Understanding Text

By Tony Shaw Print this article Print

Web 3.0 will enable an unprecedented level of intelligence in almost all systems and applications.

Understanding Text: Millward Brown

Web 3.0 is ideally suited to the management and analysis of documents and content because it enables computers to quickly sift through large amounts of text and extract the meaning. One example is “sentiment analysis,” which involves measuring how customers feel about an organization, as expressed through surveys, blogs, online forums and social networks.

The global research agency Millward Brown, which works with Fortune 500 companies on their branding strategies, uses Web 3.0 technologies from OpenAmplify to identify the strategically insightful information derived from customer feedback. This information can then be used to drive marketing messages, public relations efforts, pricing strategies and service responses.

Content and Media Management: BBC

The British Broadcasting Corp. 2010 FIFA World Cup site was built on a Web 3.0 platform. The site contains more than 700 dynamically linked pages, covering teams, players and results. The BBC’s Web 3.0 publishing framework automatically generates relevant Web pages by aggregating content, linking to related stories and producing topic hubs on the fly—all with minimal journalistic intervention.

The secret to the speed and flexibility of the site is that the framework publishes semantic data about the content—its metadata—rather than attempting to create original content directly. This metadata describes the various concepts and content of the World Cup, and provides the basis for connecting it to other content.

When a user clicks on a topic of interest, the content management system quickly assembles the pieces to construct the Web page. The system reduces the cost of development and provides users with a more customized experience because it can produce many more customized pages than could be anticipated by Web developers creating specialized pages manually.

Mobile, Linked Data: Amsterdam Fire Department

The need for speedy, accurate information access is paramount in an emergency response. As a fire team races to save lives, the questions start with, “How do we get there?” and moves on to “What’s inside this building we are entering?”

In the city of Amsterdam, The Netherlands, fire teams are using Web 3.0 Linked Data technologies to improve overall response times by collecting as much relevant information as possible, as quickly as possible, and presenting it in a time-sensitive display to the people who need it the most—the firefighters.

The key component is the rapid compilation of data from a variety of sources using the Linked Open Data standard. This data format provides lightweight, fast and cheap data integration that is quickly adaptable to the situation—for example, by linking in real time to OpenStreetMap to optimize navigation.

Similarly, data from other emergency responder systems and services can be linked into one information stream. The next step, coming soon, will be to incorporate building floor plans and structural details via the Open Floor Plan Display/Exchange Project. So, once on the scene, firefighters will know more about the building they are about to enter.

Web 3.0 is a combination of technologies that enable organizations to increase productivity by automating many of the processes involved in information collection and analysis that are currently done manually—or are not done at all because of the size and complexity of the information requirements.

As such, Web 3.0 brings us to the edge of a new era in computing applications. No doubt, it will take some time for the full potential to be realized, but nobody should make the mistake of taking a wait-and-see attitude. The Web 3.0 era has already begun, and, as we’ve shown above, many innovative organizations are already leveraging these technologies.

Tony Shaw is founder of Wilshire Conferences and Dataversity, and is educational chairman of the SemTech semantic conference. Shaw has broad expertise in the assessment of emerging technologies and facilitates the TTI/Vanguard strategy forum for CTOs.

This article was originally published on 2011-04-06
Tony Shaw is publisher of the Semantic Universe journal, and educational chairman of SemTech, the world’s largest semantic technology conference. Shaw also facilitates the TTI/Vanguard strategy forum for CTOs.
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