Online Content Intelligence

Improving online sales and service outcomes by improving search and buyer/citizen journey

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Improving online sales and service outcomes by improving search and buyer/citizen journey

Creating a satisfactory experience and journey for online users has never been more complex.

Nearly 9 in 10 adults actively use the internet and almost all Australian businesses are connected. 1 in 8 Australians (14+) look up government information and services online (Government publication).
The Australian e-commerce market looks promising with year on growth of 5.9% - 6.6% for the period 2016 to 2018 (emarkerter). McKinsey research suggests that 90% of online users use search, spending 5 hours per month searching.

Consumers and Citizens, therefore, have a key need: find what is relevant, when they need it and fast. 65% of smartphone users look for the most relevant information regardless of the company providing the information (Google).

Delivering personalised content to the online user’s search or browse experience is fundamental to meeting the needs of these online users. It is key to accelerating their online journey.

Creating an experience and journey that converts into a satisfied online user has never been more complex. The user experience has to be just right. You need fresh content across all formats of text, visual and audio. You need to predict the micro-moments and match content and online functionality to progress the online user through the journey.

Sitting at the intersection of the content and personalisation process is the need for content lifecycle and digital supply chain management that can deliver targeted and relevant content to the online user, at each step in their journey, on whatever platform they choose.

What we do

We combine the use of semantic technologies, search, enterprise NoSQL database technology, analytics and information science to make meaning in information explicit so that people and machines can interpret, communicate and use it – we call this “content intelligence”.

Our Online Content Intelligence Solutions work to improve online sales and service outcomes by improving search and the buyer/citizen’s online journey. Our design approach is to enable the behaviours you want online users to perform through the delivery of contextually relevant content, at the right time in the right place. We combine the use of semantic technologies, search, enterprise NoSQL database technology, analytics and information science to make meaning in information explicit so that people and machines can interpret, communicate and use it – we call this “content intelligence”. We can help you:

  • Identify target behaviours for your online users and develop enabling content delivery strategies
  • Design and define ontologies/taxonomies and auto-classification strategies
  • Implement best-of-breed semantic and enterprise NoSQL technologies to interpret, describe, analyse, visualise and query your online content so that personalisation, machine learning and content publishing mechanisms deliver a tailored online user experience
  • Implement predictive and perspective analytic capability to support machine learning objectives and assist in online users’ decision making
  • Integrate these content intelligence solutions into the search and online experience
  • Design and implement fit for purpose information management processes and procedures. 

Solution Offerings

  • Website findability –  improves content findability, saves time, and improves the online users’ search/findability experience

  • Accelerating the online journey – enables the delivery of contextually relevant content, at the right time in the right place

Business Benefits

  • Outperform competitors financially by up to 20% using content intelligence tools (Source: Gartner)

  • Reduce information search time by up to 25%

  • Increase online conversion rates

  • Improve responsiveness and online user experience throughout their online journey

  • Reduce publishing lead time, in some cases, by months

Case Studies

Here's how others are benefiting from Online Content Intelligence Solutions:

Tribune SmartContent

Tribune SmartContent (formerly MCT SmartContent) is an intelligent content service that enhances and filters more than 1 million articles each year. TCA delivers tailored, customized content feeds to clients when they want it on the device of choice.

The SmartContent is powered by a powerful ontology stored in Semaphore Ontology Editor. Semaphore manages and applies the ontology to create a precise metadata tagging system that notes topics, geography, companies and industry sectors. Those products meet existing client needs and create additional revenue by opening new markets.

Learn more here

National Health Service - England

The Challenge

The National Health Service in the UK were dealing with too many inquires at their health centres with unnecessary or prolonged enquiries and face-to-face visits.

The Solution

The NHS built a website, NHS Choices, to provide patients with the healthcare information they need, when they need it. Visit the link and try it for yourself.

The ability to locate accurate and relevant information helps many concerned users satisfy their queries online or ensuring that they contact the most appropriate healthcare professional first time around. All of which helps to save health centre, doctor, specialist and other experts’ time.

Fundamental to the success of NHS Choices is that people are able to look up everyday health-related information in their own normal everyday language – without knowing the medical jargon. Semaphore, from Smartlogic, provides a contextual user experience using a specific ontology linking medical terms with normal everyday language that people use to describe their illnesses, symptoms, treatments and medication.

Also central to the search experience is automatic content classification of information. Semaphore scans each new document and recognises its key terms in their correct medical context and automatically tags with metadata for later retrieval during a search.

Benefits realised:

Patients are able to look up Health related information in their normal everyday language.
Visitors to the website can find the exact information they are looking for rather than a broad list of irrelevant results
It has been reported that the NHS has saved millions of pounds in costs, as unnecessary or prolonged enquiries and face-to-face visits have been dramatically cut. The NHS Choices 2010 Annual Report showed that the website received more than 100 million visits over a 12-month period, while a separate study from Imperial College London found that a third of those logging onto www.nhs.uk decided against seeing a healthcare professional afterwards – saving the NHS an estimated £44 million a year.

The Institute of Engineering and Technology

The Challenge

The IET is one of the world’s largest engineering institutions with over 160,000 members in 127 countries. It is also the most multidisciplinary – to reflect the increasingly diverse nature of engineering in the 21st century. The IET is working to engineer a better world by inspiring, informing and influencing their members, engineers and technicians, and all those who are touched by, or touch, the work of engineers. They produce a lot of content, standards and regulatory content, journals, books with the challenge of having lots of assets and content types all stored on flat file servers which presented security and version control issues.

The Solution

The Marklogic data platform was implemented where the data storage underpins content delivery workflows. The Institute is now looking at ways to enrich the database to add more value for their members. Benefits Publishing time reduced by nine months All content in one place, so they can now semantically enrich the content in it for their members Publish journal articles in real time so users can go on line, search on a term and then actually find the guidance on how to apply that regulation in the field. Focus on solving problems for their users rather than just offering them content.

For more detail on the IET customer story, view the video here IET Marklogic story.

Technologies

Head over to our Partner page to learn more about the innovative technologies we work with to deliver on our goal of  'whats possible, made real' 

At OGA, we combine our deep consulting expertise and broader practice capabilities with smart enabling technologies to deliver rapid innovation and improved business performance. We are experienced in designing, integrating and implementing leading technologies to support enterprise intelligence.