Artificial intelligence in marketing

Artificial intelligence marketing (AI marketing) is a form of marketing that uses artificial intelligence concepts and models such as machine learning, natural language processing, and computer vision to achieve marketing goals. The main difference between AI marketing and traditional forms of marketing reside in the reasoning, which is performed through a computer algorithm rather than a human. Each form of marketing has a different technique to the core of the marketing theory. Traditional marketing directly focuses on the needs of consumers; meanwhile some believe the shift AI may cause will lead marketing agencies to manage consumer needs instead. AI is used in various digital marketing spaces, such as content marketing, email marketing, online advertisement (in combination with machine learning), social media marketing, affiliate marketing, and beyond. == Historical development == AI in marketing has a long history, which goes all the way back to the 1980s. At this time, AI research was focusing on expert systems and robotics. Despite the initial research and the studies that were carried out, AI adoption remained limited. Research on it came to a stop for a while, until research was revived two decades later with the advancement in technology, the rise of big data, and a significant increase in computational power. Eventually, AI became very popular in the marketing world, and caught the eyes of many researchers as well as professionals. A large‐scale bibliometric study covering 1,580 peer‑reviewed papers published between 1982 and 2020 confirms that scholarly output on AI in marketing has surged since 2017, with Expert Systems with Applications emerging as the most prolific outlet. Prior to the application of artificial Intelligence in marketing, there was something called "collaborative filtering". This was used as early as 1998 by Amazon, and one of the first ways companies predicted consumer behavior, which enabled millions of recommendations to different customers. Personalized recommender systems are now widely used, for example to suggest music on Spotify, or TV shows on Netflix. A big milestone in AI marketing happened in 2014, when programmatic ad buying gained much greater popularity. Marketing consists of numerous manual tasks such as researching target markets, insertion orders, and managing high budgets as well as prices. In order to cut costs, and remove the need for these tedious tasks, many companies started to automate the marketing process with AI. In 2015, Google introduced RankBrain, a machine learning component of its search algorithm designed to interpret the intent behind user queries. RankBrain was followed by further AI-based search updates, including BERT in 2019, which improved the understanding of conversational queries, and the Multitask Unified Model (MUM) in 2021, which is multimodal and processes information across 75 languages. These advances shifted search engine optimization practice away from keyword matching toward content that satisfies user intent. Artificial intelligence is increasingly used in marketing to personalize user experiences and automate decision-making. For example, Netflix uses AI algorithms to recommend content based on viewing history, while Sephora employs chatbots to assist customers with product selection and availability. Programmatic advertising platforms like Google Ads leverage machine learning to optimize bidding strategies and target audiences more effectively. These applications demonstrate how AI enhances efficiency, engagement, and conversion rates across digital channels. === Artificial neural networks === An artificial neural network is a form of computer program modeled on the brain and nervous system of humans. Neural networks are composed of a series of interconnected processing neurons that function in unison to achieve certain outcomes. Using “human-like trial and error learning methods neural networks detect patterns existing within a data set ignoring data that is not significant while emphasizing the data which is most influential”. From a marketing perspective, neural networks are a form of software tool used to assist in decision making. Neural networks are effective in gathering and extracting information from large data sources and have the ability to identify cause and effect within tha data. These neural nets through the process of learning, identify relationships and connections between databases. Once knowledge has been accumulated, neural networks can be relied on to provide generalizations and can apply past knowledge and learning to a variety of situations. Neural networks help fulfill the role of marketing companies through effectively aiding in market segmentation and measurement of performance while reducing costs and improving accuracy. Due to their learning ability, flexibility, adaption, and knowledge discovery, neural networks offer many advantages over traditional models. Neural networks can be used to assist in pattern classification, forecasting and marketing analysis. == Tools and uses == Classification of customers can be facilitated through the neural network approach allowing companies to make informed marketing decisions. An example of this was employed by Spiegel Inc., a firm dealing in direct-mail operations that used neural