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Building internal-competencies-in-ioa


Why does your organization need IOA trained professionals? What are the AIIM IOA certificate courses like? These questions and more are answered in this one hour presentation.

Why does your organization need IOA trained professionals? What are the AIIM IOA certificate courses like? These questions and more are answered in this one hour presentation.

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  • The point here is that there are lots of definitions of enterprise architecture. This one was fairly succinct. The key is that it is a framework. When we look at organizations, we create a “domain model”. That domain model attempts to understand how people, systems, processes and organizing principles work together. This helps when developing new applications, integrating systems and improving the user experience when they interact with both structured and unstructured information
  • The point of this slide is to say that taxonomy brings a user centric approach to multiple systems and applications.


  • 1. Building Internal Competencies in Taxonomy, Metadata and Information Architecture
    AIIM Information Organization and Access
    Course Overview
  • 2. Recording Available
    A recording of this webinar can be found here:
  • 3. 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
  • 4. Seth Earley, Founder & President, Earley & Associates
    • Co-author of Practical Knowledge Management from IBM Press
    • 5. 16 years experience building content and knowledge management systems, 20+ years experience in technology
    • 6. Former Co-Chair, Academy of Motion Picture Arts and Sciences, Science and Technology Council Metadata Project Committee
    • 7. Founder of the Boston Knowledge Management Forum
    • 8. Former adjunct professor at Northeastern University
    • 9. Currently working with enterprises to develop knowledge and digital asset management systems, taxonomy and metadata governance strategies
    • 10. Founder of Taxonomy Community of Practice – host monthly conference calls of case studies on taxonomy derivation and application.
    • 11. Co-founder Search Community of Practice:
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. IOA Framework
    Taxonomy and Metadata provides linkage between structured data and unstructured content
    Example courtesy Leslie Owens of Forrester April 2010 Taxonomy Community of Practice call
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
    Enterprise Information Architecture Initiatives Require IOA Foundational Approaches in Order to Achieve Long Term Success
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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 Complimentary access with code IOA410)
    Taxonomy and Metadata become the integration framework for structured and unstructured information
  • 24. Taxonomy is Foundational to Metadata
    Common language for…
    • business processes
    • 25. sharing concepts
    • 26. integrating information sources
    • 27. unifying enterprise systems
    Helps fine tune search
    Organizes content to make it findable
    Allows for consistent reporting
    This is the “O” in IOA
  • 28. Search is Heterogeneous
    Data Sources
    Business Intelligence
    Document repositories
    Intranets/web pages
    Customer Relationship Mgt
    Custom databases and applications
    IOA/Taxonomy Framework
    Auto categorization/
    Search Mechanisms
  • 29. Content is Heterogeneous
    Enterprise Content Management
    Spans Structured and Unstructured Processes
    Controlled Processes
    Chaotic Processes
    Accessing information
    Answering questions
    Problem solving
    Knowledge Reuse
    Knowledge Creation
    Learning Management
    Records Management
    Document Management
    Email Management
    Instant Messaging
    Process Management
    Collaborative Spaces
    Web Content Management
    Digital Asset Management
    IOA/Taxonomy Framework
  • 30. A holistic IOA approach brings value to all areas of the business
    enterprise taxonomy
  • 31. 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
  • 32. A Holistic View of IOA (Taxonomy and Metadata)
    Content Management
    Portal Design,
    Search &
    Metadata, IA
    & Usability
    Digital Asset
    Records Management
    Workflow Management
    Security & Privacy Management
  • 33. 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.
    Action figures
    Card games
    Board games
    Milton Bradley
    Internal perspectives may be different from what is important to external audiences.
  • 34. Each system will leverage taxonomy slightly differently
    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
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. 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.
  • 39. Earley & Associates Highlights
  • 40. Earley & Associates Core Capabilities
    Program Management
    Business Analysis /
    User Research
    Technology Selection
    Implementation Support
    Socialization & Training
    Success Metrics
  • 41. Questions?
    Seth Earley, President
    Earley & Associates, Inc