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Metadata, Taxonomy and Tagging

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  • 1. Metadata, Taxonomy and Tagging
    Gordon Castle
    Senior Consultant
    Earley & Associates, Inc.
    www.earley.com
  • 2. Innovator and leader in the media and entertainment industry
    • 20+ years of experience
    Proven track record conceiving, planning and executing large-scale initiatives that have changed organizations and the way people work
    • Media and entertainment technology and strategic planning, business management, internet technologies, workflow optimization, digital media planning and implementation
    Prior roles
    • Senior Technology Fellow, Company Broadcasting
    • 3. Internal corporate advisor to Company’s Entertainment and New Products Groups
    • 4. Lead initiatives to advance high definition acquisition, broadband production, media asset management and new product development.
    • 5. SVP of CNN Technology
    • 6. Provided strategic direction for the CNN News Group
    • 7. Directed technology planning, execution and training
    Gordon Castle
  • 8. Manage assets to save time and money, prevent duplication of effort, speed processes, create new efficiencies, develop new products
    To do any of this, we have to have handles and labels on the content in order to locate, reuse, recombine assets
    Time savings =
    Pen?
    Sharpie?
    Marker?
    If you can’t name it, you can’t find it and therefore can’t reuse it
    Why Taxonomy and Metadata is important
  • 9. Structured data that describes the attributes of an “information package” (Taylor, 1994)
    Helps manage & share information
    Helps find information
    Library
    Document
    Metadata can be applied at any level
    Component
    Data
    Metadata
  • 10. Products
    A system for organizing concepts and categorizing content
    Hierarchical relationships (parent/child)
    Preferred terminology
    Games
    Action figures
    Card games
    Board games
    Brands
    Milton Bradley
    Disney
    Scrabble
    Battleship
    Taxonomy
  • 11. Taxonomy is applied to content as metadata
    Taxonomy
    Productcategories
    MobileComputers
    Dispatch
    RuggedNotebooks
    Handheld Computers
    Document
    types
    Date created
    May-15-2007
    Document name
    Study X
    Case Studies
    Product category
    Document type
    Brochures
    Metadata
    Document
    Describes
    Is-ness
    About-ness
    About-ness
    Rugged Notebooks
    Brochure
    Is-ness
  • 12. Applying Taxonomy to DAM
    Digital assets are purely non-textual, so taxonomy becomes more critical to provide access points
    Search engine has no text to parse, dependent on metadata
    Subjectivity of images presents challenges in tagging
    Important to have clear taxonomy guidelines and training
    Taxonomy can also be used to drive reporting, content lifecycles, etc.
    Is this Cute?
    Whimsical?
    Funny?
    Silly?
    What is this asset really “about”?
  • 13. We tend to be bad taggers… lack of understanding of the taxonomy & how it is leveraged, lack of motivation, frustration with tool
    Considerations:
    Who will be doing the tagging?
    How will they be trained?
    Tagging QA
    How will the tool facilitate tagging?
    Can we automate any tagging?
    E.g. Therapeutic Area > Disease State > Product Type > Brand
    Cardiovascular > High Cholesterol > Statins > Crestol
    Tagging with the lowest level (brand) could imply levels above
    Taxonomy & Tagging
  • 14. About Earley & Associates
    Taxonomy and Metadata experts with a service practice addressing right management initiatives
    • Focus: Information Architecture (“IA”) Services
    • 15. Founded: 1994
    • 16. Personnel: Twenty core team consultants, plus a network of other top industry experts
    • 17. ECM and KM experts
    • 18. taxonomy specialists
    • 19. search experts
    • 20. information architects
    • 21. usability professionals
    • 22. technology consultants
    • 23. business process experts
    • 24. Headquarters: Boston, MA
    • 25. Consulting Philosophy:
    • 26. Organizing Principles based on business context and goals
    • 27. Four Pillars - People, Content, Process, and Technology
    9
  • 28. Panel Discussion
    Frank Chagoya
    Asset Management, Agency Technology Solution
    Leo Burnett USA
    Scott Kelly
    Executive Director, Worldwide Media Library Services and Operations
    Walt Disney Studios
    Jay Springer
    Director, Media Digital Services Tape Vault Management,
    Fox NE&O
    Gordon Castle
    Senior Consultant, Earley& Associates, Inc
    Gordon@earley.com 404-939-3520
  • 29. Gordon Castle
    Senior Consultant
    Earley & Associates, Inc
    Gordon@earley.com
    404-939-3520
    Questions
    Additional resources at www.earley.com
    http://www.earley.com/webinars/jumpstarts/digital-asset-managementhttp://www.earley.com/consulting-services/digital-asset-management
    DAM Survey of Best Practices
    Help determine Best-in-Class procedures in DAM and get a free copy of the report
    http://cts.vresp.com/c/?GISTICS/142ab481c9/fef3754238/e695ab477a
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