SAS® Text Analytics good news for Tribune
Simplifying information discovery, boosting page views and ad revenues
CARY, NC (07. Des. 2011) – Wielding SAS Text Analytics, Tribune Company not only posts breaking news in lightning speed, it automatically tags blogs, photos and comments to help readers readily find content they want. From the leader in business analytics, SAS Text Analytics improves digital content performance by indexing, tagging and classifying it to return the most relevant articles. With SAS, Tribune Company reduced manual tagging, improved search results and supported ad revenue generation.
"SAS Text Analytics is a must-have at Tribune Company," said Keith P. DeWeese, the Director of Information Semantics Management. "Its advanced browsing and search-and-replace capabilities make ontology exploration and modification consistent and comprehensive. With the integration of SAS Ontology Management and SAS Enterprise Content Categorization, we can develop ontologies and immediately use those to classify content – slashing our time to market."
SAS bettered content indexing through a taxonomy that maps to Google AdWords. In short order, Tribune Company readers started using the site's search engines more instead of always using Google to locate Tribune content. Early in its SAS implementation, the company exceeded its page-view goals by 300 percent. As site traffic rose, ad impressions also increased.
Prior to SAS, it was a challenge to show end users, including advertisers, all the articles that aligned to specific ads. Making those associations manually with tens of thousands of content items daily became impossible. SAS automated associations and significantly supported the Tribune's ad targeting – further increasing revenues.