USA TODAY's Ed Baig tests Amazon Echo's personal digital assistant. It's not an easy product to get and you have to wait for an invitation to buy the product. Find out how Alexa relates to Siri, benefits and flaws. In this March 2, 2016 photo, David Limp, Amazon Senior Vice President of Devices, center, speaks behind an Amazon Echo in San Francisco. Amazon.com is introducing two devices, the Amazon Tap and Echo Dot, that are designed to amplify the role that its voice-controlled assistant Alexa plays in people's homes and lives.

As it turns out, other techniques including website path analysis, text analysis of customer feedback, sentiment analysis of social media, and graph analysis --all distinctly different analytics techniques with each delivering insights complementing the others--revealed a fuller picture: people weren't complaining about price, preferring the cheaper item, or any of the things that the retailer expected. Instead, customers were complaining about how hard it was to find designer jeans on the website. It was a website navigation issue. And the issue was invisible until the retailer made sense of analytics from a variety of sources.

No longer the exclusive domain of data-reliant businesses like Google, Microsoft, and Amazon, Machine learning has been making its way to the masses as an essential approach to data. Today, machine learning is understood and accepted by a more mainstream audience, and has become a measurable driver for big business both on and offline. There are three key reasons why machine learning has become one ofthe top 10 strategic technology trendsthat will shape digital business opportunities through 2020. First, the volume of data companies now collect is so massive that many struggle to make sense of it. Machine learning allows companies to take advantage of the information they already have.

Technology is the future of retail. Digital data, machine learning, cloud-powered analytics and the Internet of Things (IoT) will separate the wheat from the chaff in tomorrow's retail industry. A recent Sector Insights government report (PDF) said that retailers will need to embrace the latest technology trends, such as big data, and have the skills to work with digital systems if they are to be successful in the future. The retail industry is on the whole a voracious adopter of modern data-centric technology, aping the manufacturing world by using big data analytics to streamline supply chains, and using smartphone apps and wireless beacons to harvest customer data to deliver better service. However, Robert Hetu, retail research director at analyst house Gartner, noted that, despite having the technology to collect and access large amounts of digital data, retailers fail to put it to effective use.

Earlier this week, Amazon held a secret, invitation-only event for the machine-learning and robotics community. The three-day event, at the Parker Palm Springs resort in California, had hundreds of guests from the business, entertainment, and robotics sectors. Business Insider got photos of the event from one of the attendees. Here's what it was like:

Google may be looking to end their involvement with robots and artificial intelligence, but that's hardly stopping Amazon. The e-commerce more retailer recently held a top secret conference for robot experts and space explorers. There were even lightsabers involved. This past week, in the lovely town of Palm Springs, California, a top secret meeting took place. This invite-only conference included experts in artificial intelligence, robotics and space exploration.

Amazon.com, Inc. (NASDAQ:AMZN) organized an exclusive conference this week in Palm Springs, California, that focused on robotics, artificial intelligence (AI), space exploration, and home automation, according to Bloomberg Business and reports from attendees. The event was called MARS, which stands for Machine-Learning Automation, Robotics and Space Exploration. Some of the guests on the invite-only list came from robotics companies such as Rethink Robotics, educational institutions like MIT, research institutes like ETH Zurich, and carmakers such as Toyota. Around 130 people were invited to the cozy affair. Much of the event is still shrouded in mystery.

Online shopping and purchases are expected to rise by 78 percent this year as aggressive marketing of merchandise have risen higher than ever, a report says. "Unfazed by the slowdown, average online purchases are expected to increase by 78 percent in 2016 from 66 percent in 2015 due to attractive deals and aggressive marketing of an ever-expanding range of merchandise from clothes to jewellery, from electronics to books," said the Assocham-PwC report. With the growth of e-commerce sector, the possibilities and options for simplicity are what can bring multiple variations regardless of the prices floating in the online market. Searchub Inc., considering the prospect of the e-commerce and online shopping market developed a platform called Searchub that uses machine learning algorithms to offer users a truly personalized shopping experience. Connecting retailers with the customers through recommendation and big data, the platform performs search and displays result according to the user's taste, style and their social profile.

Robotics companies and academics descended on a resort in Palm Springs this week for an invitation-only conference organized by Amazon.com Inc. to bring together experts in artificial intelligence, robotics, home automation and space exploration. At the event, held at the Parker Palm Springs, there were robotic arms dueling with light sabers from Star Wars, seminars about imbuing machines with human values and a celebrity appearance by film director Ron Howard, known for his portrayal of Richie Cunningham in the sitcom Happy Days. Jeff Bezos mingled with attendees; one said he drank single-malt whiskey with Amazon's chief executive officer. Representatives from companies such as Rethink Robotics, Toyota Motor Corp., and others attended the conference, called MARS, short for Machine-Learning (Home) Automation, Robotics and Space Exploration.

An increasing number of people are using online social networking services (SNSs), and a significant amount of information related to experiences in consumption is shared in this new media form. Text mining is an emerging technique for mining useful information from the web. We aim at discovering in particular tweets semantic patterns in consumers' discussions on social media. Specifically, the purposes of this study are twofold: 1) finding similarity and dissimilarity between two sets of textual documents that include consumers' sentiment polarities, two forms of positive vs. negative opinions and 2) driving actual content from the textual data that has a semantic trend. The considered tweets include consumers opinions on US retail companies (e.g., Amazon, Walmart). Cosine similarity and K-means clustering methods are used to achieve the former goal, and Latent Dirichlet Allocation (LDA), a popular topic modeling algorithm, is used for the latter purpose. This is the first study which discover semantic properties of textual data in consumption context beyond sentiment analysis. In addition to major findings, we apply LDA (Latent Dirichlet Allocations) to the same data and drew latent topics that represent consumers' positive opinions and negative opinions on social media.