AI Data Room

AI Data Room — independent reviews, comparisons, pricing and step-by-step guides on Aizhi.

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  JSGF

  JSGF stands for Java Speech Grammar Format or the JSpeech Grammar Format (in a W3C Note). Developed by Sun Microsystems, it is a textual representation of grammars for use in speech recognition for technologies like XHTML+Voice. JSGF adopts the style and conventions of the Java programming language in addition to use of traditional grammar notations. The Speech Recognition Grammar Specification was derived from this specification. == Example == The following JSGF grammar will recognize the words coffee, tea, and milk.

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  Multiple encryption

  Multiple encryption is the process of encrypting an already encrypted message one or more times, either using the same or a different algorithm. It is also known as cascade encryption, cascade ciphering, cipher stacking, multiple encryption, and superencipherment. Superencryption refers to the outer-level encryption of a multiple encryption. Some cryptographers, like Matthew Green of Johns Hopkins University, say multiple encryption addresses a problem that mostly doesn't exist: Modern ciphers rarely get broken... You’re far more likely to get hit by malware or an implementation bug than you are to suffer a catastrophic attack on Advanced Encryption Standard (AES). However, from the previous quote an argument for multiple encryption can be made, namely poor implementation. Using two different cryptomodules and keying processes from two different vendors requires both vendors' wares to be compromised for security to fail completely. == Independent keys == Picking any two ciphers, if the key used is the same for both, the second cipher could possibly undo the first cipher, partly or entirely. This is true of ciphers where the decryption process is exactly the same as the encryption process (a reciprocal cipher) – the second cipher would completely undo the first. If an attacker were to recover the key through cryptanalysis of the first encryption layer, the attacker could possibly decrypt all the remaining layers, assuming the same key is used for all layers. To prevent that risk, one can use keys that are statistically independent for each layer (e.g. independent RNGs). Ideally each key should have separate and different generation, sharing, and management processes. == Independent Initialization Vectors == For en/decryption processes that require sharing an Initialization Vector (IV) / nonce these are typically, openly shared or made known to the recipient (and everyone else). Its good security policy never to provide the same data in both plaintext and ciphertext when using the same key and IV. Therefore, its recommended (although at this moment without specific evidence) to use separate IVs for each layer of encryption. == Importance of the first layer == With the exception of the one-time pad, no cipher has been theoretically proven to be unbreakable. Furthermore, some recurring properties may be found in the ciphertexts generated by the first cipher. Since those ciphertexts are the plaintexts used by the second cipher, the second cipher may be rendered vulnerable to attacks based on known plaintext properties (see references below). This is the case when the first layer is a program P that always adds the same string S of characters at the beginning (or end) of all ciphertexts (commonly known as a magic number). When found in a file, the string S allows an operating system to know that the program P has to be launched in order to decrypt the file. This string should be removed before adding a second layer. To prevent this kind of attack, one can use the method provided by Bruce Schneier: Generate a random pad R of the same size as the plaintext. Encrypt R using the first cipher and key. XOR the plaintext with the pad, then encrypt the result using the second cipher and a different (!) key. Concatenate both ciphertexts in order to build the final ciphertext. A cryptanalyst must break both ciphers to get any information. This will, however, have the drawback of making the ciphertext twice as long as the original plaintext. Note, however, that a weak first cipher may merely make a second cipher that is vulnerable to a chosen plaintext attack also vulnerable to a known plaintext attack. However, a block cipher must not be vulnerable to a chosen plaintext attack to be considered secure. Therefore, the second cipher described above is not secure under that definition, either. Consequently, both ciphers still need to be broken. The attack illustrates why strong assumptions are made about secure block ciphers and ciphers that are even partially broken should never be used. == The Rule of Two == The Rule of Two is a data security principle from the NSA's Commercial Solutions for Classified Program (CSfC). It specifies two completely independent layers of cryptography to protect data. For example, data could be protected by both hardware encryption at its lowest level and software encryption at the application layer. It could mean using two FIPS-validated software cryptomodules from different vendors to en/decrypt data. The importance of vendor and/or model diversity between the layers of components centers around removing the possibility that the manufacturers or models will share a vulnerability. This way if one components is compromised there is still an entire layer of encryption protecting the information at rest or in transit. The CSfC Program offers solutions to achieve diversity in two ways. "The first is to implement each layer using components produced by different manufacturers. The second is to use components from the same manufacturer, where that manufacturer has provided NSA with sufficient evidence that the implementations of the two components are independent of one another." The principle is practiced in the NSA's secure mobile phone called Fishbowl. The phones use two layers of encryption protocols, IPsec and Secure Real-time Transport Protocol (SRTP), to protect voice communications. The Samsung Galaxy S9 Tactical Edition is also an approved CSfC Component.

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  KLJN Secure Key Exchange

  Random-resistor-random-temperature Kirchhoff-law-Johnson-noise key exchange, also known as RRRT-KLJN or simply KLJN, is an approach for distributing cryptographic keys between two parties that claims to offer unconditional security. This claim, which has been contested, is significant, as the only other key exchange approach claiming to offer unconditional security is Quantum key distribution. The KLJN secure key exchange scheme was proposed in 2005 by Laszlo Kish and Granqvist. It has the advantage over quantum key distribution in that it can be performed over a metallic wire with just four resistors, two noise generators, and four voltage measuring devices---equipment that is low-priced and can be readily manufactured. It has the disadvantage that several attacks against KLJN have been identified which must be defended against. "Given that the amount of effort and funding that goes into Quantum Cryptography is substantial (some even mock it as a distraction from the ultimate prize which is quantum computing), it seems to me that the fact that classic thermodynamic resources allow for similar inherent security should give one pause," wrote Henning Dekant, the founder of the Quantum Computing Meetup, in April 2013. The Cybersecurity Curricula 2017, a joint project of the Association for Computing Machinery, the IEEE Computer Society, the Association for Information Systems, and the International Federation for Information Processing Technical Committee on Information Security Education (IFIP WG 11.8) recommends teaching the KLJN Scheme as part of teaching "Advanced concepts" in its knowledge unit on cryptography. == See Also/Further Reading ==

