Why does your organization need IOA trained professionals? What are the AIIM IOA certificate courses like? These questions and more are answered in this one hour presentation.

1. Building Internal Competencies in Taxonomy, Metadata and Information Architecture AIIM Information Organization and Access Course Overview

2. Recording Available A recording of this webinar can be found here: https://earley.ilinc.com/join/ctrmwct

3. Earley & Associates Highlights Founded 1994 Focus Areas Holistic approach to specific business contexts and goals for: • Retail • Manufacturing • Pharmaceuticals & Life Sciences • Public Sector • Media & Entertainment Personnel Core team of 25 consultants Locations Concord, MA headquarters, consultants in US, UK & Canada, global projects Services • Taxonomy & Information Architecture • Search Strategy for Enterprise & Web • ECM, DAM & Information Lifecycle • Program Management & Governance

5. 16 years experience building content and knowledge management systems, 20+ years experience in technology

6. Former Co-Chair, Academy of Motion Picture Arts and Sciences, Science and Technology Council Metadata Project Committee

7. Founder of the Boston Knowledge Management Forum

8. Former adjunct professor at Northeastern University

9. Currently working with enterprises to develop knowledge and digital asset management systems, taxonomy and metadata governance strategies

10. Founder of Taxonomy Community of Practice – host monthly conference calls of case studies on taxonomy derivation and application. http://finance.groups.yahoo.com/group/TaxoCoP

11. Co-founder Search Community of Practice: http://tech.groups.yahoo.com/group/SearchCoP

12. Agenda Who/what is AIIM? The role of Information Organization and Access Professionals What industries are actively developing IOA professionals The advantage of developing in-house resources vs. hiring The AIIM Master Certificate course overview Who should attend

13. AIIM is the community that provides education, research, and best practices to help organizations find, control, and optimize their information. AIIM was founded in 1943 as the National Microfilm Association and later became the Association for Information and Image Management. AIIM is also known as the enterprise content management (ECM) association. Today, AIIM is international in scope, independent, and implementation-focused. As the industry's intermediary, AIIM represents the entire industry - including users, suppliers, and the channel As a neutral and unbiased source of information, AIIM serves the needs of its members and the industry through a variety of activities including research, education, advocacy, and networking. About AIIM

14. Imagine this product management scenario What does the label look like? What are the ingredients, and where do they originate? Who purchased it? Through what channels? How do we market it? When was it made? Your response to a product recall depends on your information classification. Example courtesy Leslie Owens of Forrester

15. IOA Framework Data Content Taxonomy and Metadata provides linkage between structured data and unstructured content Example courtesy Leslie Owens of Forrester April 2010 Taxonomy Community of Practice call

16. IOA Framework for Enterprise Applications Related documents Browsing & filtering Customer Relationship Mgt Compare product Case Example: Motorola’s Global Taxonomy Framework Served Multiple Processes Business intelligence Program Management Product Lifecycle Management

17. A Simple User Experience Requires IOA Framework Case Example: American Greetings Developing a technical model of content, assets and processes… …becomes the foundation for a flexible, intuitive user experience

18. What is IOA? Information Organization and Access (IOA) is a disciplinethat operationalizes methods and practices used to create, apply and maintain consistent organizing principles across structured and unstructured information, processes, content and applications. IOA is at the convergence of Data Architecture, Enterprise Information Architecture and Semantic Architecture

19. Enterprise architecture is supported by IOA approaches Enterprise architecture “A comprehensive framework used to manage and align an organization's Information Technology (IT) assets, people, operations, and projects with its operational characteristics. In other words, the enterprise architecture defines how information and technology will support the business operations and provide benefit for the business.” The National Institutes of Health http://enterprisearchitecture.nih.gov/About/What/ Enterprise Information Architecture Initiatives Require IOA Foundational Approaches in Order to Achieve Long Term Success

20. The IOA Professional Integrates Parallel Perspectives What is the difference between a data architect, a taxonomist and an information architect? Data architects are concerned with structured data and technical aspects of applications and database design Taxonomists are concerned with unstructured content semantics and the meaning of terms Information architects consider how structured data elements, unstructured content meaning and user intent combine to form the user experience What they have in common is that they are all IOA professionals

21. What’s missing? Organizations employ data architects, enterprise architects, information architects, taxonomists and library scientists The missing element is a common framework and foundational approaches that bring these perspectives together. Organizations that have an integrated approach include financial services, insurance, retail, public sector, consulting, life sciences, technology The challenge is that many of these initiatives are focused on particular applications or silos of the business and not truly enterprise in nature Taxonomy and metadata standards are part of IOA. Very few organizations have comprehensive global taxonomies

22. What is the Value IOA Training? Creates a holistic approach to information management that significantly improves the return on information assets and investments Integrates best practices in information organization and governance into the fabric of information technology programs and projects. Improves maturity of the organization in content processes, taxonomy, metadata and information architecture Facilitates development of internal competencies and expertise allowing for a continuous cycle of improvement

