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Metadata in the
                 Cross-Channel Ecosystem:
                 Consistency, Context
                 Interoperability

                                    @AdamUngstad
                IA Summit 2013   #XChannelMetadata
Tuesday, 9 April, 13
Tuesday, 9 April, 13
Tuesday, 9 April, 13
Tuesday, 9 April, 13
2012, 2013
Tuesday, 9 April, 13
EuroIA - Edinburgh Sept 26-28
Tuesday, 9 April, 13
Metadata



Tuesday, 9 April, 13
Metadata enables
                       consistency, context
                       and interoperability in
                        the cross-channel
                            ecosystem

Tuesday, 9 April, 13
by managing, describing,
                        and exchanging
                      information objects.


Tuesday, 9 April, 13
What is Metadata?



Tuesday, 9 April, 13
National Information
                       Standards Organisation
Tuesday, 9 April, 13
Metadata is information
                       about information objects.




Tuesday, 9 April, 13
What is an
                       information object?




Tuesday, 9 April, 13
...a web page
Tuesday, 9 April, 13
Adam Ungstad


                                  ...a name
Tuesday, 9 April, 13
...a vegetable?
Tuesday, 9 April, 13
...a vegetable
Tuesday, 9 April, 13
...a book
    HTTP://JSM2011.BLOGSPOT.CHHTTP://WWW.WOMBANIA.COM/CARTOONS/CALVIN-AND-HOBBES-TENTH-ANNIVERSARY.HTM#.UUQKWVUGNZ02010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML



Tuesday, 9 April, 13
HTTP://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML
                                                                               ...a package
Tuesday, 9 April, 13
...a shipment
Tuesday, 9 April, 13
...a user
Tuesday, 9 April, 13
There are three types
                                            of metadata:



    HTTP://WWW.NISO.ORG/PUBLICATIONS/PRESS/UNDERSTANDINGMETADATA.PDF://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML



Tuesday, 9 April, 13
administrative,




Tuesday, 9 April, 13
descriptive,




Tuesday, 9 April, 13
and structural.




Tuesday, 9 April, 13
Administrative Metadata




Tuesday, 9 April, 13
We use administrative
                       metadata to manage
                        information objects.



Tuesday, 9 April, 13
This is useful for
                       Responsive Design and
                         Content Strategy.



Tuesday, 9 April, 13
The Globe and Mail
    HTTP://CLIFTONLIPHOTO.COM/BLOG/?P=892



Tuesday, 9 April, 13
Tuesday, 9 April, 13
CONTENT MODEL   CONTENT TYPE   CONTENT ELEMENT
            THE NEWS      ARTICLES       HEADLINE
                                         AUTHOR
                                         PRIMARY PHOTOGRAPH

                          WEATHER        DATE
                                         WIND
                                         PRECIPITATION

                          HOROSCOPES     GENERAL (ALL SIGNS)
                                         INDIVIDUAL SIGNS
                                         PRIMARY CONTENT

                          CLASSIFIEDS    ITEM NAME
                                         DESCRIPTION
                                         PRICE
                                         CONTACT

Tuesday, 9 April, 13
Subscription vs Free Content




Tuesday, 9 April, 13
Right content
                       Right time
                       Right channel
                       Right user


Tuesday, 9 April, 13
Administrative metadata
                        enables consistency.




Tuesday, 9 April, 13
Descriptive Metadata




Tuesday, 9 April, 13
We use descriptive metadata
                         to discover and identify
                           information objects.



Tuesday, 9 April, 13
This is useful for
                       Faceted Search.




Tuesday, 9 April, 13
Home Depot
    HTTP://WWW.FORBES.COM/SITES/INVESTOR/2012/04/24/FIVE-U-S-REITS-THAT-INVEST-ABROAD/2/



Tuesday, 9 April, 13
Tuesday, 9 April, 13
Tuesday, 9 April, 13
Facets
Tuesday, 9 April, 13
Descriptive metadata
                         enables context.




