Attivio Manager on Marketing
August 6, 2012
Attivio is pushing into marketing and personalized content. BtoB hosts a piece by Alex Withers, Attivio’s general manager of e-business, “Providing Rich Optimized and Personalized Content.” The article states:
“Marketers struggle with the challenge of creating content that drives meaningful engagement with their prospects and customers. Established approaches often fall short because they do not recognize the individual preferences, contextual clues and inferences that their customers leave in the digital domain.
“In this world, content is still king, but relevance is fast becoming queen. “
Touting the advantages of unified information, the write up presents a list of platform recommendations for today’s digital marketer. For example, the platform should, of course, seamlessly integrate content from various data sources and content management systems. Also, Withers suggests looking for a “content spotlighting” feature, which can override organic search results to present special features, remove external documents, suggest best-bet links, support a range of languages, and display ads related to user queries. See the write up for more recommendations.
Attivio is headquartered in Newton, MA, and has offices in the UK and Germany. The company has made it its mission to solve the unstructured data puzzle. With this latest advance into marketing and personalized content, is Attivio the next Autonomy? And will other search vendors follow? Stay tuned.
Cynthia Murrell, August 6, 2012
Sponsored by ArnoldIT.com, developer of Augmentext
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