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The Content Matrix: Quantitative and Qualitative Metrics for Better Decision Making
 

The Content Matrix: Quantitative and Qualitative Metrics for Better Decision Making

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aka How to Get Everything You Need from Excel for web content projects presented by Sarah Beckley at LavaCon Portland, 2012.

aka How to Get Everything You Need from Excel for web content projects presented by Sarah Beckley at LavaCon Portland, 2012.

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The Content Matrix: Quantitative and Qualitative Metrics for Better Decision Making The Content Matrix: Quantitative and Qualitative Metrics for Better Decision Making Presentation Transcript

  • The Content Matrix:Quantitative and Qualitative Metrics toPower Business DecisionsPresented by Sarah BeckleyContent Strategy WorkshopsOctober 10, 2012
  • ME: Sarah Beckley • Senior Content Strategist at Razorfish • Formerly of Manifest Digital, Ogilvy, DDB, and VSA Partners • Six years as an “official” content strategist • 15 years in content (print/web) plus some IT • Specialize in financial services and online apps • Sub-niche: embedded help/trainingPage 2 © 2012 Razorfish. All rights reserved.
  • RAZORFISH • 3rd largest US digital agency • 4th on Ad Age’s Agency A-List • 300+ staff in Chicago • 2,500+ staff worldwide • Owned by Publicis • One of Forbes’ Top 100 Global Ad Agencies That Know Social Media and GooglePage 3 © 2012 Razorfish. All rights reserved.
  • AGENDA • What You’ll Learn Today • The What/Why/When of Matrices • A Matrix Methodology • Matrix Challenges • Summary • ResourcesPage 4 © 2012 Razorfish. All rights reserved.
  • WHAT YOU’LL LEARN TODAYPage 5 © 2012 Razorfish. All rights reserved.
  • WHAT YOU’LL LEARN TODAY • A repeatable methodology to create powerful matrices to help you and your stakeholders make better business decisions around content • Methods for automating/accelerating Excel • A zip file of the templates we cover today • What we’re not going to cover: • How to turn a matrix into C-suite consumablesPage 6 © 2012 Razorfish. All rights reserved.
  • THE WHAT/WHY/WHEN OF MATRICESPage 7 © 2012 Razorfish. All rights reserved.
  • WHAT DO WE MEAN BY CONTENT MATRIX? • It is what we make itPage 8 © 2012 Razorfish. All rights reserved.
  • WHY DO I NEED A CONTENT MATRIX?Page 9 © 2012 Razorfish. All rights reserved.
  • WHEN DO YOU USE A CONTENT MATRIX? • Any time you need to understand your content • Structure unstructured content • Whenever you need a: • Content inventory • audit/assessment • Gap analysis • Migration plan • Content development tracking • Capture any data about content “A superficial understanding of content isn’t going to cut it anymore.” -Rachel LovingerPage 10 © 2012 Razorfish. All rights reserved.
  • WHEN BY PROJECT PHASE • Discovery: inventory, audit, gap analysis • Design: site map, content model • Develop: page templates, tracking • Deploy: migration plans • Govern: metadata, taxonomyPage 11 © 2012 Razorfish. All rights reserved.
  • WHEN DON’T YOU USE A CONTENT MATRIX? • Your CMS can produce all the reports you need • Your company uses automated inventory tools • But you may still be validating both of those, which were probably exported into Excel or a proprietary spreadsheetPage 12 © 2012 Razorfish. All rights reserved.
  • A MATRIX METHODOLOGYPage 13 © 2012 Razorfish. All rights reserved.
  • A MATRIX METHODOLOGY: Part 1 • Discover • Plan for the handoff; consider the entire project lifecycle’s needs • Matrix goals: audit, gap, migration, content dev. tracking • Client needs: offshore developers, reviewers, legal tracking • Can one matrix rule them all? • Define • Outputs: audit findings, site map, CMS import • Matrix audience(s): content owners, SMEs, legal, developers • Required fields: page name, url, content type, reviewer, templatePage 14 © 2012 Razorfish. All rights reserved.
  • A MATRIX METHODOLOGY: Part 2 • Design • What can you automate or accelerate? • Create filters, formulas, macros, and/or pivot tables • Test your design: is it client proof? • Format for ease of use and readability • Assign numerical values when appropriate • Deploy • Socialize, socialize, socialize • Morph matrix to accommodate project needsPage 15 © 2012 Razorfish. All rights reserved.
  • SAMPLE MATRIX INPUTS • Content • Text, images, whole Word docs • Metadata • Structural, admin, descriptive, 508(c) • Reviewers • Legal, lines of business SMEs • Status • With business, with legal • Ratings • Brand, accessible, taggedPage 16 © 2012 Razorfish. All rights reserved.
  • CONSIDER MATRIX STAKEHOLDERS • If anyone on the client-side is going to see the matrix, socialization is essential • Include key stakeholders in Discover and Define • Socialize matrix with extended team in DeployPage 17 © 2012 Razorfish. All rights reserved.
  • ACCELERATOR: FILTERS • Sort matrix on one or more fields • Find content (values) • Slight overlap with value formulas • Turns spreadsheet into a table on a MacPage 18 © 2012 Razorfish. All rights reserved.
  • ACCELERATOR: VALUE FORMULAS • Excel formula that references textual cell content • “Data mine” content • Gather quantitative data - Search and sum keywords, content types, templates, etc. • Aggregate values for audit/gap analysis • Use Conditional Formatting formulas to highlight key contentPage 19 © 2012 Razorfish. All rights reserved.
