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      A communications organization using the cognitive approach wants to improve its performance to capture or improve their market share. The cognitive system can foresee ant failures in the machine by calculating the inner variables, for example, traffic and traditional patterns; they also calculate the external components, for example, extreme climate threats that are probably going to cause over-burdens and also substantial damage.

      1.6.2 Data Access and Feature Extraction

In the diagram data access level has portrayed the principle interface connecting the cognitive system and the external world. Any information that is needed has to be imported from outer sources has to go through the procedures inside this layer. All types of structured, semi-structured, and unstructured data are required for the cognitive application is collected from different resources, and this information is arranged for processing using the machine learning algorithms. To put an analogy to the human way of learning is that it represents the senses. There are two tasks that the feature extraction layer needs to complete. One is identifying the significant information and the second is to extract the information so that it can be processed by the machine learning algorithms. Consider for instance with image processing application where the image representation is in pixels and it does not completely represent an object in the image. We need to represent the things in a meaningful manner as in the case of the medical images, where a dog or dog scan is not useful to the veterinary doctor until the essential structure is captured, identified, and represented. Using Natural Language Processing the meaning in the unstructured text can be identified. The corpus is dynamic hence the data is added or removed from it constantly by using the hypotheses score.

1.7 Analytics Services

The term Analytics alludes to an assortment of procedures used to discover and provide details regarding fundamental qualities or associations inside a dataset. These techniques are very helpful in guiding us by providing knowledge about data so that a good decision can be taken based on the insights. Algorithms such as regression analysis are most widely used to find the solutions. In cognitive systems, a wide scope of sophisticated analytics is accessible for descriptive, predictive, and prescriptive tasks in many commercial library packages in the statistical software. In further to support the cognitive systems tasks a large number of supporting tools are available. In the present time analytics role in the market has changed a lot. Table 1.1 gives us a view of the analytics role that many organizations are experiencing. These analytics helps to learn and understand things from the past and thereby predict future outcomes. Most of the data collected from the past are utilized by business analytics and data scientists to come up with a good prediction. The main important thing in these days is that the technology is growing and it is meeting all levels of the people in the whole world and world has itself become a small global village due to the information technology, so the organizations should learn that they are many dynamic changes in the behavior and taste of the people. Using the advanced analytics it is necessary to build better predictive models so that for any small change in the trade environment these models can react to them.

Figure 1.7 gives a brief look at how analytics and artificial intelligence technologies are converged. In the competitive world, operational changes and planning should be done at a quick rate to survive in the market. A decision should be taken fast and it can happen when the tools used for the prediction can give us a result in no time otherwise it may become a disaster for the company if it takes decisions a late as the competitor can overtake the market within no time. Many big and reliable companies have lost the market for taking late decisions it has happened in the past and can happen in the future also. For instance, consider a client relationship application in which the customer calls the executive for some reason, and in this interaction, with the customer, the executive must clear the doubts of the client and satisfy him by deciding in a short time. This helps the organization to retain the customer and helps to add more clients to them when the service provided to them is done in no time. The problem is that there is a large amount of data available and to process it also is difficult. As the data contains structured, semi-structured, and unstructured a large number of analytical models are need to be incorporated so that the prediction can be improved.

Table 1.1 Different types of analytics and their examples [11].

S. no.	Analytics type	Description	Examples
1	Descriptive Analytics	Realize what transpires when using analytic procedures on past and present data.	Which item styles are selling better this quarter as analyzed to last quarter? Which districts are displaying the most elevated/least development?What components are affecting development in various areas?
2	Predictive Analytics	Comprehend what may happen when utilizing statistical predictive modeling capabilities, that includes both data mining and AI. Predictive models use past and current data to forecast forthcoming outcomes. Models search for patterns, clusters of behavior, and events. Models recognize outliers.	What are the forecasts for next quarter’s sales by items and territory?How does this affect unprocessed acquisitions, human resources and inventory Management?
3	Prescriptive Analytics	Use to create a framework for deciding what to do or not do in the future. The “prescient” component ought to be tended to in prescriptive examination to help recognize the overall outcomes of your activities. Utilize an iterative procedure so that your model can gain from the relationship among activities and results	What is the best blend of items for every locale?In What Way the consumers in each zone respond to marketing promotions and deals? What type of the offer ought to be made to each client to fabricate dependability and increment deals?
4	Machine Learning and Cognitive Computing	A coordinated effort among people and machines to take care of complicated issues.Incorporate and evaluate different sources of data to anticipate results.Need relies upon the issues you are attempting to understand.Improve adequacy of critical thinking and decrease blunders in predicting outcomes.	In What Manner the city environment is secure?Are there any cautions from the immense the measure of data spilling from checking gadgets (video, sound, and detecting gadgets for smoke or harmful gases)?Which blend of drugs will furnish the best result for a particular cancer patient based on precise attributes of the tumor and genetic sequencing?

Figure 1.7 Figure showing the convergence of technologies.

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