Barry Levine of CMS Wire reports, “To help businesses find useful insights in growing amounts of big data, Massachusetts-based OneSource is reinventing search  – and changing its name to Avention to reflect its new direction. Jonathan Flatow, Avention’s CEO, told us the new name implies ‘avenue of invention’ — something he believes suits the new search application. Designed for sales, marketing and business researchers, it uses natural language and semantic understanding to conceptually sift through mounds of data sources. Phil McWade, Avention’s Manager of Product Development, told CMSWire, ‘We’re giving our customers what they really want.’ Marketing and sales professionals don’t want ‘a list of news articles’ about companies: They want to identify companies they can sell to.” Read more