Search Engine Optimization, Search Engine Marketing and Search Engine Positioning Newsletter, November 12, 2005 edition

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(Continued) The RFS Newsletter, Nov. 12, 2005. Page 6
But it found that some customers were keen on learning what outsiders were saying on the Web about a given corporation, said Marc Andrews, IBM's director of strategy and business development for unstructured information. "Organizations are struggling to understand what people are saying about them in public," said Andrews. "That ends up having an impact on opinion and buying decisions." Andrews on Monday demonstrated a prototype where a marketing department of an automotive firm could search through blogs, news stories and newsgroups to gauge consumer feelings.

The Web-based program could cull results on the topic of fuel efficiency from various sources and generate reports by categorizing the information. If many consumers or news stories are making negative comments about a product, for example, a marketing person would know and could react, Andrews explained. A typical Web search engine returns instances of a word within a page. But the OmniFind software analyzes text to improve search results and automatically categorize them, Andrews said. For example, a search for a person's name and "phone" would return phone numbers, not just instances including the word phone.

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