Hidden Data In Big Data
December 15, 2014
Did you know that there was hidden data in big data? Okay, that makes a little sense given that big data software is designed to find the hidden trends and patterns, but RC Wireless’ “Discovering Big Data Unknowns” article points out that there is even more data left unexplored. Why? Because people are only searching in the known areas. What about the unknown areas?
The article focuses on Katherine Matsumoto of Attensity and how she uses natural language processing to “social listen” in these grey areas. Attensity is a company that specializes in natural language processing analytics to understand the content around unstructured data—big data white noise. Attensity views the Internet as the world’s largest consumer focus group and they help their clients’ consumerism habits. The new Attensity Q platform enables users to identify these patterns in real time with and detect big data unknowns.
“The company’s platform combines sentiment and trend analysis with geospatial information and information on trend influencers, and said its approach of analyzing the conversations around emerging trends enables it to act as an “early warning” system for market shifts.”
The biggest problem Attensity faces is filtering out spam and understanding the data’s context. Finding the context is the main way social data can be harnessed for companies.
Scooping out the white noise for the useful information is a hard job. Can the same technology be applied to online ads to filter out the scams from legitimate ones?
Whitney Grace, December 15, 2014
Sponsored by ArnoldIT.com, developer of Augmentext
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