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Earley & Associates, Inc. | Classification: PUBLIC USECopyright 2010 Earley & Associates, Inc. All Rights Reserved.
The Business Value ofTaxonomyImproved efficiencies, increased sales,motherhood and apple pieSeth Earley, CEO
Earley & Associates, Inc
seth@earley.com
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2Copyright 2010 Earley & Associates, Inc. All Rights Reserved.
Earley & Associates Highlights
Founded 1994
Focus Areas Holistic approach to specific
business contexts and goals for: Retail
Manufacturing
Pharmaceuticals & Life Sciences
Public Sector
Media & Entertainment
Personnel Core team of 25 consultants
Locations Concord, MA headquarters, consultantsin US, UK & Canada, global projects
Services Taxonomy & Information Architecture
Search Strategy for Enterprise & Web
ECM, DAM & Information Lifecycle
Program Management & Governance
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3Copyright 2010 Earley & Associates, Inc. All Rights Reserved.
Co-author of Practical Knowledge Management from IBM Press
16 years experience building content and knowledgemanagement systems, 20+ years experience in technology Former Co-Chair, Academy of Motion Picture Arts and Sciences,
Science and Technology Council Metadata Project Committee
Founder of the Boston Knowledge Management Forum
Former adjunct professor at Northeastern University Currently working with enterprises to develop knowledge and digitalasset management systems, taxonomy and metadata governancestrategies
Founder of Taxonomy Community of Practice host monthlyconference calls of case studies on taxonomy derivation andapplication. http://finance.groups.yahoo.com/group/TaxoCoP
Co-founder Search Community of Practice:http://tech.groups.yahoo.com/group/SearchCoP
Seth Earley, Founder & President, Earley & Associates
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4Copyright 2010 Earley & Associates, Inc. All Rights Reserved.
Agenda
What is a taxonomy and why should I care? Making the business case ROI? CDB? M-O-U-S-E Drivers:
Revenue
Cost/Efficiency
New Service/CapabilityInfrastructure
Ten examples of where taxonomy brings value Resources/Next steps
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6Copyright 2010 Earley & Associates, Inc. All Rights Reserved.
What is Taxonomy?
It is a system for classification
It allows for a means to organize documents and web content Helps us fine tune search tools and mechanisms Creates a common language for sharing concepts Allows for a coherent approach to integrate information sources It is a common language for business processes
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What is metadata?
It is the is ness of a piece of content
And the about - ness of a piece of content
This is a Product Description
It is about the Motorola Razr
Taxonomies are the organizing principle behind metadataand the values that populate metadata fields
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Taxonomy definition
Taxonomy is a system for
organizing concepts andcategorizing content
Expresses hierarchicalrelationships (parent/child)Arranged in a tree-like structure,with top level categories that
branch out to reveal sub-categories and terms in varyinglevels of depthDictionary of preferredterminology
Products
Games
Card games
Actionfigures
Board games
Brands
Milton
Bradley
Scrabble
Disney
Battleship
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Why Taxonomy is important
To use it, you have to find it. To find it, you have to name it.
Need consistent handles (names) and labels on content inorder to locate, reuse, integrate, recombine assets
If you cant name it, you cant find itand therefore cant reuse it
Organization need ways to manage information assets in order toreduce rework and prevent duplication of effort, speed processes,create new efficiencies, and more quickly develop new products
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Taxonomy and Metadata Supports a Range of Applications
EnterpriseSearch,
Portal Design,Collaboration
RecordsManagement
WebsiteNavigation,Search &
SEO
ContentManagement
Taxonomy,Metadata,
IA& Usability
WorkflowManagement
Digital AssetManagement
RightsManagementSecurity &
PrivacyManagement
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Organizational Strategy
Business Unit Objectives
Increase customer satisfaction
Expand offerings Develop new markets
Business Processes
Customer Support Web Channel Sales
ProposalManagement
System
Call CenterKnowledge
baseE Commerce
System
Processes enableobjectives
L
I N K A
G E
Alignment, linkage, measurement
Customer Acquisition
Content Sources
Grow top line revenue
Content supportsprocesses
Objectives alignwith strategy
Working here(tools,
technology, IA,taxonomy,
search, etc)
Measuring here(micro level -
effects)
Measuring here(macro level -
outcomes)
CEO- Show me how this project will increase our revenue?