networks to improve efficiencies. Using software developed by NeuralWare Inc., Spiegel identified the demographics of customers who had made a single purchase and those customers who had made repeat purchases. Neural networks where then able to identify the key patterns and consequently identify the customers that were most likely to repeat purchase. Understanding this information allowed Spiegel to streamline marketing efforts, and reduced costs. Sales forecasting “is the process of estimating future events with the goal of providing benchmarks for monitoring actual performance and reducing uncertainty". Artificial intelligence techniques have emerged to facilitate the process of forecasting through increasing accuracy in the areas of demand for products, distribution, employee turnover, performance measurement, and inventory control. An example of forecasting using neural networks is the Airline Marketing Assistant/Tactician; an application developed by BehabHeuristics which allows for the forecasting of passenger demand and consequent seat allocation through neural networks. This system has been used by National air Canada and USAir. Neural networks provide a useful alternative to traditional statistical models due to their reliability, time-saving characteristics and ability to recognize patterns from incomplete or noisy data. Examples of marketing analysis systems includes the Target Marketing System developed by Churchull Systems for Veratex Corporation. This support system scans a market database to identify dormant customers allowing management to make decisions regarding which key customers to target. When performing marketing analysis, neural networks can assist in the gathering and processing of information ranging from consumer demographics and credit history to the purchase patterns of consumers. Predictive analytics is a form of analytics involving the use of historical data and artificial intelligence algorithms to predict future trends and outcomes. It serves as a tool for anticipating and understanding user behavior based on patterns found in data. Predictive analytics uses artificial intelligence machine learning algorithms to recognize and predict patterns within data. Machine learning algorithms analyze the data, recognize patterns, and make predictions through continuous learning and adaptation. Predictive analytics is widely used across businesses and industries as a way to identify opportunities, avoid risks, and anticipate customer needs based on information derived from the analysis of user data. By analyzing historical customer data, artificial intelligence algorithms can deliver relevant and targeted marketing content. Recent systematic reviews show that generative large‑language models such as GPT‑3 and GPT‑4 are now routinely embedded in predictive‑analytics pipelines to mine unstructured market data and anticipate customer intent with greater precision. Personalization engines use artificial intelligence and machine learning to provide content or advertisements that are relevant to the user. User data is gathered, which then gets processed with machine learning, and patterns and trends among the users are identified. Users with shared characteristics or behaviors are then segmented into groups, and the personalization engine adjusts content and advertisements to match each segment's preferences. By processing a large amount of data, personalization engines are able to match users to advertisements and recommendations that align with their interests or preferences. Field evidence from consumer‑goods and electronics firms indicates that AI‑driven personalization can raise

Microsoft Azure

Microsoft Azure, sometimes stylized Azure, and formerly Windows Azure, is the cloud computing platform developed by Microsoft. It offers management, access and development of applications and services to individuals, companies, and governments through its global infrastructure. Microsoft Azure supports many programming languages, tools, and frameworks, including Microsoft-specific and third-party software and systems. Azure was first introduced at the Professional Developers Conference (PDC) in October 2008 under the codename "Project Red Dog". It was officially launched as Windows Azure in February 2010 and later renamed to Microsoft Azure on March 25, 2014. == Services == Microsoft Azure uses large-scale virtualization at Microsoft data centers worldwide and offers more than 600 services. Microsoft Azure offers a service level agreement (SLA) that guarantees 99.9% availability for applications and data hosted on its platform, subject to specific terms and conditions outlined in the SLA documentation. === Computer services === Virtual machines, infrastructure as a service (IaaS), allowing users to launch general-purpose Microsoft Windows and Linux virtual machines, software as a service (SaaS), as well as preconfigured machine images for popular software packages. Starting in 2022, these virtual machines are now powered by Ampere Cloud-native processors. Most users run Linux on Azure, some of the many Linux distributions offered, including Microsoft's own Linux-based Azure Sphere. App services, platform as a service (PaaS) environment, letting developers easily publish and manage websites. Azure Web Sites allows developers to build sites using