xx EAEC0141311SYN Scripps_final

Output: 12:23PM May 03 2011
Modified 12:23PM May 03 2011
ENTERPRISE ARCHITECTURE EXECUTIVE COUNCIL™
IT PRACTICE
www.eaec.executiveboard.com
© 2011 The Corporate Executive Board Company.
All Rights Reserved. EAEC0141311SYN
1
HIGH COST OF INACCESSIBILITY
Illustrative
Poor information
accessibility leads to
wasted time, duplication
of effort, and a costly
loss of knowledge worker
productivity.
■ Economic estimate
assumptions
– Annual salary per
Knowledge Worker
(KW) = $80,000
– Opportunity cost =
Potential value lost due
to time spent on failed
search and rework.
■ These estimates do
not include cost of bad
decisions made as a result
of not finding the requisite
information.
100.0
67.0
33.0
23.5
43.5
11.6
21.4
100.0
8.6
108.6
17.4
126.0
26.0
152.0
Expected KW
Time Spent
Searching for
and Analyzing
Information1
33% Time
Spent
Searching for
Information2
65% Searches
and Analyses
Are Internal3
Overhead for
40% Failed
Searches4
Overhead for
40% Analysis
Rework Due to
Failed Searches
Opportunity
Cost of Time
Spent on Failed
Searches and
Rework
Actual Cost of Information Search
and Analysis (with Overhead):
$43,776 per KW per Year
Expected Cost of Information
Search and Analysis: $28,800 per
KW per Year
Actual KW
Time Spent
Searching and
Analyzing
Information
(With
Overhead)
KWTime(Indexedto100)
1 Knowledge workers spend 36% of their time finding information and conducting analysis to make business decisions.
2 Of the total time spent finding information and conducting analysis, 33% is spent just on finding information.
3 Knowledge workers look for information in internal sources roughly 65% of the time.
4 On average 40% of all internal searches fail.
Analytical Maturity Diagnostic Findings

Modiﬁed 12:23PM May 03 2011 2
IT PRACTICE
A SHARED IMPERATIVEBusiness users
understand the
criticality of information
attainability and are
more willing to engage
and help improve search
effectiveness than IM
leads think.
■ Enterprise search is ranked
among the top 5% drivers
of analytical maturity, but
its efficacy relies heavily on
user adoption.
■ Incorporating knowledge
worker feedback in building
information capabilities has
a 24.8% maximum impact on
analytic maturity.
Information
Attainability
Information
Usefulness
Knowledge Worker
Predisposition
Analytic
Maturity
Proﬁtability of strong business performance if
information attainability is low: 18%
Business’ Willingness to Be Responsible for
IT Activities
Source: Application Executive Council, 2011.
WillingnesstoBe
ResponsibleforITInitiative
IT-Business Engagement Index
MediumLow High
IT Professionals Perception
Business Executives Willingness
n = x.
n = 4,941.
Source: Analytical Maturity Diagnostic, 2011.
Knowledge Worker
Feedback on Information
Sources and Analytics
Tool Is Collected
Average for All Top
10% Drivers
Maximum Impact on Analytic Maturity of
Knowledge Worker Feedback Mechanisms
24.8%
16.5%
n = 4,941 knowledge workers.
Enterprise Search Other Emerging
Technologies
14.74%
2.27%
Impact of Implementing Emerging
Technologies on Organization’s Analytical
Maturity
50
60
70
80
90

