1. An apparatus comprising: a processor; and a memory, the memory storing instructions that when executed by the processor cause the processor to: identify a keyword from machine-readable text during a session with a client at a contact center, wherein the keyword reflects a skill possessed by the contact center resource; identify a contact center resource based on the identified keyword; update a first group of keywords associated with the contact center resource based on the identified keyword; invoke an action based on analysis of the keyword associated with the client or the contact center resource; monitor the action and report results in response; and update a second group of keywords according to analysis of the results, wherein the second group of keywords is associated with a second contact center resource.