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The convergence of content management, text analytics, and business intelligence

I spoke this morning to over 100 people, which isn’t news in itself, but you might be surprised when I tell you the topic. These good folks want to know about how content management, text analytics, and business intelligence are coming together. I expect to draw large crowds (often larger than this one) when I talk about Internet marketing, but this crowd wanted to know about the technical forces that are moving under the surface. This crowd is well-schooled in content management, but I hope that I was able to show them how content management is just part of what businesses need to solve some kinds of problems—text analytics (and text search) combined with business intelligence can augment content management to form a powerful solution to help typical business users, including Internet marketers.


As I explained to the audience, I was reluctant to show the normal where-the-rubber-meets-the-sky presentation depicting big clouds of technology converging on each other, full of “gee whiz” questions about what we can imagine comes in the future. No, I wanted to do something more practical.
So, I conjured up a scenario that combines content management, text analytics, and business intelligence, but uses these technologies exactly as they exist today. No invention required. What is required is all of us looking at these technologies as pieces to integrate rather than silos that must be managed by technical experts.
My scenario featured Dorothy, the marketing executive of a mid-sized telecom firm who is using technology to find out what the market is saying and to respond with an improved marketing campaign. Again, all the technology in the scenario exists, but it isn’t integrated in such a way to make this possible today. If you’re interested, you can download the scenario from my talk on the convergence of ECM, text analytics, and BI.
After the talk, I got a good question: “Is OLAP still needed?” Frankly I hope no one gets the idea from my scenario that business intelligence experts won’t still be needed—they will. All I am trying to do is point out that we should reserve them for things only they can do, freeing up the information from requiring expertise to perform simpler tasks.
If you’re an Internet marketer, I hope that you’ll benefit from the type of system I showed in the scenario someday. Someday soon, I hope.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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