How Technology is Revolutionizing Content Targeting Platforms

02Sep

Content targeting platforms for online learning are crucial for organizations because it boosts the knowledge and skills of their workforce. With that, they can gain a strong foothold in their respective industries and enhance their bottom line in the process.  

In fact, eLearning Learning cites in an article that 42% of companies reported an increase in their revenues after the implementation of eLearning. More than that, a case study of IBM showed that the enterprise saved $200 million when they converted online learning from physical training sessions.  

These things are only possible with a learning management system (LMS). This is a platform that delivers content to a company’s workforce to allow them to update their knowledge and skills and to gain certification as proof of their completion of required courses. 

content targeting platforms lms

An LMS is a repository of courses and other learning materials

On the interface of content targeting platforms, users can use keywords to find the right course for them or browse through a catalog. But what happens when they are done with their current syllabus or training programs? It is possible that their engagement with your LMS will also end.

                                     An LMS is a repository of courses and other learning materials

To ensure that they continue using the eLearning solution and gain more knowledge, you have to leverage content targeting platforms. This is a strategy that is mostly used in advertising. The process involves matching keyword searches with content embedded in web pages. This approach is not exclusive to the realm of marketing, however, because it can enhance the serving of information to users of an enterprise learning management system. 

To that end, it is aided by the latest technologies in the market, such as the ones we discuss below.  

 Latest technologies used in content targeting platforms
  1. Artificial Intelligence and Machine Learning 

Ensuring that the learner receives the kind of content they need can be difficult if done manually. But with the help of an artificial intelligence engine, it is possible because it can automate the process.  

With AI alone, your LMS can already predict the content needs of your employees. This is possible because the engine follows their movements around the platform, reads and interprets them, and serves them with like information.  

For example, a worker searches for ways how to deal with various sales scenarios. The AI takes this into consideration, looks for similar content in your database, and provides suggestions like ‘how to deal with angry customers.’ This is similar to the way content targeting ads work. This way, your LMS keeps your staff engaged and keeps the ball rolling on their learning path.  

Yet, imagine LMS paired with machine learning. Though this is often confused and interchanged with AI, it is a technology that is different but complements artificial intelligence.

Machine learning analyzes data and behavior to uncover patterns that it can transform into intelligent models. It then applies these to more data the LMS gathers to create a profile of the learner. It takes into account the content preferences, the career path the learner wants to take, and more.  

Since machine learning is a continuously learning engine, it can improve its content targeting the more employees use the corporate LMS.  

        2. Recommendation Engine 

A recommendation engine or a recommender system is a technology that is well-used in content targeting platforms, especially for the use of retailers, marketplaces, e-commerce sites, and the like. In fact, Amazon generates 35% of its revenue with the help of its recommendation engine, according to Maruti Techlabs.  

This innovation is not just for the use of businesses who want to entice consumers to buy more though. This targeting practice is also applicable to learning management systems. How can an LMS utilize this? 

Before we delve into that, it is important to know how a recommendation engine works. It actually sifts through a database of content to find the information that is suitable for the user. By predicting what they would like based on the similarities of their preferences to other users and by offering suggestions based on the content they like and the keywords that describe those pieces of content. These are called collaborative filtering and content-based filtering, respectively.  

There is a hybrid of the two types of recommendation engines as well. It makes content-based and collaborative suggestions separately and merges them before serving them to the user.  

With this approach, the learner has a personal advisor that offers insights into what course or article the learner may start on next, which could enhance their knowledge and skills. Thus, it creates a tailored experience.  

           3. Business Intelligence 

Business intelligence is a process of analyzing data that incorporates a wide array of tools, solutions, and procedures in preparation for data gathering from multiple internal and external sources. The result of this operation is then presented in dashboards, comprehensively visualized data, in-depth reports.  

Executives, team leaders, and other key decision-makers utilize this to gain actionable information.  

In the case of LMS, BI offers a huge boost because it can integrate the learning platform with other business metrics. Therefore, you can determine whether it has any significant impact on your business and in what way. On top of that, you can use the insights for further eLearning course visualization–it enables you to find more opportunities for sales training, create courses for those, and add them to the learning feed of employees.  

Business intelligence can also help you understand the learning needs of your workforce. By analyzing their keyword searches and course opens, you can come up with other content that can meet their learning requirements. And with content targeting platforms, you can ensure that they find these new materials with ease.  

To conclude…

A knowledgeable employee is a great asset to your company because they can adapt to any situation accordingly. This is possible through a continuous learning process. While sending your entire workforce to training sessions is a steep enterprise and almost impossible, you can make sure that they gain the knowledge and skills they need to perform their roles by aptly leveraging your eLearning software.  

As mentioned above, LMS can replace in-person training. With content targeting platforms, it keeps users involved, thus ensuring that they are always updated with the latest information. If you are looking for eLearning solutions, you can contact us today for a free demo.