Autonomy Interwoven: Meaning Based Computing is the Future of Web CMS

By Barb Mosher (@barbmosher) Apr 27, 2009 Comments

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Interwoven TeamSite Runs on Autonomy IDOL.jpg When Autonomy (news, site) announced its acquisition of Interwoven in late January there were many in the web content management industry who believed it was the beginning of the end for Interwoven TeamSite — this despite Autonomy's commitment at the time that all Interwoven products would live on according to their existing roadmaps.

Well Interwoven does live on, but the roadmap? It's not quite the same. The existing roadmaps for TeamSite and the other products have been accelerated and the capabilities within TeamSite have taken on new meaning — meaning based marketing.

CMSWire had the opportunity to talk with Autonomy execs to get a better understanding of what is happening since the acquisition was finalized — there's been a whirlwind of announcements — and what it means for the future of Interwoven's TeamSite web content management solution.

There's no question that Interwoven brought to Autonomy two solid revenue streams in web content management and enterprise content management. There's also no question now that Autonomy is keeping both and planning big things with both.

Autonomy Interwoven is the new business unit that covers Interwoven's Web Solutions business, including TeamSite, MediaBin, Optimost, LiveSite, and Autonomy iManage is the new business unit that covers Interwoven's former legal, document management and eDiscovery businesses, including WorkSite, Universal Search, Records Manager.

CMSWire talked with Nicole Eagan, Chief Marketing Officer for Autonomy, and Annie Weinberger — Director of Product Marketing for Autonomy Interwoven to better understand Interwoven's role within the walls of Autonomy.

Web Content Management with TeamSite

Eagan indicated that there is a lot going on with eDiscovery and the iManage solutions are a nice source of revenue for Autonomy. But she said, Autonomy believes the world is going to look a lot different and that difference is going to be in the web content management area. Autonomy Interwoven sees two ways we are going to see things change:

Retail - the economic downturn is going to fuel and drive eCommerce
Customer Interaction - how we approach our customers on our websites is going to change

What do these two things mean? It means "meaning-based marketing" is coming to the forefront and Autonomy Interwoven is primed to take the lead.

We have seen this so far with the latest Autonomy Interwoven announcements including Autonomy's first TeamSite release post-acquisition when they announced the Idolized-TeamSite. With the combination of TeamSite and IDOL, organizations now have the ability to do meaning based marketing.

The latest versions of TeamSite and MediaBin bring new content types like rich media which can be extended to user generated content and other social media, social networking, sentiments, profiling, segmentation and adaptive targeting.

Turning the Problem Upside Down

Eagan indicated that these new capabilities within TeamSite and MediaBin are enabling organizations to take the problem related to what customers they want to reach and how they will reach them and turning it on its head.

Instead, organizations can now be advised what new segments they should be targeting and how to do that. By bringing analytics right into the web environment — and Autonomy claims to be the first to do this with Autonomy Interwoven and the integration of IDOL — organizations can track interactions and get better information and suggestions on how to move forward.

Weinberger, who has been with Interwoven for a number of years, is excited. She says that the Web Experience has always been a manual process which has been difficult and included a lot of guesswork.

Things have now changed with TeamSite. The key is the ability to understand what happening and advise on how to do things to support the right audiences.

Weinberger also says that the product roadmaps have been accelerated due to the acquisition, products are coming out faster with even more capabilities.

New MediaBin Capabilities

Along with the new TeamSite capabilities that we have already covered (Idolized-TeamSite and Mean-based Marketing, the latest version of Autonomy Interwoven's Digital Asset Management solution has been released — MediaBin. MediaBin has been added to the Autonomy Virage family of products for Enterprise Rich Media Management.

MediaBin adds capabilities such as video and speech analytics from Virage that enable organizations storing assets in MediaBin to automatically encode, index and retrieve them. In addition, MediaBin has also been IDOL-ized, enabling organizations to search the full transcript of audio and video via a web interface.

This integration of IDOL also enables the retrieval of conceptually relevant rich media content from both the organization and the external web easily.