AI Coding Unity

AI Coding Unity — independent reviews, comparisons, pricing and step-by-step guides on Aizhi.

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  SWIG

  The Simplified Wrapper and Interface Generator (SWIG) is an open-source software tool used to connect computer programs or libraries written in C or C++ with scripting languages such as Lua, Perl, PHP, Python, R, Ruby, Tcl, and other language implementations like C#, Java, JavaScript, Go, D, OCaml, Octave, Scilab and Scheme. Output can also be in the form of XML. == Function == The aim is to allow the calling of native functions (that were written in C or C++) by other programming languages, passing complex data types to those functions, keeping memory from being inappropriately freed, inheriting object classes across languages, etc. The programmer writes an interface file containing a list of C/C++ functions to be made visible to an interpreter. SWIG will compile the interface file and generate code in regular C/C++ and the target programming language. SWIG will generate conversion code for functions with simple arguments; conversion code for complex types of arguments must be written by the programmer. The SWIG tool creates source code that provides the glue between C/C++ and the target language. Depending on the language, this glue comes in three forms: a shared library that an extant interpreter can link to as some form of extension module, or a shared library that can be linked to other programs compiled in the target language (for example, using Java Native Interface (JNI) in Java). a shared dynamic library source code that should be compiled and dynamically loaded (e.g. Node.js native extensions) SWIG is not used for calling interpreted functions by native code; this must be done by the programmer manually. == Example == SWIG wraps simple C declarations by creating an interface that closely matches the way in which the declarations would be used in a C program. For example, consider the following interface file: In this file, there are two functions sin() and strcmp(), a global variable Foo, and two constants STATUS and VERSION. When SWIG creates an extension module, these declarations are accessible as scripting language functions, variables, and constants respectively. In Python: == Purpose == There are two main reasons to embed a scripting engine in an existing C/C++ program: The program can then be customized far faster, via a scripting language instead of C/C++. The scripting engine may even be exposed to the end-user, so that they can automate common tasks by writing scripts. Even if the final product is not to contain the scripting engine, it may nevertheless be very useful for writing test scripts. There are several reasons to create dynamic libraries that can be loaded into extant interpreters, including: Provide access to a C/C++ library which has no equivalent in the scripting language. Write the whole program in the scripting language first, and after profiling, rewrite performance-critical code in C or C++. == History == SWIG is written in C and C++ and has been publicly available since February 1996. The initial author and main developer was David M. Beazley who developed SWIG while working as a graduate student at Los Alamos National Laboratory and the University of Utah and while on the faculty at the University of Chicago. Development is currently supported by an active group of volunteers led by William Fulton. SWIG has been released under a GNU General Public License. == Google Summer of Code == SWIG was a successful participant of Google Summer of Code in 2008, 2009, 2012. In 2008, SWIG got four slots. Haoyu Bai spent his summers on SWIG's Python 3.0 Backend, Jan Jezabek worked on Support for generating COM wrappers, Cheryl Foil spent her time on Comment 'Translator' for SWIG, and Maciej Drwal worked on a C backend. In 2009, SWIG again participated in Google Summer of Code. This time four students participated. Baozeng Ding worked on a Scilab module. Matevz Jekovec spent time on C++0x features. Ashish Sharma spent his summer on an Objective-C module, Miklos Vajna spent his time on PHP directors. In 2012, SWIG participated in Google Summer of Code. This time four out of five students successfully completed the project. Leif Middelschulte worked on a C target language module. Swati Sharma enhanced the Objective-C module. Neha Narang added the new module on JavaScript. Dmitry Kabak worked on source code documentation and Doxygen comments. == Alternatives == For Python, similar functionality is offered by SIP, Pybind11, and Boost's Boost.python library. == Projects using SWIG == ZXID (Apache License, Version 2.0) Symlabs SFIS (commercial) LLDB GNU Radio up to (including) version 3.8.x.x; later versions use Pybind11 Xapian TensorFlow Apache SINGA QuantLib Babeltrace

