Earley & Associates, Inc. | Classification: CONFIDENTIAL USE, NO REPRINTS
Copyright © 2014 Earley & Associates, Inc. All R...
2
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
About Me
seth@earley.com
@sethearleyContact me:
• Founde...
Earley & Associates, Inc. | Classification: CONFIDENTIAL USE, NO REPRINTS
Copyright © 2014 Earley & Associates, Inc. All R...
4
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
What a Search Engine Sees
Topic of this page
is PlayStat...
5
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
What a Search Engine Sees
6
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Topical Analysis of Page Content
7
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Metadata is Essential
What we give to
the search
engine…
8
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Metadata is Essential
What the search
engine sees…
9
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Metadata is Essential
What properties
can be inferred?
T...
10
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Metadata is derived or applied
DEF Company
Support
ABC ...
11
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Search index points to document
1
2
3
4
Forward Index –...
12
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Truth #1.
We have to change our
definition of search.
13
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Truth #2.
Search
algorithms are
getting better,
but the...
14
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Truth #3.
Taxonomy, metadata
and information
architectu...
15
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Truth #4.
Search is
increasingly
looking like
navigatio...
16
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Truth #5.
Search is messy.
17
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
“…search terms are short,
ambiguous and an approximatio...
18
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
1-Unpredictable 2-Aware 3-Competent 4-Synchronized 5-Ch...
19
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
What is a Search Based Application?
20
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Search cannot be “bolted on” to a project or
an applica...
21
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
From: http://www.domorewithsearch.com
Example SBA’s
“Se...
22
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
What are Search Based Applications (SBA’s)?
• Disparate...
23
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
What makes an
application a “search
based application”?
24
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Success with Search Based Applications
• Content/Data S...
25
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Developing SBAs requires an integrated information stra...
26
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
LESS STRUCTURE MORE STRUCTURE
Chaotic Processes Control...
27
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Unfiltered Reviewed/Vetted/Approved
Lower Value Higher ...
28
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Application Construct Less Structure More Structure
Nat...
29
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Information and Access are Heterogeneous
Search/Tagging...
30
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Organizational Governance and Process Infrastructure
31
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Designing for Content in Context
Audience Analysis
Cont...
32
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Improving the Search Experience | User Task Scenario
Pe...
33
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Improving the Search Experience | User Task Scenario
TA...
34
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Ambiguous Query “retirement” presents options to disamb...
35
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Ambiguous Query “retirement” presents options to disamb...
36
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Ambiguous Query “retirement” presents options to disamb...
37
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Ambiguous Query “retirement” presents options to disamb...
38
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Ambiguous Query “retirement” presents options to disamb...
39
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Ambiguous Query “retirement” presents options to disamb...
40
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Ambiguous Query “retirement” presents options to disamb...
41
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Needed Activities for Search Disambiguation
Element Mod...
42
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Enterprise Strategy
Business Unit Objectives
Increase c...
43
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Taxonomy & Information
Architecture
DITA publishing
Dev...
44
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
manufacturing
• Business Challenge
 Desired to improve...
45
Copyright © 2014 Earley & Associates, Inc. All Rights Reserved.
Contact
Seth Earley
CEO
_____________________________
E...
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Seth Earley Presentation on Knowledge Management Through Search-Based Applications

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  • Seth Earley Presentation on Knowledge Management Through Search-Based Applications

    1. 1. Earley & Associates, Inc. | Classification: CONFIDENTIAL USE, NO REPRINTS Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Knowledge management Through Search-Based Applications
    2. 2. 2 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. About Me seth@earley.com @sethearleyContact me: • Founder & CEO, Earley & Associates • 20 years experience building content and knowledge management systems • Author, speaker & industry influencer Seth Earley
    3. 3. Earley & Associates, Inc. | Classification: CONFIDENTIAL USE, NO REPRINTS Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. The Challenge of Search
    4. 4. 4 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. What a Search Engine Sees Topic of this page is PlayStation 3, correct?
