© LogicaCMG 2007. All rights reserved

Intelligent Content Processing

Josef Neumann

3.12.2007

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Agenda

• From information search to content intelligence– The “meaning” of meaning based computing…

• Case for content intelligence

• The way forward

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Story begins…Web 2.0 from content perspective

Define campaigns

Content & Information Patterns

Track user

Content Consumption / Profiling

Real-Time Matching

Content Driven Interactions

Targeted Content & Information

• Add-hoc flexibility• Real-Time Insight

• Content based user profiling

• User is the content!

Content Authors • Strategic directions• Key themes and relations…

• User & Content Networking !

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Professional Information Markets

Web is the strategic content medium

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Content Intelligence

• ‘Content Intelligence' (CI) = convergence of search, content management and business intelligence

– Business Intelligence solutions on top of the Search platform to integrate and orchestrate all of the information needed to make BI truly effective. (Autonomy, Fast, Endeca)

– Search on top of BI, as an additional feature (Cognos, SAS)

• Intelligent Content Processing in e-world– The use of the internet to harness the digital footprint of its users to drive better

outcomes

– The use of meaning-based computing technologies to automatically understand the information context, key concepts and hidden relations

– “Tell me what you read (and write) and I tell you who you are….”

– User is the content!

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Case for content intelligence…Content Intelligence for Media & Publishing enables:

– to understand and visualize the content trends and patterns (what is inside, what are the content & user relations…)

• clustering, hyperlinking, profiling, categorization, automatic tagging etc.

– to do end user profiling based on consumed content

– to drive content based marketing campaigns

– to drive content based personalization

– to find quick answer to questions like• What are the hot topics for our users today?

• What is the relation between this particular content and our users?

• What are the trends of content consumption among our users?

• What significant content segments exists among our users?

• How are these content segments evolving?

• Who is interested in „….“ today.

• Who was interested in „…..“ two month ago?

• What are the major trends in our content production versus content consumption?

• What are the key “who likes also likes” relations?

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From information search to content analytics

kutilství, hobby, dřevo

přestat kouřit

sport, fotbal, Slávie

politické poměry, politickéaféry, zpravodajství

cestování, Telč, turistika

150

200

350

250

100

kutilství, hobby, dřevo

Přestat kouřit

sport, fotbal, slávie

Con

tent

segm

ents

Timeline

zdravý životní styl 400

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User profiling…

• Automatic profiling solution enables to accurately understand individuals' interests based on browsing, content consumption or content contribution.

• Generating a multi-faceted conceptual profile of each user based on both explicit profiles (agents) and implicit profiles (Click thru and submission).

• Benefits– Very current understanding of the users' interests with no need for explicit input of

any form from the user.

– Provide highly relevant and accurate information to be delivered to an individual completely automatically

– Eliminates production costs while enhancing the user experience without forms, questionnaires or privacy concerns

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Content based user profiling…

Me

My behavior

My needs tom

orrow

My consumed content

..1 ..2 ..3

Form the understanding of your users…

My consumed content

My community

My consumed content

My consumed content

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Content vizualization…

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Publishers & Media need Content Solutions to drive Outcomes

But for whom…B2B..B2C…

Customer

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The way forward…

• Provide the user with interactive social based front-end (engage the users)– Social networking (wikis, blogs, experience sharing…)– Social bookmaking (inspiration sharing..)– Social tagging (voting, annotations, content classifications – folksonomies etc.)

• Process the digital footprint of your customers in holistic manner– Click-stream analysis – Content based analysis

• information patterns, information flows, information trends– Understand and visualize the hidden relations

• content, users, behavior…

• Optimize your business model & content creation and delivery– Content driven user / community targeted campaigns– Develop & Harvest you content communities– Refine you subscriptions & licensing & syndication & advertising & bundling

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Q & A