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Structured + Unstructured: Why Bother?

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

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Structured + Unstructured: Why Bother?

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  1. 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

  2. Information retrieval systems with free text search Relational databases with SQL queries The Structure-Precision Plane Imprecise Text Analytics(uncertain annotations) QUERIES Precise Structured DATA Unstructured

  3. Information retrieval systems with free text search Query Imprecision Relational databases with SQL queries The Structure-Precision Plane Imprecise Interpret keyword queries(uncertainty in user intent) QUERIES Precise Structured DATA Unstructured

  4. Imprecise query with multiple possible interpretations over data from multiple sources Integrated Search Traditional interpretation Return documents that contain the keywords “paper”, “295”, “contact” and phone Keyword Search Paper 295 contact phone True user intent could be: Return paper #295 contact name from pubs db and find the contact’s phone number from emails

  5. Business Intelligence in CRM Text-enabling the data-warehouse to answer aggregate queries such as: Precise query over annotatedinherently uncertain data Structured Attribute Model: Malibu What is the number ofangrycalls byDealerand Modelof Car ? SPOKE WITH MIKE IN SVC ATACME 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 ALSOSEVERLY UPSETCUST, CUST STATES HE HAS BEEN COMPLAINING ABOUT THIS SINCE VEH WAS NEW AND HIS USE OF VEHICLE IS LIMITED AND CUST FEELS

  6. Information Intensive Solutions Traditional View Today’s View Emerging View Application Application Application Database Management System Federated System “Semantic” Query System Annotate Storage Management Federated Access Crawl and Index

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