Case Studies

Content Intelligence Engine Provides Strategic Content for Sales Force

Project at a Glance
RDA developed a targeted search engine for a global software leader which saves hours in content searches while reinforcing a consistent brand message to our client's target audiences.

About Our Client

Our client is a worldwide leader in the software industry.

Background

RDA's client sought to create an easy-to-use search tool for its marketing teams that could quickly identify and locate prescriptive content to best address the specific needs of a competitive situation related to a particular issue, competitor, or vertical industry.

Solution Detail

RDA developed the Content Intelligence Engine (CIE): a tool designed to strengthen strategic sales direction by referencing content for our client's sales force. CIE allows marketing groups to contextually define marketing materials and search a portal database for collateral appropriate to specific scenarios. Account executives enter an account profile and the system suggests a relevant marketing package based on the characteristics of that profile. Content is referenced externally in the engine by providing a link to it.

CIE allows key decision makers to easily present prescriptive strategy materials appropriate for specific scenarios. A set of simple, targeted questions are presented to the user and the output is tailored to that scenario. These scenarios may be easily controlled through a set of administration tools. This approach offers our client a way to deliver a consistent message directed from the top level management to all system users. CIE is not merely a search engine, but a tool for directing prescriptive strategies. Specialized versions of CIE have been developed for many groups within our client's organization.

CIE is a type of prescriptive search engine (PSE). Unlike a traditional search engine, which uses keywords to locate content, a PSE employs a set of pre-defined tags and scenarios to locate the content appropriate for a given search. To accomplish this, a PSE works in a well-defined world with strict boundaries. While a keyword search engine can accept a broad array of search criteria, a prescriptive search engine can only accept search criteria that it is already familiar with. The resulting benefit is a highly accurate return of information.

Benefits

One of the key benefits of CIE is the ability to use questionnaires in conjunction with content tagging to encapsulate subject matter expertise in order to determine a given piece of content's relevance. This is a key differentiator from conventional content search engines where the searcher must know to ask the right questions in order to discover relevant content. This is also important because in CIE, the value of content is already known as it pertains to the search, where the searcher must be capable of ascertaining the content's value in a conventional search scenario.