Under the terms of the cooperation agreement announced today, IBM will establish analytical products and services around the Twitter data, and will be the role of functional and industry vertical products and services to customers. The first fruits of the alliance is likely to be based on some form of "IBM Watson analysis" (IBM Watson Analytics) appeared. IBM IBM Watson analysis is published at the end of a free value-added services. Use of Twitter data, IBM's analytics engine is expected to provide modeling services, a public marketing and customer support organization might can not wait to use this modeling services.
IBM also plans to provide some level of functionality for enterprise applications, such as customer support, sales and marketing, IBM will also provide training tens of thousands of dollars vertical industry consultant, to be able to take advantage of Twitter data. But the bulk of the news is Watson.
IBM in the bulletin stressed the growing importance of unstructured data for enterprise data management. Hadoop and NoSQL's success has shown that companies get from the transaction information in incremental value has reached its limit, more opportunities to tolerate the data in the data taken from those who actively look for spreadsheets. When the information contained in Twitter is a good way to implement this program.
Twitter currently manages 500 million tweets each day with about 48 languages. Marketing and customer support professionals attracted by these because these are directly from the user's hand, provide feedback often more real than feedback from surveys and focus groups. Similarly, these marketing and customer support professionals groups also fear Twitter, because negative emotions but also through Twitter retransmission and spread rapidly. Because of these two reasons, they especially want to better understand when people tweeted messages express exactly what they thought.
Technology entrepreneurs from the initial mask on social media have been trying to analyze the expression of emotions, but the task is difficult Intuit. Words in different languages have different meanings, but also dialect, slang, irony and humor, etc., to be interpreted by the machine can be said is almost impossible.
IBM will want to bet on Watson that Watson can solve this problem. Three years ago, in the last exhibition game, Watson supercomputer 曽 beat a TV quiz show (Jeopardy!) History of the first two players. Watson later after re-adjustment can understand the language, but also the interpretation of the meaning derived from large volumes of unstructured words. In essence, Watson is the opposite of the search engines. The user through the search engine to obtain information from a computer, while Watson computer is processing information, and then tell the user should ask what the problem is.
If IBM can successfully uncover the mystery of sentiment analysis, it is also a victory for the public, they will certainly cause marketing and media attention. IBM CEO Ginni Rometty in the report, the goal she mentioned to Watson in 2020 before playing a $ 50 billion business. To achieve the goal is still a long way to go before I push the deal also offers a value proposition for their chance to sell to the market participants. Twitter last year after the listing has been facing investors an explanation for their growth patterns effort. If the slightest connection with the marketing budget is a tempting thing, success, then you can advertise in addition to the direction of diversification development.
This will also allow IBM to have the opportunity to try their own very want to do: to deal with a bunch of marketing staff. Gartner predicts that spending chief marketing officer in two years will exceed the Chief Information Officer. IBM on this prediction quite seriously, which is through research, product launch held various activities and actively with these people cotton. IBM alliance with Twitter indicate that the positioning of the traditional role of IT technology is the impact of big data.
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