Abstract:

With the advent of Internet and Social networks, the process of knowledge extraction and search has became of great importance, especially for companies that are interested in collecting customer feedback, establishing a brand presence, observing the way their brands are discussed and perceived. Several tools for the extraction of semantically related concepts from unstructured sources are available on the web (free and pay). These sources such as forums, blogs, wiki, etc. can provide real-time information about how users perceive certain brands and can guide companies in making market decisions. In this paper we propose an innovative knowledge extraction architecture realized through the integration of some existing java based tools that aim to retrieve more frequent concepts from unstructured sources, suggest other links of articles and images, and detect the language used in the sources. The architecture provides a knowledge base of a specific domain, which is used to suggest other concepts related to the research and to filter the results obtained from the elaboration of the unstructured sources. This software, integrated with traditional marketing channels (analysis of reports) makes possible the extraction of useful information for companies. In order to show, interpret and benefit from the software output we present a case of study related to marketing in agri-food sector.