Enabling Contextually RelevantEnterprise Intelligent ContentJoe Gelb, Suite SolutionsIntelligent Content Conference, February 7, 2013
Who is this guy?Joe Gelb• Founder and President of Suite SolutionsSuite SolutionsOur Vision: Enable companies to engage their customers by providing quickaccess to relevant information• Help companies get it right the first time • XML-based Authoring/Publishing Solutions • Enterprise Intelligent Dynamic Content• Industry Leading Consultant, Systems Integrator, Application Developer• Cross-Industry Expertise • High Tech, Aerospace & Defense • Healthcare, Discrete Manufacturing• Blue Chip Customer Base• Hundreds of Person Years of Experience on Staff
Main Topics• What is Contextual Relevance and why is it so important?• How can we enable context using taxonomy and subject relationships?• How can a Dynamic Publishing platform deliver Contextually Relevant Intelligent Content to your customers?• Let’s see it.
What is Contextual Relevance?What they need, when they need it.For us to enable our readers to be effective, we care about:• Who is the reader (i.e. audience profile, persona) • Type of user: end user, technician, field service engineer, solution engineer, support professional, sales or marketing person • Security profile • Proficiency level, training received and accredited• What equipment are they operating? version? configuration?• What are they trying to accomplish? What is their goal? • Install? Configure? Troubleshoot? • Make a purchasing decision?• Other parameters: • Physical location, environmental conditions• What device are they viewing the information on?
The challenge for the informationconsumerQuick access to useful information: Examples• I’m a service engineer. How do I install the 2400S Valve with ProLink protocol using an AMS Device Manager controller version 10.5?
The challenge for the informationconsumerQuick access to useful information: Examples• I’m a support professional at a call center. How do I troubleshoot a Samsung Galaxy S3 smart phone that fails to synchronize on a Dell laptop running Windows7 Home Edition?• I don’t know what I am. But I just want to… Update maps on my Garmin Nuvi 2350 GPS using bluetooth while I’m on my trip to Europe
Business RulesWhat information do we provide? How? When?• Who gets access to what information • Internal readers vs. customers vs. publically available • Level of service the customer has purchased • Security profile • Level of training and proficiency • Geographical location• How customers are using our products• What solutions our company provides, what products and services can be offered to provide the right solution• Protocols, operating systems, platforms our products support• Safety and environmental considerations
Our challenge as information developersEmploy effective methods and tools for authoring, managing and publishingour content• Structured and modular topic-based content is a great start• CCMS with automated publishing and style sheetsEmploy effective ways to classify our content• Categorize the content: for what is it applicable? For whom? When?• Provide links to other relevant information• Leverage experts inside and outside of our organization
Approaches to categorizing contentMetadataApplying metadata to our content: content chunks (topics) and publications(maps)Subject classificationBuild a knowledge model of our domain – the subject matter which ourcontent comes to express – and apply it to our content
What is metadata?Metadata is “data about data”It describes the nature of a publication or topic:What is this information applicable or effective for, when and for whoExamples:• audience• category• keywords• product info • versions • product name, brand, component, feature, platform, series
What is metadata?OK, but:• How can relate this to the Device controllers? And the version? And the vertical solutions where it can be used?• What happens when my device gets supported by a new controller?
What’s wrong with metadata?Metadata can categorize my content, but:• There is generally a limited number of metadata elements available Yes, we can create new metadata fields, but it can be unwieldy to change DTDs to correspond with a growing, robust information model• Difficult to relate the content to other contexts• Even so, if the content becomes related to new contexts, it would require constant updating of each topic• We may not know all the contexts where my content will be used• Best practice: maintain the categorizations and relationships outside the content
What is Subject Classification?Subject Scheme• Defines sets of controlled values for classifying content• Organized in hierarchies (taxonomy)• Relationships between subjects are defined using relationship tables• Is modular and can be maintained by different people in the organization• Evolves to adapt to new situations and contextsClassification• Categorizes the content based on the subjects defined in the subject scheme• Maintained separately from the content, enabling more flexibility
Classify Topics by SubjectSubject References• Identifies subjects that classify the topic
Create relationships between subjectsFeature Suitable for User TypePre-loaded maps Global travelerSpeaks street namesPhoto navigationFuel efficient routing Service technicianTraffic compatibleMulti-stop routing
Create relationships between subjectsand contentTroubleshooting Task Product InterfacePhone does not Nuvi 3760T Bluetoothconnect to device Tools settingsContacts do not Galaxy S3 Kiessynchronize Windows 7 Home
Implementing subject classificationSubject schemes can be modular and distributed:• Business units can develop, maintain and utilize parts of the taxonomy that are relevant to them• SMEs and content developers can classify the content • Technicians and field engineers • Product managers • Marcomm • Tech writers • Support staff• Allows you to classify content that you do not control
Implementing subject classificationSubject schemes can be drawn from other enterprise systems and databases:• Corporate ECM and taxonomies• CRM – customer relationship information • Customers > products they own • Customers > Geographical location • Users > degree of proficiency• PDM / PLM – engineering data• ERP – Parts catalogs and ordering systems
XML Implementation including Integration withEnterprise Systems XML Authoring - Tech Docs - How-to Articles - Training - Service Bulletins XML * Taxonomy PLM ERP / CRM / PLM * BOM * ECOs SME Review Integration * Drawings ERP * Eng. Docs CMS CRM Content Management System Automated Dynamic Publishing Content Web Help Mobile Help Manuals On-demand
Demo: Create Content and Classify usingTaxonomy
Social EngagementHow can it help?We can’t be everywhere at once• We know about our own products: how they work, how to install them, configure them, etc.• We dont know all the potential use cases for our products• We dont always know how our customers will be using our products, how they will be integrated into larger systemsSocial Engagement can help…• Build up the knowledge base with contributions from the field: how-to articles, tips, videos• Classify content in the knowledge base according to relevant subjects• Improve the quality and timeliness of the knowledge by allowing readers to make comments
The Ultimate Goal:Dynamic Enterprise Intelligent Content• Variety of content: documentation, videos, how-to articles, safety information, data sheets, marketing material• Context filtering: enable quick, goal-oriented access to contextually useful content• Personalized docs: allow readers to assemble content on demand and render to PDF for print and ePub for offline mobile access• Audience Participation: allow your audience to add and classify new content, create new relationships, make comments on existing content, express approval, and easily share content with others