ASP.NET, PHP, Node.js, Java, or Python, which can be deployed using FTP, Git, Mercurial, Azure DevOps, or uploaded through the user portal. This feature was announced in preview form in June 2012 at the Meet Microsoft Azure event. Customers can create websites in PHP, ASP.NET, Node.js, or Python, or select from several open-source applications from a gallery to deploy. This comprises one aspect of the platform as a service (PaaS) offerings for the Microsoft Azure Platform. It was renamed Web Apps in April 2015. Web Jobs are applications that can be deployed to an App Service environment to implement background processing that can be invoked on a schedule, on-demand, or run continuously. The Blob, Table, and Queue services can be used to communicate between Web Apps and Web Jobs and to provide state. Azure Kubernetes Service (AKS) provides the capability to deploy production-ready Kubernetes clusters in Azure. In July 2023, watermarking support on Azure Virtual Desktop was announced as an optional feature of Screen Capture to provide additional security against data leakage. === Identity === Entra ID connect is used to synchronize on-premises directories and enable SSO (Single Sign On). Entra ID B2C allows the use of consumer identity and access management in the cloud. Entra Domain Services is used to join Azure virtual machines to a domain without domain controllers. Azure information protection can be used to protect sensitive information. Entra ID External Identities is a set of capabilities that allow organizations to collaborate with external users, including customers and partners. On July 11, 2023, Microsoft announced the renaming of Azure AD to Microsoft Entra ID. The name change took place four days later. === Mobile services === Mobile Engagement collects real-time analytics that highlight users' behavior. It also provides push notifications to mobile devices. HockeyApp can be used to develop, distribute, and beta-test mobile apps. === Storage services === Storage Services provides REST and SDK APIs for storing and accessing data on the cloud. Table Service lets programs store structured text in partitioned collections of entities that are accessed by the partition key and primary key. Azure Table Service is a NoSQL non-relational database. Blob Service allows programs to store unstructured text and binary data as object storage blobs that can be accessed by an HTTP(S) path. Blob service also provides security mechanisms to control access to data. Queue Service lets programs communicate asynchronously by message using queues. File Service allows storing and access of data on the cloud using the REST APIs or the SMB protocol. === Communication services === Azure Communication Services offers an SDK for creating web and mobile communications applications that include SMS, video calling, VOIP and PSTN calling, and web-based chat. === Data management === Azure Data Explorer provides big data analytics and data-exploration capabilities. Azure Search provides text search and a subset of OData's structured filters using REST or SDK APIs. Cosmos DB is a NoSQL database service that implements a subset of the SQL SELECT statement on JSON documents. Azure Cache for Redis is a managed implementation of Redis. StorSimple manages storage tasks between on-premises devices and cloud storage. Azure SQL Database works to create, scale, and extend applications into the cloud using Microsoft SQL Server technology. It also integrates with Active Directory, Microsoft System Center, and Hadoop. Azure Synapse Analytics is a fully managed cloud data warehouse. Azure Data Factory is a data integration service that allows creation of data-driven workflows in the cloud for orchestrating and automating data movement and data transformation. Azure Data Lake is a scalable data storage and analytic service for big data analytics workloads that require developers to run massively parallel queries. Azure HDInsight is a big data-relevant service that deploys Hortonworks Hadoop on Microsoft Azure and supports the creation of Hadoop clusters using Linux with Ubuntu. Azure Stream Analytics is a Serverless scalable event-processing engine that enables users to develop and run real-time analytics on multiple streams of data from sources such as devices, sensors, websites, social media, and other applications. === Messaging === The Microsoft Azure Service Bus allows applications running on Azure premises or off-premises devices to communicate with Azure. This helps to build scalable and reliable applications in a service-oriented architecture (SOA). The Azure service bus supports four different types of communication mechanisms: Event Hubs, which provides event and telemetry ingress to the cloud at a massive scale, with low latency and high reliability. For example, an event hub can be used to track data from cell phones such as coordinating with a GPS in real time. Queues, which allows one-directional communication. A sender application would send the message to the service bus queue and a receiver would read from the queue. Though there can be multiple readers for the queue, only one would process a single message. Topics, which provides one-directional communication using a subscriber pattern. It is similar to a queue; however, each subscriber will receive a copy of the message sent to a Topic. Optionally, the