Building internal-competencies-in-ioa

Earley & Associates, Inc. | Classification: PUBLIC USE Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.

Building Internal Competencies in Taxonomy, Metadata and Information Architecture

AIIM Information Organization and Access

Course Overview

2Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.

Recording Available

A recording of this webinar can be found here:

https://earley.ilinc.com/join/ctrmwct


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, consultants in US, UK & Canada, global projects

Services • Taxonomy & Information Architecture

• Search Strategy for Enterprise & Web

• ECM, DAM & Information Lifecycle

• Program Management & Governance


• Co-author of Practical Knowledge Management from IBM Press

• 16 years experience building content and knowledge management 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 digital asset management systems, taxonomy and metadata governance strategies

• Founder of Taxonomy Community of Practice – host monthly conference calls of case studies on taxonomy derivation and application. 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


Agenda

• Who/what is AIIM?

• The role of Information Organization and Access Professionals

• What industries are actively developing IOA professionals

• The advantage of developing in-house resources vs. hiring

• The AIIM Master Certificate course overview

• Who should attend


AIIM is the community that provides education, research, and best practices to help organizations find, control, and optimize their information.

AIIM was founded in 1943 as the National Microfilm Association and later became the Association for Information and Image Management. AIIM is also known as the enterprise content management (ECM) association.

Today, AIIM is international in scope, independent, and implementation-focused. As the industry's intermediary, AIIM represents the entire industry - including users, suppliers, and the channel

As a neutral and unbiased source of information, AIIM serves the needs of its members and the industry through a variety of activities including research, education, advocacy, and networking.

About AIIM

Imagine this product management scenario

What are the ingredients, and where do they originate?

When was it made?

Who purchased it? Through what channels? How do we market it?

What does the label look like?

Your response to a product recall depends on your information classification.

Example courtesy Leslie Owens of Forrester

Data Content

Example courtesy Leslie Owens of Forrester April 2010 Taxonomy Community of Practice call

Taxonomy and Metadata provides linkage between structured data and unstructured content

IOA Framework


IOA Framework for Enterprise Applications

Case Example:Motorola’s Global

Taxonomy FrameworkServed Multiple Processes

Browsing & filtering

Compare product

Related documents

Customer Relationship Mgt

Business intelligence Program Management

Product Lifecycle Management


A Simple User Experience Requires IOA Framework

Developing a technical model of content, assets and processes…

Case Example:American Greetings

Case Example:American Greetings

…becomes the foundation for a flexible, intuitive user experience


What is IOA?

• Information Organization and Access (IOA) is a discipline that operationalizes methods and practices used to create, apply and maintain consistent organizing principles across structured and unstructured information, processes, content and applications.

• IOA is at the convergence of Data Architecture, Enterprise Information Architecture and Semantic Architecture


Enterprise architecture is supported by IOA approaches

Enterprise architecture

“A comprehensive framework used to manage and align an organization's

Information Technology (IT) assets, people, operations, and projects with its

operational characteristics. In other words, the enterprise architecture defines how

information and technology will support the business operations and provide benefit

for the business.” The National Institutes of Health

http://enterprisearchitecture.nih.gov/About/What/

Enterprise Information Architecture Initiatives Require IOA Foundational

Approaches in Order to Achieve Long Term Success


The IOA Professional Integrates Parallel Perspectives

What is the difference between a data architect, a taxonomist and an information architect?

• Data architects are concerned with structured data and technical aspects of applications and database design

• Taxonomists are concerned with unstructured content semantics and the meaning of terms

• Information architects consider how structured data elements, unstructured content meaning and user intent combine to form the user experience

What they have in common is that they are all IOA professionals


What’s missing?

• Organizations employ data architects, enterprise architects, information architects, taxonomists and library scientists

• The missing element is a common framework and foundational approaches that bring these perspectives together.

• Organizations that have an integrated approach include financial services, insurance, retail, public sector, consulting, life sciences, technology

• The challenge is that many of these initiatives are focused on particular applications or silos of the business and not truly enterprise in nature

• Taxonomy and metadata standards are part of IOA. Very few organizations have comprehensive global taxonomies


What is the Value IOA Training?

• Creates a holistic approach to information management that significantly improves the return on information assets and investments

• Integrates best practices in information organization and governance into the fabric of information technology programs and projects.

• Improves maturity of the organization in content processes, taxonomy, metadata and information architecture

• Facilitates development of internal competencies and expertise allowing for a continuous cycle of improvement


The Role of Taxonomy and Metadata in IOA

• Unstructured and Structured applications are undergoing an unprecedented convergence - Leslie Owens of Forrester (April 2010 Taxonomy Community of Practice Conference call

http://www.earley.com/webinars/business-processes/role-taxonomy-enterprise-architecture Complimentary access with code IOA410)

Taxonomy and Metadata become the integration framework for structured and unstructured information

http://www.earley.com/webinars/business-processes/role-taxonomy-enterprise-architecture


Taxonomy is Foundational to Metadata

• Common language for…• business processes

• sharing concepts

• integrating information sources

• unifying enterprise systems

• Helps fine tune search

• Organizes content to make it findable

• Allows for consistent reporting

• This is the “O” in IOA


Search is Heterogeneous

IOA/Taxonomy Framework

Data Sources

Search Mechanisms

Appliances Federated Search

Auto categorization/Clustering

Entity Extraction

Faceted Search

Semantic Search

Business Intelligence

Customer Relationship Mgt

Document repositories

Custom databases and applications

Intranets/web pages


LESS STRUCTURE MORE STRUCTURE

19

Chaotic Processes Controlled Processes

Problem solvingCollaboration

Accessing informationAnswering questions

Knowledge Creation Knowledge Reuse

ENTERPRISE CONTENT MANAGEMENTSpans Structured and Unstructured Processes

CLA

SS

of T

OO

L

BlogsRecords

ManagementDocument

Management

Process ManagementWikis

Collaborative Spaces

Instant Messaging

Email Management

Web Content Management

Learning Management

Digital Asset Management

Content is Heterogeneous

IOA/Taxonomy Framework


A holistic IOA approach brings value to all areas of the business

Improved findability

Consistent naming & user experience

Improved navigation

Content in contextEasier content management

Better business reporting/BI

Improved data quality

enterprise taxonomy


Example Trends Which Require Integrated IOA Approach

• Business Intelligence needs metadata on structured data as the basis for quantitative analysis, taxonomy on unstructured content for the results of analysis

