What is Content Analytics

Copyright © AIIM | All rights reserved.
#AIIM
The Global Community of Information Professionals
What is
Content Analytics?
Atle Skjekkeland
Chief Evangelist at AIIM
@skjekkeland
askjekkeland@aiim.org
Content analytics is
using rules,
mathematical,
statistical, and
semantic models to
automate how
content is captured,
analyzed, and
governed over its
lifecycle

• 90% of information and IT
professionals think semantic
and analytical technologies
are key components for
turning information chaos
into information
opportunities
• 84% of organizations will
continue to hoard
information, but will start to
rely on semantic and
analytics technologies to
provide insight and control
From Chaos to Opportunities
Source: AIIM
It’s happening slower than what
we expect, but faster than we are
ready for.

Copyright © AIIM | All rights reserved.3
80% of information is unstructured, but only 35%of
companies currently tap into this.

Importance well-understood and growing.
How important would you say content analytics is for your
organization?
N=221,
0% 20% 40% 60% 80% 100%
Now
In 5 years' time
An essential capability Something we definitely need
Could be useful Not that important

1. Information Security & Governance
How does content
analytics allow
organizations to
understand all of the
“dark” information in
their organizations, sort
through what has value
and what does not, and
automate the process of
protecting, securing,
and disposing of that
information?

Identify Value of Information
Source: https://www.cgoc.com/resources/information-lifecycle-governance-leader-reference-guide
68%
2
%
25%
5%

Identify Value of Information
IBM

Governance -- applications
Do you use automated or batch agents to perform any of the
following functions?
N=189, 59% "None of these"
18%
13%
12%
12%
9%
10%
10%
6%
5%
2%
Add or correct metadata to improve searchability
Add or correct metadata prior to migration
Add or correct metadata to improve alignment…
Detect duplicate files (by content)
Add or correct metadata and flag for…
Detect security risks and misallocated access rights
Detect sensitive or privacy-related content
Encrypt or redact sensitive content
Detect offensive content (text)
Detect infringing or offensive images/video

From Folders to Metadata Navigation

Automate Information Compliance
• Automated how
records are
identified,
captured and
classified
• 800M+ emails a
year
• 2.5M records a
day
• 5,500+ FOIA
cases a year
• 200+ ongoing
litigation cases
Image source: AIIM ERM Practitioner training course

2. Process Automation
How does content analytics allow data and content to automatically
be “ingested” into business processes and automate those
processes — even those that are not simple and straightforward —
with a minimum of human involvement?

Case Management
• Support business
processes that are:
• People intensive
• Information
intensive
• Highly variable and
unpredictable
• Loosely structured
and subject to
change
• Collaborate
• And require these five
capabilities:
Source: Forrester

Support Knowledge Workers
TECHNOLOGY DESCRIPTION
Dynamic Clustering
Groups documents by topics or concepts – easier to batch for
review, faster to review (i.e., all are related)
Concept-based
Categorization
Sifts through collections looking for only documents that
correspond to sets of examples
Concept Search
Find me everything like this – easy and efficient, finds relevant
docs, not just responsive ones
Email Threading
Which custodians matter, which emails are the most inclusive –
and what’s been changed
Near-Dup Identification
Finds and groups nearly-similar documents – minor edits of a
master of “main” document (less to review)
Source: Laura Webster, Director, Partner Solutions at Content Analyst Company

3. Customer & Employee Engagement
How does
content analytics
allow
organizations to
anticipate and
exceed customer
expectations,
deliver the right
information at
the right time to
the right person,
and solve the
problem of
information
overload?

Engagement/insight -- applications
Have you considered analyzing any of the following document or content types
to extract business intelligence or solve problems?
N=178. Line-length indicates "N/A"
17%
14%
12%
8%
5%
9%
9%
7%
6%
7%
4%
4%
12%
9%
8%
9%
11%
7%
6%
7%
7%
5%
7%
5%
39%
34%
37%
46%
29%
43%
29%
37%
25%
37%
32%
24%
Help desk logs, CRM reports
Resumés, HR records
Comment form fields for suggestions/ feedback
Web-accessible databases
Incident reports, claims, witness statements
Print-streams and electronic statements
Case notes, professional assessments, medical notes
Web forums, blogs, ratings/reviews
Lab notes, trials, surveys
Picture, video or audio records
External libraries public or subscription
Patents, scientific journals, court proceedings
Already do Plans in place Would like to Unlikely

Not only was the pick-up line at the counter
very long, but I waited 30 minutes just to
talk to a rude representative who gave me a
car that smelled like smoke, had stained
floor mats, a dented fender,, and only half a
tank of gas.
Odor
Pickup/Delivery
Speed of Service
Counter
Attitude/Helpful/Friendly
Interior Cleanliness
Body Damage
Fuel Level
Get Contextual Analysis
Source: Jeff Sumner, IBM

Leverage Internet of Things

But adoption still in early stages.
Are you using content analytics for any of the following?
N=219
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Process automation/inbound routing
Information governance and metadata
generation / correction
Contextual search, curation, e-discovery
Analysis / business insight / customer
input
Yes Plans in Place No plans

Why has adoption been slow?
What are the biggest issues for you with content analytics projects?
N=207
36%
36%
30%
28%
18%
14%
13%
12%
12%
6%
We lack expertise in this area
We need to set Information Governance (IG)…
It needs a considerable investment in tools and…
We haven't really looked at it recently
Connecting to and between repositories and…
Setting the analysis rules can be difficult and…
It’s hard to predict that the outcome will be…
We need to comply with data privacy laws
The tools are immature and hard to use
Management expectations are over-hyped

Understanding the Opportunity

Solve a Business Problem
AIIM Content Analytics Specialist Course www.aiim.org/training
• Learn how to get started with content analytics
• Get a solid understanding of different technologies and approaches
• Learn how to use analytics to improve findability
• Learn how to use analytics to get business insights
• Learn how to use analytics to extract metadata for information
management applications
• Learn how to use analytics to improve customer and employee
insights
• Learn how to use analytics to improve eDiscovery
• Learn how to use analytics to improve information governance
• Learn how to use analytics to shed light on Dark Content
• Pass the online exam to become a Content Analytics Specialist

Meet User Needs
Traditional way:
New way:
Source: Gov.uk

Make IT Easy to Buy
Software Hardware Staff
Source: Joseph P. Larizza, Chief Administrative Officer, Fieldpoint Private

Keep IT Simple & Smart
New IT: Old IT:

Next Step?
Identify
opportunities
 Sign up for the
Content
Analytics
training course
 Become a
Content
Analytics
Specialist after
passing the
online exam
 www.aiim.org

What is Content Analytics

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