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  Viral marketing

  Viral marketing is a business strategy that uses existing social networks to promote a product or service on social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another. It can be delivered by word of mouth, or enhanced by the network effects of the Internet and mobile networks. The concept is often misused or misunderstood, as people apply it to any successful enough story without taking into account the word "viral". Viral advertising is personal and, while coming from an identified sponsor, it does not mean businesses pay for its distribution. Most of the well-known viral ads circulating online are ads paid by a sponsor company, launched either on their own platform (company web page or social media profile) or on social media websites such as YouTube. Consumers receive the page link from a social media network or copy the entire ad from a website and pass it along through e-mail or posting it on a blog, web page or social media profile. Viral marketing may take the form of video clips, advergames, ebooks, brandable software, images, text messages, email messages, or web pages. The most commonly utilized transmission vehicles for viral messages include pass-along based, incentive based, trendy based, and undercover based. However, the creative nature of viral marketing enables an "endless amount of potential forms and vehicles the messages can utilize for transmission", including mobile devices. The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period. The term "viral marketing" has also been used pejoratively to refer to stealth marketing campaigns—marketing strategies that advertise a product to people without them knowing they are being marketed to. == History == The emergence of "viral marketing", as an approach to advertisement, has been tied to the popularization of the notion that ideas spread like viruses. The field that developed around this notion, memetics, peaked in popularity in the 1990s. As this then began to influence marketing gurus, it took on a life of its own in that new context. The brief career of Australian pop singer Marcus Montana is largely remembered as an early example of viral marketing. In early 1989, thousands of posters declaring "Marcus is Coming" were placed around Sydney, generating discussion and interest within the media and the community about the meaning of the mysterious advertisements. The campaign successfully made Montana's musical debut a talking point, but his subsequent music career was a failure. The term is found in PC User magazine in 1989 with a somewhat differing meaning. It was later used by Jeffrey Rayport in the 1996 Fast Company article "The Virus of Marketing", and Tim Draper and Steve Jurvetson of the venture capital firm Draper Fisher Jurvetson in 1997 to describe Hotmail's practice of appending advertising to outgoing mail from their users. Doug Rushkoff, a media critic, wrote about viral marketing on the Internet in 1996. Bob Gerstley wrote about algorithms designed to identify people with high "social networking potential." Gerstley employed SNP algorithms in quantitative marketing research. In 2004, the concept of the alpha user was coined to indicate that it had now become possible to identify the focal members of any viral campaign, the "hubs" who were most influential. Alpha users could be targeted for advertising purposes most accurately in mobile phone networks, due to their personal nature. In early 2013, the first ever Viral Summit was held in Las Vegas. == Factors == Marketer Jonah Berger defines six key factors that drive virality, organized in an acronym called STEPPS: Social currency – the better something makes people look, the more likely they will be to share it Triggers – things that are "top of mind" are more likely to be "tip of the tongue" Emotion – when people care, they share Public – the easier something is to see, the more likely people are to imitate it Practical value – people share useful information to help others Stories – like a Trojan Horse, stories carry messages and ideas along for the ride. Another important factor that drives virality is the propagativity of the content, referring to the ease with which consumers can redistribute it. == Psychology == To form deeper connections with viewers and increase the chances of virality, many marketers use psychological principles. They argue that this approach is scientific and can foster an environment where the odds of gaining traction are much higher. People find psychological safety and can develop a sense of trust when more people interact with online content. For this reason, marketers work to develop media that resonates with viewers on a deeper, emotional level as this approach frequently results in higher engagement. This level of interaction serves as a sign of approval, reducing the personal risk that is subconsciously linked to associating oneself with a company or brand’s content. Professor Jonah Berger at the University of Pennsylvania's Wharton School of Business affirms that marketing campaigns that trigger psychological responses linked to strong emotions tend to perform better. In particular, Berger found that positive emotions like happiness, joy, and excitement have more successful share rates than their negative counterparts. This outcome results from the human instinct to respond more positively to content with activating emotions, increasing the desire to share content, which contributes to its virality. Viral marketing utilizes the primitive feeling of frisson to increase their view and share counts. This feeling of excitement is considered powerful because of its ability to cause a physical response. From increased heart rates to full body chills, Professor Brent Coker at the University of Melbourne describes that this approach to marketing triggers a primitive response that immerses the viewer in the content on a deeper level. Researchers Juliana Fernandes from the University of Florida and Sigal Segev from the Florida International University also found that people are more inclined to share emotional campaigns over those that are heavily informational. They claim that consumers do not often care to learn about a product’s actual features and benefits. Instead, people prefer to be immersed in experience-based content that creates an emotional impact. Companies and brands can benefit from treating their content in this manner and go viral more frequently than those who do not. Social proof is another psychological phenomenon that impacts viral content. Experts in this field argue that it is a natural instinct to want to behave similarly to others because it results in positive validation. This phenomenon explains the human need to conform, so marketers focus on creating engaging content that encourages interactions and causes a snowball effect. This subconsciously influences people to like, comment, and share if they already see others doing the same. Social proof goes further by providing people with a form of social currency. When individuals interact with and share content, they become associated with the topics at hand. People naturally tend to perceive one another, and this pattern carries over to the digital world. As a result, many people tend to be vigilant about the viral marketing they engage with, since they want to be perceived positively. Companies and brands have the opportunity to develop social currency themselves by aligning with their target audiences and creating marketing campaigns that fit their interests or match their values. == Methods and metrics == According to marketing professors Andreas Kaplan and Michael Haenlein, to make viral marketing work, three basic criteria must be met, i.e., giving the right message to the right messengers in the right environment: Messenger: Three specific types of messengers are required to ensure the transformation of an ordinary message into a viral one: market mavens, social hubs, and salespeople. Market mavens are individuals who are continuously 'on the pulse' of things (information specialists); they are usually among the first to get exposed to the message and who transmit it to their immediate social network. Social hubs are people with an exceptionally large number of social connections; they often know hundreds of different people and have the ability to serve as connectors or bridges between different subcultures. Salespeople might be needed who receive the message from the market maven, amplify it by making it more relevant and persuasive, and then transmit it to the social hub for further distr

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  Association for Computational Linguistics

