Big data’s potential impact on content management

As the shift toward big data analytics continues to gain momentum, Craig Le Clair, vice president and principal analyst at Forrester Research, expects it to influence the way organizations conduct business. Learn how predictive analytics can improve your business processes, allowing you to make more-informed decisions, faster.

Video Transcription

[Craig LeClair, vice president and principal analyst at Forrester Research]

As an analyst there, I cover things like enterprise content management, and business process management. I did a lot of the early work and development of smart process applications and dynamic case management.

How do you view big data?

There is a lot of conversation about big data. There's big conversations about big data, and I try to think about it from the use case standpoint. I keep wanting to see really brilliant use cases around big data and I'm starting to see them. But the ones I really like are the ones that drive off of: locational data, GPS data mobile, data, CD, RS from it, from every, doesn't have to be a smartphone.

They're starting to look at that applications of that geopolitically in underdeveloped countries; to take a look at the communications between different factions that might be at Civil War at some point. They're looking at it based on mobility, big data they'll be able to analyze. Health patterns, you know, where correlate you know diseases with the various behavior based on big data so this is a tremendous amount of excitement you know around it.

How does it relate to content management?

Well it has a lot of direct relationship with process. So if you think about it, business process management, case management and smart process apps can be driven from analytics that based on big data. Think of it as you know you have a pile of data coming in; it is only useful or it has its highest value in the moment. You're understanding that via advanced predictive analytics.

Then, based on rules you've set up, you are indicating a course of action that will be driven by a case management or smart process. That actually may kick off a workflow or a movement of a customer from one channel to another be able to proactively send them an email send, them an SMS text, or some sort of action. It was the next best action to occur based on the analytics that our site for now cycling through that big data so there's tremendous application of big data ultimately and the somewhat aspirational because companies are just thinking about this now to how to drive business processes.

Is the ECM system where Big Data is stored and analyzed?

So we see that the big data with a dupe and that architecture is really geared towards massive analysts and consumption of tremendous amounts of data points. That will never be done within the traditional ECM core you know infrastructure; it will be used as we're saying really to drive an execution for which the ECM and the process engine will take part in and VN execution. Essentially, you have kind of the brains and then you have the execution engine. But the role internally for use of social data, which really if you think of it like internal big data, is all of the communications that occur they're not trapped in a business process today. Your activity streams, if you will, the email. There is an attempt to really bring an enterprise social platform and integrate it into case process. Particularly case manager because a lot of the really important stuff is not that unstructured communication in that activity stream.

So you're seeing, you know, companies use Yammer and chatter and these tools are starting to use them. But today, they're more orthogonal to a process. They're really kind of a digital water cooler, which are great for transparency and great for knowledge dissemination, but they are not integrated in with core systems and processes of platforms. In other words they're not really well integrated in with content management today.

We see that changing now, we see those activity streams to be very important from a compliance standpoint very important to understand best practices for doing the process so that you can improve that case process. There's definitely a linkage between internal social platforms, the business process layer and the content management layer that we see going forward; it's an inevitable trend.