    5. 5. 5 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. What a Search Engine Sees
    6. 6. 6 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Topical Analysis of Page Content
    7. 7. 7 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Metadata is Essential What we give to the search engine…
    8. 8. 8 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Metadata is Essential What the search engine sees…
    9. 9. 9 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Metadata is Essential What properties can be inferred? Title Author Created Date Modified Date File Type … Overview of SharePoint 2013 Preview Installation and Configuration Alex Yarrow 06/21/201 2 10/16/201 2 docx …
    10. 10. 10 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Metadata is derived or applied DEF Company Support ABC Company ABC shall provide first level technical support to all Licensed Product end users and/or Sublicensed Product customers/users. DEF will provide second level support. DEF shall provide to ABC a primary and a secondary support person to act as the primary interface with ABC’s technical and customer support team. DEF shall provide direct technical support to ABC for all uses of the DEF Software. Support level definitions and responsibilities are set forth in Exhibit C. An “SLA Failure” as defined in Exhibit C shall qualify as a Release Condition sufficient to authorize the Escrow Agent to release to Source Code to ABC pursuant to Section 7 and the Escrow Agreement. LicenseContent Type = Organization = ABC customers customer support customer support team DEF DEF software end users escrow agreement. escrow agent exhibit c licensed product release condition section 7 secondary support SLA SLA failure software source code support level sublicensed product technical support Topic = Forward Index – Words per document Inverted Index – Documents per word Explicit metadata Used to derive implicit metadata
    11. 11. 11 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Search index points to document 1 2 3 4 Forward Index – Words per document Inverted Index – Documents per word A search index becomes derived metadata about a collection of documents Term Document Acme 1, 2, 3, 4 customers 2, 3 escrow 3, 4 exhibit c 2 license 1, 4 …etc …etc In which documents do these words occur?
    12. 12. 12 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Truth #1. We have to change our definition of search.
    13. 13. 13 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Truth #2. Search algorithms are getting better, but they cannot infer human context & intent.
    14. 14. 14 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Truth #3. Taxonomy, metadata and information architecture are key aspects of search. Image credit: http://boxesandarrows.com/files/banda/developing_and_creatively_leveraging_hierarchical_metadata_and_taxonomy/ricci_01.gif Metadata
    15. 15. 15 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Truth #4. Search is increasingly looking like navigation.
    16. 16. 16 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Truth #5. Search is messy.
    17. 17. 17 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. “…search terms are short, ambiguous and an approximation of the searcher’s real information need…” Source: http://research.microsoft.com/~ryenw/papers/WhiteCONTEXT2002.pdf Ryen W. White, Joemon M. Jose and Ian Ruthven
    18. 18. 18 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. 1-Unpredictable 2-Aware 3-Competent 4-Synchronized 5-Choreographed Metadata Processes chaotic tagging practices with no taxonomy custom metadata, use of lists enterprise taxonomy replicated in site columns & managed metadata document sets, term store, & attributes used effectively to group, aggregate, sort, & filter assets contextualized/ personalized metadata with auto-population of values & quality audits IA / User Experience haphazard creation sites with inconsistent content models and poor site experience more consistent stable departmental sites with little cross site structure site collection consistency, reference metadata with content relevant to specific groups and audiences cross collection consistency, enforced metadata standards context dependent user experience integration of structured and unstructured information from multiple systems dynamically presented to support user tasks Search Integration random document generator some tuning of search with content tagging scopeable search with consistent but uncontrolled tagging faceted search with taxonomy- governed tagging search based application with associative relationships (related search), tuned algorithms, facets, and metrics driven use cases User Proficiency and Content Practices poor or minimal usage, lack of awareness of capabilities or content practices early adopters and power users using out-of-box features, little control of content departmental collaboration with basic content control cross-team project-oriented collaboration with information lifecycle management automated workflows and reporting for compliance with enterprise content standards Governance information sprawl, lack of vision, no intentional decision making awareness of challenges, activity is monitored but not constrained assigned responsibilities, oversight and communications infrastructure in place intentional decision making, resource allocation, change controls in effect agenda-driven business leadership and stakeholder engagement to effect continuous process improvement Findability Model: Maturity in Search, IA & Content Management
    19. 19. 19 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. What is a Search Based Application?
    20. 20. 20 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Search cannot be “bolted on” to a project or an application… institutional awareness has to be designed into the fabric of the tool. Search Based Applications require integrated design methods – around user, process, task, content, inputs, outputs, use cases and scenarios – in order to optimize the search experience.
    21. 21. 21 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. From: http://www.domorewithsearch.com Example SBA’s “Search Based Application”? Or “Application”?
