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Krish Krishnan

"If we knew what it was we were doing, it would not be called research, would it?" - Albert Einstein.

Hello, and welcome to my blog.

I would like to use this blog to have constructive communication and exchanges of ideas in the business intelligence community on topics from data warehousing to SOA to governance, and all the topics in the umbrella of these subjects.

To maximize this blog's value, it must be an interactive venue. This means your input is vital to the blog's success. All that I ask from this audience is to treat everybody in this blog community and the blog itself with respect.

So let's start blogging and share our ideas, opinions, perspectives and keep the creative juices flowing!

About the author >

Krish Krishnan is a worldwide-recognized expert in the strategy, architecture, and implementation of high-performance data warehousing solutions and big data. He is a visionary data warehouse thought leader and is ranked as one of the top data warehouse consultants in the world. As an independent analyst, Krish regularly speaks at leading industry conferences and user groups. He has written prolifically in trade publications and eBooks, contributing over 150 articles, viewpoints, and case studies on big data, business intelligence, data warehousing, data warehouse appliances, and high-performance architectures. He co-authored Building the Unstructured Data Warehouse with Bill Inmon in 2011, and Morgan Kaufmann will publish his first independent writing project, Data Warehousing in the Age of Big Data, in August 2013.

With over 21 years of professional experience, Krish has solved complex solution architecture problems for global Fortune 1000 clients, and has designed and tuned some of the world’s largest data warehouses and business intelligence platforms. He is currently promoting the next generation of data warehousing, focusing on big data, semantic technologies, crowdsourcing, analytics, and platform engineering.

Krish is the president of Sixth Sense Advisors Inc., a Chicago-based company providing independent analyst, management consulting, strategy and innovation advisory and technology consulting services in big data, data warehousing, and business intelligence. He serves as a technology advisor to several companies, and is actively sought after by investors to assess startup companies in data management and associated emerging technology areas. He publishes with the BeyeNETWORK.com where he leads the Data Warehouse Appliances and Architecture Expert Channel.

Editor's Note: More articles and resources are available in Krish's BeyeNETWORK Expert Channel. Be sure to visit today!

In the middle of all the buzzwords - Social Media, S-CRM, Single Customer View, Facebook Analytics and yada yada, it can be confusing on what is the difference between Google versus Sentiment Analysis. Take a simple case of the current catastrophe that has hit Japan. You can google or bing  and search for keywords like  Tsunami, Earthquake, Rithcer Scale, Japan, Nuclear Crisis, Radiation and much more. This will give you millions of search results, which you can further divide the search results into Images, Video and News.  This is search, it looks at content and parses the keywords where they appear and returns an indexed result set.

In order to understand sentiment, you now need to be more focused i.e. narrow your analysis to what people are discussing about the voicing their opinion about the subject of search. If we were to look for Tsumani and Aid, as keywords, in this case your search will return results about organizations providing aid to the victims, any fraud happening in this regard, forums and micro-websites where people are rallying to provide support, their areas of focus and much more. Analyzing this search data and providing an index on the content, the context around the content, the sentiment in the content is the key differentiation of Sentiment as opposed to pure search.

In business speak, sentiment analysis is the expression of a customer or a groups opinion about a product or service that an enterprise is providing. The key business value from understanding Sentiment and beyond include

  • Customer Appreciation
  • Customer Education
  • Customer Connect
  • Brand and Reputation Management 
  • True Market Reach and Presence
  • Better ROI from Campaigns and Cross-Sell Opportunities
  • Word of Mouth Marketing
As the world goes more digital, it is essential to be more agile and closer to the customer, this means you need to understand beyond Search and implement Sentiment Analysis and much more.

Posted March 15, 2011 4:15 PM
Permalink | 1 Comment |

1 Comment

If you take Google.com for example, may be this will redefine 'I feel lucky', where previously it took to you the site directly based on your search keyword, instead of showing your listings.

Its purpose was that Google.com counting on their search algorithm and mainly ranks, would take you directly to the site, based on 'relevance'.

Now, with 'sentiment' in the search intent, I think we should expect the search-engine to 'understand' what we are looking for and take action accordingly.
On Indexing, you are right - search engines have been aggregating links and information about links (meta-data) based on content, not context.

But this could be a logical extension of a search engine :)

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