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ROI vs. CDB
Source: AIIM IOA Course
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Taxonomy brings value to all areas of the business
1. Improved Product
Sales
3. More Efficientuse of Marketing
Assets
4. Better SearchRecall and Precision
6. Content and AssetReuse
8. Better SharePointStructure
9. Better business
reporting/BI
10. Improved dataquality
Enterprise Taxonomy
2. Call Center/ Customer Support
7 RightsManagement
5. HarmonizedInfrastructure
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Task 1 Task 2 Task 3 Task 4 Task 5 Task 6 Task 7 Task 8 Task 9 Task 10
1. Improved Sales increased findability linked to conversions (sales)
Example of increased findability on e commerce site.
(Improved from 7 th place out of top 10 e-commerce sites to number 1 position based on evaluation of site taxonomy)
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Code Number ofIncidents percode
Percentage oftotal wherecodes wereused
Percentageof totalincidents
Time perincident
Total number 25,164 (avg.) 9.6
K helpful 3,833 18% 15% 5.45
K noteffective 455 2% 2% 8.49
K notavailable
3,313 15% 13% 10.35
K notrequired
13,992 65% 56% 5.95
no code used 3,571 not applicable 14% 8.22
Compliance 86%
Use/Opp % 68%
KH/Use % 50%
Average Reactive Time PerIncident (TPI) with knowledgenot available (KNA) - 10.35hrs
Knowledge Helpful (KH)Average Reactive TPI - 5.45hrs
Knowledge Helpful Comparisonto Average Time per Incident5.45/9.6hrs = 57%
Knowledge Helpful Time SavedPer Incident - 43%
2. Call Center Effectiveness
Example of improved knowledge access based on taxonomy.
Took call center reps 50% less time to solve a problem than when information was not organized correctly
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Do your kids: Have discipline problems?Trouble paying attention in school?Trouble getting along with others?
Maybe its time to find out howSettletra can help
3. Improved Management of Marketing Assets
Type : Magazine Ads Channel: Print Target Demographic: Parents Country : US Language : English Concept : Rebellion Brand: Settletra
Marketing operations applications (like Aprimo) require taxonomyand metadata to correctly function
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3. Improved Management of Marketing Assets
Taxonomy values are added as metadataProvides structure to allow asset retrieval
US
Types
Advertisements
TV Ads
Logos
Magazine Ads
MultipleTaxonomiescontaindescriptivedata for asset
Date created May-15-2009
Type Magazine Ads
Country
Metadata
Demographic Parents
Countries
Spain
US
Asset
Demographic
Youth
Parents
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3. Improved Management of Marketing Assets
System contained large amounts of stock photos
average cost $125
Cost of 10,000 photo inventory = $1.25mm
Yearly downloads = 40,000
Assume 50% usage
20,000 x 125 = $2.5mm
Net direct benefit = $1.25mm
Compliance benefits = reduced legal exposure from incorrect
use of images, correct records management retention
schedules
Images reused in Digital Asset Management system
Central marketing service organization saved $1.25 mm per year
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4. Improved Search Precision and Recall
Taxonomy terms
Facets
Document type
Site Area
Product
Task
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Refinement ofchoices basedon selectedterms
85 results
4. Improved Search Precision and Recall
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5. Infrastructure Harmonization
Structure and terminologyto support non text assetlocation and reuse
Reconcile vendor product metadatawith structure and format for catalog,merchandising, order management
Facets and attributes basedon taxonomy resolve withsearch user experience bestpractices
Semantic relationshipsfor related products,controlled terminology formerchandisers to supportspecific promotions
Content and documenttypes, topics/subjects,audiences, etc to supportunstructured information
Digital AssetManagement
Media Bin
IBM
E commerce suite
Endeca
Guided navigation
Cross sell/up sell
SterlingAutonomy/Interwoven
Content management
www.target.com
Enterprise taxonomy
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6. Content and Asset Reuse
Product Template
Taxonomy and metadata allows managementand assembly of component asset
+ =
Product Page
STS 5000
Longbattery life
Multi band
Noise cancelling
Product item
Promo
Disclaimer
Pr
Example of web content management system reusing product component itemin multiple site usage contexts.