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  Data lineage

  Data lineage refers to the process of tracking how data is generated, transformed, transmitted and used across systems over time. It documents data's origins, transformations and movements, providing detailed visibility into its life cycle. This process simplifies the identification of errors in data analytics workflows, by enabling users to trace issues back to their root causes. Data lineage facilitates the ability to replay specific segments or inputs of the dataflow. This can be used in debugging or regenerating lost outputs. In database systems, this concept is closely related to data provenance, which involves maintaining records of inputs, entities, systems and processes that influence data. Data provenance provides a historical record of data origins and transformations. It supports forensic activities such as data-dependency analysis, error/compromise detection, recovery, auditing and compliance analysis: "Lineage is a simple type of why provenance." Data governance plays a critical role in managing metadata by establishing guidelines, strategies and policies. Enhancing data lineage with data quality measures and master data management adds business value. Although data lineage is typically represented through a graphical user interface (GUI), the methods for gathering and exposing metadata to this interface can vary. Based on the metadata collection approach, data lineage can be categorized into three types: Those involving software packages for structured data, programming languages and Big data systems. Data lineage information includes technical metadata about data transformations. Enriched data lineage may include additional elements such as data quality test results, reference data, data models, business terminology, data stewardship information, program management details and enterprise systems associated with data points and transformations. Data lineage visualization tools often include masking features that allow users to focus on information relevant to specific use cases. To unify representations across disparate systems, metadata normalization or standardization may be required. == Representation of data lineage == Representation broadly depends on the scope of the metadata management and reference point of interest. Data lineage provides sources of the data and intermediate data flow hops from the reference point with backward data lineage, leading to the final destination's data points and its intermediate data flows with forward data lineage. These views can be combined with end-to-end lineage for a reference point that provides a complete audit trail of that data point of interest from sources to their final destinations. As the data points or hops increase, the complexity of such representation becomes incomprehensible. Thus, the best feature of the data lineage view is the ability to simplify the view by temporarily masking unwanted peripheral data points. Tools with the masking feature enable scalability of the view and enhance analysis with the best user experience for both technical and business users. Data lineage also enables companies to trace sources of specific business data to track errors, implement changes in processes and implementing system migrations to save significant amounts of time and resources. Data lineage can improve efficiency in business intelligence BI processes. Data lineage can be represented visually to discover the data flow and movement from its source to destination via various changes and hops on its way in the enterprise environment. This includes how the data is transformed along the way, how the representation and parameters change and how the data splits or converges after each hop. A simple representation of the Data Lineage can be shown with dots and lines, where dots represent data containers for data points, and lines connecting them represent transformations the data undergoes between the data containers. Data lineage can be visualized at various levels based on the granularity of the view. At a very high-level, data lineage is visualized as systems that the data interacts with before it reaches its destination. At its most granular, visualizations at the data point level can provide the details of the data point and its historical behavior, attribute properties and trends and data quality of the data passed through that specific data point in the data lineage. The scope of the data lineage determines the volume of metadata required to represent its data lineage. Usually, data governance and data management of an organization determine the scope of the data lineage based on their regulations, enterprise data management strategy, data impact, reporting attributes and critical data elements of the organization. == Rationale == Distributed systems like Google Map Reduce, Microsoft Dryad, Apache Hadoop (an open-source project) and Google Pregel provide such platforms for businesses and users. However, even with these systems, Big Data analytics can take several hours, days or weeks to run, simply due to the data volumes involved. For example, a ratings prediction algorithm for the Netflix Prize challenge took nearly 20 hours to execute on 50 cores, and a large-scale image processing task to estimate geographic information took 3 days to complete using 400 cores. "The Large Synoptic Survey Telescope is expected to generate terabytes of data every night and eventually store more than 50 petabytes, while in the bioinformatics sector, the 12 largest genome sequencing houses in the world now store petabytes of data apiece. It is very difficult for a data scientist to trace an unknown or an unanticipated result. === Big data debugging === Big data analytics is the process of examining large data sets to uncover hidden patterns, unknown correlations, market trends, customer preferences and other useful business information. Machine learning, among other algorithms, is used to transform and analyze the data. Due to the large size of the data, there could be unknown features in the data. The massive scale and unstructured nature of data, the complexity of these analytics pipelines, and long runtimes pose significant manageability and debugging challenges. Even a single error in these analytics can be extremely difficult to identify and remove. While one may debug them by re-running the entire analytics through a debugger for stepwise debugging, this can be expensive due to the amount of time and resources needed. Auditing and data validation are other major problems due to the growing ease of access to relevant data sources for use in experiments, the sharing of data between scientific communities and use of third-party data in business enterprises. As such, more cost-efficient ways of analyzing data intensive scale-able computing (DISC) are crucial to their continued effective use. === Challenges in Big Data debugging === ==== Massive scale ==== According to an EMC/IDC study, 2.8 ZB of data were created and replicated in 2012. Furthermore, the same study states that the digital universe will double every two years between now and 2020, and that there will be approximately 5.2 TB of data for every person in 2020. Based on current technology, the storage of this much data will mean greater energy usage by data centers. ==== Unstructured data ==== Unstructured data usually refers to information that doesn't reside in a traditional row-column database. Unstructured data files often include text and multimedia content, such as e-mail messages, word processing documents, videos, photos, audio files, presentations, web pages and many other kinds of business documents. While these types of files may have an internal structure, they are still considered "unstructured" because the data they contain doesn't fit neatly into a database. The amount of unstructured data in enterprises is growing many times faster than structured databases are growing. Big data can include both structured and unstructured data, but IDC estimates that 90 percent of Big Data is unstructured data. The fundamental challenge of unstructured data sources is that they are difficult for non-technical business users and data analysts alike to unbox, understand and prepare for analytic use. Beyond issues of structure, the sheer volume of this type of data contributes to such difficulty. Because of this, current data mining techniques often leave out valuable information and make analyzing unstructured data laborious and expensive. In today's competitive business environment, companies have to find and analyze the relevant data they need quickly. The challenge is going through the volumes of data and accessing the level of detail needed, all at a high speed. The challenge only grows as the degree of granularity increases. One possible solution is hardware. Some vendors are using increased memory and parallel processing to crunch large volumes of data quickly. Another method is putting data in-memory but using a grid

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  Cryptovirology

  Cryptovirology refers to the study of cryptography use in malware, such as ransomware and asymmetric backdoors. Traditionally, cryptography and its applications are defensive in nature, and provide privacy, authentication, and security to users. Cryptovirology employs a twist on cryptography, showing that it can also be used offensively. It can be used to mount extortion based attacks that cause loss of access to information, loss of confidentiality, and information leakage, tasks which cryptography typically prevents. The field was born with the observation that public-key cryptography can be used to break the symmetry between what an antivirus analyst sees regarding malware and what the attacker sees. The antivirus analyst sees a public key contained in the malware, whereas the attacker sees the public key contained in the malware as well as the corresponding private key (outside the malware) since the attacker created the key pair for the attack. The public key allows the malware to perform trapdoor one-way operations on the victim's computer that only the attacker can undo. == Overview == The field encompasses covert malware attacks in which the attacker securely steals private information such as symmetric keys, private keys, PRNG state, and the victim's data. Examples of such covert attacks are asymmetric backdoors. An asymmetric backdoor is a backdoor (e.g., in a cryptosystem) that can be used only by the attacker, even after it is found. This contrasts with the traditional backdoor that is symmetric, i.e., anyone that finds it can use it. Kleptography, a subfield of cryptovirology, is the study of asymmetric backdoors in key generation algorithms, digital signature algorithms, key exchanges, pseudorandom number generators, encryption algorithms, and other cryptographic algorithms. The NIST Dual EC DRBG random bit generator has an asymmetric backdoor in it. The EC-DRBG algorithm utilizes the discrete-log kleptogram from kleptography, which by definition makes the EC-DRBG a cryptotrojan. Like ransomware, the EC-DRBG cryptotrojan contains and uses the attacker's public key to attack the host system. The cryptographer Ari Juels indicated that NSA effectively orchestrated a kleptographic attack on users of the Dual EC DRBG pseudorandom number generation algorithm and that, although security professionals and developers have been testing and implementing kleptographic attacks since 1996, "you would be hard-pressed to find one in actual use until now." Due to public outcry about this cryptovirology attack, NIST rescinded the EC-DRBG algorithm from the NIST SP 800-90 standard. Covert information leakage attacks carried out by cryptoviruses, cryptotrojans, and cryptoworms that, by definition, contain and use the public key of the attacker is a major theme in cryptovirology. In "deniable password snatching," a cryptovirus installs a cryptotrojan that asymmetrically encrypts host data and covertly broadcasts it. This makes it available to everyone, noticeable by no one (except the attacker), and only decipherable by the attacker. An attacker caught installing the cryptotrojan claims to be a virus victim. An attacker observed receiving the covert asymmetric broadcast is one of the thousands, if not millions of receivers, and exhibits no identifying information whatsoever. The cryptovirology attack achieves "end-to-end deniability." It is a covert asymmetric broadcast of the victim's data. Cryptovirology also encompasses the use of private information retrieval (PIR) to allow cryptoviruses to search for and steal host data without revealing the data searched for even when the cryptotrojan is under constant surveillance. By definition, such a cryptovirus carries within its own coding sequence the query of the attacker and the necessary PIR logic to apply the query to host systems. == History == The first cryptovirology attack and discussion of the concept was by Adam L. Young and Moti Yung, at the time called "cryptoviral extortion" and it was presented at the 1996 IEEE Security & Privacy conference. In this attack, a cryptovirus, cryptoworm, or cryptotrojan contains the public key of the attacker and hybrid encrypts the victim's files. The malware prompts the user to send the asymmetric ciphertext to the attacker who will decipher it and return the symmetric decryption key it contains for a fee. The victim needs the symmetric key to decrypt the encrypted files if there is no way to recover the original files (e.g., from backups). The 1996 IEEE paper predicted that cryptoviral extortion attackers would one day demand e-money, long before Bitcoin even existed. Many years later, the media relabeled cryptoviral extortion as ransomware. In 2016, cryptovirology attacks on healthcare providers reached epidemic levels, prompting the U.S. Department of Health and Human Services to issue a Fact Sheet on Ransomware and HIPAA. The fact sheet states that when electronic protected health information is encrypted by ransomware, a breach has occurred, and the attack therefore constitutes a disclosure that is not permitted under HIPAA, the rationale being that an adversary has taken control of the information. Sensitive data might never leave the victim organization, but the break-in may have allowed data to be sent out undetected. California enacted a law that defines the introduction of ransomware into a computer system with the intent of extortion as being against the law. == Examples == === Tremor virus === While viruses in the wild have used cryptography in the past, the only purpose of such usage of cryptography was to avoid detection by antivirus software. For example, the tremor virus used polymorphism as a defensive technique in an attempt to avoid detection by anti-virus software. Though cryptography does assist in such cases to enhance the longevity of a virus, the capabilities of cryptography are not used in the payload. The One-half virus was amongst the first viruses known to have encrypted affected files. === Tro_Ransom.A virus === An example of a virus that informs the owner of the infected machine to pay a ransom is the virus nicknamed Tro_Ransom.A. This virus asks the owner of the infected machine to send $10.99 to a given account through Western Union. Virus.Win32.Gpcode.ag is a classic cryptovirus. This virus partially uses a version of 660-bit RSA and encrypts files with many different extensions. It instructs the owner of the machine to email a given mail ID if the owner desires the decryptor. If contacted by email, the user will be asked to pay a certain amount as ransom in return for the decryptor. === CAPI === It has been demonstrated that using just 8 different calls to Microsoft's Cryptographic API (CAPI), a cryptovirus can satisfy all its encryption needs. == Other uses of cryptography-enabled malware == Apart from cryptoviral extortion, there are other potential uses of cryptoviruses, such as deniable password snatching, cryptocounters, private information retrieval, and in secure communication between different instances of a distributed cryptovirus.

