lavacon 2017 - how modern analytics will turn your technical content into a rock star
TRANSCRIPT
!!
The Next Era of Analytics for Tech Content© Antidot 2017
Limitless Technical Content Delivery
22
Antidot – Software vendor
Founded 1999150+ customersEurope - US
Information Access Specialist! Enterprise search! Text analytics! Content enrichment
Copy
right
© A
ntid
ot 2
017
33
LinkedDaataBig Data Technologies
Cloud-based
Machine learningText-mining
Fluid Topics – Dynamic Content Delivery
The turnkey platform that transformscustomer support and product adoption
Revolutionize its delivery
Elevate the value of technical content
Copy
right
© A
ntid
ot 2
017
44
The Data-Driven Company
55
Tech Content Matters
Knowledge is critical to using and servicing sophisticated products
Copy
right
© A
ntid
ot 2
017
66
You Invest in your Documentation
With seasonedtechnical writers, SMEs
With efficient tools and streamlined processes
Copy
right
© A
ntid
ot 2
017
77
Delivery – Beforery Co
pyrig
ht ©
Ant
idot
201
7
88
Delivery – Now
!
More and more data sources and content types
Static publishing‘wipes out’ all that effort!
Copy
right
© A
ntid
ot 2
017
99
How do you know you are doing things right?
Copy
right
© A
ntid
ot 2
017
1010
Measure
If you can't measure it, you can't improve it.Lord Kelvin
If you can't measure it, then it doesn’t exist.
If you don't measure it, you cannot understand the use.
If you cannot show the value it creates, your company will not invest.Co
pyrig
ht ©
Ant
idot
201
7
1111
The Evolution of Analytics
The way to measure and to analyze is intrinsically bound to the delivery method.
Value Delivered
Paper! !
PDF !HTMLPages
1000
100
10
1
Copy
right
© A
ntid
ot 2
017
1212
Biases and Limitationsof Web Analytics
1313
Web Analytics
Batch log processing
Trackers + external platform
Copy
right
© A
ntid
ot 2
017
1414
The Analytics Bias – Downloads vs. Reads
! Web analytics tools measure HTML downloads, not actual consumption of the content
Copy
right
© A
ntid
ot 2
017
1515
The Analytics Bias – Content Structure
! UX and content organization create a bias
Copy
right
© A
ntid
ot 2
017
1616
Web Analytics – Limitations
Web Analytics tell about:- Sessions, users …- Pages, flow ...- Duration, bounces …- Countries, language,- Browsers, OS, device ...- Campaign performance- Referrals, origin …
BBoottttoomm lliinnee:: It’s all about Web Marketing
Copy
right
© A
ntid
ot 2
017
1717
Web Analytics – LimitationsCo
pyrig
ht ©
Ant
idot
201
7
1818
Web Analytics – At the Topic LevelCo
pyrig
ht ©
Ant
idot
201
7
1919
Web Analytics – At the Topic Level
This sort of rendering clearly does not work if you have thousands of topics!
Copy
right
© A
ntid
ot 2
017
2020
Web Analytics – At the Book LevelCo
pyrig
ht ©
Ant
idot
201
7
2121
Conclusion and Needs
! Counting file (page) downloads at the web server level is biased. We need to track events that match real user’s behavior and content consumption.
! Raw numbers are meaningless: we need perspectiveto get the big picture.
! Metrics need context to have a meaning and to be properly interpreted.
Copy
right
© A
ntid
ot 2
017
2222
The Untapped Value of Analytics
By changing the way we deliver,we open new ways to measure.
Value Delivered
Paper! !
PDF !HTMLPages
!DynamicDelivery
InflectionPoint
1000
100
10
1
Copy
right
© A
ntid
ot 2
017
2323
The Inflection Point
! We are asked to provide more and more metrics to fuel fact-based decision engines
! Therefore, we need numbers that we can trust
! This is why we need to change the way we track and log
Copy
right
© A
ntid
ot 2
017
2424
Dynamic Content Delivery
Fluid Topics
2525
Dynamic Content Delivery
Fluid Topics: - the software platform that reinvents content delivery, fueling users and processes with dynamic, contextual and actionable information.