    22. 22. 22 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. What are Search Based Applications (SBA’s)? • Disparate locations • Structured and unstructured • Aggregated content • Integrated into user experience
    23. 23. 23 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. What makes an application a “search based application”?
    24. 24. 24 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Success with Search Based Applications • Content/Data Structure • Business processes • Holistic perspective • Current state score card (heuristic assessment)
    25. 25. 25 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Developing SBAs requires an integrated information strategy • Why develop SBAs? How will this benefit the organization? • What needs to be in place in order to be successful? • SBA‟s consider content, data, structure and business processes from a holistic perspective. • This presentation will point out critical elements of a successful SBA development program and lay out a high level plan for developing them.  An analysis and heuristic evaluation of the current search and content environment has been performed.  Opportunities for improvement have been identified in four specific areas:  Information Architecture  User Experience  Search Integration  Development of Search Based applications
    26. 26. 26 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. LESS STRUCTURE MORE STRUCTURE Chaotic Processes Controlled Processes Problem solving Collaboration Accessing information Answering questions Knowledge Creation Knowledge Reuse ENTERPRISE KNOWLEDGE MANAGEMENT Spans Structured and Unstructured Processes CLASSofTOOL Blogs Records Management Document Management Process ManagementWikis Collaborative Spaces Instant Messaging Email Management Web Content Management Learning Management Digital Asset Management My Sites Centralized Publishing The Content Continuum SharePoint Span of Control
    27. 27. 27 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Unfiltered Reviewed/Vetted/Approved Lower Value Higher Value Lower Cost Higher Cost RELATIVE VALUE OF CONTENT Not all content is of equal value TYPEOFCONTENT (More difficult to access) (Easier to access) Formal Tagging/Organizing Processes Message text External News Example deliverables Discussion postings Interim deliverables Content Repositories Success Stories Benchmarks Approved Methods Best Practices Social tagging (“folksonomy”) Structured tagging (taxonomy) The Content Continuum
    28. 28. 28 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Application Construct Less Structure More Structure Nature of Process Chaotic Processes Controlled Processes Knowledge Management Knowledge Creation Knowledge Reuse Purpose/Application Problem Solving/Collaboration Accessing Information/Answering Questions SharePoint Span of Control My Sites Enterprise Publishing Class of Tool Collaboration/Communication Workflow/Document Management The Content Continuum Information Construct Unfiltered Filtered Cost Lower Cost Higher Cost Value Lower Value Higher Value Editing/Vetting Informal Formal Tagging Folksonomy Taxonomy Ease of Access Low High Type of Content News/Messaging/Interim Deliverables Best Practices/Approved Methods/Reference Materials
    29. 29. 29 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Information and Access are Heterogeneous Search/Tagging/Taxonomy Application Integration Framework Data Sources Access Mechanisms BI Integration Auto categorization/ Clustering Entity Extraction Faceted Search Semantic Search Business Intelligence Customer Relationship Mgt Document repositories Custom databases and applications Intranets/web pages Product Lifecycle Management Digital Asset Management Data Warehouses Messaging ERP Systems Ontology Navigation
    30. 30. 30 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Organizational Governance and Process Infrastructure
    31. 31. 31 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Designing for Content in Context Audience Analysis Content Analysis Content Authoring & Publishing Processes Content Types, Metadata Schemas & Taxonomy Design Workflow & System Integration Solution Architecture Design Search Based Applications (Content in Context) Workstreams
    32. 32. 32 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Improving the Search Experience | User Task Scenario Peter Thompson Customer Service Agent
    33. 33. 33 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Improving the Search Experience | User Task Scenario TA concepts that Peter must navigate and disambiguate to put together a common transaction.
