Blending Unstructured and Structured Data with Semantics: A Case Study
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  Sean Martin   Sean Martin
Founder & CTO
Cambridge Semantics
www.cambridgesemantics.com
 


 

Wednesday, May 2, 2012
11:30 AM - 12:20 PM

Level:  Business / Non-Technical


Marketing organizations are a challenge for IT to support. Their data needs change at least every quarter to quarter, and from campaign to campaign. They are often pulling data together by hand from Salesforce.com, their own spreadsheets, and industry data from the web. Increasingly, they’re blending in social data from Twitter, Facebook, and other more unstructured, unpredictable sources.

Traditional, relational data management technologies offer neither the flexibility nor the usability required to support marketing organizations. There's no single data warehouse model that can serve their needs reliably. So marketers either live in Excel, or are frustrated.

Semantic Technology offers a new, flexible data model that can blend structured and unstructured information, and is uniquely suited to incorporated ad hoc information from the web, social media, industry reports, and other sources.

This presentation will present a case study using a semantic technology platform to integrate structured and unstructured information into a comprehensive competitive intelligence solution for marketing, including the following:

  • Mashing Salesforce.com data together with random Excel data
  • Building reports on real-time market intelligence
  • Combining ad hoc, personal data combined with managed data in a single view


Sean Martin has been on the leading edge of Internet technology innovation since the early nineties. As founder and CTO of Cambridge Semantics, Sean applies his vision on how semantic technologies will continue to impact enterprise data management in the coming years. Prior to founding Cambridge Semantics, he spent fifteen years with IBM Corporation where he was a founder and the technology visionary for the IBM Advanced Internet Technology group. Sean invented and implemented both IBM's first Web application server and content-manager, WOM, along with its distributed Web application hosting environment, the Womplex. Sean led the invention and implementation of IBM's Sash Weblication Manager and played a key role in Sash, including IBM's first ever Web Service SOAP & XML-RPC client stacks and associated developer tooling. At IBM, Sean was honored with many awards including IBM's Outstanding Technical Innovation award, the Chairman's Award.


   
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