  The Association for Computational Linguistics (ACL) is a scientific and professional organization for people working on natural language processing. Its namesake conference is one of the primary high impact conferences for natural language processing research, along with EMNLP. The conference is held each summer in locations where significant computational linguistics research is carried out. It was founded in 1962, originally named the Association for Machine Translation and Computational Linguistics (AMTCL). It became the ACL in 1968. The ACL has a European (EACL), a North American (NAACL), and an Asian (AACL) chapter. == History == The ACL was founded in 1962 as the Association for Machine Translation and Computational Linguistics (AMTCL). The initial membership was about 100. In 1965, the AMTCL took over the journal Mechanical Translation and Computational Linguistics. This journal was succeeded by many other journals: the American Journal of Computational Linguistics (1974–1978, 1980–1983), and then Computational Linguistics (1984–present). Since 1988, the journal has been published for the ACL by MIT Press. The annual meeting was first held in 1963 in conjunction with the Association for Computing Machinery National Conference. The annual meeting was, for a long time, relatively informal and did not publish anything longer than abstracts. By 1968, the society took on its current name, the Association for Computational Linguistics (ACL). The publication of the annual meeting's Proceedings of the ACL began in 1979 and gradually matured into its modern form. Many of the meetings were held in conjunction with the Linguistic Society of America, and a few with the American Society for Information Science and the Cognitive Science Society. The United States government sponsored much research from 1989 to 1994, characterized by an increase in author retention rates and an increase in research in some key topics, such as speech recognition, in ACL. By the 21st century, it was able to maintain authors at a high rate who coalesced in a more stable arrangement around individual research topics. In 1991, the group published a prototype for a text generator based on the universal grammar theory of Noam Chomsky. The system, nicknamed Parrot, relied on a finite set of syntactic transformations and a hand-curated lexicon. Despite some initial success, including experimentation with morpheme syntactics, funding halted after the research team encountered intractable difficulties with inflection and abstract locutions. == Annual Meeting of the ACL == Every year, the ACL holds the Annual Meeting of the ACL. The location lies in Europe in years zero modulo three, North America in years one modulo three, and Asia–Australia in years two modulo three. In 2020, the Annual Meeting received for the first time more submissions from China than the United States. == Activities == The ACL organizes several of the top conferences and workshops in the field of computational linguistics and natural language processing. These include: Annual Meeting of the Association for Computational Linguistics (ACL), the flagship conference of the organization Empirical Methods in Natural Language Processing (EMNLP) International Joint Conference on Natural Language Processing (IJCNLP), held jointly one of the other conferences on a rotating basis Conference on Computational Natural Language Learning (CoNLL) Lexical and Computational Semantics and Semantic Evaluation (SemEval) Joint Conference on Lexical and Computational Semantics (SEM) Workshop on Statistical Machine Translation (WMT) Besides conferences, the ACL also sponsors the journals Computational Linguistics and Transactions of the Association for Computational Linguistics (TACL). Papers and other presentations at ACL and ACL-affiliated venues are archived online in the open-access ACL Anthology. == Special Interest Groups == ACL has a large number of Special Interest Groups (SIGs), focusing on specific areas of natural language processing. Some current SIGs within ACL are: == Presidents == Each year, the ACL elects a distinguished computational linguist who becomes vice-president of the organization in the next calendar year and president one year later. Recent ACL presidents are:

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  Corporate surveillance

  Corporate surveillance describes the practice of businesses monitoring and extracting information from their users, clients, or staff. This information may consist of online browsing history, email correspondence, phone calls, location data, and other private details. Acts of corporate surveillance frequently look to boost results, detect potential security problems, or adjust advertising strategies. These practices have been criticized for violating ethical standards and invading personal privacy. Critics and privacy activists have called for businesses to incorporate rules and transparency surrounding their monitoring methods to ensure they are not misusing their position of authority or breaching regulatory standards. Monitoring can feel intrusive and give the impression that the business does not promote ethical behavior among its personnel. Staff satisfaction, productivity, and staff turnover may all suffer as a result of the invasion of privacy. == Monitoring methods == Employers may be authorized to gather information through keystroke logging and mouse tracking, which involves recording the keys individuals interact with and cursor position on computers. In cases where employment contracts permit it, they may also monitor webcam activity on company-provided computers. Employers may be able to view the emails sent from business accounts and may be able to see the websites visited when using a corporate internet connection. The screenshot capability is another tool that enables companies to see what remote workers are doing. This feature, which can be found in tracking software, takes screenshots throughout the day at predetermined or arbitrary intervals. Additionally, people who don't work in offices are observed. For instance, it has been claimed that Amazon has incorporated tracking technology to monitor warehouse staff and delivery drivers. == Use of collected information == Information collected by corporations can be used for a variety of uses including marketing research, targeting advertising, fraud detection and prevention, ensuring policy adherence, preventing lawsuits, and safeguarding records and company assets. == Privacy concerns == Concerns over corporate privacy have become more important due to companies collection and manipulation of personal data. Since these practices have been recognized there has been a rising concern about both the security and the possible mishandling of the data accumulated. Social Media data collection and monitoring has been one of the most concerned areas regarding corporate surveillance. Recently, many employers on CareerBuilder have checked their potential candidates' social media activities before the hiring process. This approach can be excusable since it is important to be aware of a future employee or applicant's online presence, and how it might affect the company's reputation in the future. This is crucial since employers are often made legally responsible for their worker's digital actions. These data can also be used to enact political gains. The Facebook-Cambridge Analytica data scandal in 2018 revealed that its British branch to have surreptitiously sold American psychological data to the Trump campaign. This information was supposed to be private, but Facebook's inability to protect user information had reportedly not been a top priority of the company at the time. == Laws and regulations == The National Labor and Relations Act (NLRA) safeguards workplace democracy by giving workers in the private sector the basic freedom to demand better working conditions and choice of representation without fear of retaliation. General Data Protection Regulation (GDPR) outlines the broad responsibilities of data controllers and the "processors" that handle personal data on their behalf. They must adopt the necessary security measures in accordance with the risk involved in the data processing operations they carry out.[1] Electronics Communication Privacy Act (ECPA), as amended, provides protection for electronic, oral, and wire communications while they are being created, while they are being sent, and while they are being stored on computers. Email, phone calls, and electronically stored data are covered by the Act. == Sale of customer data == If it is business intelligence, data collected on individuals and groups can be sold to other corporations, so that they can use it for the aforementioned purpose. It can be used for direct marketing purposes, such as targeted advertisements on Google and Yahoo. These ads are tailored to the individual user of the search engine by analyzing their search history and emails (if they use free webmail services). For example, the world's most popular web search engine stores identifying information for each web search. Google stores an IP address and the search phrase used in a database for up to 2 years. Google also scans the content of emails of users of its Gmail webmail service, in order to create targeted advertising based on what people are talking about in their personal email correspondences. Google is, by far, the largest web advertising agency. Their revenue model is based on receiving payments from advertisers for each page-visit resulting from a visitor clicking on a Google AdWords ad, hosted either on a Google service or a third-party website. Millions of sites place Google's advertising banners and links on their websites, in order to share this profit from visitors who click on the ads. Each page containing Google advertisements adds, reads, and modifies cookies on each visitor's computer. These cookies track the user across all of these sites, and gather information about their web surfing habits, keeping track of which sites they visit, and what they do when they are on these sites. This information, along with the information from their email accounts, and search engine histories, is stored by Google to use for building a profile of the user to deliver better-targeted advertising. == Surveillance of workers == In 1993, David Steingard and Dale Fitzgibbons argued that modern management, far from empowering workers, had features of neo-Taylorism, where teamwork perpetuated surveillance and control. They argued that employees had become their own "thought police" and the team gaze was the equivalent of Bentham's panopticon guard tower. A critical evaluation of the Hawthorne Plant experiments has in turn given rise to the notion of a Hawthorne effect, where workers increase their productivity in response to their awareness of being observed or because they are gratified for being chosen to participate in a project. According to the American Management Association and the ePolicy Institute, who undertook a quantitative survey in 2007 about electronic monitoring and surveillance with approximately 300 US companies, "more than one fourth of employers have fired workers for misusing email and nearly one third have fired employees for misusing the Internet." Furthermore, about 30 percent of the companies had also fired employees for usage of "inappropriate or offensive language" and "viewing, downloading, or uploading inappropriate/offensive content." More than 40 percent of the companies monitor email traffic of their workers, and 66 percent of corporations monitor Internet connections. In addition, most companies use software to block websites such as sites with games, social networking, entertainment, shopping, and sports. The American Management Association and the ePolicy Institute also stress that companies track content that is being written about them, for example by monitoring blogs and social media, and scanning all files that are stored in a filesystem. == Government use of corporate surveillance data == The United States government often gains access to corporate databases, either by producing a warrant for it, or by asking. The Department of Homeland Security has openly stated that it uses data collected from consumer credit and direct marketing agencies—such as Google—for augmenting the profiles of individuals that it is monitoring. The US government has gathered information from grocery store discount card programs, which track customers' shopping patterns and store them in databases, in order to look for terrorists by analyzing shoppers' buying patterns. == Corporate surveillance of citizens == According to Dennis Broeders, "Big Brother is joined by big business". He argues that corporations are in any event interested in data on their potential customers and that placing some forms of surveillance in the hands of companies, results in companies owning video surveillance data for stores and public places. The commercial availability of surveillance systems has led to their rapid spread. Therefore it is almost impossible for citizens to maintain their anonymity. When businesses can monitor their customers, such customers run the risk of facing prejudice when applying for housing, loans, jobs, and other economic opportun