Combine content from multiple sources and create a unified Knowledge Hub of actionable information.
Reinvent the search and reading experience on any device. Make users autonomous and happy, deflect support calls.
Provide tools and functions to let users interact and engage with content. Deliver real digital transformation.
Track everything users do to provide real time analytics, derive insights on product use, and make predictive customer support a reality.
d
Copy
right
© A
ntid
ot 2
017
2626
Fluid Topics’ four pillars
Combine & Publish
Find & View Craft & Share
Measure & AnalyzeConf
iden
tial -
© A
ntid
ot 2
017
2727
A comprehensive Knowledge HubCombine & Publish
Conf
iden
tial -
© A
ntid
ot 2
017
2828
A comprehensive Knowledge HubCombine & Publish
! Extract most relevant resources from all data sources! Structured doc (XML), Wikis, knowledge bases, user-generated
community content, support tickets and emails, etc.
! Legacy documents such as PDFs, Word, PowerPoint, …
! Combine content & transform it into readily available information
! Semantically link any data using advanced matching algorithmsCo
nfid
entia
l -©
Ant
idot
201
7
2929
© A
ntid
ot 2
017
Combine & PublishAn open platform
! REST APIs for integration
! Ready to use portal
! Fully customizable look & feel
r r rm rm
3030
! Connects to your security back-end: native support of SSO protocols.
! Layered access: content is filtered based on user credentials.
! Features are accessible to users according to their role and profile.
! Designed and engineered to run in hostile environments.©
Ant
idot
201
7
Combine & PublishA secure delivery layer
3131
A new user experience
Conf
iden
tial -
© A
ntid
ot 2
017
Find & View
3232
! Highly relevant semantic search! Support for synonyms and thesaurus! Facets for filtering! Type-ahead suggestions (autocomplete)! Self-learning spell checker! Content preview from the search interface! Embedded reader streaming content! Responsive interface
Conf
iden
tial -
© A
ntid
ot 2
017
Find & View
3333
Conf
iden
tial -
© A
ntid
ot 2
017
Contextual and personalized informationCraft & Share
3434
! Alerts to be notified on new/updated content! Scopes to create views on content! Send feedback to the writers! Bookmarks for direct access! Create personal books with selected content! Comment content! Share or print your books and comments
Conf
iden
tial -
© A
ntid
ot 2
017
Craft & Share
3535
Conf
iden
tial -
© A
ntid
ot 2
017
Actionable insightsMeasure & Analyze
3636
! Track & measure all aspects of content consumption: searches, clicks, downloads, etc.
! Real-time analytics and dashboards
! Discover what users search for, read and are interested in
! Optimize investment in technical content authoring by focusing on the subjects important to users
© A
ntid
ot 2
017
Measure & Analyze
3737
Fluid Topics – Changing the Measurement
! Fluid Topics tracks fine-grained events: autocompletes, keywords, facets used, results previewed, clicks …