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  Radical trust

  Radical trust is the confidence that any structured organization, such as a government, library, business, religion, or museum, has in collaboration and empowerment within online communities. Specifically, it pertains to the use of blogs, wiki and online social networking platforms by organizations to cultivate relationships with an online community that then can provide feedback and direction for the organization's interest. The organization 'trusts' and uses that input in its management. One of the first appearances of the notion of radical trust appears in an info graphic outlining the base principles of web 2.0 in Tim O'Reilly's weblog post "What is Web 2.0". Radical Trust is listed as the guiding example of trusting the validity of consumer generated media. This concept is considered to be an underlying assumption of Library 2.0. The adoption of radical trust by a library would require its management let go of some of its control over the library and building an organization without an end result in mind. The direction a library would take would be based on input provided by people through online communities. These changes in the organization may merely be anecdotal in nature, making this method of organization management dramatically distinct from data-based or evidence based management. In marketing, Collin Douma further describes the notion of radical trust as a key mindset required for marketers and advertisers to enter the social media marketing space. Conventional marketing dictates and maintains control of messages to cause the greatest persuasion in consumer decisions, but Douma argued that in the social media space, brands would need to cede that control in order to build brand loyalty.

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  Computer Graphics International

  Computer Graphics International (CGI) is one of the oldest annual international conferences on computer graphics. It is organized by the Computer Graphics Society (CGS). Researchers across the whole world are invited to share their experiences and novel achievements in various fields - like computer graphics and human-computer interaction. Former conferences have been held recently in Hong Kong (China), Geneva (Switzerland), Shanghai (China), Geneva (virtually), Calgary (Canada), Bintan (Indonesia) and Yokohama (Japan). == Awards == Starting in the year of 2013, CGI has given yearly a Best Paper Award and a Career Achievement Award. == Venues ==

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  Hybrid cryptosystem

  In cryptography, a hybrid cryptosystem is one which combines the convenience of a public-key cryptosystem with the efficiency of a symmetric-key cryptosystem. Public-key cryptosystems are convenient in that they do not require the sender and receiver to share a common secret in order to communicate securely. However, they often rely on complicated mathematical computations and are thus generally much more inefficient than comparable symmetric-key cryptosystems. In many applications, the high cost of encrypting long messages in a public-key cryptosystem can be prohibitive. This is addressed by hybrid systems by using a combination of both. A hybrid cryptosystem can be constructed using any two separate cryptosystems: a key encapsulation mechanism, which is a public-key cryptosystem a data encapsulation scheme, which is a symmetric-key cryptosystem The hybrid cryptosystem is itself a public-key system, whose public and private keys are the same as in the key encapsulation scheme. Note that for very long messages the bulk of the work in encryption/decryption is done by the more efficient symmetric-key scheme, while the inefficient public-key scheme is used only to encrypt/decrypt a short key value. == Implementations and standards == All practical implementations of public key cryptography today employ a hybrid system. Examples include the TLS protocol and the SSH protocol, that use a public-key mechanism for key exchange (such as Diffie-Hellman) and a symmetric-key mechanism for data encapsulation (such as AES). The OpenPGP file format and the PKCS#7 file format are other examples. Hybrid Public Key Encryption (HPKE, published as RFC 9180) is a modern standard for generic hybrid encryption. HPKE is used within multiple IETF protocols, including Messaging Layer Security (MLS), Oblivious DNS over HTTPS, Oblivious HTTP, Privacy Preserving Measurement, and TLS Encrypted Client Hello. Envelope encryption is an example of a usage of hybrid cryptosystems in cloud computing. In a cloud context, hybrid cryptosystems also enable centralized key management. == Example == To encrypt a message addressed to Alice in a hybrid cryptosystem, Bob does the following: Obtains Alice's public key. Generates a fresh symmetric key for the data encapsulation scheme. Encrypts the message under the data encapsulation scheme, using the symmetric key just generated. Encrypts the symmetric key under the key encapsulation scheme, using Alice's public key. Sends both of these ciphertexts to Alice. To decrypt this hybrid ciphertext, Alice does the following: Uses her private key to decrypt the symmetric key contained in the key encapsulation segment. Uses this symmetric key to decrypt the message contained in the data encapsulation segment. == Security == If both the key encapsulation and data encapsulation schemes in a hybrid cryptosystem are secure against adaptive chosen ciphertext attacks, then the hybrid scheme inherits that property as well. However, it is possible to construct a hybrid scheme secure against adaptive chosen ciphertext attacks even if the key encapsulation has a slightly weakened security definition (though the security of the data encapsulation must be slightly stronger). == Envelope encryption == Envelope encryption is term used for encrypting with a hybrid cryptosystem used by all major cloud service providers, often as part of a centralized key management system in cloud computing. Envelope encryption gives names to the keys used in hybrid encryption: Data Encryption Keys (abbreviated DEK, and used to encrypt data) and Key Encryption Keys (abbreviated KEK, and used to encrypt the DEKs). In a cloud environment, encryption with envelope encryption involves generating a DEK locally, encrypting one's data using the DEK, and then issuing a request to wrap (encrypt) the DEK with a KEK stored in a potentially more secure service. Then, this wrapped DEK and encrypted message constitute a ciphertext for the scheme. To decrypt a ciphertext, the wrapped DEK is unwrapped (decrypted) via a call to a service, and then the unwrapped DEK is used to decrypt the encrypted message. In addition to the normal advantages of a hybrid cryptosystem, using asymmetric encryption for the KEK in a cloud context provides easier key management and separation of roles, but can be slower. In cloud systems, such as Google Cloud Platform and Amazon Web Services, a key management system (KMS) can be available as a service. In some cases, the key management system will store keys in hardware security modules, which are hardware systems that protect keys with hardware features like intrusion resistance. This means that KEKs can also be more secure because they are stored on secure specialized hardware. Envelope encryption makes centralized key management easier because a centralized key management system only needs to store KEKs, which occupy less space, and requests to the KMS only involve sending wrapped and unwrapped DEKs, which use less bandwidth than transmitting entire messages. Since one KEK can be used to encrypt many DEKs, this also allows for less storage space to be used in the KMS. This also allows for centralized auditing and access control at one point of access.

