Strategies LLC Taxonomy November 13, 2008Copyright 2008 Taxonomy Strategies LLC. All rights...
-
Upload
douglas-preston -
Category
Documents
-
view
214 -
download
0
Transcript of Strategies LLC Taxonomy November 13, 2008Copyright 2008 Taxonomy Strategies LLC. All rights...
Strategies LLCTaxonomy
November 13, 2008 Copyright 2008 Taxonomy Strategies LLC. All rights reserved.
Enterprise Web Taxonomy Design Best Practices
Joseph A Busch, Founder & Principal
2Taxonomy Strategies LLC The business of organized information
Taxonomy Strategies LLC: http://www.taxonomystrategies.com/html/aboutus.htm
Business consultants who specialize in applying taxonomies, metadata, automatic classification, and other information retrieval technologies to the needs of business.
Spin-off from Metacode Technologies, developer of XML metadata repository, automated categorization methods stack and taxonomy editor acquired by Interwoven as MetaTagger product line.
More than 50 years experience among our members. Metadata and taxonomy community leadership.
President, American Society for Information Science & Technology Dublin Core Metadata Initiative Board Member Chair, PRISM (Publishers Requirements for Industry Standard Metadata)
working group Co-editor, PRISM, XPointer, 3 IETF RFCs, and Dublin Core 1 & 2 reports.
Founded: 2002Location: San Francisco, CA Members:
3Taxonomy Strategies LLC The business of organized information
Recent & current projects: http://www.taxonomystrategies.com/html/clients.htm
CommercialGovernment
Not-for-Profit
4Taxonomy Strategies LLC The business of organized information
Agenda
Taxonomy business case and use scenarios. Taxonomy project start-up tasks. Taxonomy tasks and deliverables.
5Taxonomy Strategies LLC The business of organized information
What is a Taxonomy?
A categorization framework agreed upon by business and content owners (with the help of subject matter experts) that will be used to tag content.
6 broad, discrete divisions (called facets) 2-3 levels deep. Up to 15 terms at each level. 1200 terms total. With some logic—hierarchical, equivalent and associative relationships
between terms.
6Taxonomy Strategies LLC The business of organized information
Effectiveness of taxonomies
Categorize in multiple, independent, categories.
Allow combinations of categories to narrow the choice of items.
4 independent categories of 10 nodes each have the same discriminatory power as one hierarchy of 10,000 nodes (104) Easier to maintain. Easier to reuse existing material. Can be easier to navigate, if
software supports it. 42 values to maintain (10+6+11+15)
9900 combinations (10x6x11x15)
Main Ingredients
Cooking Methods
Meal Type Cuisines
• Chocolate• Dairy• Fruits• Grains• Meat &
Seafood• Nuts• Olives• Pasta• Spices &
Seasonings• Vegetables
• Breakfast• Brunch• Lunch• Supper• Dinner• Snack
• African• American• Asian• Caribbean• Continental• Eclectic/
Fusion/ International
• Jewish• Latin American• Mediterranean• Middle Eastern• Vegetarian
• Advanced• Bake• Broil• Fry• Grill• Marinade• Microwave• No Cooking• Poach• Quick• Roast• Sauté• Slow
Cooking• Steam• Stir-fry
7Taxonomy Strategies LLC The business of organized information
What technology analysts have said
“Better structure equals better access: Taxonomy serves as a framework for organizing the ever-growing and changing information within a company. The many dimensions of taxonomy can greatly facilitate Web site design, content management, and search engineering. If well done, taxonomy will allow for structured Web content, leading to improved information access.”
“Adding metadata to unstructured content allows it to be managed like structured content. Applications that use structured content work better.”
“Enriching content with structured metadata is critical for supporting search and personalized content delivery.”
“Content that has been adequately tagged with metadata can be leveraged in usage tracking, personalization and improved searching.”
8Taxonomy Strategies LLC The business of organized information
Potentially quantifiable taxonomy benefits
Reduce customer service call center/associate support requests. Improve call center efficiency and effectiveness. Increase telemarketing conversions. Reduce cost per unique user (UU) Improve search engine optimization (SEO) Decrease searches with zero hits (on website enterprise search). Increase number of links (internal cross-cutting links) Reduce time/cost to build new web sites, implement web services
and develop applications. Increase number of web pages with metatags. Comply with regulations.
9Taxonomy Strategies LLC The business of organized information
What uses must a Taxonomy support?
Tagging Content Management Dynamic Publishing Search Navigation
“ When we talk about a taxonomy, we are not only talking about a website navigation scheme. Websites change frequently, we are looking at a more durable way to deal with content so that different navigation schemes can be used over time.”
