Contextualisation for insight
Saul StetsonExponential
Categorising content and building user profiles and aggregated behaviour models helps marketers become more scientific in discovering who their ideal customers are likely to be, sometimes with surprising results.
Data contextualisation is the methodology that categorises -in precise detail – specific areas of content with which people are engaging. The internet is essentially an ecosystem of unstructured information but contextualisation technology is able to scan a web page, understand its content, and assign it a preset category, or topic, that will sit within a more general category chain. For example, entertainment is a general...