This was an approach we called 'Content Analytics' a long time ago, when the data we analyzed came from big spools of tape. I had thought the term had gone away, to be replaced by 'Bigger' things. So was glad to see this piece. It now has many more tools, visual and analytical you can attach to get better results. Now as then it has a more focused business direction. Aimed at unstructured data, but even that term changes as we can better add our own structure. In Datafloq:
" .... Content analytics can be defined as unlocking business value from unstructured content via semantic technologies to find answers to important questions or discover causes to certain trends. Companies can use content analytics to understand the content that is created, how it is used, the context it is in and the nature of that content. Content analytics is all about unstructured data and it can be used to explain trends in structured data and provide valuable insights to organisations.
Content analytics is especially relevant for organisations where knowledge is at the core of their business and in that case ordinary business intelligence is not sufficient anymore. Knowing who read what content, when, how often it was shared, number of clicks, location of visitors, etc. is not sufficient anymore. You should also care about whether the content is actually useful to your audiences and that it serves the objective it was intended for. Content related trends or insights revealing information such as what content caused a drop in sales can help make better content and thus drive growth or revenue. It is not about having more content; it is about having better content. ... "
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