! With its embedded reader and content streaming technology, Fluid Topics analyzes content at display time
Copy
right
© A
ntid
ot 2
017
3838
Fluid Topics – Changing the Processing
! Events generated by Fluid Topics are stored in real time in a high-performance NoSQL database
! The data-mining engine generates customizable insightful metrics
EventsECopy
right
© A
ntid
ot 2
017
3939
We need context: analytics are displayed within Fluid Topics turnkey portal alongside with the associated content
Fluid Topics – Changing the RenderingCo
pyrig
ht ©
Ant
idot
201
7
4040
Understand which Books are (Un)Used
Reinventing Analytics for Tech Content
4141
Library AnalyticsCo
pyrig
ht ©
Ant
idot
201
7
"#$%&'()*%+,'- ./012340%)/'5$%&1
"#$%&'()*%+,'-6),013
(1+7/%+4#'8)01'-9104&404':4/&#%/2';<'"#$%&'()*%+,
"#$%&'()*%+,'- =,13'5$%&1 >1#14,1'8)01,'- "#$%&'()*%+,'?@AB
C"D'./,04##40%)/'4/&'C&E%/%,0340%)/'5$%&1
(1+7/%+4#'8)01'-613,)/4#'F))G'=,13'5$%&1
C"D'./012340%)/'5$%&1
C/0%&)0'63)&$+0,'C3+7%01+0$31
>1#14,1'8)01,'C"D'?HAI
C/0%&)0'63)&$+0,'J?13?%1K
F4+G'JLL%+1'-=,13'5$%&1
(1+7/%+4#'8)01'- 63)E)0%)/4#'M)/01/0'94/421E1/0
(1+7/%+4#'8)01'-=*#)4&'+)/01/0
N%;343<'4/4#<0%+,O
"#$%&%'=,13,
9),0'314&,
:)$3#< P4%#< Q11G#< R$43013#< S143#<53)$*';<O 63)&$+0 (%E1'34/21O
4242
Library UsageCo
pyrig
ht ©
Ant
idot
201
7
"#$%&'()*%+,'- ./012340%)/'5$%&1
"#$%&'()*%+,'-6),013
(1+7/%+4#'8)01'-9104&404':4/&#%/2';<'"#$%&'()*%+,
"#$%&'()*%+,'- =,13'5$%&1 >1#14,1'8)01,'- "#$%&'()*%+,'?@AB
C"D'./,04##40%)/'4/&'C&E%/%,0340%)/'5$%&1
(1+7/%+4#'8)01'-613,)/4#'F))G'=,13'5$%&1
C"D'./012340%)/'5$%&1
C/0%&)0'63)&$+0,'C3+7%01+0$31
>1#14,1'8)01,'C"D'?HAI
C/0%&)0'63)&$+0,'J?13?%1K
F4+G'JLL%+1'-=,13'5$%&1
(1+7/%+4#'8)01'- 63)E)0%)/4#'M)/01/0'94/421E1/0
(1+7/%+4#'8)01'-=*#)4&'+)/01/0
N%;343<'4/4#<0%+,O 9),0'314&,
:)$3#< P4%#< Q11G#< R$43013#< S143#<53)$*';<O 63)&$+0 (%E1'34/21O
"#$%&'()*% '
Dynamically organize the layout
according to content metadata
4343
Library UsageCo
pyrig
ht ©
Ant
idot
201
7
"#$%&'()*%+,'- ./012340%)/'5$%&1
"#$%&'()*%+,'-6),013
(1+7/%+4#'8)01'-9104&404':4/&#%/2';<'"#$%&'()*%+,
"#$%&'()*%+,'- =,13'5$%&1 >1#14,1'8)01,'- "#$%&'()*%+,'?@AB
C"D'./,04##40%)/'4/&'C&E%/%,0340%)/'5$%&1
(1+7/%+4#'8)01'-613,)/4#'F))G'=,13'5$%&1
C"D'./012340%)/'5$%&1
C/0%&)0'63)&$+0,'C3+7%01+0$31
>1#14,1'8)01,'C"D'?HAI
C/0%&)0'63)&$+0,'J?13?%1K
F4+G'JLL%+1'-=,13'5$%&1
(1+7/%+4#'8)01'- 63)E)0%)/4#'M)/01/0'94/421E1/0
(1+7/%+4#'8)01'-=*#)4&'+)/01/0
N%;343<'4/4#<0%+,O 9),0'314&,
:)$3#< P4%#< Q11G#< R$43013#< S143#<53)$*';<O 63)&$+0 (%E1'34/21O
Click on a cluster (color) to refine
analysis
C" ' ' 'C& '
Click on a title to see the analytics
of a book
4444
Drill Down and ExploreCo
pyrig
ht ©
Ant
idot
201
7
4545
Understand how a Book is Read
Reinventing Analytics for Tech Content
4646
! "
!"
!
! "
!
!"
()*
(*+,
-).
-//
(01
++2,
+00
+((,
+)-
.0,
T%1K,
Table of Content Heat Map shows in a snap what parts of the book are the
most read(
( ,T%1
Colors represent other information such as
number of likes, bookmarks, time spent …
!"