subscriber can filter out messages based on specific criteria defined by the subscriber. Relays, which provides bi-directional communication. Unlike queues and topics, a relay does not store in-flight messages in its memory; instead, it just passes them on to the destination application. === Media services === A PaaS offering that can be used for encoding, content protection, streaming, or analytics. === CDN === Azure has a worldwide content delivery network (CDN) designed to efficiently deliver audio, video, applications, images, and other static files. It improves the performance of websites by caching static files closer to users, based on their geographic location. Users can manage the network using a REST-based HTTP API. Azure has 118 point-of-presence locations across 100 cities worldwide (also known as Edge locations) as of January 2023. === Developer === Application Insights Azure DevOps === Management === With Azure Automation, users can easily automate repetitive and time-consuming tasks, often prone to cloud or enterprise setting errors. They can accomplish it using runbooks or desired state configurations for process automation. Microsoft SMA === Azure AI === Microsoft Azure Machine Learning (Azure ML) provides tools and frameworks for developers to create their own machine learning and artificial intelligence (AI) services. Azure AI Services by Microsoft comprises prebuilt APIs, SDKs, and services developers can customize. These services encompass perceptual and cognitive intelligence features such as speech recognition, speaker recognition, neural speech synthesis, face recognition, computer vision, OCR/form understanding, natural language processing, machine translation, and business decision services. Many AI characteristics in Microsoft's products and services, namely Bing, Office, Teams, Xbox, and Windows, are driven by Azure AI Services. Microsoft Foundry (formerly known as Azure AI Studio)

Principles for a Data Economy

The Principles for a Data Economy – Data Rights and Transactions is a transatlantic legal project carried out jointly by the American Law Institute (ALI) and the European Law Institute (ELI). The Principles for a Data Economy deals with a range of different legal questions that arise in the data economy. Since data is different from other tradeable items, the Principles draw up legal rules for data transactions and data rights that take into account the interests of different stakeholders involved in the data economy. The Principles are designed to facilitate contractual relations as well as the drafting of model agreements and can guide courts and legislators worldwide. The project proposes a set of principles that can be implemented in any legal system and is designed to work in conjunction with any kind of data privacy/data protection law, intellectual property law or trade secret law. The Principles do not address or seek to change any of the substantive rules of these bodies of law. The Project Team consists of Neil B Cohen and Christiane Wendehorst (as Project Reporters) and Lord John Thomas as well as Steven O. Weise (as Project Chairs). == Characteristics of data == The law governing trades in commerce has historically focused on trade in items that are tangible like goods or on intangible assets, such as shares or licenses. However, data does not fit into any of these traditional categories, nor does it qualify as a service. It is often unclear how traditional legal rules and doctrines can apply to data, as data is different from other assets in many ways. For example, data can be multiplied at basically no cost and can be used in parallel for a variety of different purposes by many different people at the same time (data is a “non-rivalrous” resource). Uncertainty regarding the applicable rules to govern the data economy may inhibit innovation and growth and trouble stakeholders like data-driven industries, start-ups, and consumers. == Stakeholders in the data economy == The Principles have taken the basic types of players and relations which can be found in data ecosystems as a starting point to provide guidance in different situations. The central actors in the data economy are data controllers (also called “data holders”). They are in a position to access the data and decide for which purposes and means this data should be processed. A controller may exercise control all by itself or share it with co-controllers, such as under a data pooling arrangement. Data processors provide the processing of data on a controller’s behalf as a service. Another important group of stakeholders includes those that contribute to the generation of data (e.g. data subjects). Other players in the data economy include data assemblers or data intermediaries (e.g. data trusts). == History of the project and timeline == Before the official adoption of the project by ALI and ELI bodies in 2018, the project team carried out a Feasibility Study from October 2016 to February 2018. In the following years, the project team produced a number of drafts (e.g. “Preliminary Drafts” No. 1 to 4, “Tentative Draft No. 1”) and project progress were regularly discussed with advisory bodies and members of both the ALI and the ELI. The project reporters also included feedback and insights from industry stakeholders and experts that was gained after several meetings and