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  Strategic Air Command Digital Information Network

  The Strategic Air Command DIgital Network (SACDIN) was a United States military computer network that provided computerized record communications, replacing the Data Transmission Subsystem and part of the Data Display Subsystem of the SAC Automated Command and Control System. SACDIN enabled a rapid flow of communications from headquarters SAC to its fielded forces, such as B-52 bases and ICBM Launch Control Centers. == Logistics == Major portions of SACDIN were developed, engineered and installed by the International Telephone and Telegraph (ITT) company, under contract to the Electronic Systems Center. == Chronology == 1969 - Headquarters SAC submits a request to the Joint Chiefs of Staff to study an expanded communications system, known as the SAC Total Information Network (SATIN). It would interconnect Air Force Satellite Communications (AFSATCOM), Advanced Airborne Command Post (AABNCP), Airborne Command Post (ABNCP), high frequency/single sideband radio HF/SSB radio, SAC Automated Command and Control System (SACCS), Automatic Digital Information Network (AUTODIN), Survivable Low Frequency Communications System (SLFCS) and Command Data Buffer (CDB) 1977 1 November - SATIN IV was effectively terminated by Congress. The restructured program was renamed SAC Digital Network (SACDIN), and was formulated to meet SAC's minimum essential data communications requirements, but also had the capability to grow in a modular fashion. 1986 ?? ??? - SACDIN replaces much of the SAC Automated Command and Control System (SACCS) and the SAC Automated Total Information Network (SATIN)

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  Azuqua

  Azuqua is an American cloud-based integration and automation company headquartered in Seattle, Washington. As such, they integrate SaaS applications and create automations that are designed to eliminate manual work. Azuqua's platform has the ability to set up workflows between multiple applications so disparate teams can stay in the loop. Azuqua's customers include companies such as Charles Schwab, General Electric, General Motors, HubSpot, and Airbnb. == History == Nikhil Hasija and Craig Unger founded Azuqua in 2011. In 2013, the team participated in Techstars Microsoft's Windows Azure Accelerator, a Seattle-based incubator that helps entrepreneurs gain traction through deep mentor engagement and rapid iteration cycles. Azuqua announced in 2014 that they have received their Series A funding from Ignition Partners which amounted to $5 million. 2017 included a 65% growth in new customers, a doubling of new SaaS connectors, and a 50% growth in overall employee headcount. Azuqua also received their Series B funding which totaled to $10.8 million. This funding was led by Insight Ventures Partners, with DFJ and Ignition Partners also joining the round In March 2018, Azuqua hired Todd Owens as CEO. Owens was previously CEO of Appuri, a customer data platform. Hasija has transitioned to the role of Chief Product Officer. Azuqua also hired on Dan Kogan who has taken on the role of Chief Marketing Officer. Kogan previously worked at Tableau, a BI and analytics company, as a Senior Director of Product Marketing. Okta acquired Azuqua in 2019. == Product Description/Features == Logic Library: Logic functions that can be used for data processing, branching logic, and business rules Drag and Drop Visual Designer: No-code visual designer Use of API's for each cloud service a business is using to allow the various apps to communicate and share data API Publishing: Integrations and automations can be made available as secure endpoints, webhooks, or open services Connector Builder: Build a connector to an application Connector Library: Pre-built connectors to SaaS applications Error Handling: Automations that execute when an error is detected

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  Plant Nanny

  Plant Nanny is a water tracker mobile application which reminds users to drink water. It was developed by Taiwanese app maker Fourdesire. The app was first released in 2013 and is available on the Apple App Store for iPhones and the Google Play Store for Android devices. == Description == Play Nanny uses a game method that allows users to turn their virtual selves into plants, which grows and thrives as the user drinks more water. The app sends occasional push notifications to remind users to drink water throughout the day. Users can choose from a wide range of plants, including cacti and carnations, and track their water intake. The app uses two resources, How to calculate how much water you should drink by Jennifer Stone (2018) and Human energy requirements by the Food and Agriculture Organization (2004), to calculate the recommended daily water intake for its users. Upon downloading the app, users are prompted to input basic personal information which is then used to calculate the recommended daily water intake and prompts them to drink the appropriate amount. == Accolades ==

