ONLINE CONTENT MININGAbout SmartologySmartology has a vision to be a world leader in content marketing, providing information to people that is uniquely tailored to their needs. The SmartMatch technology is an innovation in content marketing, matching published content and articles with highly relevant content pieces from advertisers which contain contextually similar content. Maximising value for the publisher, the advertiser and delivering quality content for the reader. ChallengeThe SmartMatch technology offered by Smartology is truly an innovation in marketing. However, in order to benefit from SmartMatch an advertiser needs to know what content it has and where it is located. Many large organisations have vast amounts of content, produced by a variety of personnel often around the world. It is a time intensive task to audit what content is available, find out where it all is and which pieces would be relevant and timely for contextual content matching through the SmartMatch technology. SolutionSmartology wanted to find an outsourced partner to conduct the content audits on behalf of its customers to alleviate the time pressure it would take the advertiser or the team at Smartology to conduct the time intensive content audits. Adetiq offered Smartology a cost and time efficient solution by utilising the skills and content mining technology available within the online team at Adetiq. Smartology provides Adetiq with details of each advertiser and the type of content required for SmartMatch. Using a combination of systems and defined processes, Adetiq mines online sources to identify what content is available, documenting various attributes associated with each piece of content including the source, location, type and author. The collected data highlights what content is available and is then used to populate the SmartMatch technology with the relevant content, in preparation for the contextual matching with articles across a range of worldwide publications. The content mining services offered by Adetiq have helped Smartology to focus internal resources less on administrational process and more on providing high quality customer service and has reduced the on-boarding time for new clients using the SmartMatch system. Adetiq supports Smartology as it continues to expand SmartMatch with new media owners and new advertisers. Current media owners include Reuters, Financial Times, MIT Technology Review and The Economist. What they said about us"We find Adetiq to be both responsive and reliable, with the team efficiently working through our requests in a super quick turnaround time." SMARTOLOGY DATA COLLECTION | DATA MINING | CONTENT POPULATIONAbout Toys R UsToys R Us is the world’s leading family leisure, baby centre and toy megastore with over 1,500 stores worldwide in 33 countries. Toys R Us was opened in the UK in 1985, and in 1996 Toys R Us launched Toysrus.co.uk offering the widest range of toys and family leisure products to millions more UK customers, all at great value prices. ChallengeToys R Us offer the largest range of toys and family leisure products online, populating the products onto the website to make them available to customers takes a significant amount of time. Not only does the product information need to be populated, but unique Toys R Us descriptions for each product needs to be created and also the attributes and product images need to be sort from manufacturers around the world. Toys R Us wanted to find a high quality yet cost effective solution to the labour intensive product searching, copywriting and collection of the product data, alleviating the administration pressures from the internal team to enable them to focus on quality control and important brand marketing initiatives. SolutionAdetiq provides an integrated solution for Toys R Us encompassing data mining, image correction and enhancement, SEO friendly copywriting and data collection. The Adetiq team took time to understand the challenges that Toys R Us faced and to understand the specific brand requirements in terms of tone of voice for the copy, and image type for the product images. Using Adetiq’s content population systems and experienced online content team, Adetiq devised a custom solution tailored to the precise needs of the Toys R Us eCommerce team. Working to tight deadlines and seasonal requirements, Adetiq liaise with the Toys R Us worldwide manufacturers to obtain detailed information about each product. Using the product information, Adetiq then write unique search engine optimised descriptions for each product in the correct Toys R Us tone of voice. Images are passed through a vetting, correcting and re-sizing process before being allocated to the product and attributes including dimensions, colour, weight and age restrictions are added.
Once completed the data and images are uploaded to the Toys R Us website to make the products available to millions of customers for purchase. For Toys R Us, flexibility is critical with Adetiq able to respond to peaks and troughs in requirements at no additional cost to Toys R Us. As a result Toys R Us have been able to save valuable internal resources from being tied up in administrational processing, been able to benefit from a more structured and efficient solution and reduce the time it takes to make products available for sale online. |
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