Tuesday, 9 April, 13
Structural Metadata




Tuesday, 9 April, 13
We use structural
                       metadata to exchange
                        information objects.



Tuesday, 9 April, 13
This is useful for
                        Rich Snippets.




Tuesday, 9 April, 13
Secret Lakes of Southern
                          Vancouver Island
Tuesday, 9 April, 13
Tuesday, 9 April, 13
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Tuesday, 9 April, 13
Tuesday, 9 April, 13
Tuesday, 9 April, 13
Name%




                       What’s in a name?
Tuesday, 9 April, 13
First&Name&


                       Middle&Ini0al&


                       Last&Name&



                       What’s in a name?
Tuesday, 9 April, 13
First(Name(    Other(Given(Names(
                              cv(             cv(
                       Surname(

                       Surname((Birth)(
                                          cv(
                       Surname((Previous)(
                                      cv(


                           What’s in a name?
Tuesday, 9 April, 13
First(Name(    Other(Given(Names(
                              cv(             cv(
                       Surname(

                       Surname((Birth)(
                                          cv(
                       Surname((Previous)(
                                      cv(


                           What’s in a name?
Tuesday, 9 April, 13
First(Name(    Other(Given(Names(
                              cv(             cv(
                       Surname(

                       Surname((Birth)(
                                          cv(
                       Surname((Previous)(
                                      cv(


                           What’s in a name?
Tuesday, 9 April, 13
First'Name'    Other'Given'Names'
                                   cv'             cv'
                            Family'Name'

                            Family'Name'(Birth)'
                                           cv'
                            Family'Name'(Previous)'
                                           cv'




                       Stored in a database
Tuesday, 9 April, 13
First'Name'    Other'Given'Names'
                              cv'             cv'
                       Family'Name'
                                                             Name%
                       Family'Name'(Birth)'
                                      cv'
                       Family'Name'(Previous)'
                                      cv'




                                                 Exchange Data
Tuesday, 9 April, 13
Structural metadata
                       enables interoperability.




Tuesday, 9 April, 13
Ecosystems



Tuesday, 9 April, 13
HTTP://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML



Tuesday, 9 April, 13
HTTP://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML



Tuesday, 9 April, 13
HTTP://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML



Tuesday, 9 April, 13
HTTP://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML



Tuesday, 9 April, 13
Photo Credit: <a href="http://www.flickr.com/photos/44034115@N08/5414079087/">Phil's 1stPix</a> via <a href="http://compfight.com">Compfight</a> <a href="http://
    creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>


Tuesday, 9 April, 13
Tuesday, 9 April, 13
Mediums
                        Channels
                       Interactions
                       Touchpoints



Tuesday, 9 April, 13
Medium



Tuesday, 9 April, 13
“the intervening substance
                               through which
                         sensory impressions are
                       conveyed or physical forces
                              are transmitted”
                                            - Oxford Dictionary




Tuesday, 9 April, 13
INTERNET    TELEVISION   PAPER




Tuesday, 9 April, 13
Channels



Tuesday, 9 April, 13
“a path along which
                       information (as data or music)
                         in the form of an electrical
                                signal passes”
                                             - Merriam-Webster




Tuesday, 9 April, 13
7           NEW YORK
                                         TIMES




             WEBSITE   TV CHANNEL   NEWSPAPER




Tuesday, 9 April, 13
We can cross channels
                        in the same media.




Tuesday, 9 April, 13
We can cross channels
                        in the same media.

