What is Content Analytics

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The Global Community of Information Professionals

What is Content Analytics?

Atle SkjekkelandChief Evangelist at AIIM@skjekkelandaskjekkeland@aiim.org

Content analytics is using rules, mathematical, statistical, and semantic models to automate how content is captured, analyzed, and governed over its lifecycle

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• 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.

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80% of information is unstructured, but only 35% of

companies currently tap into this.

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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

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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?

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Identify Value of Information

Source: https://www.cgoc.com/resources/information-lifecycle-governance-leader-reference-guide

68%

2%

25%

5%

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Identify Value of Information

IBM

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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

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From Folders to Metadata Navigation

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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

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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?

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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

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Support Knowledge Workers

TECHNOLOGY DESCRIPTION

Dynamic ClusteringGroups 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 SearchFind me everything like this – easy and efficient, finds relevant docs, not just responsive ones

Email ThreadingWhich custodians matter, which emails are the most inclusive –and what’s been changed

Near-Dup IdentificationFinds 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

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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?

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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

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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

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Leverage Internet of Things

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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 metadatageneration / correction

Contextual search, curation, e-discovery

Analysis / business insight / customerinput

Yes Plans in Place No plans

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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

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Understanding the Opportunity

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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

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Meet User Needs

Traditional way:

New way:

Source: Gov.uk

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Make IT Easy to Buy

Software Hardware Staff

Source: Joseph P. Larizza, Chief Administrative Officer, Fieldpoint Private

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Keep IT Simple & Smart

New IT: Old IT:

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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