– R. Daniel “Taxonomy FAQs”
10Taxonomy Strategies LLC The business of organized information
Why build and apply a Taxonomy? Taxonomy enables usability and re-usability
Content users… as well as what’s going on in front of the
screen.
What’s going on behind the screen …Content managers
11Taxonomy Strategies LLC The business of organized information
11
Taxonomy benefits
In front of the screen: Web property publishing and use Standard categorization enabling dynamic content delivery. Content re-use in multiple distribution channels – internal web, external web and
print. Content re-use in customer facing FAQ s on specific topics and products. Orienting Googlers—even when they land on a page fifteen layers deep. Ensuring consistent values for analytics across channels (website analytics) Reduce time to on-board new web properties.
Behind the screen: Content retrieval for authors and web managers Finding a piece of content that exists. Determining ownership of the content and if can it be re-utilized. Enabling alerts – if new, by subscription, by interest, by individual, etc. Keeping content fresh, accurate and in compliance with regulations.
12Taxonomy Strategies LLC The business of organized information
Alignment with enterprise applications
Data analytics and web analytics count attributes. You can’t count document-like content unless it is categorized. You can’t compare document-like content categories to
structured data values unless they use the same (or similar) frameworks.
13Taxonomy Strategies LLC The business of organized information
Aligning with enterprise applications
Dublin Core is a de-facto standard across many other systems and standards
RSS (1.0), OAI (Open Archives Initiative)
Inside organization – CMS (content management system) e.g., MOSS, portals, etc.
Mapping to DC elements from most existing schemes is simple
Metadata already exists in enterprise applications
SAP, EMC Documentum, MS Office, etc.
Source: Todd Stephens, BellSouth
Per-Source Data Types, Access Controls, etc.
Dublin Core
Taxonomies, Vocabularies, Ontologies
14Taxonomy Strategies LLC The business of organized information
Agenda
Taxonomy business case and use scenarios. Taxonomy project start-up tasks. Taxonomy tasks and deliverables.
15Taxonomy Strategies LLC The business of organized information
Taxonomy start-up tasks
Identify target content to be focused on. Provide a list of websites (and/or other target content file stores) Prioritize this list for the purposes of the taxonomy project.
Gather any query logs, usage statistics and usability surveys. Collect any existing documentation related to audience
personas, content organization, metadata, keywords, and any other guidelines or standards.
16Taxonomy Strategies LLC The business of organized information
Taxonomy start-up tasks (2)
Designate who will be the project manager / single-point of contact.
Develop a list of stakeholders and interview candidates Minimum of 6 and usually less than 12 interview sessions. One-on one interviews, or focus groups.
Schedule stakeholders briefing Schedule interviews to start immediately after the briefing.
17Taxonomy Strategies LLC The business of organized information
Agenda
Taxonomy business case and use scenarios. Taxonomy project start-up tasks. Taxonomy tasks and deliverables.
18Taxonomy Strategies LLC The business of organized information
Define and quantify business benefits
Potential Benefits Cost per %
ReduceCurrent
No%
IncreaseAnnual Benefit
1Reduce call center customer service/support requests $ 20 1% 10,000,000 $ 2,000,000
According to HDI 2007 Practices & Salary Survey, median cost per incident reported via phone, e-mail and self-service was $20, $16 and $5 respectively. In phone interview, John M said there were 10M calls in 2007.
2 Improve call center efficiency & effectiveness $ 44,014 3% 300 $ 330,105
According to PayScale, median call center salary for company is $44,014. In phone interview, John M said there were 300 agents.
3 Reduce cost per UU (unique user) $ 0.10 10% 19,196,774 $ 191,968
2007.com+ Inet visitors from web summary report. What are the total estimated costs attributed to .com + Inet?
5 Decrease searches with zero hits $ 15 10% 100,000 $ 150,000
Cost per is difference between self-service and phone call. How many zero result searches? Can this be inferred to be a customer service call?
6 Increase number of links (internal cross-cutting links) $ 20 200,000 100% $ 4,000,000
Specifically counting links to related content. Usually, this is in right column box, but could be embedded in text. Not included are top, left or bottom nav which are usually part of the template. How many links of this type are there currently? How much does it cost to create such a link? How much of an increase should be considered a target benefit?
7 Reduce time/cost to build new website $ 100,000 50% 5 $ 250,000
How much does it cost to build a new website, or re-design an existing one? How much could reasonably be saved by improving content re-usability?
8 Increase no. of web pages with metatags $ 3 50,000 100% $ 150,240
How many pages have metatags? How many metatag values total? How much does it cost to add metatags to a page? How much increased metatagging should be considered a benefit?
