Metadata, Taxonomy and Tagging


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Metadata, Taxonomy and Tagging

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