                          phone transfers




Tuesday, 9 April, 13
We can cross channels
                        in the same media.

                       using your facebook ID
                       to sign in to a website


Tuesday, 9 April, 13
Multi-Channel
                       is not the same as
                         Cross-Channel




Tuesday, 9 April, 13
Multi-Channel Experience:

                         Paying your phone bill




Tuesday, 9 April, 13
PHONE      WEBSITE   SMS   MAIL   APP




Tuesday, 9 April, 13
PHONE      WEBSITE   SMS   MAIL   APP




Tuesday, 9 April, 13
PHONE      WEBSITE   SMS   MAIL   APP




Tuesday, 9 April, 13
PHONE      WEBSITE   SMS   MAIL   APP




Tuesday, 9 April, 13
Cross-Channel Experience

                       Buying a (physical) book
                            from Amazon



Tuesday, 9 April, 13
PHONE      WEBSITE   SMS   MAIL   APP




Tuesday, 9 April, 13
PHONE      WEBSITE   SMS   MAIL   APP




Tuesday, 9 April, 13
A cross-channel experience
                      requires an information
                   exchange between channels.




Tuesday, 9 April, 13
MEDIUM

                       INTERNET   TELEVISION     PAPER


                                      7
                                                 NEW YORK
            CHANNEL                                TIMES



                       WEBSITE    TV CHANNEL   NEWSPAPER




Tuesday, 9 April, 13
Interactions



Tuesday, 9 April, 13
“a reciprocal action or
                              influence”
                                          - Oxford Dictionary




Tuesday, 9 April, 13
$

                PAYING       WATCHING      READING
                A BILL     THE SIMPSONS   THE NEWS




Tuesday, 9 April, 13
MEDIUM

                        INTERNET        TELEVISION      PAPER


                                            7
                                                        NEW YORK
            CHANNEL                                       TIMES



                        WEBSITE         TV CHANNEL    NEWSPAPER


        INTERACTION
                            $
                                         WATCHING       READING
                       PAYING A BILL   THE SIMPSONS    THE NEWS




Tuesday, 9 April, 13
Touchpoints



Tuesday, 9 April, 13
“an encounter where
                       customers and business
                         exchange information,
                       provide service, or handle
                              transactions.
                                              - Wikipedia




Tuesday, 9 April, 13
VAN V EDM
                                     EDM V CAL
                                      OTW V LA



        MONTHLY         SHAMPOO     SPORTS
     PAYMENT FORM      COMMERCIAL   SCORES




Tuesday, 9 April, 13
MEDIUM

                         INTERNET       TELEVISION      PAPER

                                            7
                                                        NEW YORK
            CHANNEL                                       TIMES



                         WEBSITE        TV CHANNEL    NEWSPAPER


        INTERACTION
                            $
                                         WATCHING       READING
                       PAYING A BILL   THE SIMPSONS    THE NEWS
                                                        VAN V EDM
                                                        EDM V CAL
        TOUCHPOINT                                       OTT V LA


                          MONTHLY       SHAMPOO         SPORTS
                       PAYMENT FORM    COMMERCIAL       SCORES
Tuesday, 9 April, 13
MEDIUM

                         THE WEB           TV           PAPER

                                            7
                                                        NEW YORK
            CHANNEL                                       TIMES



                         WEBSITE        TV CHANNEL    NEWSPAPER


        INTERACTION
                            $
                                         WATCHING       READING
                       PAYING A BILL   THE SIMPSONS    THE NEWS
                                                        VAN V EDM
                                                        EDM V CAL
        TOUCHPOINT                                       OTT V LA


                          MONTHLY       SHAMPOO         SPORTS
                       PAYMENT FORM    COMMERCIAL       SCORES
Tuesday, 9 April, 13
“Messages have no medium”
                                          - Andrea Resmini




Tuesday, 9 April, 13
...but every message has
                       a structure regardless of the
                             medium it uses.



