Retailers Harness Big Data and Big Content for Big Profits

Harmonizing Big Data and Big Content is not hard. Most unstructured content already contains basic metadata (like document type, date created, author, etc.) and additional metadata attributes can be generated through either manual mapping or with automated processes like machine learning. Either way, the true value of EIM is its ability to turn unstructured, siloed content into highly searchable, usable and context-rich information assets.

An Incremental Approach to Unifying Big Data and Big Content

As you build your EIM strategy and evaluate vendors:

• Make sure you list all the relevant business systems that contain relevant data for the business process you want to improve and that the EIM system of your choice integrates with those systems.
• Start with small departmental solutions, and look for quick win opportunities to connect structured data systems and unstructured content repositories that will result in quantifiable gains (reduced customer response times, fewer lost or misplace customer documents). Then, use those successes to expand.
• Only consider EIM solutions that can handle an ever-expanding variety of content formats
• Look for easy to use systems that leverage the way your users already work. Remember that lots of content is now captured with phones and tablets.

Finally, remember that the value of harmonizing Big Data and Big Content via an EIM system goes far beyond the obvious benefits to sales, support, customer experience, and operational efficiency. Several leading-edge retailers are already using EIM to exploit the collective value of both Big Data and Big Content in some exciting new ways. For example, by viewing customer purchase history (structured) in context with product review data and social sentiment (unstructured), retailers can design better products and services to drive more sales and higher satisfaction.

By focusing today on an EIM strategy that connects Big Data and Big Content, retailers are well on their way to driving more growth and earning more loyalty. And by beginning with the right technology and processes to make the connection easier and the analysis even more powerful, retailers can build far more memorable, profitable customer experiences.