(
+ ,
+
Copy
right
© A
ntid
ot 2
017
Analytics at theBook Level
4747
Click to unfold any section of the ToC and drill into the
structure to gain more understanding
! "
!"
!
! "
!
!"
()*
(*+,
-).
-//
2(
++2,
+00
+((,
+(/
.0,
T%1K,
!+.1
+)2
Copy
right
© A
ntid
ot 2
017
Analytics at theBook Level
4848
!"#$%&%'(()#%! "#$%&'( )*+,()-.,(+*/ 0 1233#45&'()*+(0 6#4%748(9##%:$;<'()- 0 =48$8#3#45(&;2>#'(.?-
Analytics at the Topic Level
Access metrics on each component in
context, directly from the reader
U
Copy
right
© A
ntid
ot 2
017
4949
Topic Reading
(31/&OQ11GO'''! UVBBW9)/07O'! UVIBW
"11&;4+GOQ11GO''' X'''#1L0')/'VX9)/07O''VB'#1L0')/'YB
"&34,-,56673,- >14&,O'VBZ['VX\['ZB@ ] M)EE1/0,O'VBZ'] 61/&%/2'L11&;4+GO'VX ] ^/2421E1/0',+)31O'\_X
-
!"#$%&%'(()#%! "#$%&'( )*+,()-.,(+*/ 0 1233#45&'()*+(0 6#4%748(9##%:$;<'()- 0 =48$8#3#45(&;2>#'(.?-
!"#$%&'##(&)))! *+,,-./$01&)! *+2,-
3##%456(&'##(&))) 7)))8#90)/$)+7./$01&))+,)8#90)/$):,
Unfold to access more detailed
metrics
Copy
right
© A
ntid
ot 2
017
5050
Change the Analytics& Beyond
5151
The Untapped Value of Analytics
By changing the way we deliver,we open new ways to measure,and we create value far beyond imagination
Value
Paper! !
PDF !HTMLPages
!DynamicDelivery
InflectionPoint
! Subjects of Interest
!Patterns & Personalization
!Predictive & Real Time 1000
100
10
1
Copy
right
© A
ntid
ot 2
017
5252
Subjects of Interest
! Analyze the subjects: what is “inside” the consumed content (as opposed to component)
! Aggregate metrics by subject of interest
! Derive and display insights that tell you what people read about
Copy
right
© A
ntid
ot 2
017
5353
Patterns & Personalization
! Analyze consumption to detect patterns of use and automatically create categories of users
! The categories may not match “your assumptions”
! Categories may also be related to subjects of interest
! Use this information to adapt search results and personalize further the readingCo
pyrig
ht ©
Ant
idot
201
7
5454
Real Time Support
! Content consumption is logged in real time
! Make that information available to your customer support
! Provide contextual help and advice
! Avoid asking users if they read the documentation, if you can see they spent two hours searching before calling
! Suggest further readings, or explain what they missed in the content they checked
Copy
right
© A
ntid
ot 2
017
5555
Predictive Customer Service
! Analyze searches and content consumption as well as the outcome (solved issue, call to support)
! Use that information to predict in real time the chances that a user will request help from the support
! Reach out to the user before he does call
Copy
right
© A
ntid
ot 2
017
5656
Predictive Customer Service
“Hello Support,Mr. Doe has been searching for 48 minutes on this subject. - 88% chance he will call soon.- This increases churn likelihood by 5%.You should reach out to him.“
Copy
right
© A
ntid
ot 2
017
5757
Conclusion
! Tech doc delivery done right is a sensor. It is a direct connection to your users’ brain.
! Tech doc’s value could be a thousand fold more than what it is today.
! Tech doc has the capability to play a more strategic role in your company.Co
pyrig
ht ©
Ant
idot
201
7
5858
Experience Fluid Topics by yourself
! Try it online at https://discover.fluidtopics.com
Or www.fluidtopics.com
Click on to createan account and access all features s d
Copy
right
© A
ntid
ot 2
017
