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Northern Light's CEO Offers Perspectives on Machine Learning and Knowledge Management Applications for Market and Competitive Intelligence at KM World and Jinfo Webinars
[July 11, 2018]

Northern Light's CEO Offers Perspectives on Machine Learning and Knowledge Management Applications for Market and Competitive Intelligence at KM World and Jinfo Webinars

BOSTON, July 11, 2018 /PRNewswire/ -- Northern Light® CEO C. David Seuss shared the virtual podium at two information industry webinars recently, offering his perspectives on how knowledge management (KM) platforms and machine learning can be applied most effectively to market research and competitive intelligence within the enterprise.

At a roundtable webinar organized by KM World magazine, entitled "Cognitive Computing, AI, and Next Gen KM," Seuss explained that the hardest question business researchers typically want answered is, "What should I know about my topic of inquiry?"

"A conventional search engine can't answer that," Seuss said, "but a machine learning-enabled KM system that is fine-tuned for market and competitive intelligence research can help researchers discover what is truly important about a topic, versus merely relevant."  Such a system must aggregate premium content from third-party industry research firms along with an organization's internal primary research and credible business news sources, Seuss explained, and be able to index and analyze every sentence of every document.  Seuss described how Northern Light's AI-powered solution automatically summarizes the important insights from the market intelligence documents on the search results for each user on every search query.

At the second webinar about intelligence platforms, this one organized by information consultancy Jinfo, Seuss again was a featured speaker. He noted that machine learning plays a vital role in addressing three long-standig frustrations of business researchers:

  • Why do we have to figure out the search terms for a query – why can't the machine figure out what the correct search terms are for me?
  • Why do I have to review a search result – why can't the machine just read the relevant documents and tell me what it finds?
  • Why do we have to search at all – why can't the machine monitor the content flow for me and tell me when there is something I should pay attention to?

"Users are overwhelmed and tired of getting too many hits on search results, and would love to dispense with search altogether," Seuss explained.  "What people really want is a personal search assistant. Machine learning can change the entire business search paradigm." 

Seuss explained that Northern Light's AI-powered solution creates a personal search assistant for each user in the form of a recommended reading list that proactively recommends new content to users after it learns their interests by quietly watching their behavior when performing business research tasks.

One of the reasons such a shift is necessary, Seuss said, is that Millennials will soon represent a majority of the workforce, and they have different work styles and information consumption preferences from their older colleagues, which machine learning-enabled KM systems are well suited to support.  Millennials evaluate the quality of information as inversely proportional to the time it takes them to find it.  They want the machine to do the work for them.  "Now it can," Seuss said.

About Northern Light
Northern Light has been providing knowledge management platforms for competitive intelligence and market research insights to global enterprises since 1996.  The company pioneered the application of machine learning and artificial intelligence for the automated analysis and extraction of meaning from large collections of market research and competitive intelligence. Northern Light's current clients include 10 of Boston Consulting Group's 50 "Most Innovative Companies" of 2016, and Fortune 1000 leaders across multiple industries such as information technology, pharmaceuticals, telecommunications, and life sciences. Northern Light has over 250,000 users of its strategic research portals.  Headquartered in Boston, Massachusetts, Northern Light has unique content aggregation partnerships with more than 150 of the world's leading syndicated technology and industry research publishers, aggregates business and technology news from over 6,500 news sources, and is a charter member of the Center for Complex Systems and Enterprises at the Stevens Institute of Technology.

Media contact:
David Domeshek

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SOURCE Northern Light

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