Barry Levine of CMS Wire reports, "To help businesses find useful insights in growing amounts of big data, Massachusetts-based OneSource is reinventing search – and changing its name to Avention to reflect its new direction. Jonathan Flatow, Avention's CEO, told us the new name implies 'avenue of invention' — something he believes suits the new search application. Designed for sales, marketing and business researchers, it uses natural language and semantic understanding to conceptually sift through mounds of data sources. Phil McWade, Avention's Manager of Product Development, told CMSWire, 'We're giving our customers what they really want.' Marketing and sales professionals don't want 'a list of news articles' about companies: They want to identify companies they can sell to."
Levine continues, "The new application combines the company's two previous products, the Business Browser for knowledge workers, researchers and consultants, and iSell for sales personnel. Flatow said this combination has been expanded with four major capabilities that he said are 'unique in the industry and takes this to a whole new level.' Avention calls those four application capabilities its four pillars. There's Conceptual Search, which uses concepts for searching structured or unstructured data instead of keywords or tags. So, Flatow said, a user could enter 'expanding alternative energy' or a similar concept, and locate companies that are using wind turbines, solar power or any green technology."
Image: Courtesy Avention