This Tuesday, hundreds of content strategists gathered at the Smart Content Conference to explore business challenges, technologies and solutions focused on content analytics. From learning about smart content to understanding the ways that content analytics can be used to innovate marketing and business strategies, the conference inspired conversations and ideas.
There were many conversations that took place during the conference. We had the opportunity to speak with Brooke Aker, CEO of Expert System USA and Fred Wergeless, founder and principal of Fred Wergeless & Associates about the semantic technology landscape and the challenges and changes that it brings to the enterprise.
Semantic + Intelligence
At Expert System USA, Aker and his team help to create and support enterprise software technology and solutions that analyze text to unlock the hidden value of unstructured data and eliminate inefficiencies in acquiring, transforming, interpreting and applying text-based information for everyday corporate tasks.
Mr. Aker says that the relationships between words can influence how people search for information, as well as how they create information. Their semantic search engines not only help companies save time and money, they help them become more efficient, productive and more engaged with their information.
Of course there’s more to semantic technologies than just being able to find information. At Wergeless & Associates it’s about intelligence. Intelligence takes information and puts it into action, while providing insight so that leadership can make more informed decisions. Wergeless says that by combining semantic technologies with intelligence capabilities, companies can create a process that can act as its eyes and ears. With 18 years experience at the CIA, Wergeless knows intelligence and he knows how important it is to share information in a way that can foster innovation and productivity.
Making Semantic Technology Consumer Friendly
Semantic technologies in the enterprise are easier to integrate when companies are on board with the decision. It not only makes implementing the technology easier, but it helps employees adapt to changing behaviors and process management.
Yet, when it comes to adapting semantic technologies to consumers, it’s not as easy. Though semantic search can provide more accurate information, Aker says that it’s not yet compelling enough for consumers to use regularly. However, he thinks that there is a place for semantic technology within the web and mobile app industry. Because semantic technology can work best in a controlled environment, applications provide a specific data set from which to sort and classify information valuable to users.
But the future of semantic technologies is not necessarily about discovery or exploration, it's about the relationship between users and information. Gathering intelligence about our behaviors may help make our experiences more effective and efficient. But in order for there to be information to find, users, consumers and companies alike have to be willing to share information.