Autonomy Targets Marketers
January 7, 2010
A number of pundits, poobahs, and mavens are beavering away with their intellectual confections that explain enterprise search in 2010. The buzz from those needing billable work is that enterprise search is gone goose (pun intended) and that niche solutions are the BIG NEWS for 2010.
I thought I wrote an article for Search Magazine two or three years ago that made this point. But the Don and Donna Quixotes of the consulting world are chasing old chimera. I nailed the real thing for Barbara Quint, one of my most beloved editors. With Gartner buying Burton Group, the azure chip crowd is making clear that the down market push of Booz, Allen (now a for fee portal vendor) and the up market push of the Gerson Lehrmans of the world is making their sales Panini toasty and squishy.
Against this background, I noted this Reuters’ news item: “Autonomy Interwoven Enables Marketers to Deliver the Most Relevant End-to-End Search Experience.” I have difficulty figuring out which articles branded as Reuters-created is from the “real” Reuters and which comes from outfits that are in the bulk content business (sorry I can’t mention names even though you demand this of me) and which comes from public relations firms with caviar budgets. You will have to crack this conundrum yourself.
The write up points out that Autonomy makes it possible for those engaged in marketing to provide their users with “relevant end-to-end search experience.” I am not clever enough to unwrap this semantic package. For me, the most interesting comment in the write up was:
A recent report published by Gartner entitled Leading Websites Will Use Search, Advanced Analytics to Target Content states: “Search technology provides a mechanism for users to indicate their desires through implicit values, such as their roles and other attributes, and explicit values such as query keywords. Website managers, information architects, search managers and Web presence managers can adopt search technologies to improve site value and user impact.” The research note goes on to say, “Choose Web content management (WCM) vendors that have robust search technologies or that have gained them through partnerships, acquisitions or the customization of open-source technology.”
The explanation of “most relevant end-to-end search experience” hooks in part to an azure chip consultant report (maybe a Gartner Group product?) that is equally puzzling to me. Here’s where I ran into what my fifth grade teacher, Miss Chessman, would have called a “lack of comprehension.”
- What the heck is relevant?
- What is end-to-end?
- What is search?
- What is experience?
- What is a Web presence manager?
- What is a robust search technology?
I try to be upfront about my being an old, addled goose. I understand that Autonomy has acquired a number of interesting technologies. I understand that azure chip consulting firms have to produce compelling intellectual knowledge value to pay their bills.
What I don’t understand is what the message is from Reuters (this “news” story looks like a PR release), from Autonomy (I thought the company sold the Intelligent Data Operating Layer, not experience), and from Gartner (what’s with the job titles and references to open source?).
I will be 66 in a few months, and I don’t think anyone in the assisted living facility will be able to help me figure out the info payload of this Reuters’-stamped write up. What happened to the journalism school’s pyramid structure? What happened to who, what, why, when, where, and how? Obviously I am too far down the brain trail to keep pace with modern communication.
Stephen E. Arnold, January 8, 2010
Oyez, oyez, I have to report to the Library of Congress, check out a dictionary, and admit to the guard on duty that I was not paid to explain I haven’t a clue about the meaning of this write up. I do understand the notion of rolling up other companies in order to get new revenue and customers, but this relevance and experience stuff baffles me. I am the goose who has been pointing out that “search sucks” for free too.
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Stephen,
It’s a press release written to look like a news story. Look again at the first sentence:
Advanced Search Marketing Module Radically Improves SEO and Onsite Search
Results to Help Businesses Maximize Growth and Profits
CAMBRIDGE, England and SAN FRANCISCO, Jan. 6 /PRNewswire-FirstCall/ —
Autonomy Corporation plc (LSE: AU. or AU.L)
The dual (headquarters) in the dateline and the /PRNewswire/ thing are the key indicators.