• Extend traditional quantitative BI with qualitative BI from unstructured content once a taxonomy is applied: analysis of risk/no risk claims by disease category analysis of call center issues by product to monitor a recall analysis of ad placement effectiveness by social media context

• Master Data Management needs taxonomy – both aim to define a “single version of the truth” MDM to eliminate structured data redundancy Taxonomy to eliminate unstructured content ambiguity


A Holistic View of IOA (Taxonomy and Metadata)

EnterpriseSearch,

Portal Design,Collaboration

Records Management

WebsiteNavigation,Search &

SEO

Content Management

Taxonomy,Metadata,

IA& Usability

Workflow Management

Digital AssetManagement

RightsManagement

Security & Privacy

Management


Taxonomy allows for multiple perspectives

• System for organizing concepts and categorizing content Hierarchical relationships

(parent/child) Tree-like structure, categories

that branch out to reveal sub-categories and terms

Dictionary of preferred terminology

• Key observation: taxonomy is not the same as navigation.

Products

Games

Card games

Action figures

Board games

Brand

Milton Bradley

Scrabble

Disney

Battleship

Internal perspectives may be different from what is important to external audiences.


Structure and terminology to support non text asset location and reuse

Reconcile vendor product metadata with structure and format for catalog, merchandising, order management

Facets and attributes based on taxonomy resolve with search user experience best practices

Semantic relationships for related products, controlled terminology for merchandisers to support specific promotions

Content and document types, topics/subjects, audiences, etc to support unstructured information

Digital Asset Management

E commerce suite

FAST

Guided navigation

Cross sell/up sellContent management

Product taxonomy

Each system will leverage taxonomy slightly differently

www.Bestbuy.com


Creating in House Competencies

Project Focus• Consulting projects have a defined life span• Focused on a specific outcome• Are able to get the attention of the organization for limited time frame• Snap shot in time, but enterprise is a moving target• Many times directed toward a specific application or system

Practice Focus• Ongoing life span• Center of excellence model• Become woven into the fabric of the organization • Allow for continuous improvement• Goal is to speed information flow, not organize information in place

The only way to have long term success is to build enterprise competencies


Creating in House Competencies

Hiring resources• Difficult to get trained resources• Many have industry specific knowledge that may or may not apply• Less understanding of internal processes• Cannot hire enough resources to meet the needs or the organization• May not have up to date knowledge and expertise

Training internal resources• Home grown can be time consuming, but ultimately may staff up faster over

long run• Better knowledge of business needs and culture• Less expensive than hiring high priced talent• Can train a wider range of stakeholders and non specialists• Can train stakeholders on best practices, build common approach

Training is a viable approach to building competencies across the organization, not with

just a few individuals


Course Overview

• Half day briefing for managers - $300 High level overview of the topics of the course Appropriate for managers or non specialists who want the high points

• Two day Practitioner Course - $1160 Focused on strategy, theoretical framework, planning projects Covers taxonomy, ontologies, content modeling Results in Practitioner Certificate

• Two day Specialist Course - $1160 Focused on the how to of projects User analysis, scenarios, content inventorying, standards Includes governance, case studies, maturity models Results in Specialist Certificate

• Four day Master Class - $2980 Practitioner and Specialist plus take home case study Results in Master Certificate


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 of taxonomy, metadata and information architecture in enterprise search, content management, business intelligence

• First two days are for people who want a solid foundation in theory supporting improved content processes, taxonomy, metadata, content modeling and search approaches

• Days 3 and 4 are for information professionals and business users who want hands on 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 attain the Master certificate

• I keep the course practical and interactive and share best practices, example, deliverables and templates from actual engagements.


Earley & Associates Highlights

clients

http://www5.jcpenney.com/jcp/default.aspx?mscssid=6a74d2e2e55cb46aea7aba321ea969326xMnVNoVzaGoxMnVNoVzaGW200B68A4060175C94EB3B45B063D4B34871E1015217

http://www.bedbathandbeyond.com/rdDefault.asp?

http://corporate.americangreetings.com/

http://www.cabelas.com/cabelas/en/templates/home/home.jsp?cm_re=Header*CabelasLogo*060110

http://www.cabelas.com/cabelas/en/templates/home/home.jsp?cm_re=Header*CabelasLogo*060110

http://www.huawei.com/

http://www.thecoca-colacompany.com/index.html

http://www.merck.com/







http://www.shire.com/shireplc/

http://www.shire.com/shireplc/

https://www.harvardpilgrim.org/portal/page?_pageid=1391,1&_dad=portal&_schema=PORTAL

http://www.aetna.com/






http://www.gartner.com/

http://www.raytheon.com/

http://www.gecapital.com/en/index.html

http://www.gecapital.com/en/index.html


Earley & Associates Core Capabilities

Program Management

Business Analysis / User Research

Technology Selection

Implementation Support

Socialization & Training

Governance

Strategy

Success Metrics

skills


Questions?

Seth Earley, PresidentEarley & Associates, [email protected]

http://www.earley.com/

Building internal-competencies-in-ioa

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