3
IT PRACTICE
USER-DRIVEN ENTERPRISE SEARCH
DEVELOPMENT
OVERVIEW
A methodology to build an enterprise search application using effective metadata management to improve
accessibility to information assets.
EXECUTIVE TEACHING
Organizations struggle to enable effective enterprise search due to inconsistent metadata that users can’t relate to or
don’t understand the necessity. An Agile-like development approach helps incorporate user feedback and accelerates
adoption while iteratively modeling metadata on common business vocabulary. A relatively standardized metadata
model used to tag information assets across the organization further improves their “searchability.”
COMPANY SNAPSHOT
Scripps Networks
Industry: Media Scripps Networks is a leading developer of lifestyle content for television and
the Internet, where on-air programming complements an array of broadband
video, social media and e-commerce components on companion sites that
attract more than 20 million monthly unique visitors. Beyond the screen,
Scripps Networks’ brands extend into magazines, retail products, video games
and live experiences. Scripps Networks consists of lifestyle television brands
HGTV, Food Network, DIY Network, Travel Channel, Cooking Channel and
country music network Great American Country (GAC).
Annual Revenue: US$2.07 B
Employees: 1,600

IT PRACTICE
YOU CAN’T USE WHAT YOU CAN’T FIND
Challenge
Scripps Networks struggled to manage their information assets for multi-channel sales and syndicated
revenue due to poor accessibility. The lack of effective enterprise search functionality was traced back to
sub-optimal organization of assets across multiple repositories and inconsistent metadata deﬁnitions that
were cumbersome to use for asset tagging and search.
Approach
Scripps Networks incorporates extensive knowledge worker feedback upfront to create an intuitive
metadata model that improves the uploading and searching of information assets. The model is reﬁned
iteratively through a series of releases and expanded to included different types of assets over time.
Result
The search functionality enabled by this model reduces access time from one to two days to two to three
clicks. The enterprise search application is the most used application internally, enabling over 36,000
successful searches each month.
The value of most
information assets
remains latent if they
are not accessible to
business users.
OVERVIEW COMPONENTS RESULTS
IMPLEMENTATION
GUIDE

IT PRACTICE
5
FAILURE TO COMMUNICATEEffectiveness of
accessibility tools
depends more on user
feedback and adoption
than any other IT
application.
■ Searchability of assets is
determined by quality of
metadata that describes
them and must in part be
supplied by users who own
them.
■ Metadata is indexed by
search algorithms and
matched against user-
deﬁned keywords to search
for desired results.
Metadata—Data about data that serves as an informative label to an asset (PDF, audio, video) and helps
understand, store, search and manage intellectual assets.
IMPLEMENTATION
GUIDE
Business usersunable
to access the right
information assets in
a timely fashion
Enterprise search does not give
users the answers they need
Low user understanding of
metadata that enables enterprise
search
Inconsistent metadata across
multiple repositories reduces
“searchability”
Users unwilling to tag (create
metadata for) information assets
Extensive upfront business user
needs analysis
Iterative releases to accelerate
user adoption
Federated metadata model with
common and extensible elements
User-intuitive and minimized effort
of tagging process
Enterprise Search Failure Paths SolutionChallenge

IT PRACTICE
OVER-INVEST IN UPFRONT ANALYSISConduct upfront analysis
of business user needs
and information usage
patterns before initiating
a development cycle.
■ Incorporate knowledge
worker feedback into the
design of both the search
interface as well as the back-
end metadata model to drive
search effectiveness.
Detailed Business User Needs Analysis
■ User-designed metadata: Information architects interview
knowledge worker at all levels of the organization to identify
common information usage patterns
■ Popular metadata (tags) incorporation: Information architects
analyze historical usage statistics of popular tags to identify
business relevance and natural user vocabulary
■ Search and navigation design: User interface (UI) experts
work with user focus groups and to design interfaces based on
common search patterns and desired navigation ability.
■ User-deﬁned requirements prioritization: Business analysts
outline delivery schedule starting with assets of greatest user
criticality and cross-functional impact.
Design and Development
■ Core metadata model
■ Metadata creation (tagging) guidelines
■ Search and navigation interface design
■ Project plan and delivery schedule
“We are an Agile shop,
but we wouldn’t have
had this much success
if we jumped right into
development without a fairly
detailed analysis upfront to
establish a business context and
understand where the real value
was.”
Chuck Hurst
VP of IT Strategy
Scripps Networks
Preliminary Analysis
■ Business Partner Requirements: Business
analysts interview business partners to
gather high-level requirements
■ Technical Feasibility Study: Information
architects research industry standards to
identify best-ﬁt metadata methodology
for customization and reuse
Conventional
Approach
IMPLEMENTATION
GUIDE