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  Batch cryptography

  Batch cryptography is a field of cryptology focused on the design of cryptographic protocols that perform operations—such as encryption, decryption, key exchange, and authentication—on multiple inputs simultaneously, rather than processing each input individually. Batching cryptographic operations can significantly reduce the marginal cost of handling individual inputs—a principle that was first introduced by Amos Fiat in 1989.

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  Blinding (cryptography)

  In cryptography, blinding first became known in the context of blind signatures, where the message author blinds the message with a random blinding factor, the signer then signs it and the message author "unblinds" it; signer and message author are different parties. Since the late 1990s, blinding mostly refers to countermeasures against side-channel attacks on encryption devices, where the random blinding and the "unblinding" happen on the encryption devices. The techniques used for blinding signatures were adapted to prevent attackers from knowing the input to the modular exponentiation function for Diffie-Hellman or RSA. Blinding must be applied with care, for example Rabin–Williams signatures. If blinding is applied to the formatted message but the random value does not honor Jacobi requirements on p and q, then it could lead to private key recovery. A demonstration of the recovery can be seen in CVE-2015-2141 discovered by Evgeny Sidorov. Side-channel attacks allow an adversary to recover information about the input to a cryptographic operation within an asymmetric encryption scheme, by measuring something other than the algorithm's result, e.g., power consumption, computation time, or radio-frequency emanations by a device. Typically these attacks depend on the attacker knowing the characteristics of the algorithm, as well as (some) inputs. In this setting, blinding serves to alter the algorithm's input into some unpredictable state. Depending on the characteristics of the blinding function, this can prevent some or all leakage of useful information. Note that security depends also on the resistance of the blinding functions themselves to side-channel attacks. == Examples == In RSA blinding involves computing the blinding operation E(x) = (xr)e mod N, where r is a random integer between 1 and N and relatively prime to N (i.e. gcd(r, N) = 1), x is the plaintext, e is the public RSA exponent and N is the RSA modulus. As usual, the decryption function f(z) = zd mod N is applied thus giving f(E(x)) = (xr)ed mod N = xr mod N. Finally it is unblinded using the function D(z) = zr−1 mod N. Multiplying xr mod N by r−1 mod N yields x, as desired. When decrypting in this manner, an adversary who is able to measure time taken by this operation would not be able to make use of this information (by applying timing attacks RSA is known to be vulnerable to) as they does not know the constant r and hence has no knowledge of the real input fed to the RSA primitives. Blinding in GPG 1.x