Tuesday, 9 April, 13
Internet of Things



Tuesday, 9 April, 13
HTTP://JENSON.ORG/OF-BEARS-BATS-AND-BEES-MAKING-SENSE-OF-THE-INTERNET-OF-THINGS/



Tuesday, 9 April, 13
HTTP://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML



Tuesday, 9 April, 13
GlowCaps
    HTTPS://WWW.GOOGLE.CH/URL?SA=I&RCT=J&Q=&ESRC=S&SOURCE=IMAGES&CD=&CAD=RJA&DOCID=KATHLU8YY0HB-M&TBNID=BNRSJEUMOYPVVM:&VED=0CAUQJRW&URL=HTTP%3A%2F
    %2FWWW.FASTCODESIGN.COM%2FIDEA-2010%2FVITALITY-GLOWCAPS&EI=EV5OUY-YLU2L0WWSQOG4DA&BVM=BV.44158598,D.ZWU&PSIG=AFQJCNG7SMN21RCO1IRA0BEVYX2APSCREA&UST=1364217461886


Tuesday, 9 April, 13
Smart Baby Monitors
    HTTP://WWW.WITHINGS.COM/EN/BABYMONITOR



Tuesday, 9 April, 13
A Trackable Object
    HTTP://WWW.NIKE.COM/US/EN_US/C/NIKEPLUS-FUELBAND



Tuesday, 9 April, 13
Tuesday, 9 April, 13
PHONE      WEBSITE   SMS   BABY MONITOR   IPHONE




Tuesday, 9 April, 13
Information Exchanges




Tuesday, 9 April, 13
Tuesday, 9 April, 13
X"




Tuesday, 9 April, 13
X"   Y"




Tuesday, 9 April, 13
X"       Y"
                        X



Tuesday, 9 April, 13
X"         Y"
                        X Y



Tuesday, 9 April, 13
X"       Y"
                        Z



Tuesday, 9 April, 13
X"             Y"
                        ENGLISH




Tuesday, 9 April, 13
X"            Y"
                        FRENCH




Tuesday, 9 April, 13
X"   Y"




Tuesday, 9 April, 13
X"       Y"
                        Z



Tuesday, 9 April, 13
X"               Y"
                         METADATA
                        STANDARDS




Tuesday, 9 April, 13
X"          Y"
                        NIEM



Tuesday, 9 April, 13
X"         Y"
                        HL7




Tuesday, 9 April, 13
X"               Y"
                          GOOD
                        RELATIONS




Tuesday, 9 April, 13
X"         Y"
                        XML



Tuesday, 9 April, 13
X"         Y"
                        RDF



Tuesday, 9 April, 13
Schema




Tuesday, 9 April, 13
“...a model for describing
                       the structure of information.”
                                                 - xml.com




Tuesday, 9 April, 13
XML



Tuesday, 9 April, 13
.xml



                       .xsd




Tuesday, 9 April, 13
What does a
                       schema specify?




Tuesday, 9 April, 13
Semantics




Tuesday, 9 April, 13
meaning




Tuesday, 9 April, 13
“bench”




Tuesday, 9 April, 13
“bench” (Canada)
Tuesday, 9 April, 13
“bench” (Australia)
Tuesday, 9 April, 13
Name%




Tuesday, 9 April, 13
First&Name&



                       Last%Name%




Tuesday, 9 April, 13
Given&Name&



                       Family'Name'




Tuesday, 9 April, 13
Syntax




Tuesday, 9 April, 13
expression




Tuesday, 9 April, 13
Name%




Tuesday, 9 April, 13
3ric?




Tuesday, 9 April, 13
St. Germaine?




Tuesday, 9 April, 13
; Drop Table;




Tuesday, 9 April, 13
Adolph Blaine Charles David
                  Earl Frederick Jack Gerald
                  Hubert Irvin John Kenneth
                 Lloyd Martin Nero Oliver Paul
                  Quincy Randolph Sherman
                 Thomas Uncas Victor William
                      Xerxes Yancy Zeus
                  Wolfeschlegelsteinhausen-
                          bergerdorft
Tuesday, 9 April, 13
Lexicon




Tuesday, 9 April, 13
vocabulary




Tuesday, 9 April, 13
Name%




Tuesday, 9 April, 13
The Cookie Monster?




