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November 25th, 2008 by Benjamin Koe under Technology

Semantic technology meets marketing

Semantic technology builds on meaning, not keywords. And so it doesn’t matter if your followers say, “The new Batman movie is going to be awesome” or “You have to see the ‘Dark Knight’ trailer”; semantic buzz tools will tie the conversation together.

Sentiment analysis is an increasingly popular tool in the marketer toolbox. And its next generation will look at the entirety of a comment or an article, from whom it came and to whom it was directed. It will use natural language processing and analysis of meaningful relationships to distinguish the “good” comments from “bad.”

I admire the insights given by Marta Strickland in her recent article in AdAge on what the semantic web can do for marketers.

But as a practitioner in this emerging field, there are significant limitations to this utopia which I’m sure we are all trying to overcome at this very moment:

  1. Only Google comes close to the complete social media universe. Seriously, I’ve tried many social media monitoring services with laughable results. If your customers are being influenced by what they find on Google, tracking and understanding this influence should require us to look at the same universe.
  2. Multi-lingual natural language processing. English is great, but the largest internet user base is still China and the most connected cities in the world are Seoul, Korea; Taipei, Taiwan; and Tokyo, Japan.
  3. A.I. that goes beyond the Turing test. We’re not just asking computers to mimic a human in conversation, but to think, understand, and make recommendations like one.

Well, that’s the whole fun of taking on this emerging technology and I’m glad to be in the mix of what they’re calling “Web 3.0″.

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