    34. 34. 34 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Ambiguous Query “retirement” presents options to disambiguate
    35. 35. 35 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Ambiguous Query “retirement” presents options to disambiguate Query guidance suggests terms based on search scenarios and top searches
    36. 36. 36 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Ambiguous Query “retirement” presents options to disambiguate Related search concepts (new query) dependent on selected search query
    37. 37. 37 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Ambiguous Query “retirement” presents options to disambiguate Best Bets presents landing pages for priority terms
    38. 38. 38 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Ambiguous Query “retirement” presents options to disambiguate Faceted refinement based on content model and specific to search term concept
    39. 39. 39 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Ambiguous Query “retirement” presents options to disambiguate Associative terms are role based
    40. 40. 40 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Ambiguous Query “retirement” presents options to disambiguate Experts presented based on domain expertise (mapped to search query)
    41. 41. 41 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Needed Activities for Search Disambiguation Element Model Tuning Principle Query guidance Taxonomy and thesaurus with role specific related search terms Top queries, tasks, user scenarios, business goals Narrower terms based on taxonomy Related queries Triggered based on related terms from thesaurus Scenario driven “you are asking for „a‟ but you really want „b‟ Ontological relationships of terms in domain model Best Bet Primary landing page for ambiguous terms Due to high overhead, limit to top 100 significant terms Scenario driven, hand tuned Context specific refiners Content object model Fine tune content object model based on use cases and user scenarios Tasks are driven by detailed use cases derived from Concept of Operations Role based associative term searches Ontology, job roles, audiences Similar to related queries but based on query results (post processing) Entity extraction mapped to associative relationships and dependent on role
    42. 42. 42 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Enterprise Strategy Business Unit Objectives Increase customer satisfaction Improve retention Increase wallet share Business Processes Customer Support Web Channel Sales Customer Relationship Management Call Center Knowledge base E Commerce System Processes enable objectives LINKAGE Customer Acquisition Grow top line revenue Content supports processes Objectives align with strategy Content Sources Working here (tools, technology, IA, taxonomy, search, etc) Measuring here (micro level - effects) Measuring here (macro level - outcomes) Aligning enterprise strategy with enterprise data CEO: “Show me how will this project increase our revenue.”
    43. 43. 43 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Taxonomy & Information Architecture DITA publishing Developed Avatar application Search Driven Help | Allstate Business Insurancefinancialservices Business Challenge  ABI needed to make it easier for field agents to research and write (sell) business policies. Many agents focus on consumer insurance and are unfamiliar with business insurance offerings.  Agents have difficulty finding relevant help and how-to information  Providing agent help by phone is costly and becomes overused  Process for creating content and making it easy to find not effective Approach  ABI’s vision for the proposed system included an avatar-based user experience  E&A’s comprehensive solution included …  Separate requirements definition and specification phase, with conceptual feasibility plan  Taxonomy developed for tagging in CMS and search in help application  User interaction model and wireframes clarified vision for client and development team  CMS selection and implementation. Content conversion of PDF and MS Word to DITA  Development of search application using text-to-speech via interactive avatar character  Governance model, change management and ongoing system support Outcome  Search based application that provides quick, relevant results that can be communicated as text or spoken word through a custom Avatar user interface  ABI planning to open up new lines of business to infrequent users (agents)  Plan to reduce manual help desk operations by 80% in first 6 months after system goes live  New DITA-based content management system serves as foundation for future multi-channel delivery of relevant real-time content
    44. 44. 44 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. manufacturing • Business Challenge  Desired to improve efficiency and streamline product-related information delivery to enable field service engineers to better support equipment on-site at customer locations globally.  Required a solution that:  Managed formal and collaborative content authoring processes.  Enabled metadata, taxonomy and social tagging for improved findability.  Protected customer and internal intellectual property.  Dynamically delivered relevant content in context. • Approach  Development of process models outlining information flow for formal and collaborative publishing mechanisms including workflow design.  Design of solution architecture including site collections, subsites, lists/libraries, content types, metadata and taxonomy.  Design of a search-based application constructed on top of SharePoint 2010, Microsoft Fast Enterprise Search, Smartlogic Semaphore and BA Insight. • Outcome  Enabled engineers to search and find product and spare part information across multiple data sources through a single, simple interface.  Offered collaborative features for engineers to engage, provide feedback and share knowledge and best practices with their peers.  Achieved a 50% reduction on time spent searching for information reducing time spent by 18,000 per week saving almost $100mm.  Named to the InformationWeek 500 as a top technology innovator for 2012. Global, Secure Content Delivery Solution Architecture, Process & Content Modeling Search-Based Application & User Experience Applied Rapid Knowledge (ARK) Portal | Applied Materials
    45. 45. 45 Copyright © 2014 Earley & Associates, Inc. All Rights Reserved. Contact Seth Earley CEO _____________________________ EARLEY & ASSOCIATES, Inc. Cell: 781-820-8080 Email: seth@earley.com Web: www.earley.com Follow me on twitter: @sethearley Connect with me on LinkedIn: www.linkedin.com/in/sethearley
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