Full RSS Feed
Receive
the Free CMSWire Newsletter
In this guest article Seth Grimes looks through the eyes of four industry experts, examining the relationships between content analytics, smart content and business intelligence. Do you know what content intelligence means for your organization?
What is Smart Content?
"Content analytics" can be seen as business intelligence (BI) for/from content, as text (rather than number) crunching that generates insights to improve business outcomes. The two practices, content analytics and BI, certainly share motivations. If you don't analyze your content/data, you may be missing opportunities and running risks.
For content publishers, analytics drives better targeted content delivery, expanded audiences, and secondary uses and new distribution channels. These outcomes add up to profit. On the flip side, they are matched by reduced risk and cost avoidance given possibilities for more complete, more accurate compliance screening, e-discovery, and storage management.
Analytics also boosts value for users. Semantic search, faceted navigation, and content annotation/enrichment create findability and improve user experience and value for users. They also let users treat content like data. Call the goal "content intelligence," enabled by "smart content."
Perspectives from the Field
I asked several experts to explain how "smart content," generated via semantic content analysis, helps organizations meet corporate/competitive/customer intelligence needs.
This simple question prompted illuminating responses from Marty Betz, CTO of corporate-intelligence firm FirstRain; industry expert and online publisher Diane Burley, currently a marketing strategist for XML database vendor MarkLogic; Leonoor van der Beek, a computational linguist who is research management at Q-go, an online customer service leader; and David Geddes, R&D vice president at business analytics and research firm Evolve24.
We're fortunate to have David speaking on Corporate Reputation and Risk Management at the up-coming Smart Content conference, October 19 in New York, at which Marty and Leonoor will each present a "lightning talk" on their companies' solutions.
Here are my interlocutors' responses, each focusing on her/his area of special expertise.
Perspective #1: Global Market Intelligence
Prior to joining Evolve24, David Geddes was senior vice president and partner at Fleishman-Hillard, the largest global public relations firm, from 1995 through 2009. I like his response, which covers information sources, technologies, information-integration challenges, intelligence applications, and business impact. It draws from his 25+ years experience in research, measurement, and consulting in communications and marketing. David explains,
"Smart content is decision-ready global market intelligence shared across the enterprise at the speed of business to drive strategic and operational business decisions.
"Smart content is built on the foundation of an exhaustive set of relevant documents, aggregated in real time by intelligent search engines from electronic databases, online news, blogs, online forums, discussions groups, online video, and microblogs. Advanced technologies — text analytics, entity extraction, sentiment scoring, topic identification, data mining and others — extract intelligence in near real-time and array the information in user friendly portals.
"Smart content augments the value of existing corporate information through integration with data from sales, marketing, customer satisfaction, human resources, and other functions. It is scalable to provide high-level overviews or granular detail customized to business functions, teams, or individual needs and preferences.
Continue reading this article:
Email It
