In addition, Apigee has realized that intelligence must be added to APIs to allow them to distribute analytics and machine learning for distilling data and recognizing events closer to the data.

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In the unstructured data world, especially text, the big trend is predictive coding or predictive analytics that identify high-risk communications, flag them for followup and use machine learning to train a data set.

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Systems based on machine learning filter out noise in big data or high resolution models by scanning for patterns that humans would like to find but cannot.

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"From about 1990, a group in the U.S. came up with the idea of just treating it as a statistical problem -- more of a machine learning problem where you essentially ignore linguistics and just look for patterns in data, " he said.

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