Beruflich Dokumente
Kultur Dokumente
Taxonomy
Improved efficiencies, increased sales,
motherhood and apple pie
Seth Earley, CEO
Earley & Associates, Inc
seth@earley.com
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Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
Seth Earley, Founder & President, Earley & Associates
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Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
Agenda
New Service/Capability
Infrastructure
• Ten examples of where taxonomy brings value
• Resources/Next steps
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Geek Alert:
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What is Taxonomy?
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What is metadata?
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Taxonomy definition
Battleship Scrabble
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Why Taxonomy is important
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Taxonomy and Metadata Supports a Range of Applications…
Content
Enterprise Management Website
Search, Navigation,
Portal Design, Search &
Collaboration SEO
Taxonomy,
Digital Asset Metadata, Records
Management IA Management
& Usability
Workflow Rights
Management Management
Security &
Privacy
Management
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Alignment, linkage, measurement
CEO- “Show me how this project will increase our revenue?”
Working here
(tools, Call Center
Content supports Knowledge E Commerce
technology, IA,
processes base System
taxonomy, Proposal
search, etc) Management
Content Sources System
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ROI vs. CDB
1. Improved Product
Sales 2. Call Center/
10. Improved data Customer Support
quality
3. More Efficient
use of Marketing
9. Better business Assets
reporting/BI
Enterprise Taxonomy
7 Rights 5. Harmonized
Management Infrastructure
6. Content and Asset
Reuse
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1. Improved Sales – increased findability linked to conversions (sales)
Task 1 Task 2 Task 3 Task 4 Task 5 Task 6 Task 7 Task 8 Task 9 Task 10
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2. Call Center Effectiveness
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3. Improved Management of Marketing Assets
Marketing operations applications (like Aprimo) require taxonomy
and metadata to correctly function
Do your kids:
• Have discipline problems?
•Trouble paying attention in school?
•Trouble getting along with others?
Logos Advertisements
Metadata
Magazine Ads TV Ads
Asset Spain
Demographic
Multiple US
Taxonomies
Youth contain
descriptive
data for asset
Parents
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3. Improved Management of Marketing Assets
355,574 results
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4. Improved Search Precision and Recall
Document type
Taxonomy terms
Site Area
Facets
Product
Task
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4. Improved Search Precision and Recall
85 results
Refinement of
choices based
on selected
terms
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5. Infrastructure Harmonization
IBM
Media Bin
Endeca
E commerce suite
Reconcile vendor product metadata
Digital Asset with structure and format for catalog, Guided navigation
Management merchandising, order management
Facets and attributes based
Structure and terminology on taxonomy resolve with
to support non text asset search user experience best
location and reuse practices
Enterprise taxonomy
Sterling
Autonomy/
Interwoven
www.target.com
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6. Content and Asset Reuse
Product item
STS 5000
Long
=
battery life
+ Multi band
Pr
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6. Content and Asset Reuse
Motorola reduced time to market and lowered costs across all of its web site
properties 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
STS 5000
Product item
Long
battery life content type
Pr
Multi band
Noise cancelling
Long
battery life
Compare Home
Product (featured product)
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6. Content and Asset Reuse
Hoppy
Birthday ! Occasion = Birthday Occasion = Easter
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8. Better SharePoint Structure – Use of Faceted Search Techniqiues
Faceted
Search
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8. Better SharePoint Structure – Consistent Topics for Navigation
A-Z
Topic Index
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8. Better SharePoint Structure – Displaying Subsets of Information
Forms &
Templates
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8. Better SharePoint Structure – Consistent Metadata Schemas
11 Content Types
15 Vocabularies
50 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 upon
their creation or upload.
• Document metadata requirements for unique doc types
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
Matrix included:
• System identification
• Preferred content types
• Topical interests
• Required content
• Related roles
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8. Better SharePoint Structure – Knowledge access
Knowledge
Bulletins
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9. Better Business Reporting/ Business Intelligence
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10. Better Data Quality
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Multiple Uses for Taxonomy Throughout the Business
Case Example:
Motorola’s Global Business intelligence Program Management
Taxonomy Framework
Served Multiple Processes Product Lifecycle
Management
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Why you will not “just get Google”
• Not all content is equal - Google is fine for broad search results or
less precise information, may not work as well if large numbers of
documents 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 to
cross platform and application integration
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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
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Core Capabilities
Digital Asset
Enterprise Management
Website
Search, Navigation,
Portal Design, Search &
Collaboration SEO
Taxonomy,
Web Content Records
Management Metadata,
Management
& Usability
Workflow Rights
Management Management
Security &
Privacy
Management
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Core Capabilities
• 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 certification
• I keep the course practical and interactive and share best practices, example,
deliverables and templates from actual engagements.
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Questions?
Seth Earley
seth@earley.com
www.earley.com
781-820-8080
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Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.