Autonomy Delivers Interwoven Social Media Analysis

May 27, 2009

Autonomy Interwoven Social Media Analysis is a new offering that allows businesses to convert the dynamic conversations taking place on social networks into actionable business opportunities. Autonomy Interwoven's web content management (WCM) solution leverages the unique capabilities of Autonomy's Intelligent Data Operating Layer (IDOL) to provide a powerful solution for profiting from social media. Social Media Analysis is the only solution that automatically listens to social media content, analyzes the dialogue to understand sentiment, and enables marketers to instantly act on the insights to protect their brand and drive revenue growth.

Every day, the social web continues to increase in size and influence with consumers. Social network sites like Facebook, Twitter, and YouTube represent an ever-expanding forum for expressing sentiment, preferences, and trends, and play a key role in shaping consumer behavior. At the same time, marketers are grappling with how to harness the chaotic and constantly shape-shifting nature of the web, as traditional analytics and monitoring solutions are ill-equipped to access and understand the unstructured information that lives on social networks.

Traditional keyword spotting solutions fail to truly understand the rich meaning and conceptual patterns within user generated content. The challenge of understanding this type of information is more pronounced, as the language is more conversational, rife with familiar expressions, slang, and varying emotional undertones (e.g. sarcasm, excitement, disappointment), and stated so briefly that context is difficult to discern.

Autonomy Interwoven is uniquely positioned to help marketers overcome these challenges. The same powerful Meaning Based Computing technology that is used by the world's largest corporations and government institutions can now be applied to help marketers listen, understand, and act on social media insight. Autonomy's IDOL provides proven clustering, pattern matching techniques, and probabilistic modeling that treat words as symbols of meaning rather than simple data points, yielding a much richer and contextual set of data for marketers to act upon. Additionally, Autonomy Interwoven's web content management (WCM) solution provides powerful capabilities for engaging customers in a dialogue and enables marketers to instantly act upon the meaning and insights gathered by IDOL, to deliver compelling, targeted offers to consumers on the web.

Autonomy Interwoven Social Media Analysis includes the following technologies:

1. An extensive set of intelligent connectors into social networks, enabling a single point of search for all user generated content, saving organizations time and money. Social media connectors include: CNET Reviews, Epicurious, Facebook, IMDb, Kbb.com, LinkedIn, RSS, TripAdvisor, Twitter, WebMD, Yahoo! Finance, and Yelp. Additionally, IDOL provides connectors to literally any form of information and any channel - including call center, audio, customer relationship management systems, and traditional media and video to arm marketers with an even more comprehensive and holistic view of the customer.

2. IDOL analyzes the information from these sources to automatically form clusters of sentiment - positive and negative - which marketers can use to identify meaningful trends they can act upon. Businesses can tune the system to track certain thresholds - and automatically take action to capitalize on a new business opportunity, or manage a crisis or threat to the brand - if sentiment exceeds those benchmarks.

3. Marketers can leverage Autonomy Interwoven's TeamSite, LiveSite, and Optimost to automatically deliver dynamic, targeted, and optimized content and offers to consumers based on social media sentiment and emerging trends. Marketers can utilize TeamSite's out-of-the box functionality for engaging users (like rating and polls) as well as deliver new content that is more relevant and engaging. Marketers can then test the effectiveness of these new offers and campaigns using Optimost's unique multivariable testing capabilities, which can determine the optimal combination of content, layout, and design for a particular customer segment.

Social Media Analysis can have powerful implications for marketers. For instance, a clothing retailer could identify a spike in positive chat about a celebrity that is wearing one of their apparel items, and could immediately feature that piece of clothing on their homepage and launch campaigns to a targeted audience interested in that celebrity and lifestyle. This allows the retailer to immediately maximize the new revenue opportunity, and deliver more engaging, relevant content to its customer base.

"In the past few years, marketers have struggled to keep pace with the radical shifts taking place in the consumer landscape," said Anthony Bettencourt, CEO of Autonomy Interwoven. "Social networks - which by nature are dynamic, unstructured forms of information - do not fit neatly into traditional, database driven analytics systems. Autonomy Interwoven's Meaning Based Marketing approach, which can derive meaning from human friendly information, and empowers marketers to automatically act on those insights, will transform how organizations engage with customers in the years to come. We have showcased Autonomy Interwoven Social Media Analysis at our GearUp customer events around the world and received rave reviews, in which true to form, attendees Tweeted about immediately. We look forward to working with these businesses in applying this offering to harness the power of the social web."

Autonomy Interwoven Social Media Analysis is available now.