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  Critical data studies

  Critical data studies is the exploration of and engagement with social, cultural, and ethical challenges that arise when working with big data. It is through various unique perspectives and taking a critical approach that this form of study can be practiced. As its name implies, critical data studies draws heavily on the influence of critical theory, which has a strong focus on addressing the organization of power structures. This idea is then applied to the study of data. Interest in this unique field of critical data studies began in 2011 with scholars danah boyd and Kate Crawford posing various questions for the critical study of big data and recognizing its potential threatening impacts on society and culture. It was not until 2014, and more exploration and conversations, that critical data studies was officially coined by scholars Craig Dalton and Jim Thatcher. They put a large emphasis on understanding the context of big data in order to approach it more critically. Researchers such as David Ribes, Robert Soden, Seyram Avle, Sarah E. Fox, and Phoebe Sengers focus on understanding data as a historical artifact and taking an interdisciplinary approach towards critical data studies. Other key scholars in this discipline include Rob Kitchin and Tracey P. Lauriault who focus on reevaluating data through different spheres. Various critical frameworks that can be applied to analyze big data include Feminist, Anti-Racist, Queer, Indigenous, Decolonial, Anti-Ableist, as well as Symbolic and Synthetic data science. These frameworks help to make sense of the data by addressing power, biases, privacy, consent, and underrepresentation or misrepresentation concerns that exist in data as well as how to approach and analyze this data with a more equitable mindset. == Motivation == In their article in which they coin the term 'critical data studies,' Dalton and Thatcher also provide several justifications as to why data studies is a discipline worthy of a critical approach. First, 'big data' is an important aspect of twenty-first century society, and the analysis of 'big data' allows for a deeper understanding of what is happening and for what reasons. Big data is important to critical data studies because it is the type of data used within this field. Big data does not necessarily refer to a large data set, it can have a data set with millions of rows, but also a data set that just has a wide variety and expansive scope of data with a smaller type of dataset. As well as having whole populations in the data set and not just sample sizes. Furthermore, big data as a technological tool and the information that it yields are not neutral, according to Dalton and Thatcher, making it worthy of critical analysis in order to identify and address its biases. Building off this idea, another justification for a critical approach is that the relationship between big data and society is an important one, and therefore worthy of study. Ribes et. al. argue there is a need for an interdisciplinary understanding of data as a historical artifact as a motivating aspect of critical data studies.The overarching consensus in the Computer-Supported Cooperative Work (CSCW) field, is that people should speak for the data, and not let the data speak for itself. The sources of big data and it’s relationship to varied metadata can be a complicated one, which leads to data disorder and a need for an ethical analysis. Additionally, Iliadis and Russo (2016) have called for studying data assemblages. This is to say, data has innate technological, political, social, and economic histories that should be taken into consideration. Kitchin argues data is almost never raw, and it is almost always cooked, meaning that it is always spoken for by the data scientists utilizing it. Thus, Big Data should be open to a variety of perspectives, especially those of cultural and philosophical nature. Further, data contains hidden histories, ideologies, and philosophies. Big data technology can cause significant changes in society's structure and in the everyday lives of people, and, being a product of society, big data technology is worthy of sociological investigation. Moreover, data sets are almost never completely without any influence. Rather, data are shaped by the vision or goals of those gathering the data, and during the data collection process, certain things are quantified, stored, sorted and even discarded by the research team. A critical approach is thus necessary in order to understand and reveal the intent behind the information being presented.One of these critical approaches has been through feminist data studies. This method applies feminist principles to critical studies and data collecting and analysis. The goal of this is to address the power imbalance in data science and society. According to Catherine D’Ignazio and Lauren F. Klein, a power analysis can be performed by examining power, challenging power, evaluating emotion and embodiment, rethinking binaries and hierarchies, embracing pluralism, considering context, and making labor visible. Feminist data studies is part of the movement towards making data to benefit everyone and not to increase existing inequalities. Moreover, data alone cannot speak for themselves; in order to possess any concrete meaning, data must be accompanied by theoretical insight or alternative quantitative or qualitative research measures. Based on different social topics such as anti-racist data studies, critical data studies give a focus on those social issues concerning data. Specifically in anti-racist data studies they use a classification approach to get representation for those within that community. Desmond Upton Patton and others used their own classification system in the communities of Chicago to help target and reduce violence with young teens on twitter. They had students in those communities help them to decipher the terminology and emojis of these teens to target the language used in tweets that followed with violence outside of the computer screens. This is just one real world example of critical data studies and its application. Dalton and Thatcher argue that if one were to only think of data in terms of its exploitative power, there is no possibility of using data for revolutionary, liberatory purposes. Finally, Dalton and Thatcher propose that a critical approach in studying data allows for 'big data' to be combined with older, 'small data,' and thus create more thorough research, opening up more opportunities, questions and topics to be explored. == Issues and concerns for critical data scholars == Data plays a pivotal role in the emerging knowledge economy, driving productivity, competitiveness, efficiency, sustainability, and capital accumulation. The ethical, political, and economic dimensions of data dynamically evolve across space and time, influenced by changing regimes, technologies, and priorities. Technically, the focus lies on handling, storing, and analyzing vast data sets, utilizing machine learning-based data mining and analytics. This technological advancement raises concerns about data quality, encompassing validity, reliability, authenticity, usability, and lineage. The use of data in modern society brings about new ways of understanding and measuring the world, but also brings with it certain concerns or issues. Data scholars attempt to bring some of these issues to light in their quest to be critical of data. Technical and organizational issues could include the scope of the data set, meaning there is too little or too much data to work with, leading to inaccurate results. It becomes crucial for critical data scholars to carefully consider the adequacy of data volume for their analyses. The quality of the data itself is another facet of concern. The data itself could be of poor quality, such as an incomplete or messy data set with missing or inaccurate data values. This would lead researchers to have to make edits and assumptions about the data itself. Addressing these issues often requires scholars to make edits and assumptions about the data to ensure its reliability and relevance. Data scientists could have improper access to the actual data set, limiting their abilities to analyze it. Linnet Taylor explains how gaps in data can arise when people of varying levels of power have certain rights to their data sources. These people in power can control what data is collected, how it is displayed and how it is analyzed. The capabilities of the research team also play a crucial role in the quality of data analytics. The research team may have inadequate skills or organizational capabilities which leads to the actual analytics performed on the dataset to be biased. This can also lead to ecological fallacies, meaning an assumption is made about an individual based on data or results from a larger group of people. These technical and organizational challenges highlight the complexity of working with data and

