What is Content Analytics?
Do the obvious need not be explained, but usages and applications can be elaborated. Though it is self-explaining and not new, Content Analytics is gaining momentum and significance with more usage of the same with modern available tools and techniques. With advent of AI and Machine Languages Content analytics solutions are becoming very popular, Content Analytics is an amalgamations of technologies, we have to use the best possible tools and technologies. The benefits of Content-Analytics are growing every day as proper implementation and the scope of deep machine learning capabilities are increasing.
How is it going be a Unique?
In the way we are going to put that into use. In any form of media the content will always be the king, the enterprises and business houses that understands this better and puts it into application will always succeed. The companies are now getting access to huge amount of structured and unorganized data from customers, social networks, their own products and from market as well. Every business has its own mechanism of collecting and analyzing the data, based on which their approach and marketing strategy are derived. But still lot of the data is left unprocessed are not fully utilized. With NLP – Natural Language Processing we can get more useful data.
What is the Differentiating Factor?
CX, customer experience it can be more personalized than ever. If, put into proper use the content-analytics mechanism and tools will fetch more desired results. Enterprises can help in improving the decision making of the customers with right choices. Since Generation Z, Millennials and Generation X are spending one third of their daily time on multiple gadgets, their purchasing behaviors are becoming more online. The Baby-boomer generation is not part of this race but their choices are reducing, as online will be the way of life going forward. Everybody depend on the content in the company’s websites, social media and social reviews to choose a product or service. The growing number of multi-channel marketing is adding up to the reasons for content analytics. Historic data of the customers based on their regions, vernacular, profession and preferences will help to customize and personalize the content.
Where it can be useful
Wherever value addition matters, the content analytics options are increasing with usage of Machine Learning and Deep Learning the AI elements. Both organized and unorganized data can be processed with more precision in the days to come. Every business is willing to go that extra mile to retain its customers and satisfy them as much as possible. Obviously content analytics will help them in achieving this. The historical data, when subjected to proper AI algorithms will give deep understanding on the behaviors, moods of the customers. We shall get the sentiments of customers with use of sentimental analysis. Enterprises will be able to know their unknown problems by analyzing the customer data.
Who will be beneficiaries?
All the customer centric services & product enterprises will stand to benefit out of this technology development and efficient use of Content Analytics tools. With predictive analysis the companies can be more specific of their target customers, their choices, can customize their offerings accordingly. Build patterns based on the customers choices avoid unnecessary spending, reduce time to market, increases business productivity. Business intelligence will obviously grow based on proper business analysis and that in turn depends on the data you analyze.
Pros & Cons
While both business and customers are going to benefit by use of proper content analytics tools, it remains to be seen when the sweet gets sour. In a research by Adobe in 2018 it was found that over 50% of the customers were willing big companies and leading brands to customize their content whereas sizeable remaining percentage of the customers did not welcome the idea of the too much personalization of the their content. Issues like GDPR compliance are yet to be verified, while majority of the businesses say they adhere to the compliances a section of them still feels it is not the case. Since customers are using multiple devices and want to retain the same experience across them it becomes challenging for business houses.