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How workflow metrics change for intelligent content by shawn prenzlow

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Content creation metrics are just as important as the metrics used in analyzing your published content’s reach and impact. Do you have consistent, trustworthy metrics for your content workflows? No matter where you are on the path from unstructured content toward Intelligent Content, metrics matter. Do you have any idea how your content creation metrics will change as you take up the challenge of creating Intelligent Content—and more importantly, how they will impact your budget and resource needs over time? For example, what is the difference in average number of pages per day when writing unstructured vs. well-structured content? Do the numbers vary significantly between generic web content and deep technical content? Do changes within the editing discipline track with changes within the writing discipline or with governance… or with neither of these? This session will address these questions—plus the fundamental tasks of creating baseline metrics and integrating changing metrics into your budget planning.

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How workflow metrics change for intelligent content by shawn prenzlow

  1. 1. How Workflow Metrics Change {For Intelligent Content Shawn Prenzlow The Reluctant Strategist Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist
  2. 2. { thereluctantstrategist.com That’s me: Shawn Prenzlow {linkedin.com/shawnprenzlow {@relstrategist 2
  3. 3. Strategists Anyone planning for the process of moving toward Intelligent Content { Planners Writers & editors Program/project managers Budgeters Today’s intended audience Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist
  4. 4. Semantically Structured Structured Unstructured Moving toward Intelligent Content {what does that even mean? Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 4
  5. 5.    Intelligent Content is content that is structurally rich and semantically categorized (structured) Content that is locked within a specific format takes a significant amount of effort, work, and cost to change Structure makes it possible to manipulate content. We can automatically determine how to publish content to multiple channels by mapping the structure of the content to a particular style in the output Ann Rockley “Managing Enterprise Content” Ch2. Intelligent. Structured. Intelligent Content Conference 2014 #ICC2014 {cool Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 5
  6. 6. But also…     Intelligent Content efficiencies do not happen in a vacuum There are costs associated with the changes in the process of moving toward IC – across planning, authoring, and publishing We know this because we pay attention to our metrics If we can understand and predict the changes in our metrics, we can plan for the work The reality, and why we’re here Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 6
  7. 7. Workflow metrics {boring! who cares?
  8. 8. Resource planning & allocation Budgets Timeframes { Reasonable commitments Estimating goals Determining ROI Communicating to C-levels ImgSrc: http://asumag.com/ Sanity Why are metrics important? {de-mystify the costs of content Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 8
  9. 9. 9 Source: https://support.hyperic.com/download/attachments/77463605/MonitorMetricDataGroup.png?version=1&modificationDate=1307466270218
  10. 10. 10 Source: http://www.unilyzer.com/wp-content/uploads/2011/01/FBDashboard212.jpg
  11. 11. Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist
  12. 12. Using metrics {opinions vary
  13. 13. If metrics are the only goal, people may perform to them – instead of focusing on creating the best content { Conversely, metrics can be used to drive performance too hard, especially in “continuous improvement” environments Metrics are the “secret sauce” behind bids and profit margins Why metrics can be contentious Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 13
  14. 14. Know your critical metrics { Track & confirm Re-measure periodically Use your metrics for planning Metrics ≠ performance Metrics are critical for planning Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 14
  15. 15. Which metrics matter {measure all the things?
  16. 16. What is your workflow? { What’s meaningful? What do your tools automate? What will help you make a case? http://simonmainwaring.com/wp-content/uploads/2010/08/start.jpg Where to start Intelligent Content Conference 2014 #ICC2014 {if you haven’t already Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 16
  17. 17. { Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 17
  18. 18. { {you can’t manage what you can’t measure Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 18
  19. 19. Metrics & IC Authoring {do metrics change?
  20. 20. Semantically Structured Structured Unstructured Moving toward Intelligent Content {what changes? When? Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 20
  21. 21. { In any change process, there is a delta Your “Period of Chaos” Find it – or pick one. Measure it. Lather. Rinse. Repeat. Imgsrc: http://leondejuda.org/db_pict/ciu_pict/631.gif So, how do workflows change? {note: ymmv Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 21
  22. 22. Iterate as needed Create terminology lists (globalization & indexing) Build TOC structures, topic outlines Tech Review Initial draft, Subsequent drafts Dev Edit Bug Filing Revisions & rewrites Globalization Review Tech Edit Alignment Edit Bug fixes Legal / Marketing Review Copy edit Fixes Globalization, I18n Final Draft release Intelligent Content Conference 2014 #ICC2014 Final content builds Handoff / Publish 22 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist
  23. 23. Design and Model Define (spec) and Author Production and Delivery Content Development Plan, Strategies, Audits, etc. CDP Reviews, modifications, vet against schedules Some Lane 2 work may begin Reviews Taxonomy Content Models Content Flows Intelligent Content Conference 2014 #ICC2014 I18N Resource planning and allocation Production environment, Templates build, Style guides (tech, legal, etc.) Writing & Editing Cycles Load Balancing (iterations) Alpha / Beta Production Integrations Integration testing Translation (one zillion other things) Distribution / Publish 23 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist
  24. 24. Where in the process Which tasks { How much When does it apply Repeatability Scalability Similarity How much do metrics change? {is it possible to quantify? Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 24
  25. 25. {is it possible to quantify? Acrolinx • Authoring efficiency improvements of 5% to 10% • Editing efficiency improvements of 50% to 75% Acrolinx WP: Your Content, Only Better RSuite • 50% reduction in labor and production costs • 2× increase in production throughput • 100% automation of content processing and distribution http://www.rsuitecms.com/products/ DITA Metrics 101 Author-IT • Writers save 95% of the time they usually spend formatting content. 25 Author-IT WP: Component Content Authoring Mark Lewis, DITA Metrics 101. © 2012, The Rockley Group Inc. and Mark Lewis. http://www.ditametrics101book.com/
  26. 26. { Cry Pass out Get dragged along the pavement So much inconsistency! What can we trust? {don’t give up! Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 26
  27. 27. Planning Taxonomy development Writing { Editing Review Globalization or I18n Publishing Other points in your workflow Let’s look at the workflow again {we’re smart; we can work this Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 27
  28. 28. Planning Taxonomy development Writing { Editing Review Globalization or I18n Publishing Other points in your workflow Simplification… {where are the efficiencies? Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 28
  29. 29. Area = anticipated change in impact on IC process & efficiency results Planning Most influence on IC results Design (Plan) Model (Build) Planning Processes, tools dev: • Least impact on continuous metrics • Most impact on “NRE” metrics • Not “no” impact on metrics for IC Define, Spec, Author, Review Globalization / I18n Most benefit from reuse Production Production & Delivery Authoring, globalization: • Impact on metrics increases with reuse • Globalization impact can be massive Publishing & content • Massive economies of scale Area = anticipated change in metrics from unstructured to structured content Expect metrics to change these ways Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 29
  30. 30. Gather metrics!!! Re-measure. Frequently. ALWAYS target reuse { DITA when it makes sense CCM/CMS as early as possible Invest in the taxonomy process Extrapolate metrics changes by amount of reuse and complexity of your process Understand the “efficiencies” graphic and use that to baseline your planning The big message: Optimize for how your metrics change {every business, every project, is unique Intelligent Content Conference 2014 #ICC2014 Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 30
  31. 31. { Thank you! thereluctantstrategist.com {linkedin.com/shawnprenzlow Intelligent Content Conference 2014 #ICC2014 find more at {@relstrategist Shawn Prenzlow - TheReluctantStrategist.com @RelStrategist 31

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