Q&A With Aptara’s Pavan Arora: Predictive Semantics & Metadata Resolutions for 2014
What are predictive analytics and how can publishers use it for content development and marketing?
Predictive analytics refers to applying an algorithm to predict actions based on captured data. Semantic tagging helps us apply predictive analytics, which has been so successful for other industries, to publishing. For example, combining semantic sentiment analysis with a predictive algorithm would infer that someone reading a book criticizing President Obama, may be more interested in reading a book by Rush Limbaugh rather than the President's autobiography. Moreover, a different algorithm could infer that based on browsing and buying patterns, more books about President Obama with a positive sentiment about "Obamacare" are being read, rather than books just about President Obama.
- Companies:
- Aptara Inc.
- McGraw-Hill Companies
- People:
- Pavan Arora
Denis Wilson was previously content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzed and reported on the fundamental changes affecting the media and marketing industries and aimed to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.