workshops, hosted, inter alia by UNCITRAL, UNIDROIT and several national governmental institutions. Tentative Draft No. 2 was presented at the ALI Annual Meeting in May 2021 and approved by ALI membership. The latest draft ("Final Council Draft") was also approved by the ELI Council and ELI Membership. The Principles for a Data Economy were presented at an international conference with representatives from institutions such as the Uniform Law Commission (ULC), the European Commission, UNIDROIT, the OECD, the International Chamber of Commerce (ICC) and the World Economic Forum (WEF) in October 2021. == Project structure == The current draft (“Tentative Draft No. 2”) of the Principles consists of five Parts that each governs different aspects of the data economy: General Provisions, Data Contracts, Data Rights, Third Party Aspects of Data Activities, and Multi-State Issues. === General Provisions === Part I includes general provisions that apply to all other Parts of the Principles for a Data Economy. This Part sets out the purpose of the Principles: they aim to make existing law in the field of the data economy more coherent and support the development of the law in this field by courts and legislators worldwide. It is also clarified that the Principles have a wide scope of application and can be used in a variety of ways by stakeholders in the data economy. The Principles may, for example, serve private parties as a basis for contract formation, guide the deliberations of arbitral tribunals or inspire national legislation. Part I then defines several key terms, such as ‘digital data’ and ‘data right’. The scope of the Principles is limited to matters where information is recorded as an asset, resource or tradeable commodity and where large amounts of data, rather than single pieces of information, are concerned. This Part also clarifies that remedies with respect to data contracts and data rights are left to the applicable national law. === Data Contracts === Part II lists different types of contracts that often occur in the data economy and establishes two broad categories, namely contracts for the supply and sharing of data and contracts for services with regard to data. Contracts for the supply and sharing of data include, e.g. data transfer contracts or data pooling arrangements, while contracts for services with regard to data cover contracts for the processing of data or data intermediary contracts. The Principles provide default terms for each contract type, on issues such as the manner in which data should supply or which characteristics the data supplied should meet. These default terms 'automatically' become part of the contract unless the parties agree otherwise. === Data Rights === Part III governs legally protected interests of players in the data economy that stem from the characteristics of data as a resource (e.g. its non-rivalrous nature) or from public interest considerations. Such data rights may include the right to data access, the right to require the controller to desist from data activities or to correct incorrect/incomplete data, or even to receive an economic share in profits derived from the use of data. For example, the Principles deal with data rights of stakeholders that had a share in the co-generation of data and identify different factors to be considered in determining whether to afford a party a data right. The underlying idea that parties who have contributed to the generation of data should have some rights in the utilization of the data is also recognized by governmental institutions, such as by the Japanese Ministry of Economy, Trade and Industry (METI), and the term co-generated data, which was coined by the Principles for a Data Economy, has been adopted, inter alia by the European Commission, the German Data Ethics Commission and the Global Partnership on Artificial Intelligence (GPAI). This Part also deals with data rights for the public interest, such as data sharing rights in the field of innovation. === Third Party Aspects === Part IV governs different situations in which data transactions interfere with the rights of third parties. Such rights include intellectual property rights or rights derived from data privacy or data protection law. This Part sets out under which circumstances data activities should be considered wrongful vis à vis another party. For example, a data activity (like data processing or the onward supply of data) could be considered wrongful, if a controller interferes with the rights of data subjects that are protected by data-protection law. A data activity could also be wrongful if the controller is non-compliant with contractual limitations on data activities, enforceable by the protected party (e.g. a controller may only process data for a certain purpose). If someone obtained access to data by unauthorized means (i.e. data “theft”) this could also be considered wrongful. The Part on Third-Party Aspects also takes a detailed look at the effects of the onward supply of data can have on third parties, while balancing the protection of third parties on the one hand, with the interests of data recipients and the desire to encourage data sharing on the other. === Multi-State Issues === As transactions in the data economy are international by nature and hardly occur within one legal system alone, the Part V of the Principles also briefly touches upon the applicability of the rules and doctrines of private international law to such transactions. == Links == Website of the “Principles for a Data Economy – Data Rights and Transaction