IT PRACTICE
7
ITERATE TO ACCELERATE
Agile Methodology
Deliver functionality early
and iteratively to gather
feedback and drive user
adoption.
■ Determine scope of next
release based on feedback
for the previous release and
new business priorities.
Monitor search
behavior to refine
model (e.g., add or
automate popular tags,
remove obsolete tags)
Release
and change
management to
communicate
benefits to
users
Update/refine
metadata model
2
5 4
Gather knowledge
worker feedback (on
tagging process and
search functionality)
Create new/update
search functionality
(e.g., ability to search by
a new field)
Extend scope of search
engine (e.g., to a new
asset type, repository,
or new set of users)
1
3
3.1
Create new/update
other asset access
applications (e.g.,
upload functionality)
3.2
Post-release communication
campaigns and feedback loops
enhance user willingness to
contribute to greater search
effectiveness
Knowledge worker feedback at end
of every release determines scope
of next release
“Selling the program is
hard because business
doesn’t understand
what they get out of it. It’s really
important to show early results
and to demonstrate what users
are able to do now that they
couldn’t before.”
Chuck Hurst
VP of IT Strategy,
Scripps Networks
IMPLEMENTATION
GUIDE

IT PRACTICE
Extended
Metadata
(optional to
asset type or
business unit)
FEDERATED FLEXIBILITYCreate a federated
metadata model to
maintain enterprise
consistency while
allowing for business unit
customization.
■ A minimal set of fields
is adequate to uniquely
identify each information
asset regardless of type and
source across the enterprise.
■ Business units can create
additional metadata to
further describe content
and context for BU-specific
assets.
IDENTIFICATION
e.g., Unique
Asset Identifiers
WEB
ASSETS
e.g., FAQs,
articles, etc.
ASSET STATUS
e.g., QC status,
revisions, etc.
SUPPORTING
DOCUMENTS
e.g., Project plan,
glossary, etc.
LEGAL AND
FINANCIAL
e.g., Contracts,
budgets, etc.
OTHER
METADATA
e.g., User
rating, etc.
SEARCH AND
DISCOVERY
e.g., Title, Summary,
Language, etc
ADMINISTRATION
e.g., Rights and
Restrictions, usage
guidelines, etc.
ROLES AND OWNERSHIP
e.g., Creator, approver, etc.
INSTANCE INFORMATION
e.g., Format details,
storage locations, etc.
Core Metadata
(mandatory across
the enterprise)
IMPLEMENTATION
GUIDE
Mandatory User-Added Tags
Auto-Generated Tags
Auto-Generated But Editable Tags
Optional User-Added Tags
“We had enough
commonality across
the businesses we
were trying to work with. And we
were able to bring together a
group of people that agreed on
how we want to describe their
data.”
Chuck Hurst
VP of IT Strategy,
Scripps Networks

IT PRACTICE
9
MINIMIZED AND INTUITIVE TAGGING
Six Principles of Effective Tagging
Sustain user motivation
to tag by minimizing
burden of effort and
making it a user-intuitive
practice.
■ Enforce minimal metadata
to be filled at the time of
uploading an asset while
automating the rest or
making it optional.
■ Ensure metadata reflects
commonly used business
vocabulary across the
organization.
DO use each release as
opportunity to educate users
about criticality of tagging to
future retrieval of information.
DON’T restrict all new tag
creation, analyze new tags
for relevance and if needed
incorporate into model for re-use
by the larger user base.
Keep It Minimal but Mandatory
Create a short-list of mandatory
metadata fields applicable across
information assets to ensure basic
tagging is done without burdening users.
1 Allow for Cultural Differences
Implement thesauri-like functionality to
enable use of synonyms across business
units or regions.
4
Control Vocabulary with Automation
Create dropdowns or auto-complete
mechanisms to limit creation of rogue
metadata and reduce user effort.
2 Stick to Natural Language
Avoid special characters, abbreviations
and technical jargon in metadata tags.
5
Enable Functional Extensibility
Provide an optional set of metadata
fields to capture more specific business
or function needs.
3 Evangelize Through Navigation
Using metadata to navigate to assets,
demonstrate the connection between
metadata and search performance.
6
Minimize Tagging Effort and Impact to User
Productivity
Design Tagging Practices for Intuitiveness
and Ease of Use
IMPLEMENTATION
GUIDE

