What are Content Analytics?
It’s typically a difficult task to define what Content Analytics actually is, but Tamara Franklin briefly summarises it in her article for EContent, ‘At its core, content analytics is the ability to extract structured information (such as people, places, and things) from unstructured text. This information is used to track, organize and search content.’
Data is playing an ever greater role in the way that businesses operate, and as such it is important that businesses are able to put such data to use. IBM have reported that more than 80% of the information landscape is comprised of unstructured content. The role of Content Analytics is to take unstructured data and structure it from information including keywords, sentiment and language. This is done in an attempt to measure the use and effectiveness of the content.
How Does this Work in the Real World?
Stephen Ludlow, director of enterprise product marketing at OpenText, a leading enterprise information management organisation explained how he makes use of Content Analytics, ‘we are able to extract the key people mentioned as well as the key concepts within articles…This information can be used in search, to kick off business processes and to bring together both unstructured information and structured information, enabling us to do queries and analysis against the content.’
Strategy is Key
With content analytics becoming more important, data and a great team are only ingredients to a wider recipe for success. Arguably the greatest requirement for content analytics success is the strategy. In order to succeed, businesses need some form of structure to manage all of their data efforts, ensuring that the needs of the enterprise and ultimate direction of the business is aligned with the technology.
In order to build such a strategy, businesses should ask themselves the following questions:
- How can content analytics be used to gain better business insight, and understanding of customers? How does this give us a competitive edge?
- What are the current gaps in the existing system, and how can they be filled?
- What is the business able or willing to invest to put the right capabilities in place?
Without such thinking, such data is just figures, randomly floating around without purpose, however, with the correct strategy, content analytics become an invaluable tool.