Tuesday, 9 April, 13
Talula Does The Hula
                           From Hawaii?




Tuesday, 9 April, 13
Status&




Tuesday, 9 April, 13
Green?




Tuesday, 9 April, 13
Under Review?




Tuesday, 9 April, 13
Implementation Phase?




Tuesday, 9 April, 13
Status&
                        Discovery
                        Definition
                        Development
                        Implementation
                        Complete



Tuesday, 9 April, 13
Linked Data




Tuesday, 9 April, 13
“...a recommended best
                          practice for exposing,
                        sharing, and connecting
                       pieces of data, information,
                             and knowledge”
                                                - Wikipedia




Tuesday, 9 April, 13
X"               Y"
                         METADATA
                        STANDARDS




Tuesday, 9 April, 13
METADATA
                       STANDARDS




Tuesday, 9 April, 13
METADATA
                                STANDARDS




       ORGANIZATION 1
                                                          ORGANIZATION 4

                        ORGANIZATION 2   ORGANIZATION 3



Tuesday, 9 April, 13
METADATA
                                               STANDARDS




              ORGANIZATION    ORGANIZATION   ORGANIZATION   ORGANIZATION   ORGANIZATION   ORGANIZATION




               ORGANIZATION   ORGANIZATION   ORGANIZATION   ORGANIZATION   ORGANIZATION   ORGANIZATION




Tuesday, 9 April, 13
standards
                       enable exchanges




Tuesday, 9 April, 13
exchanges
                       enable data linking




Tuesday, 9 April, 13
Linking Open Data cloud diagram, by Richard Cyganiak and Anja Jentzsch. http://lod-cloud.net/


Tuesday, 9 April, 13
Ontologies




Tuesday, 9 April, 13
“...the exact description
                              of things and
                          their relationships.”
                                            - w3schools.com




Tuesday, 9 April, 13
“...a specification of a
                         conceptualization.”
                                             Stanford.edu




Tuesday, 9 April, 13
CONCEPTUALIZATION
                                           X"




Tuesday, 9 April, 13
CONCEPTUALIZATION
                                           X"




                        SPECIFICATION      X

Tuesday, 9 April, 13
employee
                                 subclassOf person

                                director
                                 subclassOf employee

                                project manager
                                 subclassOf employee
                                 worksOn Project
                                 reportsTo Director

                                lackey
                                 subclassOf employee
                                 worksOn project
                                 reportsTo project manage
    HTTP://ILRT.ORG/DISCOVERY/2000/11/LUX/



Tuesday, 9 April, 13
A controlled vocabulary is a
                          lightwieght ontology.




Tuesday, 9 April, 13
HTTP://ILRT.ORG/DISCOVERY/2000/11/LUX/



Tuesday, 9 April, 13
1:1
                        1 : many
                       many : many



Tuesday, 9 April, 13
HTTP://ILRT.ORG/DISCOVERY/2000/11/LUX/



Tuesday, 9 April, 13
is part of
                       is used with
                        is made of



Tuesday, 9 April, 13
You can create
                       multiple taxonomies out of a
                             single ontology:



Tuesday, 9 April, 13
Ontology of freshwater
                            ecosystems




Tuesday, 9 April, 13
Ontology of freshwater
                            ecosystems

                         Taxonomy of flora



Tuesday, 9 April, 13
Ontology of freshwater
                            ecosystems

                         Taxonomy of flora
                        Taxonomy of fauna


Tuesday, 9 April, 13
Ontology of freshwater
                            ecosystems

                          Taxonomy of flora
                         Taxonomy of fauna
                        Taxonomy of insects

Tuesday, 9 April, 13
Friend of a Friend (FOAF)

                      What properties are
                  associated with a user profile?


Tuesday, 9 April, 13
Good Relations

                       What components is a
                       product made out of?