IT PRACTICE
HIGH RETURNS OF ACCESSIBILITY
Enterprise Search Effectiveness Increase in Syndicated Programming
Volumes Due to Improved Accessibility
to Video Assets
Improved accessibility
of information assets
enables higher business
responsiveness and
boosts user productivity.
■ An internal customer
satisfaction survey rated
enterprise search as the
number one application in
terms of effectiveness.
■ Enterprise search at Scripps
Networks enables more than
36,000 successful searches
each month.
1–2 Days
2–3 Clicks
Before After 2009
x
1.81 x
2.62 x
2006 2010 2011+
“Everyone in the
company, up to the
President and down to
copiers of tapes, uses this
application to ﬁnd what they
need. Our business process cycle
is now incredibly shorter.”
Chuck Hurst
VP of IT Strategy
Scripps Networks
2010 2011
(Expected)
IMPLEMENTATION
GUIDE
1. Search time 1–2 days (internal
users)
1. Search time 2–3 clicks (internal
users)
1. Extend search to external partner
and customer-facing websites
2. Manual search across disparate
repositories
2. Single-point search across
integrated repositories
2. Scalable to accommodate search
for new asset formats
3. Limited focus on video assets only 3. Expanded capability to manage
multiple formats and sources
3. Integrate unstructured assets with
structured data to enable analytics
4. Not prepared for future sales
channels like web, mobile
4. Built infrastructure to support new
sales channels like web, mobile and
international
4. Scalable multi-channel sales and
marketing enablement

11
IT PRACTICE
Implementation Guide
■ Upfront User Needs Analysis p. xx
– User Interview Guide p. xx
■ Iterative Release Methodology p. xx
– Asset ManagementRoadmap p. xx
■ Federated Metadata Model p. xx
– Core Metadata Schema p. xx
– Metadata Under One Hood p. xx
■ Minimized and Intuitive Tagging p. xx
– Automate Access for Sustainability p. xx
– Service-Oriented Architecture p. xx

IT PRACTICE
QUESTION SAMPLE ANSWERS
“What asset do
you primarily work
with?”
sourcing contracts, project plans, marketing material
“What uniquely
identifies this asset?”
contract ID, vendor ID, project ID, campaign date
“What other assets
do you associate
with this asset?”
SLA documents, budget plans, release plans, marketing
poster, advertisement video clip, advertisement billboard
“What super-asset
would you club this
asset into?”
Procurement documents, PMO documents, Marketing
campaign
“What business
entities or functions
do you associate
with this asset?”
People (e.g., creator, approver, auditor)
Organizations (e.g., parent company, subsidiary, vendor)
Product or Service (e.g, equipment, accessory, service)
Region (e.g., sales territory, geographical region)
Function (e.g., IT, HR, Finance)
“What user roles
would you associate
with this asset?”
creator, publisher, contributor, resources
“If you forgot
the unique ID for
this asset, what
keywords would you
use to search it by?”
title, summary, language, subject, function, region
“What information
about this asset is
likely to change?”
production status, on-air count, ratings, revisions
USER INTERVIEW GUIDE
Business User Questionnaire Excerpt
Analyze usage patterns
to distinguish popular
or business-relevant
metadata tags from
rarely used or IT-centric
metadata tags.
DO analyze responses to
identify and prioritize high-value
intellectual assets to start with.
DON’T just focus on consumers of
information, have a balanced mix
of both producers and consumers
of information.
A Core Metadata Model That Describes
Unique identifier tags to locate
asset and trace relations between
assets
Descriptive tags popularly used
for search and discovery
Tags to best describe the content
of an asset
Tags to aid administrators in
management of assets
Tags to define access rights, roles
and ownership of assets
Tags to capture physical location
and format of assets
Additional information tags BUs
need to find business-specific
assets
IMPLEMENTATION
GUIDE