Product item may be used in several locations and functions. Changing it in one place will change in all usage contexts
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6. Content and Asset Reuse
Product Template
Product itemcontent type
Product Page
STS 5000
Longbattery life
Multi band
Noise cancelling
Pr
Home(featured product)
CompareProduct
Longbattery life
PurchaseProduct
Motorola reduced time to market and lowered costs across all of its web siteproperties by applying taxonomy to content reuse
Product item may be used in several locations and functions. Changing it in one place will change in all usage contexts
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6. Content and Asset Reuse
Taxonomy can be used to allow components to be located separately fromthe composite and be used in a completely new context
Hoppy
Birthday ! Occasion = Birthday
Subject = Rabbit
Subject = Balloons
Style = Cute Style = Cute
Subject = Rabbit
Subject = Easter Bunny
Occasion = Easter
Composite asset (end product)
Component asset
Marketing organizations are asking creative agencies toprovide components and not just composites
This Digital Asset Management reuse scenarios allows organizations to retrieve creativebuilding blocks for new asset creation
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7. Asset Monetization/Rights Management
Each component requires definedvocabularies to determine whatcan and cannot be done with anasset
As systems become moreautomated (think purchasing on
demand viewing of video from aweb site or cable TV provider),automated rights management willbecome a bigger issue
ContentTypes
ContentStatus
RightsMetadata
Geography/ Locations
BusinessUnits
SubjectArea
Rights
ContentFormats
FunctionalRoles
As organizations reuse assets, create new derivative products and takeadvantage of new platforms and channels, rights management becomes a
complex issue
Multiple taxonomies are used to track various factors around when and how an asset can be sold orused. Need to boil an agreement down to fundamental issues.
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8. Better SharePoint Structure Use of Faceted Search Techniqiues
Improve findability by leveraging consistently tagged metadata surfaced via facets ina variety of ways
FacetedSearch
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8. Better SharePoint Structure Consistent Topics for Navigation
Display of topics defined as part of the taxonomy Execute scoped search when clicked
A-ZTopic Index
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8. Better SharePoint Structure Displaying Subsets of Information
Display of facets defined as part of the taxonomy Scoped to include forms, templates & checklists only
Forms &Templates
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8. Better SharePoint Structure Consistent Metadata Schemas
Capture, define and document organizational taxonomyPreferred terms, hierarchy, relationships, vocabularies, etc.
11 Content Types15 Vocabularies50 Metadata Fields
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8. Better SharePoint Structure Consistent Metadata Schemas
Define a core set of metadata elements required to be applied to all documents upontheir creation or upload.
Document metadata requirements for unique doc types
32
Schema included: Field names Column types Descriptions Mandatory requirement
Multi-value assignment Data source (lookup)
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8. Better SharePoint Structure Audiences and Personalization
Audience definition and mapping of job roles Passive personalization design
Push of predefined content targeted to users based on audience
Matrix included: System identification Preferred content types Topical interests
Required content Related roles
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Display of facets defined as part content type Scoped to include knowledge bulletins only
8. Better SharePoint Structure Knowledge access
KnowledgeBulletins
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9. Better Business Reporting/ Business Intelligence
Business Intelligence needs metadata on structured data as thebasis for quantitative analysis, taxonomy on unstructured contentfor the results of analysis
Extend traditional quantitative BI with qualitative BI fromunstructured content once a taxonomy is applied:
For example: analysis of call center issues by product to monitor a recall
Master Data Management needs taxonomy both aim to define asingle version of the truth
MDM to eliminate structured data redundancy Taxonomy to eliminate unstructured content ambiguity
Organizations are spending enormous amounts of money on BI. The problem isthey cannot locate reports and analyses and therefore BAs create more reports
Taxonomy can be used to make sense of existing BI and to gain new insights from data
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10. Better Data Quality
Understanding what metadata originates where, and in which systems it is consumed, in the broader context of business process
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Multiple Uses for Taxonomy Throughout the Business
Case Example:Motorolas Global
Taxonomy FrameworkServed Multiple Processes
Browsing & filtering
Compare product
Related documents
Financial reporting
Business intelligence Program Management
Product LifecycleManagement
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Why you will not just get Google
Google leverages linkages on the web that are not typically
duplicated internally in the organization
Search engines cannot infer intent or know what is important toyou in the context of your work task
Information relevance is dependant on who you are and yourlevel of expertise as well as what you are trying to accomplish
Not all content is equal - Google is fine for broad search results orless precise information, may not work as well if large numbers ofdocuments with finer granularity of differences
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Conclusions and Next Steps
Taxonomy provides benefits to all aspects of enterprise operations
Most organizations have pieces of the puzzle, but not a comprehensive approach tocross platform and application integration
Need to leverage meaning and nuance as well as data and structure
For more info, or to schedule a briefing, contact kathleen@earley.com
Feel free to call me as well seth@earley.com 781-820-8080
For more information see
Washington DC - October 18-2 San Diego November 8-11 Houston November 29-December 2 Tampa December 13-16 New York January 10-13
R h R d Whi P
mailto:kathleen@earley.commailto:seth@earley.commailto:seth@earley.commailto:kathleen@earley.com8/8/2019 Business Value of Taxonomy 08-04-10 TaxoCoP
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40 Copyright 2010 Earley & Associates, Inc. All Rights Reserved.