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  Data marketplace

  Data marketplace is an online platform for sharing and consuming data in the form of data assets or data products. Part of the data management stack, it aims to bring together data producers and data consumers (including business users and AI) in a single space, with the objective of increasing access to understandable, high-quality data. Included within its Data Marketplaces and Exchange (DME) category by Gartner, data marketplaces can provide data internally within an organization, externally with partners, or as open data. == Concept == Digitization has dramatically increased data volumes within organizations, with IDC predicting that by 2025 the world will contain 175 zettabytes of data. This has created a need to both manage this data and provide access to it to enable business intelligence and data analysis. However, data is often scattered within multiple systems (such as data warehouses and data lakes), and is in formats that are only understandable by technical experts, such as data scientists. According to IDC, 81% of IT leaders cite data silos as a major barrier to digital transformation. This means that data is not freely available to business users or external audiences such as partners or citizens, limiting its value, and holding back AI deployments. Data marketplaces solve this issue, providing seamless, self-service access to high-quality data in an understandable, secure and auditable manner. They break down data silos, reduce friction in data access, and enable a broader range of users, including non-technical profiles, to find, understand, and consume data autonomously. Data assets on the marketplace can be raw data, data visualizations or data products. Data marketplaces combine data management functions such as data governance with the user-friendly experience offered by e-commerce marketplaces in order to increase the usage of data. These include features such as powerful search engines, feedback, ratings, subscriptions and product description sheets. According to Gartner, data marketplaces provide infrastructure, transactional capabilities, and services for both consumers and providers of data assets. == History and timeline == Data marketplaces have evolved since they first emerged in terms of both their scope and usage. === 2000s === With the rise of the internet, data brokers began collecting, aggregating, distributing and selling personal, financial and marketing data to third parties online. Data marketplaces were deployed to monetize this data, making it discoverable and accessible to users, either through subscriptions or one-off purchases. At the same time, regulations, such as the US Open Government Initiative of 2009 and others around the world mandated greater transparency and data sharing with the public. Data sharing portals were created by public and government bodies to make this information available through self-service to all users. === 2010s === Due to the growth of big data and cloud platforms, cloud-based data exchange platforms emerged. These were offered by major infrastructure providers, and included Amazon Web Services (AWS) Data Exchange, Snowflake Data Marketplace, and the Google Cloud Platform. These platforms moved beyond simple data brokerage or open data by providing structured, catalogued data sharing between organizations. === 2020s === Driven by a need to increase internal data sharing with both business users and AI, organizations are now looking to adopt internal data marketplaces. These aim to democratize data consumption by providing seamless access for all employees and AI to trusted data, including data products, through an intuitive, e-commerce style experience. According to Gartner analyst Richa Jha, "by providing a single, governed platform for discovering, sharing, and scaling data products, data marketplaces drive productivity, collaboration, and ROI across the enterprise." == Data marketplaces within the overall data architecture == Data marketplaces provide a consumption and collaboration layer for data. That means they complement and integrate with other parts of the overall data architecture, including: === Data warehouses and data lakes === Data marketplaces connect to data sources, such as data warehouses or data lakes, to provide intuitive access to the data stored within them, enabling data to be shared and distributed to non-technical audiences. Access can be direct, with data and data products stored within the data marketplace or virtualized. === Data catalog === A data catalog provides a technical inventory of an organization's data estate. It collects technical information on all available data assets within an organization, based on metadata descriptions. This ensures traceability, and supports compliance and governance requirements. Unlike a data marketplace, a data catalog does not provide access to data, and is designed to be used by data professionals, rather than the business. This means it lacks an intuitive, understandable interface and is consequently not easily accessible by business users. === Data mesh === Data mesh is an architecture and framework for data management, first defined by Zhamak Dehghani in 2019. It aims to decentralize data ownership to delegate responsibility, empowering teams and focusing on delivering data to users in the form of self-service data products. The data marketplace is a central pillar of data mesh, providing intuitive access to these data products, and creating a collaboration space for data owners and data consumers. === Data product === Data products are high-value, consumable data assets that package high-quality data and associated tools to enable seamless usage by business users at scale. First defined by McKinsey in 2022, they have an identified owner, a service level agreement (SLA), and a reusability logic. == Core components of a data marketplace == A data marketplace typically includes specific core components: === E-commerce style interface === An e-commerce style experience that engages non-technical users, minimizes the need for training and builds confidence and trust in data. Look and feel should be customizable to incorporate corporate design guidelines to ensure consistency with other organizational applications. === Built-in data catalog === As in a standalone data catalog, this indexes all available data, based on metadata that includes type, source, owner, freshness, and quality level. === Discovery and search engine === This enables users to search, filter, explore and discover available data intuitively. As in an e-commerce marketplace, it should be intelligent, and provide relevant results based on natural language queries. === Access control and security management === Data marketplaces will contain data that needs to be protected under regulations such as the General Data Protection Regulation (GDPR) in Europe, the California Consumer Privacy Act (CCPA) in the United States, and sector-specific frameworks in industries such as finance and healthcare. To ensure both security and compliance while maximizing data consumption, the data marketplace should include granular access management and a full audit trail. === Semantic layer and business glossary === Different parts of the business are likely to use different terms to describe data. This leads to inconsistencies and an inability to share data across systems and teams. The semantic layer and business glossary standardize a shared vocabulary and common definitions of business indicators and concepts, providing a single language for data across the business and for AI agents. === Data governance mechanisms === These enforce corporate data governance policies, ensuring data traceability through data lineage, quality certification, usage monitoring, and continuous improvement through user feedback loops. === Collaboration features === As on an e-commerce website, a data marketplace should provide collaboration features that bring together data users and data owners. This includes the ability to rate data products, share use cases, and provide feedback to data owners, creating a community around data and supporting a data-driven culture. == Types of data marketplace == While they share the same underlying technology, data marketplaces can be deployed in three broad ways: === Internal data marketplaces === These bring together data from across an organization and make it available via self-service to employees from across the business. They aim to widen access to data and consequently to improve decision-making and reporting, increase performance and maximize efficiency. === Ecosystem data marketplaces === These extend sharing beyond a single organization, enabling multiple partners (public institutions, industry players, research bodies) to share and consume data within a governed framework. Data can be provided by all parties or simply by one organization and consumed by others. Ecosystem data marketplaces are particularly relevant in

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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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  And–or tree