Tuesday, 9 April, 13
Semantically-Interlinked
                       Online Communities (SIOC)

                          What is a blog post?



Tuesday, 9 April, 13
Ontologies are documented
                         using frameworks like
                             RDF and OWL



Tuesday, 9 April, 13
HTTP://SEMANTICWEB.ORG/WIKI/ONTOLOGY

Tuesday, 9 April, 13
Web of Data




Tuesday, 9 April, 13
Web of Documents




Tuesday, 9 April, 13
“population geneva”




Tuesday, 9 April, 13
Population!
                           !
                        Geneva




Tuesday, 9 April, 13
Web of Data




Tuesday, 9 April, 13
Population
                        Geneva




Tuesday, 9 April, 13
Tuesday, 9 April, 13
Knowledge Graph




Tuesday, 9 April, 13
Knowledge Graph




                                         Knowledge Graph




Tuesday, 9 April, 13
Knowledge Graph




                                         Knowledge Graph (DBPedia)




                                         Knowledge Graph




Tuesday, 9 April, 13
Knowledge Graph   Google Maps




                                         Knowledge Graph (DBPedia)




                                         Knowledge Graph




Tuesday, 9 April, 13
Knowledge Graph   Google Maps



                       Search Results
                                         Knowledge Graph (DBPedia)




                                         Knowledge Graph




Tuesday, 9 April, 13
Answers not documents




Tuesday, 9 April, 13
SELECT *
                       FROM       tbl_Flights
                       WHERE col_Flight_Number
                                   = “BA229”
                       AND         col_Date
                       	 	 	 	 	 	 = [today]


Tuesday, 9 April, 13
When does flight BA229 arrive?




Tuesday, 9 April, 13
Tuesday, 9 April, 13
Google Flight




                       Search Results




Tuesday, 9 April, 13
HTTP://WWW.REEEP.ORG/SITES/DEFAULT/FILES/LOD-THE-ESSENTIALS.PDF



Tuesday, 9 April, 13
Where do we start?



Tuesday, 9 April, 13
1. Make metadata a priority



Tuesday, 9 April, 13
Link metadata to ROI



Tuesday, 9 April, 13
Tie funding to adoption
                             of standards



Tuesday, 9 April, 13
Future-proofing



Tuesday, 9 April, 13
2. Define your data



Tuesday, 9 April, 13
Start with a
                       controlled vocabulary



Tuesday, 9 April, 13
Semantics
                        Syntax
                        Lexicon


Tuesday, 9 April, 13
Add relationships



Tuesday, 9 April, 13
Use existing standards



Tuesday, 9 April, 13
3. Identify Exchanges



Tuesday, 9 April, 13
X"         Y"
                        X Y



Tuesday, 9 April, 13
X"       Y"
                        Z



Tuesday, 9 April, 13
Internal & External



Tuesday, 9 April, 13
Current & Potential



Tuesday, 9 April, 13
Journey Maps



Tuesday, 9 April, 13
Diary Studies



Tuesday, 9 April, 13
Business Origami



Tuesday, 9 April, 13
@jessmcmullin

Tuesday, 9 April, 13
Happy Paths



Tuesday, 9 April, 13
Unplanned Paths



Tuesday, 9 April, 13
4. Build the infrastructure



Tuesday, 9 April, 13
Start small



Tuesday, 9 April, 13
Build on what exists



Tuesday, 9 April, 13
Borrow & Reuse



Tuesday, 9 April, 13
5. Governance



Tuesday, 9 April, 13
Standardize your
                          standards



Tuesday, 9 April, 13
You have to start
                         somewhere.




Tuesday, 9 April, 13
Build better
                       cross-channel
                        experiences


Tuesday, 9 April, 13
with metadata.



Tuesday, 9 April, 13
Thank You!

                       @AdamUngstad




Tuesday, 9 April, 13
Tuesday, 9 April, 13

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