As Powerset built on new technologies to build its search engine, Moon Express is building on new technologies to get to the moon, Pell said.

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The simplest approach may be through the technology offered by Splunk, which has its own search language that allows you to search through big data, identify useful query types, and express your developing understanding of the structure of the data as you search.

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According to the Small Business Search Marketing Survey by American Express OPEN, U.S. small businesses can still count on word-of-mouth as a top way for shoppers to find them.

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Unlike search, consumers are not using Twitter to express a specific need that they would like met, and Twitter, to date, has not been set-up to capture that demand.

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"Given the explosion in content and the frustration many viewers express in being able to find something to watch, a superior search-and-discovery experience offers one of the biggest opportunities for delivering value to customers, " he said.

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Along with representatives of the search team, renowned undersea explorer Robert Ballard is expected to express his support for the new effort.

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