Download Laura M. Haas

Almaden Research Center
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
© 2003 IBM Corporation
Almaden Research Center
Imprecise
The Structure-Precision Plane
Information
retrieval
systems with
free text
search
Precise
QUERIES
Text Analytics
(uncertain annotations)
Relational
databases
with SQL
queries
Structured
DATA
Unstructured
© 2003 IBM Corporation
Almaden Research Center
Imprecise
The Structure-Precision Plane
Information
retrieval
systems with
free text
search
Precise
QUERIES
Interpret keyword queries
(uncertainty in user intent)
Query Imprecision
Relational
databases
with SQL
queries
Structured
DATA
Unstructured
© 2003 IBM Corporation
Almaden Research Center
Integrated Search
Imprecise query with multiple
possible interpretations over data
from multiple sources
Traditional interpretation
Keyword Search
Return documents that contain the keywords
“paper”, “295”, “contact” and phone
Paper 295 contact phone
Paper Contact
Email
295
Beineke
[email protected]
413
Kossman
[email protected]
321
Miller
[email protected]
True user intent could be:
Return paper #295 contact name from pubs db and
find the contact’s phone number from emails
© 2003 IBM Corporation
Almaden Research Center
Business Intelligence in CRM
Text-enabling the data-warehouse to
answer aggregate queries such as:
Precise query over annotated
inherently uncertain data
Structured Attribute
Model: Malibu
What is the number of angry calls by Dealer and Model of Car ?
SPOKE WITH MIKE IN SVC AT ACME 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 ALSO
SEVERLY UPSET CUST, CUST STATES HE HAS BEEN
COMPLAINING ABOUT THIS SINCE VEH WAS NEW AND HIS
USE OF VEHICLE IS LIMITED AND CUST FEELS
© 2003 IBM Corporation
Almaden Research Center
Information Intensive Solutions
Traditional
View
Application
Today’s
View
Application
Emerging
View
Application
Database Management
Federated
“Semantic” Query
System
System
System
Annotate
Storage Management
Federated Access
Crawl and Index
© 2003 IBM Corporation