Welcome to the “End of Search” — hardly the headline you’d expect at the global Google developers conference this month.   However, in this brief clip featured on National Public Radio Morning Edition this morning, Amit Singhal, senior vice president and software engineer at Google Inc. and the head of Google’s core ranking team, proposed exactly that.

According to the NPR story, he was referring to “hot wording” — which is a no-hands version of Google search.  It’s voice directed and powered through data from multiple sources.  It will know, the story says, what you mean when you say something even as obtuse as, “How far is it from here?”   Google can answer that question because it knows right where you are standing when you say it (GPS data) and it has context from your previous searches (behavioral data).

We know that big data is changing our lives in cool ways.  Yet, it’s still a bit shocking to hear the world’s biggest search engine provider say “search is dead” due to advances in big data analytics and technology. Now, that is seeing data differently!



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(With all due respect and necessary apologies to innovative technologists the world over, and to authentic marketing data analytics professionals everywhere, this is the sixth installment of the DMA “See Data Differently” series as part of our newly relaunched National Center for Data-Driven Marketing (NCDM).

Join us at our annual “big data” conference, NCDM: Where Marketing Meets Big Data, and SEE DATA DIFFERENTLY.

The National Center for Data-Driven Marketing is now accepting ideas for speaking presentations at NCDM: Where Marketing Meets Big Data. December 9-11, 2013, Las Vegas, NV.

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