23. The Role of Taxonomy and Metadata in IOA Unstructured and Structured applications are undergoing an unprecedented convergence - Leslie Owens of Forrester (April 2010 Taxonomy Community of Practice Conference call http://www.earley.com/webinars/business-processes/role-taxonomy-enterprise-architecture Complimentary access with code IOA410) Taxonomy and Metadata become the integration framework for structured and unstructured information

25. sharing concepts

26. integrating information sources

27. unifying enterprise systemsHelps fine tune search Organizes content to make it findable Allows for consistent reporting This is the “O” in IOA

28. Search is Heterogeneous Data Sources Business Intelligence Document repositories Intranets/web pages Customer Relationship Mgt Custom databases and applications IOA/Taxonomy Framework Auto categorization/ Clustering Entity Extraction Faceted Search Semantic Search Appliances Federated Search Search Mechanisms

29. Content is Heterogeneous Enterprise Content Management Spans Structured and Unstructured Processes Controlled Processes Chaotic Processes Accessing information Answering questions Problem solving Collaboration Knowledge Reuse Knowledge Creation LESS STRUCTURE MORE STRUCTURE Learning Management Records Management Document Management Email Management Instant Messaging Blogs CLASS of TOOL Process Management Collaborative Spaces Web Content Management Digital Asset Management Wikis IOA/Taxonomy Framework 19

30. A holistic IOA approach brings value to all areas of the business enterprise taxonomy

31. Example Trends Which Require Integrated IOA Approach Business Intelligence needs metadata on structured data as the basis for quantitative analysis, taxonomy on unstructured content for the results of analysis Extend traditional quantitative BI with qualitative BI from unstructured content once a taxonomy is applied: analysis of risk/no risk claims by disease category analysis of call center issues by product to monitor a recall analysis of ad placement effectiveness by social media context Master Data Management needs taxonomy – both aim to define a “single version of the truth” MDM to eliminate structured data redundancy Taxonomy to eliminate unstructured content ambiguity

32. A Holistic View of IOA (Taxonomy and Metadata) Content Management Enterprise Search, Portal Design, Collaboration Website Navigation, Search & SEO Taxonomy, Metadata, IA & Usability Digital Asset Management Records Management Workflow Management Rights Management Security & Privacy Management

34. Each system will leverage taxonomy slightly differently FAST E commerce suite Reconcile vendor product metadata with structure and format for catalog, merchandising, order management Digital Asset Management Guided navigation Facets and attributes based on taxonomy resolve with search user experience best practices Structure and terminology to support non text asset location and reuse Product taxonomy Cross sell/up sell Content management Semantic relationships for related products, controlled terminology for merchandisers to support specific promotions Content and document types, topics/subjects, audiences, etc to support unstructured information www.Bestbuy.com

35. Creating in House Competencies Project Focus Consulting projects have a defined life span Focused on a specific outcome Are able to get the attention of the organization for limited time frame Snap shot in time, but enterprise is a moving target Many times directed toward a specific application or system Practice Focus Ongoing life span Center of excellence model Become woven into the fabric of the organization Allow for continuous improvement Goal is to speed information flow, not organize information in place The only way to have long term success is to build enterprise competencies

36. Creating in House Competencies Hiring resources Difficult to get trained resources Many have industry specific knowledge that may or may not apply Less understanding of internal processes Cannot hire enough resources to meet the needs or the organization May not have up to date knowledge and expertise Training internal resources Home grown can be time consuming, but ultimately may staff up faster over long run Better knowledge of business needs and culture Less expensive than hiring high priced talent Can train a wider range of stakeholders and non specialists Can train stakeholders on best practices, build common approach Training is a viable approach to building competencies across the organization, not with just a few individuals

37. Course Overview Half day briefing for managers - $300 High level overview of the topics of the course Appropriate for managers or non specialists who want the high points Two day Practitioner Course - $1160 Focused on strategy, theoretical framework, planning projects Covers taxonomy, ontologies, content modeling Results in Practitioner Certificate Two day Specialist Course - $1160 Focused on the how to of projects User analysis, scenarios, content inventorying, standards Includes governance, case studies, maturity models Results in Specialist Certificate Four day Master Class - $2980 Practitioner and Specialist plus take home case study Results in Master Certificate

38. Who Should Attend Half day briefing is for professionals in non IT areas, directors, business managers, leadership, who want to understand principles and practices and the role of taxonomy, metadata and information architecture in enterprise search, content management, business intelligence First two days are for people who want a solid foundation in theory supporting improved content processes, taxonomy, metadata, content modeling and search approaches Days 3 and 4 are for information professionals and business users who want hands on knowledge of approaches. Much of day 3 and 4 are spent in group exercises I would recommend that if you have the time, you attend the full 4 days and attain the Master certificate I keep the course practical and interactive and share best practices, example, deliverables and templates from actual engagements.

39. Earley & Associates Highlights clients

40. Earley & Associates Core Capabilities Strategy Program Management Business Analysis / User Research Technology Selection Implementation Support Socialization & Training Governance Success Metrics skills

41. Questions? Seth Earley, President Earley & Associates, Inc 781-820-8080 www.earley.com seth@earley.com