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  Domain adaptation

  Domain adaptation is a field associated with machine learning and transfer learning. It addresses the challenge of training a model on one data distribution (the source domain) and applying it to a related but different data distribution (the target domain). A common example is spam filtering, where a model trained on emails from one user (source domain) is adapted to handle emails for another user with significantly different patterns (target domain). Domain adaptation techniques can also leverage unrelated data sources to improve learning. When multiple source distributions are involved, the problem extends to multi-source domain adaptation. Domain adaptation is a specific type of transfer learning. According to the taxonomy laid out by Pan and Yang (2010), it falls into the category of transductive transfer learning. In this setting, the source and target tasks are the same (e.g., both are object recognition), but the domains differ (different marginal distributions). This distinguishes it from inductive transfer learning (where labeled data is available for the target task) and unsupervised transfer learning (where labels are unavailable in both domains). == Classification of domain adaptation problems == Domain adaptation setups are classified in two different ways: according to the distribution shift between the domains, and according to the available data from the target domain. === Distribution shifts === Common distribution shifts are classified as follows: Covariate Shift occurs when the input distributions of the source and destination change, but the relationship between inputs and labels remains unchanged. The above-mentioned spam filtering example typically falls in this category. Namely, the distributions (patterns) of emails may differ between the domains, but emails labeled as spam in the one domain should similarly be labeled in another. Prior Shift (Label Shift) occurs when the label distribution differs between the source and target datasets, while the conditional distribution of features given labels remains the same. An example is a classifier of hair color in images from Italy (source domain) and Norway (target domain). The proportions of hair colors (labels) differ, but images within classes like blond and black-haired populations remain consistent across domains. A classifier for the Norway population can exploit this prior knowledge of class proportions to improve its estimates. Concept Shift (Conditional Shift) refers to changes in the relationship between features and labels, even if the input distribution remains the same. For instance, in medical diagnosis, the same symptoms (inputs) may indicate entirely different diseases (labels) in different populations (domains). === Data available during training === Domain adaptation problems typically assume that some data from the target domain is available during training. Problems can be classified according to the type of this available data: Unsupervised: Unlabeled data from the target domain is available, but no labeled data. In the above-mentioned example of spam filtering, this corresponds to the case where emails from the target domain (user) are available, but they are not labeled as spam. Domain adaptation methods can benefit from such unlabeled data, by comparing its distribution (patterns) with the labeled source domain data. Semi-supervised: Most data that is available from the target domain is unlabelled, but some labeled data is also available. In the above-mentioned case of spam filter design, this corresponds to the case that the target user has labeled some emails as being spam or not. Supervised: All data that is available from the target domain is labeled. In this case, domain adaptation reduces to refinement of the source domain predictor. In the above-mentioned example classification of hair-color from images, this could correspond to the refinement of a network already trained on a large dataset of labeled images from Italy, using newly available labeled images from Norway. == Formalization == Let X {\displaystyle X} be the input space (or description space) and let Y {\displaystyle Y} be the output space (or label space). The objective of a machine learning algorithm is to learn a mathematical model (a hypothesis) h : X → Y {\displaystyle h:X\to Y} able to attach a label from Y {\displaystyle Y} to an example from X {\displaystyle X} . This model is learned from a learning sample S = { ( x i , y i ) ∈ ( X × Y ) } i = 1 m {\displaystyle S=\{(x_{i},y_{i})\in (X\times Y)\}_{i=1}^{m}} . Usually in supervised learning (without domain adaptation), we suppose that the examples ( x i , y i ) ∈ S {\displaystyle (x_{i},y_{i})\in S} are drawn i.i.d. from a distribution D S {\displaystyle D_{S}} of support X × Y {\displaystyle X\times Y} (unknown and fixed). The objective is then to learn h {\displaystyle h} (from S {\displaystyle S} ) such that it commits the least error possible for labelling new examples coming from the distribution D S {\displaystyle D_{S}} . The main difference between supervised learning and domain adaptation is that in the latter situation we study two different (but related) distributions D S {\displaystyle D_{S}} and D T {\displaystyle D_{T}} on X × Y {\displaystyle X\times Y} . The domain adaptation task then consists of the transfer of knowledge from the source domain D S {\displaystyle D_{S}} to the target one D T {\displaystyle D_{T}} . The goal is then to learn h {\displaystyle h} (from labeled or unlabelled samples coming from the two domains) such that it commits as little error as possible on the target domain D T {\displaystyle D_{T}} . The major issue is the following: if a model is learned from a source domain, what is its capacity to correctly label data coming from the target domain? == Four algorithmic principles == === Reweighting algorithms === The objective is to reweight the source labeled sample such that it "looks like" the target sample (in terms of the error measure considered). === Iterative algorithms === A method for adapting consists in iteratively "auto-labeling" the target examples. The principle is simple: a model h {\displaystyle h} is learned from the labeled examples; h {\displaystyle h} automatically labels some target examples; a new model is learned from the new labeled examples. Note that there exist other iterative approaches, but they usually need target labeled examples. === Search of a common representation space === The goal is to find or construct a common representation space for the two domains. The objective is to obtain a space in which the domains are close to each other while keeping good performances on the source labeling task. This can be achieved through the use of Adversarial machine learning techniques where feature representations from samples in different domains are encouraged to be indistinguishable. === Hierarchical Bayesian Model === The goal is to construct a Bayesian hierarchical model p ( n ) {\displaystyle p(n)} , which is essentially a factorization model for counts n {\displaystyle n} , to derive domain-dependent latent representations allowing both domain-specific and globally shared latent factors. == Software packages == Several compilations of domain adaptation and transfer learning algorithms have been implemented over the past decades: SKADA (Python) ADAPT (Python) TLlib (Python) Domain-Adaptation-Toolbox (MATLAB)