  An and–or tree is a graphical representation of the reduction of problems (or goals) to conjunctions and disjunctions of subproblems (or subgoals). == Example == The and–or tree: represents the search space for solving the problem P, using the goal-reduction methods: P if Q and R P if S Q if T Q if U == Definitions == Given an initial problem P0 and set of problem solving methods of the form: P if P1 and … and Pn the associated and–or tree is a set of labelled nodes such that: The root of the tree is a node labelled by P0. For every node N labelled by a problem or sub-problem P and for every method of the form P if P1 and ... and Pn, there exists a set of children nodes N1, ..., Nn of the node N, such that each node Ni is labelled by Pi. The nodes are conjoined by an arc, to distinguish them from children of N that might be associated with other methods. A node N, labelled by a problem P, is a success node if there is a method of the form P if nothing (i.e., P is a "fact"). The node is a failure node if there is no method for solving P. If all of the children of a node N, conjoined by the same arc, are success nodes, then the node N is also a success node. Otherwise the node is a failure node. == Search strategies == An and–or tree specifies only the search space for solving a problem. Different search strategies for searching the space are possible. These include searching the tree depth-first, breadth-first, or best-first using some measure of desirability of solutions. The search strategy can be sequential, searching or generating one node at a time, or parallel, searching or generating several nodes in parallel. == Relationship with logic programming == The methods used for generating and–or trees are propositional logic programs (without variables). In the case of logic programs containing variables, the solutions of conjoint sub-problems must be compatible. Subject to this complication, sequential and parallel search strategies for and–or trees provide a computational model for executing logic programs. == Relationship with two-player games == And–or trees can also be used to represent the search spaces for two-person games. The root node of such a tree represents the problem of one of the players winning the game, starting from the initial state of the game. Given a node N, labelled by the problem P of the player winning the game from a particular state of play, there exists a single set of conjoint children nodes, corresponding to all of the opponents responding moves. For each of these children nodes, there exists a set of non-conjoint children nodes, corresponding to all of the player's defending moves. For solving game trees with proof-number search family of algorithms, game trees are to be mapped to and–or trees. MAX-nodes (i.e. maximizing player to move) are represented as OR nodes, MIN-nodes map to AND nodes. The mapping is possible, when the search is done with only a binary goal, which usually is "player to move wins the game".

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  Content-oriented workflow models

  In data management, a content-oriented workflow model seeks to articulate workflow progression by the presence of content units (like data-records/objects/documents). Most content-oriented workflow approaches provide a life-cycle model for content units, such that workflow progression can be qualified by conditions on the state of the units. Most approaches are research and work in progress and the content models and life-cycle models are more or less formalized. The term content-oriented workflows is an umbrella term for several scientific workflow approaches, namely "data-driven", "resource-driven", "artifact-centric", "object-aware", and "document-oriented". Thus, the meaning of "content" ranges from simple data attributes to self-contained documents; the term "content-oriented workflows" appeared at first in as an umbrella term. Such a general term, independent from a specific approach, is necessary to contrast the content-oriented modelling principle with traditional activity-oriented workflow models (like Petri nets or BPMN) where a workflow is driven by a control flow and where the content production perspective is neglected or even missing. The term "content" was chosen to subsume the different levels in granularity of the content units in the respective workflow models; it was also chosen to make associations with content management. Both terms "artifact-centric" and "data-driven" would also be good candidates for an umbrella term, but each is closely related to a specific approach of a single working group. The "artifact-centric" group itself (i.e. IBM Research) has generalized the characteristics of their approach and has used "information-centric" as an umbrella term in. Yet, the term information is too unspecific in the context of computer science, thus, "content-orientated workflows" is considered as good compromise. == Workflow Model Approaches == === Data-driven === The data-driven process structures provides a sophisticated workflow model being specialized on hierarchical write-and-review-processes. The approach provides interleaved synchronization of sub-processes and extends activity diagrams. Unfortunately, the COREPRO prototype implementation is not publicly available. Research on the project had been ceased. The general idea has been continued by Reichert in form of the #Object-aware approach. Synonyms data-driven process structures / data-driven modeling and coordination Protagonists Dr. Dominic Müller (University of Twente), Joachim Herbst (DaimlerChrysler Research), and Manfred Reichert (at this time Assoc. Prof. at Univ. of Twente, currently Prof. at Ulm Univ.) Organization(s) University of Twente, DaimlerChrysler Period 2005 - 2007 Selected publications Implementation COREPRO === Resource-driven === The resource-driven workflow system is an early approach that considered workflows from a content-oriented perspective and emphasizes on the missing support for plain document-driven processes by traditional activity-oriented workflow engines. The resource-driven approach demonstrated the application of database triggers for handling workflow events. Still the system implementation is centralized and the workflow schema is statically defined. The project appeared in 2005 but many aspects are considered future work by the authors. Research did not continue on the project. Wang completed his PhD thesis in 2009, yet, his thesis does not mention the resource-driven approach to workflow modelling but is about discrete event simulation. Synonyms Resource-based Workflows / Document-Driven Workflow Systems Protagonists Jianrui Wang and Prof. Akhil Kumar Organization Pennsylvania State University Period 2005 - today Selected publications Implementation N/A === Artifact-centric === The artifact-centric approach provides a framework for content-oriented workflows. In this model, the enterprise application landscape includes distributed business services, while the workflow engine is centralized. Process enactment is integrated with database management system infrastructure, and the project is funded by IBM. Synonyms artifact-centric business process models / artifact-based business process (ACP) / artifact-centric workflows Protagonists Richard Hull and Dr. Kamal Bhattacharya as well as Cagdas E. Gerede and Jianwen Su Organization IBM (T.J. Watson Research Center, NY) Period 2007 - today Selected publications Implementation ArtiFact === Object-aware === The object-aware approach manages a set of object types and generates forms for creating object instances. The form completion flow is controlled by transitions between object configurations each describing a progressing set of mandatory attributes. Each object configuration is named by an object state. The data production flow is user-shifting and it is discrete by defining a sequence of object states. The discussion is currently limited to a centralized system, without any workflows across different organizations. However, the approach is of great relevance to many domains like concurrent engineering. Finally, the object-aware approach and its PHILharmonicFlows system are going to provide general-purpose workflow systems for generic enactment of data production processes. Synonyms object-aware process management / datenorientiertes Prozess-Management-System Protagonists Vera Künzle and Prof. Manfred Reichert Organization Ulm University Period 2009 - today Selected publications Implementation PHILharmonicFlows === Distributed Document-oriented === Distributed document-oriented process management (dDPM) enables distributed case handling in heterogeneous system environments and it is based on document-oriented integration. The workflow model reflects the paper-based working practice in inter-institutional healthcare scenarios. It targets distributed knowledge-driven ad hoc workflows, wherein distributed information systems are required to coordinate work with initially unknown sets of actors and activities. The distributed workflow engine supports process planning & process history as well as participant management and process template creation with import/export. The workflow engine embeds a functional fusion of 1) group-based instant messaging 2) with a shared work list editor 3) with version control. The software implementation of dDPM is α-Flow which is available as open source. dDPM and α-Flow provide a content-oriented approach to schema-less workflows. The complete distributed case handling application is provided in form of a single active Document ("α-Doc"). The α-Doc is a case file (as information carrier) with an embedded workflow engine (in form of active properties). Inviting process participants is equivalent to providing them with a copy of an α-Doc, copying it like an ordinary desktop file. All α-Docs that belong to the same case can synchronize each other, based on the participant management, electronic postboxes, store-and-forward messaging, and an offline-capable synchronization protocol. Synonyms distributed document-oriented process management (dDPM), distributed case handling via active documents Protagonists Christoph P. Neumann and Prof. Richard Lenz Organization Friedrich-Alexander-Universität Erlangen-Nürnberg Period 2009 - 2012 Selected Publications and a PhD thesis Implementation α-Flow (open source) == Related Concepts == === Content Management === The bandwidth of Content management systems (CMS) reaches from Web content management systems (WCMS) and Document management system (DMS) to Enterprise Content Management (ECM). Mature DMS products support document production workflows in a basic form, primarily focusing on review cycle workflows concerning a single document. === Groupware and Computer-Supported Cooperative Work === Groupware focuses on messaging (like E-Mail, Chat, and Instant Messaging), shared calendars (e.g. Lotus Notes, Microsoft Outlook with Exchange Server), and conferencing (e.g. Skype). Groupware overlaps with Computer-supported cooperative work (CSCW), that originated from shared multimedia editors (for live drawing/sketching) and synchronous multi-user applications like desktop sharing. The extensive conceptual claim of CSWC must be put into perspective by its actual solution scope, that is available as the CSCW Matrix. === Case Handling === The case handling paradigm stems from Prof. van der Aalst and gained momentum in 2005. The core features are: (a) provide all information available, i.e. present the case as a whole rather than showing bits and pieces, (b) decide about activities on the basis of the information available rather than the activities already executed, (c) separate work distribution from authorization and allow for additional types of roles, not just the execute role, and (d) allow workers to view and add/modify data before or after the corresponding activities have been executed. In healthcare, the flow of a patient between healthcare professionals is considered as a workflow - with activities that inc

