Inferential data

There are tools available today to identify the data on 'the page' and aggregate, gather and mash it all together for other purposes. Some companies are building themselves a lot of buzz about their ability to give you automated tools to identify, extract, re-organize and re-present data in various ways. Its cool - it does solve problems (aggregating financial data from hundreds of banks etc). It starts with data (in a tough place to reach) and ends with data (in an easier place to reach).

365 Media does this and more. We work with what I call Inferential Data or Hidden Data. Data that is not data until the (clever) system INFERS that a data event is happening and then creates the data out of the non-data source. In other words it starts with non-data (in a tough place to reach) and ends with data (in an easier place to reach). Example; a press release that says that 365 Media has a new CEO because John Tilly has left the company to play golf professionally (it's well overdue) and is being replaced by Mr M. Mouse. This is a string of unstructured text. A system that takes that unstructured text, identifies the subjects and then changes or creates data to reflect the event that is embedded in the text is a case of Inferential Data being discovered and manipulated.

That's what 365 Media's system does, in real-time.