Total $ 7,072,313
19Taxonomy Strategies LLC The business of organized information
Develop use cases and use scenarios: Intranet examples
Content related to business areas or facilities By geographic location, by type, by specific facility, by access
restrictions, by audience, etc.
Company-wide content By business function, by topic, by access rights, etc.
Use Case: Create a safety policies and procedures website for facilities organized by State.
Use Scenario: Find all safety policies and procedures related to a facilities located in Oregon.
Use Case: Locate any content that has policies and procedures around a particular topic.
Use Scenario: A policy regarding smoking company-wide has changed and references to outdated policies should be removed. Find official policies, as well as newsletters related to the smoking policy company-wide.
20Taxonomy Strategies LLC The business of organized information
Develop use cases and use scenarios: .com examples
Web content managers By content type, by topic, by location, etc.
Public users seeking information by topic, by location, etc.
Use Case: Provide search for dividend schedules, earnings statements and stock splits; and the corresponding press releases for a specific time period.
Use Scenario: An investor who recently sold stock is preparing taxes and would like to do a concise .com search so that they can find historical information about their holdings.
Use Case: Find and recall all public-facing pages that describe a specific safety tip.
Use Scenario: Find and recall all public-facing pages that discuss child safety.
21Taxonomy Strategies LLC The business of organized information
Create a typology of use cases
Intranet
Ac-cess Right
Audi-ence
Bus Func-tion
Content Type
Pro-duct
Geog Loc
Job Type Org Topic
Find content related to a specific location by …
Find company-wide content by …
.com
For web content managers, find content by …
For public users, find content by …
Primary
Secondary
22Taxonomy Strategies LLC The business of organized information
Audience ProductsLocationOrganization Content Type
Product Line
Application
Technology
Industry Solution
Person
“Is a” groups of Products
Draft the high-level taxonomy: Oracle.com example
23Taxonomy Strategies LLC The business of organized information
Illustrate with tagging examples: Travel approval form
Facet Value
Content Type Form
Organization
Business Function Travel
Product
Geo Location
Topic Approval
Job Type
Audience Employees
Access Right All Employees
24Taxonomy Strategies LLC The business of organized information
Build detailed taxonomy: NASA Taxonomy websitehttp://nasataxonomy.jpl.nasa.gov/
25Taxonomy Strategies LLC The business of organized information
Validate the taxonomy: Analysis example
26Taxonomy Strategies LLC The business of organized information
Form the taxonomy governance team
CorporateCommunications
Taxonomy Editor
Content Sponsors IT Implementers
Other Staff
27Taxonomy Strategies LLC The business of organized information
Develop taxonomy integration roadmap
28Taxonomy Strategies LLC The business of organized information
Develop communication model
29Taxonomy Strategies LLC The business of organized information
Key components to a successful taxonomy project: Project best practices
Incremental, extensible process that identifies and enables users, and engages stakeholders.
Engage stakeholders from the start and throughout the process. Talk with implementers as early as possible. Keep your audience in mind. Strive for subject-based categorization. Be consistent. Control depth and breadth. Make a long-term investment. Develop and carry out a communication plan. A means to an end, and not the end in itself . Not perfect, but it does the job it is supposed to do—such as improving
search and navigation. Improved over time, and maintained.
Strategies LLCTaxonomy
November 13, 2008 Copyright 2008 Taxonomy Strategies LLC. All rights reserved.
Questions?
Joseph A. Busch, +1-415-377-7912, [email protected]
www.taxonomystrategies.com
31Taxonomy Strategies LLC The business of organized information
Enterprise Web Taxonomy Design Best Practices
The message has finally gotten through—to build an effective portal and web framework you need an enterprise taxonomy strategy. This enterprise interest and focus is one of the key differences we see in recent taxonomy projects. Developing the business case, getting stakeholders on board, engaging in a collaborative process, validation, education, training and developing an implementation roadmap are more important than ever before. Business managers now expect that information on an organization’s public websites and intranets be findable, and that web services such as RSS feeds and alerts, guided navigation and search result filtering, mashups and visualization, and others be available. This talk will discuss what an enterprise web taxonomy is and then describe the key tasks and outcomes in a typical enterprise-wide taxonomy project. Examples will be provided from many large public and commercial organizations will be used to illustrate best practices. What are the most the typical and most compelling use cases and use scenarios for developing a taxonomy? What are the critical start-up tasks in a taxonomy project? What are the best criteria for identifying business stakeholders to participate in the project, how do you get
them involved, and what should be their role in the taxonomy development process? What do business managers need to know about taxonomy and why it’s important? What are the best practices for taxonomy development tasks and deliverables such as the high-level
taxonomy design? How does an enterprise web taxonomy align with other enterprise information and data management
applications?