Burton Group published my report on Content Analytics yesterday. The official title is, Content Analytics: Assessing the Value of Corporate Content. Although I've been covering web analytics for a number of years -- actually, I was the first industry analyst to write a major report on the subject, back in 2000 -- content analytics is the next wave. Web analytics (made up of technologies such as clickstream analysis, search analytics, A/B and multivariate testing, RSS analytics, and blog analytics) monitors how content is consumed: the back end. But most enterprises do a terrible job of costing out the front end: the content creation process.
Content analytics is about analyzing the entire content creation and consumption process as a way to optimize it. Given that large Web sites now field large editing staffs (40 or 50 is not uncommon) and maintain tens of thousands of Web pages per site, they need to update the content that users find relevant and stop wasting their time putting up content no one reads.
Or as the report summary says,
Compared to its paper-based counterpart, digital content can be monitored: What users do with e-mails, searches, and websites can be tracked and analyzed. The resulting metrics enable enterprises to calculate content creation costs, map them to what users find relevant, and thereby create a feedback loop for optimizing content development resources. Although content analytics has initially focused on customer-facing website content, it will increasingly apply to large intranets. Companies are squandering their resources if they do not leverage this built-in monitoring capability of digital content.
So, if you're a Burton Group client, check it out at:
http://www.burtongroup.com/research_consulting/doc.aspx?cid=965.
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