Today when organizations talk about content analytics, they
generally are talking about the effectiveness of marketing efforts or website
effectiveness. This is often productive but narrow leverage of content. Content
is often the forgotten large vein of big data that has more potential for
finding nuggets of business benefits. I would suggest there is a larger
category of leveraging content than content analytics applied to revenue
generation. I call this Content Intelligence.
Content Intelligence is the act of applying natural language processing (NLP),
machine learning (ML), deep learning (DL), business intelligence (BI) and
business analytics (BA) practices to a variety of
digital content. Companies use content Intelligence software
to provide visibility into the amount of content that is being
created, the nature of that content, and how it is used.
The Unprecedented Growth
of Unstructured Content:
While the has been a steady growth of traditional content
and the importance of enterprise content management (ECM), the use of this
content is being leveraged better in the new digital world. While digital
methods have increased the productivity of the first mile of content-rich process
flows, there is much more to leverage as we move to an increasingly digital
world. Organizations are looking to turn audio and video into actionable
insights in order to respond to issues in real-time, uncovering insights in
large archives, boost the leverage with machine learning ad accelerating
decision making.
Increasing the
Utilization of Unstructured Content:
We see increased leverage of knowledge by systematically
using NLP to find key nouns, relationships, and new leverage points. Imagine
mining knowledge out of operations manuals to point to organizational knowledge
sources or to create helpful new videos for better outcomes. Organizations are
doing this right now. Imagine searching for moving images for defective parts
of managing costs and increasing employee safety. This is happening today.
Imagine equipping emergency personnel with active real-time maps of buildings
and infrastructure during emergencies like active shooter situations. This is
being done today. We are seeing the emergence of smart home and smart
infrastructures in cities leveraging audio and video. You can expect more
leverage of live and active content going forward because of the ability to
mine nouns, relationships, contexts, and interactions.
Digital Publishing is
Utilizing New Digital Assists:
Creating content is now easier by guiding authors with
better grammar, finding parallel writing that might indicate plagiarism, and
creating topical indexes for finding useful resources or references. This is
very helpful for traditional marketing and lead-generation over and above
traditional research and "publish or perish" situations. Consider
story mining of narratives to find successful approaches to creating better
practices.
Net; Net:
While revenue generation is essential and analytics applied
to revenue efforts, content is often an underutilized pocket of big data for
organizations. We are in the early days of leveraging intelligence with various
kinds of content. There is so much more to do with content intelligence, so
it's time to increase your content IQ.
