Semantic Search and Beyond

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As part of my presentation at SMXL 2018 in Milan I connected semantic search and data with marketing, branding and human behavior (from which all this stems). Ultimately, as our technology becomes better and better our humanity surfaces. Human motivation and human economic behavior become the primary drivers that create interest, engagement, perceived value and popularity and these are now the focus of marketers and brand managers as they try to understand just what it is they must do in the digital domain to create that all-important human connection which leads to sales and loyalty.

Marketing

6-7-8, NOVEMBER 2018
Semantic Search
David
Amerland
Davidamerland.com

What is Semantic Search?
@davidamerlandwww.smxl.it #SMXL18

A Different Perspective to Semantic Search
@davidamerlandwww.smxl.it #SMXL18
User Context
Entity
Recognition
Query Stream Context
Natural
Language
Understanding

Is it time for lunch yet?
@davidamerlandwww.smxl.it #SMXL18

Nodes and Edges
@davidamerlandwww.smxl.it #SMXL18

Three
‘little’
things
• Knowledge > Knowledge Graph
• Memory > Index
• Observation > Context
@davidamerlandwww.smxl.it #SMXL18

Where Does Search Happen?
@davidamerlandwww.smxl.it #SMXL18

How Does Search Happen?
@davidamerlandwww.smxl.it #SMXL18

More facts
@davidamerlandwww.smxl.it #SMXL18

More dimensions
@davidamerlandwww.smxl.it #SMXL18

Behavior is measurable
@davidamerlandwww.smxl.it #SMXL18

Actions Define Intent
@davidamerlandwww.smxl.it #SMXL18

Insight
@davidamerlandwww.smxl.it #SMXL18

Behavior Unpacked
@davidamerlandwww.smxl.it #SMXL18

Motivation
@davidamerlandwww.smxl.it #SMXL18

Everything is Data
@davidamerlandwww.smxl.it #SMXL18

Data Needs Context
@davidamerlandwww.smxl.it #SMXL18

Noise vs Signal
@davidamerlandwww.smxl.it #SMXL18

How Choices Are Made
@davidamerlandwww.smxl.it #SMXL18

Perception Unpacked
@davidamerlandwww.smxl.it #SMXL18

Data is a Building Block
@davidamerlandwww.smxl.it #SMXL18

But Data …
@davidamerlandwww.smxl.it #SMXL18

The Big
Morph
Volume > Volatility =>
Convenience
Velocity > Uncertainty =>
Certainty
Variety > Complexity =>
Control
Veracity > Ambiguity =>
Customization
@davidamerlandwww.smxl.it #SMXL18

Closing the
loop
@davidamerlandwww.smxl.it #SMXL18

Context Collapse
@davidamerlandwww.smxl.it #SMXL18

Where We Are At
@davidamerlandwww.smxl.it #SMXL18

It’s Complicated
@davidamerlandwww.smxl.it #SMXL18

Why
People Do
Something
@davidamerlandwww.smxl.it #SMXL18

Search
@davidamerlandwww.smxl.it #SMXL18

Structured data is becoming increasingly important in raising visibility across search. The technical challenge of dealing with it stops most marketers which is why there can be more than one way to successfully solve the problem. In this presentation, part of the SMXL 2018 Conference, in Milan, Italy, I talk about how it can be solved and, in the process, explain the story (anc challenge) of data.

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How Purpose-Driven Individuals and Businesses Do Better Than Their Competitors

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A closer alignment between the values of your business and those of your potential customers creates a deeper sense of a shared culture and a shared purpose. The connection leads to greater trust. Trust, in turn, leads to more relational exchanges taking place. Brand value is the willingness of a potential customer to trust you. It is made up of a number of diverse factors. Understanding them requires you to understand your customers deeper.

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Semantic Search and Beyond

1. 6-7-8, NOVEMBER 2018 Semantic Search David Amerland Davidamerland.com

2. @davidamerlandwww.smxl.it #SMXL18

3. @davidamerlandwww.smxl.it #SMXL18

4. What is Semantic Search? @davidamerlandwww.smxl.it #SMXL18

5. A Different Perspective to Semantic Search @davidamerlandwww.smxl.it #SMXL18 User Context Entity Recognition Query Stream Context Natural Language Understanding

6. Is it time for lunch yet? @davidamerlandwww.smxl.it #SMXL18

7. Nodes and Edges @davidamerlandwww.smxl.it #SMXL18

8. What? @davidamerlandwww.smxl.it #SMXL18

9. Three ‘little’ things • Knowledge > Knowledge Graph • Memory > Index • Observation > Context @davidamerlandwww.smxl.it #SMXL18

10. Where Does Search Happen? @davidamerlandwww.smxl.it #SMXL18

11. How Does Search Happen? @davidamerlandwww.smxl.it #SMXL18

12. More facts @davidamerlandwww.smxl.it #SMXL18

13. More dimensions @davidamerlandwww.smxl.it #SMXL18

14. Behavior is measurable @davidamerlandwww.smxl.it #SMXL18

15. Actions Define Intent @davidamerlandwww.smxl.it #SMXL18

16. Insight @davidamerlandwww.smxl.it #SMXL18

17. Behavior Unpacked @davidamerlandwww.smxl.it #SMXL18

18. Motivation @davidamerlandwww.smxl.it #SMXL18

19. Everything is Data @davidamerlandwww.smxl.it #SMXL18

20. Data Needs Context @davidamerlandwww.smxl.it #SMXL18

21. Noise vs Signal @davidamerlandwww.smxl.it #SMXL18

22. How Choices Are Made @davidamerlandwww.smxl.it #SMXL18

23. Insight @davidamerlandwww.smxl.it #SMXL18

24. Perception Unpacked @davidamerlandwww.smxl.it #SMXL18

25. Data is a Building Block @davidamerlandwww.smxl.it #SMXL18

26. But Data … @davidamerlandwww.smxl.it #SMXL18

27. The Big Morph Volume > Volatility => Convenience Velocity > Uncertainty => Certainty Variety > Complexity => Control Veracity > Ambiguity => Customization @davidamerlandwww.smxl.it #SMXL18

28. Closing the loop @davidamerlandwww.smxl.it #SMXL18

29. Context Collapse @davidamerlandwww.smxl.it #SMXL18

30. Where We Are At @davidamerlandwww.smxl.it #SMXL18

31. It’s Complicated @davidamerlandwww.smxl.it #SMXL18

32. Why People Do Something @davidamerlandwww.smxl.it #SMXL18

33. Trust @davidamerlandwww.smxl.it #SMXL18

34. Search @davidamerlandwww.smxl.it #SMXL18