Earley & Associates, Inc. | Classification: CONFIDENTIAL USE, NO REPRINTSCopyright © 2013 Earley & Associates, Inc. All Ri...
2Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Robin Macrae, B.A., M.B.A., J.D.•  Robin is an information...
3Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.American Greetings’ site
4Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.About excerpts•  For more than 100 years, American Greetin...
5Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.About American Greetings•  Leading manufacturer of greetin...
6Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.The mission and objectivesThe mission•  Provide an enterpr...
7Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Keys to understanding•  Silo’d systems and metadata are a ...
8Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.The larger scopeEnterprise Digital Asset ManagementWorkflo...
9Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Project goals in metadata and taxonomies•  Develop a commo...
10Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.OccasionsAnniversaryBirthdayBabyHolidaysRecipientsFeminin...
11Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Metadata chaos•  Taxonomies in use but a spaghetti mess o...
12Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Example: OccasionSystem 1: PDB Linelist (Planning)System ...
13Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Example: Occasion•  An occasion is also part of a concept...
14Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Example: Occasion•  And on the web, it’s also completelyd...
15Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Data flow – current view
16Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Fixing the problem:Conceptual domain model
17Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Lots of business units involved•  Each group had differen...
18Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Difficulty changing paradigmsValue of faceted approach (p...
19Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Definition | pre-coordination vs. post-coordination I•  P...
20Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Definition | pre-coordination vs. post-coordination II•  ...
21Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Combinatorial powerOccasionTarget document:Occasion = Bir...
22Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Different perspectives•  User interface requirements!  Ho...
23Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Cross-functional developmentAgreeing to a taxonomy framew...
24Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Differing levels neededDifferent tools may need different...
25Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Metadata development and harmonization•  Narrowed scope f...
26Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Taxonomy across the creative process
27Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Tagging trainingProviding clear and detailed training on ...
28Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Cross-mapping & legacy•  Ideal: go back & retag all image...
29Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.The home page
30Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.One of three main categories
31Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Filters/refiners for “birthday” query
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Building a Metadata Infrastructure at American Greetings (taxonomy, faceted search, business process modelling, governance)

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Using an Earley & Associates case study, American Greetings, Robin will show how the work accomplished the following goals:
1. Develop a common, controlled vocabulary across multiple business areas, tools and functions and create an enterprise metadata infrastructure
2. Enable governance of key attributes that drive our business
3. Improve findability of assets (discovery, browse & search)
4. Facilitate and promote asset resue and repurposing

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Building a Metadata Infrastructure at American Greetings (taxonomy, faceted search, business process modelling, governance)

  1. 1. Earley & Associates, Inc. | Classification: CONFIDENTIAL USE, NO REPRINTSCopyright © 2013 Earley & Associates, Inc. All Rights Reserved.Metadata in Business, TheAmerican Greetings CaseStudySemantic Web Meetup2013-06-25Robin MacraeEarley & Associates
  2. 2. 2Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Robin Macrae, B.A., M.B.A., J.D.•  Robin is an information architect andcontent developer specializing in contentstrategies and applications in largeenterprises•  In addition to enterprise IT, his backgroundincludes management consulting, businesslaw, and marketing•  He is an expert in authoring workspace, theSharePoint ECM and WordPress CMS•  He has recently added enterprise search tohis information architecture practice and isdeveloping his expertise in SharePoint 2013and its game-changing search capabilities•  LinkedIn robinmacrae•  Twitter @Robin_Macrae•  workspacebuilders.com•  Robin.Macrae@Earley.com
  3. 3. 3Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.American Greetings’ site
  4. 4. 4Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.About excerpts•  For more than 100 years, American Greetings Corporation (NYSE: AM)has been a creator and manufacturer of innovative social expressionproducts that assist consumers in enhancing their relationships to createhappiness, laughter and love.•  The Companys major greeting card lines are American Greetings, CarltonCards, Gibson, Recycled Paper Greetings and Papyrus, and other paperproduct offerings include DesignWare party goods and American Greetingsand Plus Mark gift-wrap and boxed cards.•  American Greetings also has one of the largest collections of greetings onthe Web, including greeting cards available at Cardstore.com andelectronic greeting cards available at AmericanGreetings.com.•  In addition to its product lines, American Greetings also creates andlicenses popular character brands through the American GreetingsProperties group. Headquartered in Cleveland, Ohio, American Greetingsgenerates annual revenue of approximately $1.6 billion, and its productscan be found in retail outlets worldwide.
