Intelligent Content Management


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Presented at Intelligent Content 2010 in Palm Springs, California, in February 2010. Takes a rather harsh look at what is usually called "Enterprise Content Management" and declares that none have been realized as yet. It then introduces the concept of "Intelligent Content Management" which is then put forward as what ECM must become in order to succeed. Core of the presentation really focuses on the methodology associated with implementing "Intelligent Content Management" and on explaining why managing intelligent content is so persistently challenging.

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Intelligent Content Management

  1. 1. Intelligent Content Management Copyright © Joe Gollner 2010
  2. 2. Topics The Demise of Enterprise Content Management The Rise of Intelligent Content Management The Challenge of Managing Intelligent Content The Good, the Bad and the Ugly
  3. 3. The Demise of Enterprise Content Management
  4. 4. Enterprise Content Management Elements
  5. 5. ECM: A Complex Landscape of Products
  6. 6. ECM: A Better Representation (& a little older)
  7. 7. Two ECM Markets: Niche and Amalgamated
  8. 8. A Realistic Roadmap of Effective ECM Products
  9. 9. Core Problems with Enterprise Content Management Fragmented Application Domain Niche products that address limited requirements Amalgamated offerings that combine niche components Unwieldy Deployments Extensive integration & customization needed to support enterprise processes Expensive, time-consuming, high user impact, high infrastructure impact, costly maintenance lifecycle Benefits difficult to quantify for investment justification & even harder to realize Not really about Enterprises or Content or Business Value
  10. 10. Enterprise Content Management
  11. 11. The Rise of Intelligent Content Management
  12. 12. Intelligent Content Defined A Definition Intelligence refers to the ability to acquire and apply knowledge, or to a collection of information of value in a particular context (OED). Content can be considered intelligent when it expresses, in an open way, the full meaning underlying a communication such that the data, information and knowledge being expressed can be directly accessed and effectively leveraged by both people and the software applications that support them. The Significance Intelligent Content is a persistent expression of meaning that has been encoded using an open standard and that can be efficiently processed by automated systems to facilitate its management, validation, discovery, and publication given the full range of uses to which that content may potentially be put.
  13. 13. Intelligent Content in Practice A Practical Definition Intelligent Content is designed, created, managed and deployed using open standards so that the resulting information products are exactly tailored to the needs of the user and are efficient to maintain & leverage for the content owner. Key Concepts Open Reusable Effective Efficient Interchangeable Up-to-date Chef Ramsay assembling orders
  14. 14. Of What is Intelligent Content Composed? Composition Text Components Media Assets Relevant Standards Data Sources XML Relationship Links XPath / XQuery Metadata Properties XMP / RDF / Dublin Core Assembly Maps XML Schema / RELAX NG Governing Models XProc Processing Rules XSL Formatting Instructions Shared Attributes Discoverable, portable, interchangeable, reusable, processable... Synchronized with business needs (Just Enough Intelligence)
  15. 15. Tweetable By itself, adding XML markup does not create content intelligence. It can, however, create content idiocy.
  16. 16. Where is Intelligent Content Important? Business Environments featuring High value information transactions: Mission critical Valuable to customers Managed / Monitored / Measured Regulated Retained as records Contextually dependent Multiple formats Multiple languages Dynamic supporting content processes for Complex engineered products Complex service offerings
  17. 17. How is Intelligent Content Realized? The Seven Steps to Intelligent Content Strategy – why Analysis – what Design – how Exploration – learn Transformation – change Validation – confirm Deployment – use Its about Content evolving in Context
  18. 18. Tweetable Intelligent content co-evolves with the business applications being enabled. This is not something that can be faked or pretended away.
  19. 19. Intelligent Content Management Managing Intelligent Content Lifecycle management of components & their inter-relationships Lifecycle management of content processes Editorial Automated Lifecycle management of the design & deployment of balanced intelligence within content, components & processes Analysis / Modeling / Instantiating / Testing Deploying / Exploiting / Evolving Lifecycle assurance of content independence & portability Content & processes must be able to move between management systems & business applications Content management must transcend any one CMS if it is to be considered content management
