1. Technology Evaluation Centers
The Role of Business Intelligence
in Content Strategies
Jorge García, Research Analyst
Info360 Conference, 2011. Washington, D.C.
www.technologyevaluation.com
2. Technology Evaluation Centers
Expert Panel
Fernando Mesa
Principal Technologist
MarkLogic
Matt Kodama
VP of Product Management
Global Public Sector
Endeca
Ian Hersey
Chief Technology Officer
Attensity
4. Technology Evaluation Centers
Content Is King?
“Content is where I expect much
of the real money will be made
on the Internet, just as it was in
broadcasting.”
— Bill Gates, 1996
Much of this content is
unstructured data.
Shoutmeloud.com
6. Technology Evaluation Centers
Unstructured Data
“unstructured data, such as the natural-language text of documents
or pictorial images” — Encyclopedia Britannica
”
Source: Rational Retention (http://www.rreurope.com)
7. Technology Evaluation Centers
Unstructured Data Explosion
Many organizations have come to realize that valuable information
is contained in “unstructured documents” (PDFs, plain text, …)
8. Technology Evaluation Centers
Common Unstructured Data Types
“The challenge of modeling and making sense of information content
falls in the analytic rather than data management domain.”
— Seth Grimes, InformationWeek, 2005
The problem is finding a way to analyze
the data
9. Technology Evaluation Centers
CMS and BI
Content Management
Business Intelligence (BI)
Systems (CMSs)
New types of analysis tools to analyze
large volumes of unstructured data
10. Technology Evaluation Centers
Content and BI: Closing the Gap
• Adoption of semantic publishing frameworks
e.g., Resource Description Framework (RDF) and
extensible markup language (XML)
• Evolution of text analysis techniques
e.g., sentiment analysis and text-mining techniques
• Evolution of software development frameworks
e.g., service-oriented architecture (SOA)
11. Technology Evaluation Centers
BI for Content: Applications
• Marketing
Analyzing unstructured data from a competitive environment.
• Fraud Detection
Analyzing suspicious behaviors within financial documents
and other unstructured data.
• Legal Industry
Locating and analyzing relevant data within legal documents.
• Homeland Defense
Looking for suspicious patterns within thousands of
immigration sources and documents.
12. Technology Evaluation Centers
BI for Content Analysis: Advantages
• Expand analysis potential
• Enable easier content search
within corporate information
• Expand analysis capabilities
to a broader number of users
13. Technology Evaluation Centers
Main Technologies
Semantic Technologies
Standards, frameworks,
and software deal with
unstructured information —
from storage and categorization
to unstructured data analysis.
http://cscie153.dce.harvard.edu/lecture_notes
/2008/20080916/handout.html
14. Technology Evaluation Centers
Some Basic Functionalities
Enterprise Search
Comparable to Web search
processes: information is
collected and integrated,
processed, and indexed.
Devoted to easing the search
for particular content within
an organization.
15. Technology Evaluation Centers
Some Basic Functionalities
Text Analytics
Models the structure of
plain text for analysis
purposes.
•Data and text mining
•Lexical analysis
•Predictive analytics
16. Technology Evaluation Centers
Trends to Watch For
• Data Storage and Exploitation
Non-relational databases for managing content-based information.
• Social Media Data and Analysis
Organizations are incorporating social media into their analysis efforts.
• Integrated Collaboration
More user-centric systems, the ability to work in groups (share and
communicate).
• Geo-BI
Geolocalization capabilities.
17. Technology Evaluation Centers
Thank You
Jorge García, Research Analyst
jgarcia@technologyevaluation.com
www.technologyevaluation.com