Vinberg's algorithm

In mathematics, Vinberg's algorithm is an algorithm, introduced by Ernest Borisovich Vinberg, for finding a fundamental domain of a hyperbolic reflection group. Conway (1983) used Vinberg's algorithm to describe the automorphism group of the 26-dimensional even unimodular Lorentzian lattice II25,1 in terms of the Leech lattice. == Description of the algorithm == Let Γ < I s o m ( H n ) {\displaystyle \Gamma <\mathrm {Isom} (\mathbb {H} ^{n})} be a hyperbolic reflection group. Choose any point v 0 ∈ H n {\displaystyle v_{0}\in \mathbb {H} ^{n}} ; we shall call it the basic (or initial) point. The fundamental domain P 0 {\displaystyle P_{0}} of its stabilizer Γ v 0 {\displaystyle \Gamma _{v_{0}}} is a polyhedral cone in H n {\displaystyle \mathbb {H} ^{n}} . Let H 1 , . . . , H m {\displaystyle H_{1},...,H_{m}} be the faces of this cone, and let a 1 , . . . , a m {\displaystyle a_{1},...,a_{m}} be outer normal vectors to it. Consider the half-spaces H k − = { x ∈ R n , 1 | ( x , a k ) ≤ 0 } . {\displaystyle H_{k}^{-}=\{x\in \mathbb {R} ^{n,1}|(x,a_{k})\leq 0\}.} There exists a unique fundamental polyhedron P {\displaystyle P} of Γ {\displaystyle \Gamma } contained in P 0 {\displaystyle P_{0}} and containing the point v 0 {\displaystyle v_{0}} . Its faces containing v 0 {\displaystyle v_{0}} are formed by faces H 1 , . . . , H m {\displaystyle H_{1},...,H_{m}} of the cone P 0 {\displaystyle P_{0}} . The other faces H m + 1 , . . . {\displaystyle H_{m+1},...} and the corresponding outward normals a m + 1 , . . . {\displaystyle a_{m+1},...} are constructed by induction. Namely, for H j {\displaystyle H_{j}} we take a mirror such that the root a j {\displaystyle a_{j}} orthogonal to it satisfies the conditions (1) ( v 0 , a j ) < 0 {\displaystyle (v_{0},a_{j})<0} ; (2) ( a i , a j ) ≤ 0 {\displaystyle (a_{i},a_{j})\leq 0} for all i < j {\displaystyle i

Master data management

Master data management (MDM) is a discipline in which business and information technology collaborate to ensure the uniformity, accuracy, stewardship, semantic consistency, and accountability of the enterprise's official shared master data assets. == Reasons for master data management == Data consistency and accuracy: MDM ensures that the organization's critical data is consistent and accurate across all systems, reducing discrepancies and errors caused by multiple, siloed copies of the same data. Improved decision-making: By providing a single version of the truth (SVOT), MDM enables organizations to deliver the right data to decision makers, allowing them to clearly understand business performance and make informed, data-driven decisions. Operational efficiency: With the consistent and accurate data provided by an MDM, operational processes such as reporting and inventory management can be automated to improve efficiency. Employee learning, onboarding, and customer service also become more efficient, as MDM data facilitates rapid, accurate, and thorough information retrieval, permitting more employee time to be spent on work. Regulatory compliance: MDM tries to help organizations comply with industry standards and regulations by ensuring that master data is accurately recorded, maintained, and audited. However, issues with data quality, classification, and reconciliation may require data transformation. As with other Extract, Transform, Load-based data movements, these processes are expensive and inefficient, reducing return on investment for a project. == Business unit and product line segmentation == As a result of business unit and product line segmentation, the same entity (whether a customer, supplier, or product) will be included in different product lines. This leads to data redundancy and even confusion. For example, a customer takes out a mortgage at a bank. If the marketing and customer service departments have separate databases, advertisements might still be sent to the customer, even though they've already signed up. The two parts of the bank are unaware, and the customer is sent irrelevant communications. Record linkage can associate different records corresponding to the same entity, mitigating this issue. == Mergers and acquisitions == One of the most common problems for master data management is company growth through mergers or acquisitions. Reconciling these separate master data systems can present difficulties, as existing applications have dependencies on the master databases. Ideally, database administrators resolve this problem through deduplication of the master data as part of the merger. Over time, as further mergers and acquisitions occur, the problem can multiply. Data reconciliation processes can become extremely complex or even unreliable. Some organizations end up with 10, 15, or even 100 separate and poorly integrated master databases. This can cause serious problems in customer satisfaction, operational efficiency, decision support, and regulatory compliance. Another problem involves determining the proper degrees of detail and normalization to include in the master data schema. For example, in a federated Human Resources