Autonomy Interwoven
Posted: January 27, 2010
- Location: San Francisco, CA & Cambridge, England
- Number of Employees: 1,800
- Clients: Avis, Delta, Ford
- URL: www.interwoven.com
Headquartered in San Francisco and Cambridge, England, Autonomy Interwoven is a global leading provider of infrastructure software. The company has a diverse portfolio with offerings that range from content management and website optimization to social media analysis and search engine marketing. Its innovative approach to IT has changed the way a strong global base of clients and partners interact with their information systems. Across the healthcare field to the government sector, entities in various industries are currently benefiting from Autonomy Interwoven’s cutting edge solutions.
Contel Bradford of DMB recently caught up with Annie Weinberger, VP of Marketing at Autonomy Interwoven, to find out more about one of the world’s most successful software companies.
Can you give us a brief glimpse of Autonomy Interwoven’s journey in the infrastructure software business?
Since its founding, Interwoven has provided application software solutions that help marketing professionals manage their Web sites. Last year, Autonomy acquired Interwoven and merged its IDOL (Intelligent Data Operating Layer) Platform into Interwoven’s offerings. IDOL provides the unique ability to understand unstructured or human friendly content and makes intelligent decisions about what to do with that information. Now that Interwoven’s applications are powered by IDOL we give marketers the ability to better understand their customers and optimize their marketing materials accordingly.
Please fill in our readers on “Meaning Based Marketing” and some of the solutions that fall under this umbrella.
IDOL is the platform that powers all of our Meaning Based Computing offerings, including Meaning Based Marketing (MBM). Using advanced mathematical techniques and statistical analysis, MBM extracts meaning from all forms of customer interactions, including unstructured information such as social media content, videos, phone call recordings, emails and Web interactions. Marketers can use this information to better understand their customers and strategies for marketing to them.
What are some of the most pressing challenges your clients are facing and how do you go about helping resolve them?
One of the biggest challenges a marketer faces is trying to understand who their customer is with very limited and dated data, such as purchase history, their zip code or what information they fill out on a customer form. We know that this information doesn’t give marketers a complete view of who their customer is or what they want. Marketers no longer own the data about their customers — instead it’s in their behavior, social networks and their interactions. Marketers need a system that watches and reacts automatically to what how their customer behaves and the trends that exist in the real world.
Autonomy Interwoven takes a different approach to solve this problem and builds a bigger, more complete view of the customer through their interactions with the Web site, conversations and trends in social media, and the sentiment of interactions in the contact center. Our solution helps marketers merge insights and understand the meaning of customers across all these different areas so a more complete customer profile can be drawn.
What makes content management with Autonomy Interwoven different from other enterprise CMS solutions on the market?
Unlike other companies, we understand the meaning behind all interactions and act automatically on it. We recognize patterns and uncover trends and automatically act.
How does Autonomy Interwoven plan to maintain an edge in the increasingly competitive software industry? What should we expect in the future?
While others are focused on building applications or different ways to gather information, we’re focused on being able to access, leverage and understand information so we can keep up with the agile Web.
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