Natural Language Understanding with IBM Watson

In this article

An overview of Permutive's partnership with IBM Watson Natural Language Understanding tool


Permutive can enrich Pageview events with IBM Watson Natural Language Understanding to power the world’s most accurate intent-based targeting, in real-time. IBM Watson’s technology analyses text to extract metadata from content such as concepts, entities, keywords, categories, sentiment, and emotions using natural language understanding.
IBM Watson allows you to offer superior intent-based targeting powered by these incredibly accurate classifications. From broad topics all the way through to smaller, highly granular topics, you are able to offer relevant, custom audiences.

Features Categories Concepts Emotions Entities Key Words Sentiment

Each Pageview can be enriched with the following properties. Features all have a relevance score to indicate how relevant they are to the classified document. 

Feature Description
Categories Categorises your content using a five-level classification hierarchy
Concepts Identifies high-level concepts that aren't necessarily directly referenced in the text
Emotions Analyses emotion conveyed by specific target phrases or by the document as a whole
Entities Finds people, places, events, and other types of entities mentioned in your content
Keywords Searches your content for relevant keywords

Analyses the sentiment toward specific target phrases and the sentiment of the document as a whole

How it works

IBM Watson's Natural Language Understanding tool uses natural language processing (NLP). NLP is the parsing and semantic interpretation of text, allowing computers to learn, analyse, and understand human language. With NLP comes a subset of tools – tools that can slice data into many different angles. NLP can provide insights on the entities, concepts, sentiment and emotion from textual data. 

1. Each article is classified with the features listed above.

2. Permutive uses these classifications to enrich the Pageview events of users who have read articles on any given topic.

3. These Pageview events can then be used to create cohorts that can be targeted in various platforms


If you have any questions, please contact customer support by emailing or chat to the Customer Operations Team via the LiveChat icon in the bottom right corner of your screen

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