Semantic Content Targeting
Precision content targeting
The manipulation and administration of large volumes of data, product and quotations presents an increasing challenge for media enterprises. The objective is to use existing information efficiently, to leverage internet knowledge and other media to one’s own benefit, to target clients with quotations, and not to leave potentials idling. Concurrently, process costs should be kept low, or even lowered.
Client demands continue to grow for tailored service, to be precisely supplied and addressed with targeted information or products in order to gain control of the information volume themselves. In order to prevail against competing information sources, manual administration approaches are of only limited practical value for an Intranet presence. Costs, time, limited scalability, inconsistent work methods and other factors are weighty rationales for automating processes.
However, automated portal controls can only support manual efforts if the systems are in a position to "comprehend" content and to "make decisions". Semantic processes are able to automatically select information and to create links between them. The identification of topics and trends and the ability to follow news developments are aspects that not only benefit portal control, but can also support editors. They have access to a more comprehensive and more efficient overview of the available data foundation. During targeted searches for information, on the web or in archive systems, semantic processes significantly increase the search result quality and representation.
The maintenance of portals and the administration of their contents require time-intensive effort on the part of editors and portal managers. The classification, placement, keyword assignment and linking of content is essential for a successful web portal. However, due to the immense volume, these tasks can frequently not be performed comprehensively for each article, video etc.
Automatically performing placements and article linkages by topic relevance, even across departmental boundaries, enables a more comprehensive use of the editorial portfolios (for current as well as archived content). This increases the portal's utility for private and advertisement clients, as an information service for the reader. However, targeting and linking of articles is of particular support to the in-house editorial process: Articles are automatically annotated, classified, placed and linked with other content.