  5. 5. 5Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.About American Greetings•  Leading manufacturer of greeting cards and othersocial expression products•  Americangreetings.com site and retail businesses•  eCards a new product category•  Paper cards move to digital art has changed thecreative process significantly, need to updatebusiness processes and tools•  Business more complex, global•  Acquisitions of companies, processes, products,etc.5
  6. 6. 6Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.The mission and objectivesThe mission•  Provide an enterprise digital asset management system solution that wouldadminister and leverage its IP and assetsObjectives•  Organize, manage and maintain worldwide digital content•  Increase awareness and use of existing assets•  Content quality, metadata consistency and increased speed to market
  7. 7. 7Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Keys to understanding•  Silo’d systems and metadata are a natural phenomenon akin to tribeswithin a federation•  Metadata is about a seeing and understanding in a common or shared wayamongst people, departments, divisions and enterprises•  That understanding is the result of a common mental model built fromshared language•  Addresses existing requirements and brings new capabilities difficult tointernalize and utilize but of great potential enterprise value•  Inevitably, this kind of development requires process change and that is aprimary source of project complexity, cost and uncertainty•  Primary value of this case today:!  change in a large enterprise is achievable!  modeling of structures and processes!  much of change isn’t visible once implemented (infrastructure)
  8. 8. 8Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.The larger scopeEnterprise Digital Asset ManagementWorkflowInitiationsAuto verifySpecificationLicensingRestrictionsDesktop ToolsDefineProgramDefineSpecsSearchArt & CopyCreateNewDesignProductAnalyticsProduct Lifecycle ManagementConceive Develop Realize Use
  9. 9. 9Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Project goals in metadata and taxonomies•  Develop a common, controlled vocabulary across multiple business areas,tools and functions•  Enable governance of key attributes that drive our business•  Improve findability of assets (browse & search)•  Facilitate asset repurpose and reuse
  10. 10. 10Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.OccasionsAnniversaryBirthdayBabyHolidaysRecipientsFeminineAuntPlanningProductDatabaseDAMArt Techniques3DAirbrushDimensionalGraphicOccasionsAnniversaryBirthdayBabyHolidaysBIConsistency across systemsManuf.Fold TypeFrench FoldZ FoldGate FoldOval
  11. 11. 11Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Metadata chaos•  Taxonomies in use but a spaghetti mess of metadata fields and conflictingvocabularies for the same content
  12. 12. 12Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Example: OccasionSystem 1: PDB Linelist (Planning)System 2: MDL (Manufacturing)System 3: IAU (Art Storage)
  13. 13. 13Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Example: Occasion•  An occasion is also part of a concept called “major caption” which identifiesthe heading of the card•  And it’s called “intent” by the Editorial folks
  14. 14. 14Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Example: Occasion•  And on the web, it’s also completelydifferent…•  Mixing concepts:!  Features!  ToneOne result — good business intelligencenearly impossible for both web/digitalassets and paper
  15. 15. 15Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Data flow – current view
  16. 16. 16Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Fixing the problem:Conceptual domain model
  17. 17. 17Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Lots of business units involved•  Each group had different issues!  Different timelines!  Different terminology!  Battling old ways of working!  Different workflowsEditorialCreativeManufacturingBusinessIntelligenceLegalMerchant TeamFulfillment Library Global
  18. 18. 18Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Difficulty changing paradigmsValue of faceted approach (post-coordinated) vs. pre-coordinatedPre-coordinatedBirthday FeminineBirthday MasculineBirthday FunnyBirthday JuvenileBirthday RomanticPost-coordinatedOccasionBirthdayWeddingHalloweenToneFunnyRomanticHeartfelt+Caption = BDY FATHER FRM DAUGHOccasion= BirthdayRecipient= FatherSender= Daughter