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  Social advertising (social relationships)

  Social advertising is advertising that relies on social information or networks in generating, targeting, and delivering marketing communications. Many current examples of social advertising use a particular Internet service to collect social information, establish and maintain relationships with consumers, and for delivering communications. For example, the advertising platforms provided by Google, Twitter, and Facebook involve targeting and presenting ads based on relationships articulated on those same services. Social advertising can be part of a broader social media marketing strategy designed to connect with consumers. == Social targeting == Since a pair of consumers connected via a relationship are more likely to be similar than an unconnected pair, information about such relationships can be used to infer characteristics of consumers useful for targeting. For example, predictions of an individual's home location can be improved using geographic information about their peers. Existing advertising platforms can allow advertisers to explicitly target the peers (e.g., Facebook friends, Twitter followers) of consumers who have a known affiliation with their brand. Thus, one way social advertising is expected to be effective is because social networks encode information about unobserved characteristics of consumers, including their susceptibility to adopt a product and to influence their peers to adopt. Social advertisement targets audiences' demographics based on customers browsing histories. This helped companies understand users' interests and target a specific group of users. Whether it is location or personal interest, different categories of companies can make the consumers on social media rely heavily on their advertisements. This is one of the reasons why social advertising has grown over time. Targeting their audience to real life stakeholders generally increase the attention of the advertised deal which brings up more profits for companies. Subsequently, the psychological effects that social media gives off to its users play a huge role in advertisement companies keeping their customers online. One of the main reasons users rely on social media is because it's a source of entertainment that provides them with a feeling of inclusiveness. In making the customers feel the inclusiveness, social advertising targeting a specific group of users is presented as if these advertisements are customized for the users in their perspective making them feel the attention that they do not often feel in the real world. You can use Social signals checker tool to find more information about links. Social signals are metrics that measure how much people interact with your content on social media. From likes, to shares, to comments; each of these signals contributes to an overall number that tells search engines like Google how much people like your content. The more social signals your website gets, the more likely it is to rank higher in Google. The reason for this is two-fold. First, social media is used by millions of people every day, and if your content is being shared and interacted with on these sites, it shows that it’s worthy of being seen. And second, social media sites are highly trusted by Google. So if you can get your content seen and interacted with on these platforms, you’ll be off to a great start. == Social cues in advertisements == Social ads often include information about the affiliation of a peer with an advertised entity. For example, a social ad might indicate a friend has endorsed a product, highly rated a restaurant, or watched a particular film. In fact, some definitions make these personalized social signals a necessary condition for the advertising being social advertising. Inclusion of personalized social signals creates a channel for social influence. Experiments that remove peers' names or images from social advertisements provide evidence that their presence increases proximal outcomes (e.g., clicks on advertisements). This is technically how trends are started on social media. Since social media links a single profile to thousands of other accounts some being real-life friends or even acquaintances, the opinions and the bias a user has for other users who are also a customer of an advertisement on the feed can heavily affect whether to click on the advertisement or not. Once this pattern continues, the brand benefits from increased customers, profit, and attention. Social networking can spread rapidly because 71 percent of the world's population contributes and uses social media which means social advertising gives companies a better marketing technique than a physical poster advertisement. == Word of mouth == Advertisers often attempt to use word of mouth to affect consumers and their decisions to adopt products and services. Ads and other inducements targeted at a seed set of individuals can be designed to produce a larger cascade of adoption through influence. Businesses are also using social media to attempt to identify and persuade influential consumers to spread positive messages about their products or services. Consequently, not only on social platforms but also in physical settings, users start talking to each other. When individuals develop an intimate relationship with each other, it is quite heavily based on shared characteristics, interests, and personalities. If one social media user becomes a regular customer to a well-known company that advertises often, there is a higher chance that all the other people who have intimate relationships with that one customer will be exposed to the online advertisement more than another user who might be completely new to a brand that is being advertised on screen. In reality, this happens to not only one user but to most of the users which mean a single brand advertisement online can have to potential of being talked about between billions and trillions of people all around the globe. == Relationship marketing == To accurately conduct relationship marketing, businesses must develop and manage six marketplaces: internal, customer, referral, supplier, influencer and employee. To maintain relationship marketing, customers often see social media influencers getting free sponsorships or PR boxes just to advertise their products. At times, users who become customers through these social influencers will get a better deal than regular customers which stands as a very commonly used marketing technique. By doing this, users think they are receiving special treatment when in reality it very much benefits social influencers and brands. Especially for brands that are just starting, they use this marketing technique so that their names can be out there, and people will start talking, which is their initial goal.

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