IT PRACTICE
13
ASSET MANAGEMENT ROADMAP
Illustrative: Scripps Networks’ Asset Management Roadmap Excerpt
Build IT roadmap to drive
consistent application
development and
integration with known
sources of information.
Label Label Label Label
text text text text
text text text text
text text text text
text text text text
To Be
Updated

IT PRACTICE
Identifiers
■ Scrid
■ Show Code
■ House Number
■ Other Identifiers
Sources and Relations
■ Legal Parent (Source)
■ Part-of, version of, revision…
Descriptive
■ Title
■ Subject
■ Classification
■ Descriptions
■ Coverage
■ Language
Entities and Ownership
■ Creator
■ Publisher
■ Contributor
■ Resources
Time Based
■ Thumbnails
■ Annotations
Schedules
and Traffic
■ On-air
■ Online
■ VOD
■ Syndication
Asset Status
■ Production
■ Technical QC
■ Content QC
■ Revisions
Supporting
Materials
■ Scripts
■ Graphics
■ Music
■ B-Roll
Web Assets
■ Articles
■ How-tos
■ Frame
Grabs
Legal and
Financial
■ Memos
■ Contracts
■ Releases
■ Budgets
Other Metadata
■ Research
■ Ratings
Instance Information
(on files and tapes)
■ Format Details
■ Locations
Administrative
■ Asset Class
■ Asset Type
■ Dates
■ Ratings
■ Rights and Restrictions
■ Usage
CORE METADATA SCHEMA
CoreMetadata
For finding assets by
ID and tracing asset
relations
For searching and
discovery—inside and
outside the firewall
Metadata related
to use
Location of tapes or
files and details of
the formats
Roles and
Ownership
Information
Extended Metadata
Rather than re-invent the
wheel, leverage industry
standards as starting
point for customized
metadata development.
■ While the model is refined
iteratively with every release,
updates to the core schema
common across assets and
business divisions must be
carefully scrutinized and
approved before they are
implemented.
IMPLEMENTATION
GUIDE
Mandatory User-Added Tags
Auto-Generated Tags
Auto-Generated But Editable Tags
Optional User-Added Tags
Asset Registry Subset

IT PRACTICE
15
METADATA UNDER ONE HOOD
Scripps Networks’ Technical Infrastructure to Enable Enterprise Search
A single metadata
standard combined with
an asset registry and
common search index
enable a unified, one-
stop search engine.
■ The Asset Registry
also enables structured
data reporting to
senior management
about performance and
consumption of specific
intellectual assets.
■ Instead of federated
searches on multiple
repositories, create a unified
search index powered by a
common metadata model.
Legacy Infrastructure
1. Multiple repositories containing all types of assets
2. No common organizing principle/metadata model
3. Inconsistent asset tags
4. Not all repositories indexed for search
Revised Infrastructure
1. Centralized repositories for each asset class
2. Core metadata model for all intellectual assets
3. Enterprise-wide consistent asset tags
4. Single search index based on core metadata model
5. All assets registered at a single directory for easy
searchability (Asset Registry)
1. User-preferred tags did not return relevant results
2. No guidance to users for searches
3. Had to individually search multiple repositories
4. Average turnaround time: 1–2 days
1. User-preferred tags built into the system
2. Easy user-intuitive search enablement
3. Single search functionality across all repositories
4. Average turnaround time: 2–3 clicks
Video Archive
Asset Registry
Image Archive
Metadata
Text Files
Archive
Search Index
User Facing Search Engine
IMPLEMENTATION
GUIDE

