Improving Customer Satisfaction with Agile Taxonomy Management

The Challenge

The website of eMarketer (former Insider Intelligence) contained thousands of articles that clients relied on to inform themselves about market needs and digital transformation trends. The challenge was not so much the volume of content, but how it was managed and made discoverable.

New content was organized in Excel spreadsheets, causing a significant bottleneck. It took weeks before the search index could be updated with new terminology and relationships. This delay meant clients couldn’t find the latest insights using current market terminology and search results failed to connect related concepts.

The knowledge management team had to rely on other departments to make changes to the search system. System engineers were wasting programming time on manual taxonomy work instead of development. Any changes to the search platform took two weeks to months to implement after market trends were observed. This cross-departmental dependency created inefficiencies and prevented the team from responding quickly to evolving market language.

The Solution

Graphwise’s Data Management Suite provided a fast, intuitive, and collaborative taxonomy management solution that could be used by taxonomists and subject matter experts without requiring deep technical expertise. The suit’s user-friendly interface allowed seamless onboarding of the research taxonomy team to an easily manageable system – something eMarketer did not have before.

The new tool could quickly retag all documents when new concepts were generated. Instead of waiting weeks for engineering teams to update search indexes, the taxonomy team could now make changes that automatically propagated across thousands of articles. This eliminated the Excel spreadsheet bottleneck and enabled the platform to stay current with evolving market terminology.

Graphwise’s Data Management Suite introduced synonyms to the taxonomy, allowing the search engine to retrieve results based on related keywords. When users searched for “smart speaker,” the system would also return results for “voice assistant” and “virtual assistant” because the taxonomy defined these relationships. This synonym capability dramatically improved search precision and helped clients find all relevant content regardless of which terminology they used.ve layer for managing taxonomies, metadata, and semantic relationships across Healthdirect’s entire ecosystem.

The Impact

With the new taxonomy management, the research team could make changes to the eMarketer platform in real-time. Troubleshooting and implementation no longer took months – improvements could be made immediately. This benefits the engineering and research staff who were previously dedicating resources to painstaking data organization.

Also, content was dynamically tagged with relevant metadata, leading to significantly improved search results and directly contributing to increased customer satisfaction.