Building internal-competencies-in-ioa

Building Internal Competencies in Taxonomy, Metadata and Information Architecture
AIIM Information Organization and Access
Course Overview

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

Seth Earley, Founder & President, Earley & Associates
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

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 does the label look like?
What are the ingredients, and where do they originate?
Who purchased it? Through what channels?
How do we market it?
When was it made?
Your response to a product recall depends on your information classification.
Example courtesy Leslie Owens of Forrester

IOA Framework
Data
Content
Taxonomy and Metadata provides linkage between structured data and unstructured content
Example courtesy Leslie Owens of Forrester April 2010 Taxonomy Community of Practice call

IOA Framework for Enterprise Applications
Related documents
Browsing & filtering
Customer Relationship Mgt
Compare product
Case Example:
Motorola’s Global
Taxonomy Framework
Served Multiple Processes
Business intelligence
Program Management
Product Lifecycle Management

A Simple User Experience Requires IOA Framework
Case Example:
American Greetings
Developing a technical model of content, assets and processes…
…becomes the foundation for a flexible, intuitive user experience

What is IOA?
Information Organization and Access (IOA) is a disciplinethat 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

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
Data Sources
Business Intelligence
Document repositories
Intranets/web pages
Customer Relationship Mgt
Custom databases and applications
IOA/Taxonomy Framework
Auto categorization/
Clustering
Entity
Extraction
Faceted
Search
Semantic
Search
Appliances
Federated
Search
Search Mechanisms

Content is Heterogeneous
Enterprise Content Management
Spans Structured and Unstructured Processes
Controlled Processes
Chaotic Processes
Accessing information
Answering questions
Problem solving
Collaboration
Knowledge Reuse
Knowledge Creation
LESS STRUCTURE
MORE STRUCTURE
Learning Management
Records Management
Document Management
Email Management
Instant Messaging
Blogs
CLASS of TOOL
Process Management
Collaborative Spaces
Web Content Management
Digital Asset Management
Wikis
IOA/Taxonomy Framework
19

A holistic IOA approach brings value to all areas of the business
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)
Content Management
Enterprise
Search,
Portal Design,
Collaboration
Website
Navigation,
Search &
SEO
Taxonomy,
Metadata, IA
& Usability
Digital Asset
Management
Records Management
Workflow Management
Rights
Management
Security & Privacy Management

Taxonomy allows for multiple perspectives
Products
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.
Games
Action figures
Card games
Board games
Brand
Milton Bradley
Disney
Scrabble
Battleship
Internal perspectives may be different from what is important to external audiences.

Each system will leverage taxonomy slightly differently
FAST
E commerce suite
Reconcile vendor product metadata with structure and format for catalog, merchandising, order management
Digital Asset Management
Guided navigation
Facets and attributes based on taxonomy resolve with search user experience best practices
Structure and terminology to support non text asset location and reuse
Product taxonomy
Cross sell/up sell
Content management
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
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

Earley & Associates Core Capabilities
Strategy
Program Management
Business Analysis /
User Research
Technology Selection
Implementation Support
Socialization & Training
Governance
Success Metrics
skills

Questions?
Seth Earley, President
Earley & Associates, Inc
781-820-8080
www.earley.com
seth@earley.com

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Building internal-competencies-in-ioa

by Earley on Jul 28, 2010

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Building internal-competencies-in-ioa — Webinar Transcript