Back in early May I put up a post where I noted that I was seeing more process-centric analytic applications, giving as an example Eloqua's lead generation-focused campaign management and Web analytics capabilities. As time goes on, I'm becoming more and more convinced that this is not a blip but rather a fundamental shift in the market. Being an analyst, I'm going to have to come up with a buzzword that names this phenomenon.
But until inspiration hits, it's interesting to just ruminate on the thought. It's sort of like buying a car -- you do that and all of a sudden everyone seems to be driving the same model. Because your mind is primed, all of a sudden you connect dots that you didn't connect before.
Today I was at an analyst conference put on by Vignette and discussing how analytics should be applied to content management with Chuck Neal, Vignette's Senior VP of Sales and Distribution. "Oh, absolutely," said Chuck. "Well, I use that capability to check on whether what our people request for collateral is ever used. As head of Sales, I get all kinds of demands: 'We need this type of collateral to clinch big deals, we need a case study to be more credible in this vertical.' As you can imagine, my sales folks want tons of stuff. Well, we'll create it, but after several months I check to see if they ever used it. You know, along the lines of, 'Hey, you said you needed it, but I can see from our stats that you never accessed this case study once. What's the deal? Did requirements change?' It's great, because it makes our people accountable for using scarce resources."
As he was describing this, I'm thinking two things: (1) hmm, smart application of Vignette capabilities internally, and (2) a perfect example of applied content management analytics. In the past, people would have looked at these kinds of analytics because they were interesting; now people are looking at them because they're using them to run the business.