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How Analytics will Change the Content Management Industry

By Atle Skjekkeland posted 11-26-2014 04:00

  

Most enterprises still try to use paper based principles to manage the digital era. This won’t work with the growing volume, variety, and velocity of information. 80% of information is unstructured, and we need to automate how important content is captured, analyzed, and governed.

 

Content analytics automates how information is tagged, categorized, and summarized. It extracts the meaning of content, which can help us add value, manage risks, reduce costs, or create new opportunitiesLet me give you a few examples:

Security & Privacy 74% of organizations think information security, privacy, and compliance should be inherent and transparent to the knowledge worker. Analytics will help us achieve this, but also make it more granular and consistent. Most security models focus on managing the container, not the actual content. We secure information based on content type, e.g. HR files and customer contracts. Analytics allows us to secure information based on the actual content.  This means staff can be told that they can’t send this email or attachment since they have written about confidential stuff, or that they can’t copy/print this text when they try to do that at a MFP. 

Records Retention 81% of industry professionals realize that Information governance will never work without ways to automate how information assets are captured, analyzed, and governed. Our latest AIIM Information Governance Industry Watch also asked people about their overall plans for automated declaration/classification of records:

  • 24% We have no plans
  • 63% we are just getting started or plan to do in the future
  • 14% We are already doing it successfully

Scanning & Capture - Analytics will allow us to get an accurate and consistent summary and metadata of everything we scan or capture of new information. It will allow us to quickly understand what the email attachment or scanned document is about. The revolution in smart phones will also soon allow us to add this to augmented reality, e.g. You hold your phone camera over some text, and the phone captures the information using OCR and analytics to tag and summarize the document. This information is then shown in realtime on the smartphone screen on top of the text, which will allow to quickly find what you are looking for. Add face and object recognition to this, and we will then be able to understand what everything is about by just pointing our smartphone at different people and objects… 

Search - Improving search is one of the top priorities among AIIM members, but search is usually linked to an application or problem like compliance and eDiscovery. It’s often about finding information without knowing what’s available. We need to be guided to the best result with faceted navigation and results. Gartner consider analytics to be key for improving access to information, and they predict that smart computing and analytics will rejuvenate the enterprise search market in 2014-2017. From Gartner Magic Quadrant for Search 2014: “In 2013, we saw the Nexus of Forces – social, mobile, cloud and information – affect the information centric enterprise search market substantially….”.”…. we see an increased drive for contextualization. Organizations are no longer satisfied with a list of search results – they want the single best result”. 

Personalization & Recommendations - The latest Gartner Magic Quadrant for Enterprise Content Management doesn't stress the importance of analytics, but it still claims that by 2016, content management will be personalized, with foldering and process needs tailored to each individual user. Analytics has an important role to play with this, but also for providing customers and employees with recommendations. Staff should become aware of other relevant information and knowledge, - e.g. a sales rep writing a proposal should be be aware of of other relevant proposals. This will improve knowledge worker productivity, but also customer service and profitability. Amazon claims 35% of their revenue comes from recommendations. Customers need help finding what’s right for them.

Insights - 91% of information and IT professionals think semantic and analytical technologies are key components for turning information chaos into information opportunities. We can use analytics to better understand staff, customers, and competitors, which will help us predict the future. The below picture showsSanta Cruz PD, - they use historic information to predict crimes. They can then deploy officers to this area, which helps them improve productivity. 

All the above research is from AIIM unless specified. It seems to indicate that content analytics will transform how we manage unstructured information and content. We as information professionals need to get in front of this. We should take charge and lead this digital transformation. Let's be pro-active, not reactive. Check out theAIIM Content Analytics resource center for more information.



#EnterpriseContentManagement #Content Analytics
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