Now Entering the Age of Web Experience Management
November 28, 2014
As the Internet grows and evolves, the features users expect from search and content management systems is changing. SearchContentManagement addresses the shift in “Semantic Technologies Fuel the Web Experience Wave.” As the title suggests, writer Geoffrey Bock sees this shift as opening a new area with a new set of demands — “web experience management” (WEM) goes beyond “web content management” (WCM).
The inclusion of metadata and contextual information makes all the difference. For example, the information displayed by an airline’s site should, he posits, be different for a user working at their PC, who may want general information, and someone using their phone in the airport parking lot, where they probably need to check their gate number or see whether their flight has been delayed. (Bock is disappointed that none of the airlines’ sites yet work this way.)
The article continues:
“Not surprisingly, to make contextually aware Web content work correctly, a lot of intelligence needs to be added to the underlying information sources, including metadata that describes the snippets, as well as location-specific geo-codes coming from the devices themselves. There is more to content than just publishing and displaying it correctly across multiple channels. It is important to pay attention to the underlying meaning and how content is used — the ‘semantics’ associated with it.
“Another aspect of managing Web experiences is to know when you are successful. It’s essential to integrate tracking and monitoring capabilities into the underlying platform, and to link business metrics to content delivery. Counting page views, search terms and site visitors is only the beginning. It’s important for business users to be able to tailor metrics and reporting to the key performance indicators that drive business decisions.”
Bock supplies an example of one company, specialty-plumbing supplier Uponor, that is making good use of such “WEM” possibilities. See the article for more details on his strategy for leveraging the growing potential of semantic technology.
Cynthia Murrell, November 28, 2014
Sponsored by ArnoldIT.com, developer of Augmentext
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