  19. 19. 19Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Definition | pre-coordination vs. post-coordination I•  Pre-coordination is the combining of elements into one heading inanticipation of a search on that heading•  Post-coordination is the assignment of elements to separate headings, inanticipation of a user combining them at the time he or she looks formaterials in a catalog, usually through keyword searching•  Source http://www.loc.gov/catdir/cpso/pre_vs_postupdate.pdf
  20. 20. 20Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Definition | pre-coordination vs. post-coordination II•  Source Corc: New Tools and Possibilities for Cooperative ElectronicResource Description edited by Karen Calhoun, John J. Riemer
  21. 21. 21Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Combinatorial powerOccasionTarget document:Occasion = BirthdayTone = FunnyRecipient = DaughterToneRecipientJust three nodes with 5 terms each could have 3 to the 5thpower (243) possible combinations
  22. 22. 22Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Different perspectives•  User interface requirements!  How do users want to navigate andrefine products?•  Retrieval requirements!  How to tag content to identify and reusecomponents?!  E.g. Editorial tone (is it funny: dark, absurd,silly, etc)•  Business intelligence requirements!  How to tag content to assess performance?!  E.g. Sender not an important concept to anexternal user for search, but it is for BI: is itfrom a mother to a son? Or from a father toa son? Who is the buyer?© 200822
  23. 23. 23Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Cross-functional developmentAgreeing to a taxonomy frameworkEditorialArtSharedProductArt Techniques Art StylesSubject Matter Subject MatterColorsEditorialThemesLanguagesTopicsEditorialDevicesProductCategoriesProduct LinesLifestyles ProgramsFold Types Paper TypesProduct Codes Music GenresOccasions LicensingRecipients SendersAge Groups TonesExtendedFunctionsAsset Types
  24. 24. 24Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Differing levels neededDifferent tools may need different views and granularityGift PackagingGift Packaging: Package DecorationsGift Packaging: RibbonGift Packaging: Ribbon: Sheer RibbonGift Packaging: Ribbon: Sheen RibbonGift Packaging: Ribbon: Curling RibbonGift Packaging: Ribbon: Fabric RibbonGift Packaging: BowsGift Packaging: Bows: Specialty BowsGift Packaging: Bows: Poly BowsGift Packaging: Bows: Fabric BowsGift Packaging: Bows: Curly BowsPlanning Manufacturing
  25. 25. 25Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Metadata development and harmonization•  Narrowed scope from 218 metadata fields across 11 systems to102 core fields that were most relevant to the EDAM effort!  i.e. don’t boil the ocean in phase 1•  Got agreement on the framework before haggling over values•  Assigned ownership: giving groups precedence over certain areas•  In cases of conflict, placed priority on EDAM requirements (sincefirst out of the gate)
  26. 26. 26Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Taxonomy across the creative process
  27. 27. 27Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Tagging trainingProviding clear and detailed training on the taxonomy for core taggers &searchersLive trainingSupportingdocumentation
  28. 28. 28Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Cross-mapping & legacy•  Ideal: go back & retag all images with new metadata•  Real: go forward with new structure, cross-map legacy wherepossible & retag as items are reusedOld level 1field (code)Old level1 fieldvalueOld level 2field (code)Old level2 fieldvalueNew facet New level 1 field value New level 2 field valuestyle_typ_cd CONV Art Styles Traditionalstyle_typ_cd CUTE Art Styles Cutestyle_typ_cd HUMOR Art Styles Funnystyle_typ_cd JUVEN Art Styles For Kidsstyle_typ_cd RELIG Art Styles Religiousstyle_typ_cd ST/RQ Art Styles Manual Retaggingstyle_typ_cd TEEN Art Styles Manual Retagginggnrl_tchn_cd REND spec_tchn_cd AIR Art Techniques Airbrushgnrl_tchn_cd REND spec_tchn_cd BLACK Art Techniques Line Artgnrl_tchn_cd REND spec_tchn_cd BLOCK Art Techniques Rendered Print Transfergnrl_tchn_cd PHOTO spec_tchn_cd BW/1C Art Techniques Photo Black & White Photo
  29. 29. 29Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.The home page
  30. 30. 30Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.One of three main categories
  31. 31. 31Copyright © 2013 Earley & Associates, Inc. All Rights Reserved.Filters/refiners for “birthday” query

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