  • ACCELERATOR: MACROS • Automates repetitive tasks, including formatting • Reduces time to create inventories or parse large spreadsheets • Don’t need to code to create macros • Easier to create than you think • Tip: Tools> Macro> Security: set it to medium or low or macros blocked due to virus riskPage 20 © 2012 Razorfish. All rights reserved.
  • ACCELERATOR: PIVOT TABLES • Create “sub” matrix from original with a subset of the content/data • Great for special audiences and audits • Gather detailed stats quickly • E.g., How many pages in each category use a particular template?Page 21 © 2012 Razorfish. All rights reserved.
  • WHEN TO USE PIVOT vs. MACRO • Pivot tables summarize and highlight values • How many instances of “purple” appear in Section 5? • Identify all uses of the brand name in the red template • Custom filters can duplicate some pivot table functions • Macros automate actions • Hide and unhide rows or columns • Add or remove formatting • Copy and paste contentPage 23 © 2012 Razorfish. All rights reserved.
  • CHALLENGESPage 24 © 2012 Razorfish. All rights reserved.
  • CHALLENGE: MAPPING CONTENT• Auto quote content needs to map to Business Requirements, Wireframes, and include Standard Path, Alternate Path, plus Help copy• Content in both wireframes and copy deck• How do you map your content (in the matrix) to multiple deliverables?
  • SOLUTION: COLOR CODE AND TRACKPage 26 © 2012 Razorfish. All rights reserved.
  • CHALLENGE: MANUAL INVENTORY • Non-profit needs a content inventory • Small project (~500 pages) • Or sample-size inventory of larger site • What inputs do you need? • Can you automate it? How?Page 27 © 2012 Razorfish. All rights reserved.
  • SOLUTION: Inventory with macroPage 28 © 2012 Razorfish. All rights reserved.
  • INVENTORY MACRO • Demo of Content Inventory Macro.xlsmPage 29 © 2012 Razorfish. All rights reserved.
  • CHALLENGE: CONTENT AUDIT • Large site with many SMEs • Need to evaluate content for quality • Client has politically sensitive content • Can you quantify quality? • What inputs do you need?Page 30 © 2012 Razorfish. All rights reserved.
  • SOLUTION: QUANTIFIED RATINGS AUDITPage 31 © 2012 Razorfish. All rights reserved.
  • CHALLENGE: MULTIPLE AUDIENCES • Insurance company wants one matrix for the auto quote authors, legal, developers, and marketing • Different views needed across audiences • Large volume of content • How can you accommodate everyone without every audience seeing all content?Page 32 © 2012 Razorfish. All rights reserved.
  • SOLUTION: AUDIENCE MACRO • More features than filters, but sometimes fragilePage 33 © 2012 Razorfish. All rights reserved.
  • CHALLENGE: MULTIPLE VERSIONS • National company’s product varies by state due to legal requirements • How do you track the content variances? • Can you automate it?Page 34 © 2012 Razorfish. All rights reserved.
  • SOLUTION: VARIATIONS MACROPage 35 © 2012 Razorfish. All rights reserved.
  • CHALLENGE: MATRIX-SHY REVIEWERS • Company stakeholders refuse to review a “regular” matrix • Many reviewers, little collaboration between them • Client won’t consolidate review feedback • How can you get good feedback and automate feedback consolidation?Page 36 © 2012 Razorfish. All rights reserved.
  • SOLUTION: DYNAMIC PROTOTYPEPage 37 © 2012 Razorfish. All rights reserved.
  • CHALLENGE: THE DEVELOPER VERSION • Bank is handing off content to offshore developers and it must map to the page template • Content editing and delivery must be in a matrix • Copy has long and short content blocks • Must map to other deliverables • How do you deliver this content?Page 38 © 2012 Razorfish. All rights reserved.
  • SOLUTION: GET GRANULAR Bank Bank Ban k B a n Ban k k B aBan B n k a B k n a k n kPage 39 © 2012 Razorfish. All rights reserved.
  • SOLUTION: EMBED WORD FILESPage 40 © 2012 Razorfish. All rights reserved.
  • DON’T LET I.T. CREATE THE MATRIX Bank Bank Bank Bank BankPage 41 © 2012 Razorfish. All rights reserved.
  • SUMMARYPage 42 © 2012 Razorfish. All rights reserved.
  • A MATRIX METHODOLOGY • Discover: what is the desired end result? • Define: what/who are the inputs and audience? • Design: Build in accelerators and automation • Deploy: Socialize and tweakPage 43 © 2012 Razorfish. All rights reserved.
  • RESOURCESPage 44 © 2012 Razorfish. All rights reserved.
  • RESOURCES: FREE TEMPLATES • KPN: kevinpnichols.com • Intentional Design (Rahel Bailie) • Google Knoll • Web Content Strategist’s Bible (book is not free) • CMS ConsultantsPage 45 © 2012 Razorfish. All rights reserved.
  • RESOURCES: EXCEL MASTERY • Excel Hacks: 100 Industrial-Strength Tips and Tools by David E. Hawley, O’Reilly • Excel Annoyances: How to Fix the Most Annoying Things about Your Favorite Spreadsheet by Curtis Frye, O’Reilly Publishers • “Become Awesome in Excel” • Count (value) formulas • Learn VBA • Excel macros video • Filter intro; Custom filters • Pivot tables videoPage 46 © 2012 Razorfish. All rights reserved.
  • RESOURCES: AUTOMATED INVENTORY • XML SiteMaps • Snap Sitemap • CAT Content Analysis Tool • Website AuditorPage 47 © 2012 Razorfish. All rights reserved.
  • THANK YOU! • Questions? • Info: • @sarahbeckley • Sarah.Beckley@razorfish.com • Linkedin/in/sarahbeckley • www.razorfish.comPage 48 © 2012 Razorfish. All rights reserved.