IT PRACTICE
AUTOMATE ACCESS FOR SUSTAINABILITY
Use Case for Uploading an Asset
To sustain a healthy data
management culture,
automate touchpoints
with assets wherever
possible using a user-
friendly application layer.
■ The application layer helps
implement the six principles
of effective tagging and
optimizes search engine
performance by principled
storage of assets and their
metadata in centralized
repositories.
12. Search engine
indexes metadata
repository and
makes asset
available for
search and
navigation
User Actions
System Actions
IMPLEMENTATION
GUIDE
1. Open Upload
application
2. Enter basic
metadata (e.g.,
title, description)
10. Generate
additional
metadata for
administration
purposes (e.g.,
format, location,
usage guidelines)
8. Register asset in
Asset Registry (a
common directory
listing across
repositories)
7. Create unique
identiﬁer (asset ID)
6. Validate
mandatory
metadata or
generate
exception
5. Attach asset and
save record
11. Save metadata
record in a
centralized
metadata
repository
9. Upload asset
to appropriate
repository (e.g.,
video in video
archive)
3. Select from
dropdowns
where provided
(e.g., asset type,
function, rights)
4. Add optional
metadata if needed
(e.g., QC status,
region, related
assets)
Optimize search engine performance
Evangelize
through
navigation
Minimal but
mandatory tagging
Controlled vocabulary
with automation; Allow
cultural differences
Functional ﬂexibility
Stick to natural
language

IT PRACTICE
17
Video
Archive
Asset
Registry
Metadata Search
Index
Stills
Archive
Recipes Rights Additional
Content
Ingest Notify Retrieve Distribute Transform
Access
Control
Search
State
Management
Message
Shared
SOA
Services
Centralized
Resources
Services
Applications
Show
Track Pro
Slate Snidbit
Media
Request
Program
Scheduling
iDAM
Pilat
IBMS
International
Inventory
eSearch eDAM
International
Fulﬁllment
Batch Edit
Recipe
Management
Collaboration
Existing MAM
Infrastructure
MAM Future
Roadmap
SERVICE-ORIENTED ARCHITECTUREAn SOA layer enables
user-friendly applications
to disguise technical
complexities of the
underlying architecture
while enabling controlled
accessibility to assets.
IMPLEMENTATION
GUIDE

IT PRACTICE
APPENDIX: GREATER EXPECTATIONSThe primary difference
between internet search
and enterprise search
is the expectation of
accuracy, relevance and
timeliness of information
results.
■ It is important to provide a
controlled vocabulary for
enterprise users to search
within so as to return
sharper, more accurate
search results.
Internet Search Engines Enterprise Search Technologies
Purpose of use: ■ Find “an” answer, any answer
■ Usually users don’t know exactly
what information will be helpful.
Trial-and-error
■ Find “the” answer to a speciﬁc question
■ Usually to re-ﬁnd information users know
exists, know what it looks like already
Success criteria: ■ Response rate (results per second)
■ Usefulness of top ten information
results
■ Higher tolerance of low quality of
information, format usability, etc.
■ Reduced duplication of effort
■ Higher relevance and accuracy (lower
the number of results the better)
■ Most updated information
■ Secure, rights-based access
How it works: ■ Content and metadata indexing of
large amounts of information
■ Relevance determined by popularity
(rank)
■ Lower effort per user for metadata
tagging (vast user base)
■ Controlled content and metadata
indexing of smaller archives of
information
■ Relevance determined by metadata
■ Higher effort per user for metadata
tagging(smaller user base)
Where it fails: ■ Unpredictable and inconsistent
accuracy of information
■ Too many results, not enough
answers
■ Low access control or usage
restrictions
■ Incomplete or inconsistent metadata
■ Dependence on user motivation to tag
(not all tagging can be automated)

xx EAEC0141311SYN Scripps_final

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