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  Pamphlet war

  A pamphlet war is a protracted argument or discussion through printed media, especially between the time the printing press became common, and when state intervention like copyright laws made such public discourse more difficult. The purpose was to defend or attack a certain perspective or idea. Pamphlet wars have occurred multiple times throughout history, as both social and political platforms. Pamphlet wars became viable platforms for this protracted discussion with the advent and spread of the printing press. Cheap printing presses, and increased literacy made the late 17th century a key stepping stone for the development of pamphlet wars, a period of prolific use of this type of debate. Over 2200 pamphlets were published between 1600–1715 alone. Pamphlet wars are generally credited for powering many key social changes of the era, including the Reformation and the Revolution Controversy, the English philosophical debate set off by the French Revolution. == History of the pamphlet in England == Throughout Europe in the 16th century, printed tracts were used to argue religious doctrine and foment support for religious causes. In England, Henry VIII used print literature to justify his break from the Catholic Church. During the subsequent reigns of Edward and Mary, print polemics escalated into propaganda warfare, as print media gained enormous potential to sway common opinion. By the 1560s, print was widely used to convey news. In 1562, the first pamphlets appeared, which discussed the English forces sent to aid the Protestant French Huguenots. In 1569, pamphlets reported the revolt of the Northern Earls and the subsequent Rebellion of the same year. In the 1580s, pamphlets began to replace broadsheet ballads as the means to convey information to the general public. Over the next century, the pamphlet became the principal means of garnering support for a cause or an idea, and was particularly influential during the English Civil Wars (1642-1651) and the Glorious Revolution of 1688. Through the ensuing decades, the pamphlet lost some popularity due to the emergence of newspapers and journals, but continued to be an important medium of public debate, as illustrated by the Revolution Controversy a full century later in the 1790s. == Pamphlet printing == Coming from a Latin word, "pamphlet" literally means "small book." In the early days of printing, the format of the book or pamphlet depended on the size of the paper used and the number of times it was folded. If a page was only folded once, it was called a folio. If it was folded twice, it was known as a quarto. An octave was a paper folded three times. A pamphlet was usually 1-12 sheets of paper folded in quarto, or 8-96 pages. It was sold for one or two pennies apiece. The printing of a pamphlet involved many people: the author, the printer, suppliers, print-makers, compositor, correctors, pressmen, binders, and distributors. Once the pamphleteer had written the pamphlet, it was sent to the printing house to be corrected, set into type, and printed. The papers were then given to the printer's warehouse-keeper, who bundled the copies and sent them to the bookseller, who was probably the one financing the printing. He was responsible to bind the pamphlets, usually by sewing them, and then sold them wholesale to individual bookselling vendors. The booksellers then sold them from a stall in the marketplace. == Pamphlet subjects == Pamphlets began as the means of conveyance for religious debates, and therefore religious topics were one of the main subjects they dealt with. The definition of a pamphlet came to mean a short work dealing with social, political, or religious issues. Typical topics included the Civil war, Church of England doctrines, Acts of Parliament, the Popish Plot (see below), the Stuart Era, and Cromwell propaganda. In addition, pamphlets were also used for romantic fiction, autobiography, scurrilous personal abuse, and social criticism. They contained much of the propaganda of the 17th century in the midst of the religious and political turmoil. They were also used for debates between the Puritans and the Anglican. During the Glorious Revolution, pamphlets were political weapons. == Authors == There were many authors of pamphlets. However some of the more popular authors include Daniel Defoe, Thomas Hobbes, Jonathan Swift, John Milton, and Samuel Pepys. Also included in the midst are Thomas Nashe, Joseph Addison, Richard Steele, and Matthew Prior. In 1591–1592, Robert Greene released a series of pamphlets which later inspired many other authors including Thomas Middleton and Thomas Dekker. == Critics == Pamphlets, along with their vast popularity, received criticism. There were many in the time period who believed that pamphlets were full of foolishness. They thought the pamphlets were not good enough literature and that they would turn people from "good" writing. They believed that pamphlets would be the end of the great volumes of literature and that great writing would be forgotten. == News reporting == Pamphlets made a great difference in the way news was reported to the general public. With the publication of pamphlets, it was no longer difficult for people to hear of events taking place far away. The closer the occurrence was to London, the easier and faster people heard of it. For example, the Battle of Edgehill took place on 23 October 1642. The first pamphlet reporting the incident was printed on 25 October 24 hours after some of the orders reported had been given. While not entirely accurate, and hurriedly made, the pamphlet nonetheless was able to tell the general public what had happened in the battle. A more accurate, specific, and readable account was available in a pamphlet printed on 26 October, and the "authorized" version was available only five days after the battle took place. == Marprelate pamphlets == In 1588, a series of pamphlets marked a turning point for the Puritans, dividing them from other Protestants in the country. The authors wrote under the pseudonym of Martin Marprelate and his two sons of the same name. The true identities of the authors were never discovered. The pamphlets aimed to provoke authorities to take action against censorship. The series was among the first to ask questions directly of its readers. == Early pamphlet wars == === Elizabethan pamphlet wars === As a means of forming or swaying public opinion, pamphlets like these had a part in influencing society, even as the content was itself influenced by society. During the 16th century and continuing for a short while in the early 17th century in England there was rise in the use of pamphlet wars to discuss a myriad of issues spanning from the civil war, to religious freedoms and the roles of women in society. The Queen herself participated in these discussions, making sure that she was widely read and understood by her people in order to gain favour and establish herself as the monarch despite being a woman. Examples of her use of this medium appear in To the Troops at Tilbury written in 1588, On Mary's Execution written in 1586, and many more. Another famous writer of this period to take advantage of the pamphlet was Emilia Lanier, famous for her arguments about the role of women. A common idea promoted by many literary works and the general attitude towards women, Lanier's work "Eve's Apology in Defence of Women" refuted the belief that Eve is responsible for the fall of man. A very uncommon and unpopular stance to take, Lanier accomplishes her defence through structuring it as an apology, one of the earliest subversive feminist texts. Similarly, Francis Bacon wrote his Essays to promote his idea of morality and other complicated social issues. For example, his work, "Of Love" examines the various understandings of the concept of love, particularly as it was perceived during the Elizabethan era. === Eikon Series === From 1649 until 1651, some five pamphlets were published in a debate about the execution of King Charles I of England (1600-1649). Prior to his execution, King Charles wrote the first pamphlet in the discussion, Eikon Basilike’’ (from the Greek “eikon” for image and “basileus” for king). The subtitle of this work - Portraiture of His Sacred Majesty in His Solitudes and Sufferings - indicates that Charles sought to portray himself as a martyr to the cause of regal prerogative. In the following months, several response pamphlets were published (collectively known as the "Eikon" series), including: Eikon Alethine, Eikon e Pistes, Eikonoklastes, and Eikon Aklastos,” alternately attacking or defending the king, his regicide, and his self-portrait in “Eikon Basilike.” == Popish Plot and Elizabeth Cellier == In the 1680s, after being acquitted of the "Meal-Tub Plot" for which she was accused, Elizabeth Cellier wrote Malice Defeated, which, along with The Matchless Picaro, sparked a pamphlet war surrounding debate of the ascension of a Catholic king to the thro

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  Opinion Space

  Developed at UC Berkeley, "Opinion Space" (also known as The Collective Discovery Engine) is a social media technology designed to help communities generate and exchange ideas about important issues and policies. Version 1.0 was launched on April 4, 2009, at UC Berkeley, and explored the question "Do you think legalizing marijuana is a good idea?" It has since undergone 4 different iterations, and been used in partnership with various organizations including The Occupy movement (Version 4.0, 5/24/2013) and the African Robots Network (Version 4.0, 5/25/2013). Opinion Space has also been used in collaboration with the United States State Department and the University of California's Berkeley Center for New Media (Version 2.0, 12/1/2009 and Version 3.0, 2/25/2012) to gain public perspective on foreign policy issues. Then U.S. Secretary of State Hillary Rodham Clinton explained, "Opinion Space will harness the power of connection technologies to provide a unique forum for international dialogue. This is...an opportunity to extend our engagement beyond the halls of government directly to the people of the world" (2010). The website uses data visualization and statistical analysis to present and develop public opinion and ideas. Opinion Space is a self-organizing system that uses an intuitive graphical "map" that displays patterns, trends, and insights as they emerge and employs the wisdom of crowds to identify and highlight the most insightful ideas. The system uses a game model that incorporates techniques from deliberative polling, collaborative filtering, and multidimensional visualization.

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  ServerNet

  ServerNet is a switched fabric communications link primarily used in proprietary computers made by Tandem Computers, Compaq, and HP. Its features include good scalability, clean fault containment, error detection and failover. The ServerNet architecture specification defines a connection between nodes, either processor or high performance I/O nodes such as storage devices. == History == Tandem Computers developed the original ServerNet architecture and protocols for use in its own proprietary computer systems starting in 1992, and released the first ServerNet systems in 1995. Early attempts to license the technology and interface chips to other companies failed, due in part to a disconnect between the culture of selling complete hardware / software / middleware computer systems and that needed for selling and supporting chips and licensing technology. A follow-on development effort ported the Virtual Interface Architecture to ServerNet with PCI interface boards connecting personal computers. Infiniband directly inherited many ServerNet features. As of 2017, systems still ship based on the ServerNet architecture.

