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Intelligent Content

Posted on September 29, 2008
Category Intelligent Content | Leave a Comment

Today’s businesses have begun to move away from static unstructured content to semantically structured and tagged content to help them find content more easily, dynamically deliver content, and reduce costs. In other words they are moving to more intelligent content. This blog entry describes scenarios we have seen for the use of intelligent content. If you can relate to these scenarios we are looking for great speakers to speak at Intelligent Content 2009. The deadline for presentation proposals is Oct. 3.

Intelligent content configuration

A major cellphone manufacturer and distributor produces over 100 phones. They range from simple handsets to highly capable models designed to support email, video, and conferencing applications. While each handset has a unique market position, there are numerous features that are common across handsets. For example, texting. The description of texting is the same, but each handset requires different key sequences, images, key names, and so on. In addition to handset configurations, there are regional differences that determine the features a particular handset will support and region specific safety standards, not to mention language requirements. Some of the handsets are OEM’d through specific carriers requiring different contact information and branding. One component of information could have as many as 500 variations! Content is tagged to identify specific configurations and business rules are defined for automatic build of content. Moving to intelligent content, all content was chunked for reuse and tagged with business rules to allow for the automatic compilation of content depending on phone configuration.

Intelligent marketing content

An organization was embarking on a new campaign. They wanted to ensure that they could provide customers with personalized content that would specifically address their requirements and they wanted to do it in multiple channels. In the past they had hand-crafted content for each market and channel, but today’s campaign required faster turn-around times, lower costs, and a guaranteed consistent message, no matter what the touchpoint. They moved to intelligent marketing content which is structured and semantically tagged to identify segment, region, channel, and more. With their intelligent content they delivered customized direct mail (both print and email), dynamic web, and kiosks and wireless devices faster and more cost effectively than they ever had before.

Dynamic publishing

An organization produces huge volumes of financial analyst information. The information is published externally to subscribers via the web as well as in PDF reports. As the market shifts timely breaking news is published in alerts via email and the web. Extensive research is performed on a quarterly basis evaluating trends and predicting directions. Traditionally they compiled everything manually. In the new dynamic publishing model, they still create content in the traditional way (e.g., Word files) but content is intelligently structured and semantically tagged. Now subscribers can search for specific content, identify desired content for compilation (whole articles, sections, sub-sections, illustrations, or charts) and dynamically build a compendium of key information that specifically meets their needs. And the organization can rapidly pick from existing materials and dynamically deliver thought-provoking and supporting content in any fast moving situation.

If any of these scenarios resonate with you, or are reflective of how you have made your content more intelligent, consider submitting a presentation proposal by Oct. 3 or attend Intelligent Content 2009 to learn more.

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