Almaden Research Center © 2003 IBM Corporation Structured + Unstructured: Why Bother? Better...
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Almaden Research Center © 2003 IBM Corporation Structured + Unstructured: Why Bother? Better information finding – Query text and relational data together – Query metadata and unstructured data together – Bring structure to unstructured data – Enterprise search of web sites, email, … Better analysis – Leverage “semantics” from unstructured context – Derive further dimensions from unstructured data – Add precision to search – Compliance, call center performance, … NOT transactional apps – Unstructured => uncertain
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Transcript of Almaden Research Center © 2003 IBM Corporation Structured + Unstructured: Why Bother? Better...
Almaden Research Center
© 2003 IBM Corporation
Structured + Unstructured: Why Bother?
Better information finding
– Query text and relational data together
– Query metadata and unstructured data together
– Bring structure to unstructured data
– Enterprise search of web sites, email, …
Better analysis
– Leverage “semantics” from unstructured context
– Derive further dimensions from unstructured data
– Add precision to search
– Compliance, call center performance, …
NOT transactional apps
– Unstructured => uncertain
Almaden Research Center
© 2003 IBM Corporation
The Structure-Precision Plane
Structured UnstructuredDATA
QU
ER
IES
Pre
cise
Impr
ecis
e
Relational databases with SQL queries
Information retrieval
systems with free text search
Text Analytics(uncertain annotations)
Almaden Research Center
© 2003 IBM Corporation
The Structure-Precision Plane
Structured UnstructuredDATA
QU
ER
IES
Pre
cise
Impr
ecis
e
Relational databases with SQL queries
Information retrieval
systems with free text search
Query Imprecision
Interpret keyword queries(uncertainty in user intent)
Almaden Research Center
© 2003 IBM Corporation
Integrated Search
Traditional interpretation Return documents that contain the keywords “paper”, “295”, “contact” and phoneKeyword Search
Return paper #295 contact name from pubs db and
find the contact’s phone number from emails
True user intent could be:
Imprecise query with multiple possible interpretations over data
from multiple sources
Paper
Contact Email
295
413
321
Beineke
Kossman
Miller
Paper 295 contact phone
Almaden Research Center
© 2003 IBM Corporation
Business Intelligence in CRM
SPOKE WITH MIKE IN SVC AT ACME CHEVY. HE ADVISED THAT THEY HAD ADDED SPRINGS TO REAR OF VEHICLE, NOW HAS A CALL INTO DPSM BILL HARROLD TO REVIEW WITH HIM BEEFING UP THE FRONT SUSPENSION. STATES HE CANNOT TELL IF CUST IS OVERLOADING VEH AS THEY DO NOT HAVE SCALES TO WEIGH …………………………………… ……, CUST YELLING AND SCREAMING. WHEN ADVISED THAT DPSM IS WAITING ON INFORMATION FROM DLRSHP TO MAKE DECISION ON REPAIRS. CUST STATES HE TOOK VEH INTO DLR 3 DAYS AGO AND DLR TEST DROVE VEHICLE WITH CUST AND AGREED THAT VEHICLE WAS DANGEROUS TO DRIVE. CUST ALSO ANGRY THAT HE HAS CALLED SVC MGR, Jack Green AT ACME2 DLRSHP AND NO ONE WILL RETURN HIS CALLS. CUST REQUESTED LOANER VEHICLE UNTIL HIS VEHICLE IS REPAIRED. DENIED LOANER, WHICH ALSO SEVERLY UPSET CUST, CUST STATES HE HAS BEEN COMPLAINING ABOUT THIS SINCE VEH WAS NEW AND HIS USE OF VEHICLE IS LIMITED AND CUST FEELS
What is the number of angry calls by Dealer and Model of Car ?
Structured Attribute Model: Malibu
Precise query over annotatedinherently uncertain data
Text-enabling the data-warehouse to answer aggregate queries such as:
Almaden Research Center
© 2003 IBM Corporation
Database Management
System
Application
Information Intensive Solutions
Storage Management
Traditional View
Emerging View
Today’s View
Application Application
Federated
System
“Semantic” Query
System
Federated Access Crawl and Index
Annotate