environment, the enterprise software may focus on storing people's data as current status, adding a few fields to identify the date of hire, date of last promotion, etc. However, this simplification can introduce business-impacting errors into dependent systems for planning and forecasting. The stakeholders of such systems may be forced to build a parallel network of new interfaces to track the onboarding of new hires, planned retirements, and divestment, which works against one of the aims of master data management. == People, processes and technology == Master data management is enabled by technology, but is more than the technologies that enable it. An organization's master data management capability will also include people and processes in its definition. === People === Several roles should be staffed within MDM. Most prominently, the Data Owner and the Data Steward. Several people would likely be allocated to each role and each person responsible for a subset of Master Data (e.g. one data owner for employee master data, another for customer master data). The Data Owner is responsible for the requirements for data definition, data quality, data security, etc. as well as for compliance with data governance and data management procedures. The Data Owner should also be funding improvement projects in case of deviations from the requirements. The Data Steward is running the master data management on behalf of the data owner and probably also being an advisor to the Data Owner. === Processes === Master data management can be viewed as a "discipline for specialized quality improvement" defined by the policies and procedures put in place by a data governance organization. It has the objective of providing processes for collecting, aggregating, matching, consolidating, quality-assuring, persisting and distributing master data throughout an organization to ensure a common understanding, consistency, accuracy and control, in the ongoing maintenance and application use of that data. Processes commonly seen in master data management include source identification, data collection, data transformation, normalization, rule administration, error detection and correction, data consolidation, data storage, data distribution, data classification, taxonomy services, item master creation, schema mapping, product codification, data enrichment, hierarchy management, business semantics management and data governance. === Technology === A master data management tool can be used to support master data management by removing duplicates, standardizing data (mass maintaining), and incorporating rules to eliminate incorrect data from entering the system to create an authoritative source of master data. Master data are the products, accounts, and parties for which the business transactions are completed. Where the technology approach produces a "golden record" or relies on a "source of record" or "system of record", it is common to talk of where the data is "mastered". This is accepted terminology in the information technology industry, but care should be taken, both with specialists and with the wider stakeholder community, to avoid confusing the concept of "master data" with that of "mastering data". ==== Implementation models ==== There are several models for implementing a technology solution for master data management. These depend on an organization's core business, its corporate structure, and its goals. These include: Source of record Registry Consolidation Coexistence Transaction/centralized ===== Source of record ===== This model identifies a single application, database, or simpler source (e.g. a spreadsheet) as being the "source of record" (or "system of record" where solely application databases are relied on). The benefit of this model is its conceptual simplicity, but it may not fit with the realities of complex master data distribution in large organizations. The source of record can be federated, for example by groups of attributes (so that different attributes of a master data entity may have different sources of record) or geographically (so that different parts of an organization may have different master sources). Federation is only applicable in certain use cases, where there is a clear delineation of which subsets of records will be found in which sources. The source of record model can be applied more widely than simply to master data, for example to reference data. ==== Transmission of master data ==== There are several ways in which master data may be collated and distributed to other systems. This includes: Data consolidation – The process of capturing master data from multiple sources and integrating it into a single hub (operational data store) for replication to other destination systems. Data federation – The process of providing a single virtual view of master data from one or more sources to one or more destination systems. Data propagation – The process of copying master data from one system to another, typically through point-to-point interfaces in legacy systems. == Change management in implementation == Challenges in adopting master data management within large organizations often arise when stakeholders disagree on a "single version of the truth" concept is not affirmed by stakeholders, who believe that their local definition of the master data is necessary. For example, the product hierarchy used to manage inventory may be entirely different from the product hierarchies used to support marketing efforts or pay sales representatives. It is above all necessary to identify if different master data is genuinely required. If it is required, then the solution implemented (technology and process) must be able to allow multiple versions of the truth to exist but will prov

