision, and Solomon components. These are mixed-and-matched into a somewhat complex suite of products.
We wish Semantra great success with their system. There will be strong demand for a product that can simplify the Microsoft CRM system. You can get more information about Semantra at wwwsemantra.com. The splash page for Microsoft Dynamics is at www.microsoft.com/dynamics. If you are interested in the ArnoldIT.com analysis of the Dynamics suite, contact seaky2000 at Yahoo dot com. The report costs US$125 via online payment for a password protected PDF.
Stephen Arnold, May 15, 2008
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