Business Value of Taxonomy 08-04-10 TaxoCoP

8/8/2019 Business Value of Taxonomy 08-04-10 TaxoCoP

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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

[email protected]


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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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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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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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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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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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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


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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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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26 Copyright 2010 Earley & Associates, Inc. All Rights Reserved.


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

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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 [email protected]

Feel free to call me as well [email protected] 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:[email protected]:[email protected]:[email protected]:[email protected]


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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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Core Capabilities

EnterpriseSearch,

Portal Design,Collaboration

Web ContentManagement

Workflow

ManagementSecurity &

PrivacyManagement

Rights

Management

RecordsManagement

WebsiteNavigation,Search &

SEO


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 [email protected]

Questions?

Business Value of Taxonomy 08-04-10 TaxoCoP

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