  20. 20. Intelligent Content Management Content Management that is focused on the content Content Management that is adaptive – itself an application of intelligent content Rules, guidelines, policies, workflows, authorities – are all expressions best captured as intelligent content Facilitating environment adaptation & evolution that maintains optimal balance between intelligence investment & business returns Orientation towards monitoring & measurement Management regime that transcends the boundaries of any one CMS application Management regime that addresses not only what can be automated but, by facilitating communication, what cannot Management regime that remains in place even as the technical implementations change, are replaced or even fail altogether
  21. 21. Intelligent Content Management It is what ECM must become if it is to have anything to do with Enterprises or Content or Business Value Investments are focused on Establishing the right level of intelligence for the business needs Delivering tangible business results Evolving the intelligence of the content as the business evolves Managing this process of adaptation Classical Emphasis in ECM on Control is Subordinated Made secondary to the process of evolution & exploitation Efficiencies continually sought through enhanced automation Rules driven automation facilitates accelerated adaptation
  22. 22. Tweetable Iterative discovery, design, development & deployment is key. Requirements are never static. Technologies are never neutral.
  23. 23. Intelligent Content Management in Action Initial Conditions Regulatory Process Operational DITA eLearning Deployment Subject Matter Experts AJAX Editing Emergent Requirements Environment Diverse Sources Evolving Technical Requirements Case Study: • Regulatory agency eLearning Transition Mechanism types Evolving Requirements • eLearning application User Feedback XML Store • Bilingual content Content Transformation • Nebulous requirements (Sources to DITA) • Iterative co-evolution of Initial Implementation Iterative Evolution content & application • Leveraged extensibility Online Access
  24. 24. The Challenges of Managing Intelligent Content Managing Intelligent Content Easier said than done Not commonly attempted Less frequently achieved A Matter of Infrastructure Tools were not mature Standards were not mature Also a Business Matter User expectations were low Consumer market was nascent All this is Changing
  25. 25. The Bigger Challenge: Taming the Three Amigos Knowledge Knowledge Information Information Data Content Data
  26. 26. Data: The Hard Edge of Experience The Meaningful Representation of Experience Embodies selection criteria Reflects processing constraints Data Perspective Focused on control & predictability Governed by application needs Resists variability & change
  27. 27. Information: The Chaotic World of Communication The Meaningful Organization of Data Communication transactions Information & Mis-information Not necessarily truthful or honest Voluminous & Dynamic Sometimes an Asset & sometimes not Information Perspective Transactional accountability
  28. 28. Knowledge: The Cool Hand of Understanding The Meaningful Organization of Information expressing an Evolving Understanding Aligned with objectives Associated with improving effectiveness Knowledge Perspective Accumulation over time Accrual of relationships among expressions Continuous verification against experience
  29. 29. Interesting Interactions Data & Information Data perspective always seeks to bring order to the chaos of information Information & Knowledge Information perspective does not always want to be constrained by knowledge Continuous verification is expensive Knowledge & Data Knowledge perspective ultimately provides the frameworks within which Data exists
  30. 30. The Intelligent Content Management Project Intelligent Content Exposes all three perspectives Data Information Knowledge Intelligent Content Management Must attend to the needs of each of the three perspectives The ICM Project Must bring together people from each of the three domains Must reconcile the different perspectives & priorities
  31. 31. The Drama of Intelligent Content Management The Three Perspectives Do not usually get along Personality clashes occur Power struggles ensue Data Perspective is Strong Closely aligned with application infrastructure investments Resistant to change Suspicious of anything new Inadequate for content requirements But Change is Essential Resistance must be overcome Someone must accept change
  32. 32. The Ideal Scenario – Perspective Synchronization Intelligent Content Management Succeeds When The three perspectives are aligned All three are accommodated effectively Business benefits are made the primary focus of specific project investments The degree of synchronization increases over successive investment iterations Investments in controls are introduced once business benefits have begun to accrue
  33. 33. References & Further Reading Whitepapers The Emergence of Intelligent Content (2009) The Anatomy of Knowledge (2006) XML Business Templates (2000) xContent Blog Entries Stilo International Gnostyx Research