Research Reports and White Papers
Go to http://www.earley.com/Articles.asp Aligning Business Technology Goals Deriving a Taxonomy: Assembling Terms for a Consistent Point-of-View Indexing & Taxonomies: Finding the Best Way to Organize Online Content Knowledge Mapping - A Fast Way to the Heart of the Organization Making the Business Case for Enterprise Taxonomy Managing Multiple Facets & Polyhierarchy Measuring the Success of a Taxonomy Project: Tuning Content Categories
for Continuous Improvement Retrospective Indexing: Strategies for Cataloging Legacy Content Taxonomy Metadata & Search
Text Mining: Search's Silver Lining
C C bili i
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41 Copyright 2010 Earley & Associates, Inc. All Rights Reserved.
Core Capabilities
EnterpriseSearch,
Portal Design,Collaboration
Web ContentManagement
Workflow
ManagementSecurity &
PrivacyManagement
Rights
Management
RecordsManagement
WebsiteNavigation,Search &
SEO
Digital AssetManagement
Taxonomy,Metadata,& Usability
C C bili i
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Core Capabilities
Document/Content/Management: Strategy and requirements planning Taxonomy, Metadata, Object modeling
Audit and analysis Migration Tagging and indexing Lifecycle and workflow planning Technology selection, RFP development Governance
Taxonomy & Metadata: Taxonomy strategy Taxonomy development (for e-commerce, faceted
search, ECM, DAM, enterprise taxonomy, thesauri) Taxonomy evaluation and testing
Taxonomy implementation Taxonomy governance and training Taxonomy tool selection Metadata standards development Metadata schema design Metadata governance
Digital Asset Management: DAM strategy DAM taxonomy
DAM technology evaluation Asset lifecycle management Marketing resource management (MRM)
Information Architecture/Usability: Usability studies (site, navigation, taxonomy) Content modeling, workflow design SharePoint IA
Search: Search audit and user testing Search strategy and ROI analysis Taxonomy for faceted search and search
optimization Search deployment Search and business intelligence Search tuning and SEO Search technology evaluation/tool selection
C i I f i O i i d A (IOA)
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Courses in Information Organization and Access (IOA)
Half day briefing for managersHigh level overview of the topics of the course
Appropriate for managers or non specialists who want thehigh points
Two day Practitioner CourseFocused on strategy, theoretical framework, planningprojectsCovers taxonomy, ontologies, content modelingResults in Practitioner Certification
Two day Specialist CourseFocused on the how to of projectsUser analysis, scenarios, content inventorying, standardsIncludes governance, case studies, maturity modelsResults in Specialist Certification
Four day Master ClassPractitioner and Specialist plus take home case studyResults in Master Certification
Location Date
Washington DC October 18-2
San Diego November 8-11
Houston November 29-December 2
Tampa December 13-16
New York January 10-13
Wh Sh ld Att d
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Who Should Attend
Half day briefing is for professionals in non IT areas, directors, business managers,leadership, who want to understand principles and practices and the role oftaxonomy, metadata and information architecture in enterprise search, contentmanagement, business intelligence
First two days are for people who want a solid foundation in theory supportingimproved content processes, taxonomy, metadata, content modeling and searchapproaches
Days 3 and 4 are for information professionals and business users who want handson knowledge of approaches. Much of day 3 and 4 are spent in group exercises
I would recommend that if you have the time, you attend the full 4 days and attainthe master certification
I keep the course practical and interactive and share best practices, example,deliverables and templates from actual engagements.
Q ti ?
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Seth Earleyseth@earley.comwww.earley.com781-820-8080
Questions?