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  Retrieval-augmented generation

  Retrieval-augmented generation (RAG) is a technique that enables large language models (LLMs) to retrieve and incorporate new information from external data sources. With RAG, LLMs first refer to a specified set of documents, then respond to user queries. These documents supplement information from the LLM's pre-existing training data. This allows LLMs to use domain-specific and/or updated information that is not available in the training data. For example, this enables LLM-based chatbots to access internal company data or generate responses based on authoritative sources. RAG improves LLMs by incorporating information retrieval before generating responses. Unlike LLMs that rely on static training data, RAG pulls relevant text from databases, uploaded documents, or web sources. According to Ars Technica, "RAG is a way of improving LLM performance, in essence by blending the LLM process with a web search or other document look-up process to help LLMs stick to the facts." This method helps reduce AI hallucinations, which have caused chatbots to describe policies that don't exist, or recommend nonexistent legal cases to lawyers that are looking for citations to support their arguments. RAG also reduces the need to retrain LLMs with new data, saving on computational and financial costs. Beyond efficiency gains, RAG also allows LLMs to include sources in their responses, so users can verify the cited sources. This provides greater transparency, as users can cross-check retrieved content to ensure accuracy and relevance. The term retrieval-augmented generation (RAG) was introduced in a 2020 paper that described combining a parametric language model with a non-parametric external memory accessed through retrieval at inference time. == RAG and LLM limitations == LLMs can provide incorrect information. For example, when Google first demonstrated its LLM tool "Google Bard" (later re-branded to Gemini), the LLM provided incorrect information about the James Webb Space Telescope. This error contributed to a $100 billion decline in Google's stock value. RAG is used to prevent these errors, but it does not solve all the problems. For example, LLMs can generate misinformation even when pulling from factually correct sources if they misinterpret the context. MIT Technology Review gives the example of an AI-generated response stating, "The United States has had one Muslim president, Barack Hussein Obama." The model retrieved this from an academic book rhetorically titled Barack Hussein Obama: America's First Muslim President? The LLM did not "know" or "understand" the context of the title, generating a false statement. LLMs with RAG are programmed to prioritize new information. This technique has been called "prompt stuffing." Without prompt stuffing, the LLM's input is generated by a user; with prompt stuffing, additional relevant context is added to this input to guide the model's response. This approach provides the LLM with key information early in the prompt, encouraging it to prioritize the supplied data over pre-existing training knowledge. == Process == Retrieval-augmented generation (RAG) enhances large language models (LLMs) by incorporating an information-retrieval mechanism that allows models to access and utilize additional data beyond their original training set. Ars Technica notes that "when new information becomes available, rather than having to retrain the model, all that's needed is to augment the model's external knowledge base with the updated information" ("augmentation"). IBM states that "in the generative phase, the LLM draws from the augmented prompt and its internal representation of its training data to synthesize" an answer. === RAG key stages === Typically, the data to be referenced is converted into LLM embeddings, numerical representations in the form of a large vector space. RAG can be used on unstructured (usually text), semi-structured, or structured data (for example knowledge graphs). These embeddings are then stored in a vector database to allow for document retrieval. Given a user query, a document retriever is first called to select the most relevant documents that will be used to augment the query. This comparison can be done using a variety of methods, which depend in part on the type of indexing used. The model feeds this relevant retrieved information into the LLM via prompt engineering of the user's original query. Newer implementations (as of 2023) can also incorporate specific augmentation modules with abilities such as expanding queries into multiple domains and using memory and self-improvement to learn from previous retrievals. Finally, the LLM can generate output based on both the query and the retrieved documents. Some models incorporate extra steps to improve output, such as the re-ranking of retrieved information, context selection, and fine-tuning. == Applications == Retrieval-augmented generation is used in applications where generated responses need to be grounded in external or frequently updated information. Commonly cited use cases include search engines, question-answering systems, customer support chatbots, enterprise knowledge assistants, content generation, recommendation systems, retail and e-commerce, and industrial or manufacturing workflows. In healthcare, RAG has been studied as a way to ground large language model outputs in external medical knowledge sources, although reviews have noted continuing challenges around evaluation, ethics, and clinical reliability. == Improvements == Improvements to the basic process above can be applied at different stages in the RAG flow. === Encoder === These methods focus on the encoding of text as either dense or sparse vectors. Sparse vectors, which encode the identity of a word, are typically dictionary-length and contain mostly zeros. Dense vectors, which encode meaning, are more compact and contain fewer zeros. Various enhancements can improve the way similarities are calculated in the vector stores (databases). Performance improves by optimizing how vector similarities are calculated. Dot products enhance similarity scoring, while approximate nearest neighbor (ANN) searches improve retrieval efficiency over K-nearest neighbors (KNN) searches. Accuracy may be improved with Late Interactions, which allow the system to compare words more precisely after retrieval. This helps refine document ranking and improve search relevance. Hybrid vector approaches may be used to combine dense vector representations with sparse one-hot vectors, taking advantage of the computational efficiency of sparse dot products over dense vector operations. Other retrieval techniques focus on improving accuracy by refining how documents are selected. Some retrieval methods combine sparse representations, such as SPLADE, with query expansion strategies to improve search accuracy and recall. === Retriever-centric methods === These methods aim to enhance the quality of document retrieval in vector databases: Pre-training the retriever using the Inverse Cloze Task (ICT), a technique that helps the model learn retrieval patterns by predicting masked text within documents. Supervised retriever optimization aligns retrieval probabilities with the generator model's likelihood distribution. This involves retrieving the top-k vectors for a given prompt, scoring the generated response's perplexity, and minimizing KL divergence between the retriever's selections and the model's likelihoods to refine retrieval. Reranking techniques can refine retriever performance by prioritizing the most relevant retrieved documents during training. === Language model === By redesigning the language model with the retriever in mind, a 25-time smaller network can get comparable perplexity as its much larger counterparts. Because it is trained from scratch, this method (Retro) incurs the high cost of training runs that the original RAG scheme avoided. The hypothesis is that by giving domain knowledge during training, Retro needs less focus on the domain and can devote its smaller weight resources only to language semantics. The redesigned language model is shown here. It has been reported that Retro is not reproducible, so modifications were made to make it so. The more reproducible version is called Retro++ and includes in-context RAG. === Chunking === Chunking involves various strategies for breaking up the data into vectors so the retriever can find details in it. Three types of chunking strategies are: Fixed length with overlap. This is fast and easy. Overlapping consecutive chunks helps to maintain semantic context across chunks. Syntax-based chunks can break the document up into sentences. Libraries such as spaCy or NLTK can also help. File format-based chunking. Certain file types have natural chunks built in, and it's best to respect them. For example, code files are best chunked and vectorized as whole functions or classes. HTML files should leave

