Analytics is getting a lot of attention these days for additional business insight, improving the customer experience, and understanding the online experience. But these exciting areas tell only part of the story. Analytics is after all a horizontal technology that can also help improve content management and transactional business processes by helping to classify documents, improve business processes, and enhance the value of packaged apps. Open Text is adapting to this trend with announced plans to integrate the content analytics capabilities of Nstein Technologies, acquired  on April 1,  that will drive additional value in a  number of areas including - regulated documents, email, social media, Web content, OCR-treated scanned images, and content in business systems, such as Microsoft, SAP and Oracle. While Open Text's first integration of Nstein technology will integrate content analytics with Vignette Content Management system, and the Media Management DAM solution, the bigger value will come from  integration with its Enterprise Library, the core repository,  and will be marketed as Open Text Content Analytics. I have three related research projects that touch on analytics – a review of the content integration market, top use cases for content analytics, and how analytics can take capture to the next level. Analytics will be a foundation component for the enxt generation of ECM - and OT is moving that direction.