Deblurring

Deblurring is the process of removing blurring artifacts from images. Deblurring recovers a sharp image S from a blurred image B, where S is convolved with K (the blur kernel) to generate B. Mathematically, this can be represented as B = S ∗ K {\displaystyle B=SK} (where represents convolution). While this process is sometimes known as unblurring, deblurring is the correct technical word. The blur K is typically modeled as point spread function and is convolved with a hypothetical sharp image S to get B, where both the S (which is to be recovered) and the point spread function K are unknown. This is an example of an inverse problem. In almost all cases, there is insufficient information in the blurred image to uniquely determine a plausible original image, making it an ill-posed problem. In addition the blurred image contains additional noise which complicates the task of determining the original image. This is generally solved by the use of a regularization term to attempt to eliminate implausible solutions. This problem is analogous to echo removal in the signal processing domain. Nevertheless, when coherent beam is used for imaging, the point spread function can be modeled mathematically. By proper deconvolution of the point spread function K and the blurred image B, the blurred image B can be deblurred (unblur) and the sharp image S can be recovered.

Non-personal data

Non-Personal Data (NPD) is electronic data that does not contain any information that can be used to identify a natural person. Thus, it can either be data that has no personal information to begin with (such as weather data, stock prices, data from anonymous IoT sensors); or it is data that had personal data that was subsequently pseudoanonymized (for example, identifiable strings substituted with random strings) or anonymized (such as by irreversibly removing all personal data). NPD is part of the overall Data Governance Strategy of a region or country. While personal data are covered by Data Protection Legislation such as GDPR, other kinds of data would fall under the scope of NPD Regulation. == Importance of non-personal data == It has been pointed out that the future is data-driven. What this means is that much of the present innovation taking place in domains such as Machine Learning and Artificial Intelligence is fueled by data, which is needed for calibrating the complex models (comprising neural network-based as well as other kinds). The larger the volume, diversity and quality of the data, the higher is the quality of the model, leading to better predictions and explanations. However, there is a flip-side to data availability. The newly-emerging awareness of privacy and the consequent need for powerful Data Protection Regulations (such as GDPR) makes it increasingly difficult or impossible to obtain data in the quantities required. This is a contradiction, and the only way out would be to remove all personal data from data sets (either by Data anonymization or Pseudonymization coupled with noise injection, at which point it becomes NPD. Therefore, many innovation-friendly countries are coming out with regulatory regimes that would ensure that personal data is protected, while, at the same time, non-personal data can be extracted from personal data so that innovation is fostered. In other words, NPD 'unlocks' value that was locked away in data sets that have personally-identifiable information. It is expected that multiple NPD data sets will begin to be available on free or commercial basis from different providers once the regulations are in place. == Emerging regulatory frameworks == Non-Personal Data has significant uses that may be economic, social, political or security-related. Several countries and regions are in the process of regulating the use of NPD. In May 2019, the European Union operationalized its Regulation of the Free Flow of NPD. India announced a nine-member expert committee to make recommendations on the regulation of NPD in 2019, which published its first report in mid-2020. The report was opened for public comments, after which it was revised and published in December 2020. == Proposed NPD regulatory framework in India == The following were the objectives of the proposed Indian regulation as per the revised report: Sovereignty: India has rights over the data of India, its people and organisations. Benefit India: Benefits of data must accrue to India and its people. Benefits the world: Innovation, new models and algorithms for the world. Privacy: Misuse, reidentification and harms must be prevented. Simplicity: The regulations should be simple, digital and unambiguous. Innovation and entrepreneurship: The data should be freely available for innovation and entrepreneurship in India. == Concerns == The major concern in the use of NPD is if there are techniques (statistical or AI-based) by which multiple data sets can be used to extract personally-identifiable data.