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Wrestling ‘big content’ for the win

Posted on 20 Mar, 2013 by in Collaboration & productivity | Leave a comment

You can’t visit a vendor website today without hearing about “big data” or what I call “big content”. Pick up a magazine or go online and you’ll find it’s everywhere.

In my role as CMO of Informatica, I helped drive the definition of “big content” as it relates to integration of operational data for analytics and operational performance. However, that’s just one side to consider. The other side is equally important and relates to the tsunami of content overwhelming enterprise. Let’s briefly examine both sides.

Understanding the beast you’re dealing with

We have for years understood how to capture and analyze operational data held within databases such as Oracle or DB2. In recent years, with the advent of cloud, mobile, and social technologies, this data has been augmented with innovative new technologies such as Hadoop to drive new types of analytics. Enterprises are now trying to pull together traditional transactional data with social and GPS data to gain valuable insights and knowledge into consumer behavior. We are at the very beginning of this revolution of utilizing this data and hence the future of “big content”.

Marketing is a great example of this particular need. It’s not uncommon to see marketing utilize:

  • Operational data (Oracle, DB2, SQL-Server, etc.)
  • IP recognition software combined with web analytics (Omniture, Google, etc.)
  • Email marketing (Eloqua, Marketo, ExactTarget, etc.)
  • CRM (Salesforce.com, Microsoft Dynamics, Oracle On Demand, etc.)
  • Master data management (Informatica, IBM, SAP, etc.)
  • Dun & Bradstreet and GPS data (iPhone, Android, Windows 8, etc.)
  • Social data (LinkedIn, Facebook, etc.)

Making sense of all of this data is a colossal issue!

Putting ‘big content’ in its place

For many years now, we’ve understood the need to create and share content, whether that means branding material for marketing, contracts in legal departments, or proposals in consulting. The scope of this content represents the very DNA of enterprise, and it’s becoming overwhelming in its enormity.

Managing content effectively is now identified as a critical capability in order for enterprise to work efficiently with effectiveness. If this doesn’t happen, enterprise companies are in real danger of losing their “brain” due to the fragmentation and loss of control as it relates to where content is worked on and how it’s shared.

What’s the answer?

  • A centralized place in which teams of people can work on content that’s owned by the enterprise—not the individual
  • Zero security risk—simple consumer tools that walk out the door with individuals are not the answer
  • Content needs to be intelligent—instead of having to search for content, the content must find the person

The good news is, Huddle does all of this and more. See how Huddle can help you and your organization manage big content effectively.

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