Metadata, Taxonomy and Tagging

Metadata, Taxonomy and Tagging
Gordon Castle
Senior Consultant
Earley & Associates, Inc.
www.earley.com

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
Internal corporate advisor to Company’s Entertainment and New Products Groups
Lead initiatives to advance high definition acquisition, broadband production, media asset management and new product development.
SVP of CNN Technology
Provided strategic direction for the CNN News Group
Directed technology planning, execution and training
Gordon Castle

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

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

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

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

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”?

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

About Earley & Associates
Taxonomy and Metadata experts with a service practice addressing right management initiatives
Focus: Information Architecture (“IA”) Services
Founded: 1994
Personnel: Twenty core team consultants, plus a network of other top industry experts
ECM and KM experts
taxonomy specialists
search experts
information architects
usability professionals
technology consultants
business process experts
Headquarters: Boston, MA
Consulting Philosophy:
Organizing Principles based on business context and goals
Four Pillars - People, Content, Process, and Technology
9

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

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
11

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Metadata, Taxonomy and Tagging

by Earley on Dec 29, 2010

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Metadata, Taxonomy and Tagging — Presentation Transcript