  or base64 encoded elements

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  Social media marketing

  Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for practitioners and researchers. Social media platforms such as Facebook, LinkedIn, Instagram, and Twitter, among others, have built-in data analytics tools that companies can use to track the progress, success, and engagement of social media marketing campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g. more active or passive use) and the establishment of a firm's desired social media "culture" and "tone". Firms that use social media marketing can allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as "earned media", rather than use marketer-prepared advertising copy. == Purposes and tactics == Social media may be employed in marketing as a communications tool that makes companies accessible to those who are interested in their product and visible to those who are not familiar with their products. It is used by companies to create buzz, learn from customers, and target them. Of the top 10 factors that correlate with a strong Google organic search, seven are social media-dependent. This means that if brands with little to no social media presence tend to show up less on Google searches. While platforms such as Twitter, Facebook and—in the past—Google+ have a larger number of monthly users, the visual media-sharing-based mobile platforms garner a higher interaction rate in comparison, and have registered the fastest growth, and have changed the ways in which consumers engage with brand content. Instagram has an interaction rate of 1.46% with an average of 130 million users monthly as opposed to Twitter, which has a .03% interaction rate with an average of 210 million monthly users. Unlike traditional media that are often cost-prohibitive to many companies, a social media strategy does not require significant financial investment. To this end, companies make use of platforms such as Facebook, Twitter, YouTube, TikTok and Instagram to reach audiences much wider than through traditional print, television, or radio advertisements alone at a fraction of the cost, as most social networking sites can be used at little or no cost (however, some websites charge companies for premium services). This has changed the ways that companies approach and interact with customers, as a substantial percentage of consumer interactions are now being carried out over online platforms with much higher visibility. Customers can post reviews of products and services, rate customer service, and ask questions or voice concerns directly to companies through social media platforms. According to Measuring Success, over 80% of consumers use the web to research products and services. Thus social media marketing is also used by businesses in order to build relationships of trust with consumers. To this aim, companies may hire personnel to specifically handle these social media interactions, who usually report under the title of online community managers. Handling these interactions in a satisfactory manner can result in an increase of consumer trust. To both this aim and to fix the public's perception of a company, three steps are taken in order to address consumer concerns: Identifying the extent of the social chatter Engaging the influencers to help Developing a proportional response == Strategies == === Passive approach === Social media can be a useful source of market information and a way to hear customers' perspectives. Blogs, content communities, and forums are platforms where individuals share their reviews and recommendations of brands, products, and services. Businesses are able to tap into and analyze customer voices and feedback generated in social media for marketing purposes. In this sense, social media is a relatively inexpensive source of market intelligence which can be used by marketers and managers to track and respond to consumer-identified problems and detect market opportunities. === Active approach === Social media can be used as a public relations tool, a direct marketing tool, and a communication channel to target very specific audiences, with social media influencers and social media personalities as effective customer engagement tools. This tactic is widely known as influencer marketing, which gives brands the opportunity to reach their target audience via a group of selected influencers advertising their product or service. Brands were projected to spend up to $15 billion on influencer marketing by 2022, per Business Insider Intelligence estimates, based on Mediakix data. The use of customer influencers, such as popular bloggers, can be an efficient and cost-effective method to launch new products or services. == Engagement == Engagement with the social web means that customers and stakeholders are active participants rather than passive spectators. An example of these are consumer advocacy groups and groups that criticize companies (e.g., lobby groups or advocacy organizations). The use of Social media in a business or political context allows people to express and share opinions about a company's products, services or business practices, or a government's actions. On social media, each participant becomes part of the marketing department (or a challenge to the marketing effort) as other customers read their comments or reviews. The effectiveness of social media marketing campaigns is dependent on the promotion of online engagement. With the advent of social media marketing, it has become increasingly important to gain customer interest in products and services, which can eventually be translated into buying behavior, or voting and donating behavior in a political context. New online marketing concepts of engagement and loyalty have emerged which aim to build customer participation and brand reputation. Engagement in social media for the purpose of a social media strategy is divided into two parts. The first is proactive, regular posting of new online content, which can be seen through digital photos, digital videos, text, and conversations. It is also represented through sharing of content and information from others via weblinks. The second part is reactive conversations, with social media users responding to those who reach out to others' social media profiles through comments or messages. == Campaigns == === Local businesses === Small businesses use social networking sites as a promotional technique. Businesses can follow individuals' social media usage in their local area and advertise specials and deals, which can be exclusive and in the form of "get a free drink with a copy of this tweet". This type of message encourages other locals to follow the business on their official websites in order to obtain the promotional deal. The business's brand visibility is enhanced in the process. Social networking sites are also used by small businesses to develop their own market research on new products and services. By encouraging their customers to give feedback on new product ideas, businesses can gain insights on whether or not a product may be accepted by their target market enough to merit full production. In addition, customers will feel the company has engaged them in the process of co-creation—the process in which the business uses customer feedback to create or modify a product or service to fill a need of the target market. Such feedback can be presented in various forms, such as surveys, contests, and polls. Social networking sites such as LinkedIn, also provide opportunities for small businesses to find candidates to fill staff positions. Review sites such as Yelp help small businesses build their reputation beyond brand visibility. Positive customer peer reviews help influence new prospects to purchase goods and services more than company advertising. == Benefits == Social Media Marketing allows companies to promote themselves to large, diverse audiences that could not be reached through traditional marketing such as phone and email-based advertising. Marketing on most social media platforms also comes at little to no cost, making it accessible to virtually any size business. Social Media Marketing accommodates personalized and direct marketing that targets specific demographics and markets. Companies can engage with customers directly, allowing them to obtain feedback and resolve issues almost immediately. Another advantage of social media marketing is that it's an ideal environment for a company to conduct market research. It can be used

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  Embedded analytics

  Embedded analytics enables organisations to integrate analytics capabilities into their own, often software as a service, applications, portals, or websites. This differs from embedded software and web analytics (also commonly known as product analytics). This integration typically provides contextual insights, quickly, easily and conveniently accessible since these insights should be present on the web page right next to the other, operational, parts of the host application. Insights are provided through interactive data visualisations, such as charts, diagrams, filters, gauges, maps and tables often in combination as dashboards embedded within the system. This setup enables easier, in-depth data analysis without the need to switch and log in between multiple applications. Embedded analytics is also known as customer facing analytics. Embedded analytics is the integration of analytic capabilities into a host, typically browser-based, business-to-business, software as a service, application. These analytic capabilities would typically be relevant and contextual to the use-case of the host application. == History == The term "embedded analytics" was first used by Howard Dresner: consultant, author, former Gartner analyst and inventor of the term "business intelligence" said Howard Dresner while he was working for Hyperion Solutions, a company that Oracle bought in 2007. Oracle started then to use the term "embedded analytics" at their press release for Oracle Rapid Planning on 2009 . == Considerations with embedded analytics == When evaluating embedding analytics, consideration would normally be given to integration at various levels, these would likely include: security integration, data integration, application logic integration, business rules integration, and user experience integration. This is in contrast to traditional BI, which expects users to leave their workflow applications to look at data insights in a separate set of tools. This immediacy makes embedded analytics much more intuitive and likely to be valued by users. A December 2016 report from Nucleus Research found that using BI tools, which require toggling between applications, can take up as much as 1–2 hours of an employee's time each week, whereas embedded analytics eliminate the need to toggle between apps.

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