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The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
Virtual Summit 
2014 
Mark Lewis 
mlewis@ditametrics.com 
@LewisDITAMetric
! What is ROI? 
! What is Intelligent Content? 
! Where can savings occur? 
! Content reuse 
! Content lifecycle 
! Creation, review, edit 
! Compliance 
! Revenue Opportunity 
Emphasis on 
XML & 
content 
reuse 
! Reduced Time to Market 
! Translation 
! Multi-channel publishing 
! Managing Regulatory 
Requirements 
! Learning & Training 
! Corporate Assets
Content Strategist, DITA Educator 
STC Summit 2012 – 2013 Track Manager 
– Content Strategy and Design 
Past Co-Chair: 
Oasis DITA for the Web SC 
Manager: 
DITA Metrics group on Linked In
It’s about metrics 
…for intelligent content 
! white papers 
! discussions 
! webinar recordings 
! thought leadership
DITA 101 2nd edition 
“Fundamentals of DITA for 
Authors and Managers” 
By the Rockley Group 
with Mark Lewis 
! For sale at LuLu.com
Managing Enterprise Content: 
A Unified Content Strategy 
2nd edition 
By Ann Rockley 
& Charles Cooper 
! For sale at Amazon.com
Book & Spreadsheets 
Published by 
The Rockley Group 
Metrics for Intelligent Content
Savings = 
Cost of Old Processes – Cost of New Processes 
Do you 
know?
! Translation 
! Content Reuse 
! Multi-Channel Publishing 
The Big 3 
Tightly 
coupled 
! Separation of Content from Format 
! Eliminate Page Layout
You’ve already been authoring structured 
documents
Resume 
! Contact Information 
! Objective 
! Skills 
! Experience 
! References 
! Hobbies 
Expectation
Business Letter 
! Letterhead or sender's address 
! Date 
! Recipient's address 
! Subject 
! Salutation or Greeting 
! Message (body of the letter) 
! Closing 
! Signature
Chocolate Disaster 
It’s chocolate! 
Ingredients 
Chocolate 1 
Chocolate 2 
Chocolate 3 
Instructions 
Chop 
Add 
Stir 
Bake
The Content 
Chocolate Disaster 
It’s chocolate! 
Ingredients 
Chocolate 1 
Chocolate 2 
Chocolate 3 
Instructions 
Chop 
Add 
Stir 
Bake
Chocolate Disaster 
It’s chocolate! 
Ingredients 
Chocolate 1 
Chocolate 2 
Chocolate 3 
Instructions 
Chop 
Add 
Stir 
Bake 
title 
description 
ingredients 
ingredient 
ingredient 
ingredient 
instructions 
instruction 
instruction 
instruction 
instruction
Chocolate Disaster 
It’s chocolate! 
Ingredients 
Chocolate 1 
Chocolate 2 
Chocolate 3 
Instructions 
Chop 
Add 
Stir 
Bake 
Heading 1 
Paragraph 
Bulleted list 
Bulleted list item 
Bulleted list item 
Bulleted list item 
Numbered list 
Numbered list item 
Numbered list item 
Numbered list item 
Numbered list item
Chocolate Disaster 
It’s chocolate! 
Ingredients 
Chocolate 1 
Chocolate 2 
Chocolate 3 
Instructions 
Chop 
Add 
Stir 
Bake 
Heading 1 
Paragraph 
Bulleted list 
Bulleted list item 
Bulleted list item 
Bulleted list item 
Numbered list 
Numbered list item 
Numbered list item 
Numbered list item 
Numbered list item
Chocolate Disaster 
It’s chocolate! 
Ingredients 
Chocolate 1 
Chocolate 2 
Chocolate 3 
Instructions 
Chop 
Add 
Stir 
Bake 
The Content and 
Generic Content 
Elements Heading 1 
Paragraph 
Bulleted list 
Bulleted list item 
Bulleted list item 
Bulleted list item 
Numbered list 
Numbered list item 
Numbered list item 
Numbered list item 
Numbered list item
<H1>Chocolate Disaster</H1> 
<p>It’s chocolate!</p> 
<bulleted list>Ingredients 
<bulleted list item>Chocolate 1</bulleted list item> 
<bulleted list item>Chocolate 2</bulleted list item> 
<bulleted list item>Chocolate 3</bulleted list item> 
</bulleted list> 
<numbered list>Instructions 
<numbered list item>Chop</numbered list item> 
<numbered list item>Add </numbered list item> 
<numbered list item>Stir </numbered list item> 
<numbered list item>Bake </numbered list item> 
</numbered list>
<H1>Chocolate Disaster</H1> 
<p>It’s chocolate!</p> 
<bulleted list>Ingredients 
Generic Tags - HTML 
Not Recipe 
Specific 
<bulleted list item>Chocolate 1</bulleted list item> 
<bulleted list item>Chocolate 2</bulleted list item> 
<bulleted list item>Chocolate 3</bulleted list item> 
</bulleted list> 
<numbered list>Instructions 
<numbered list item>Chop</numbered list item> 
<numbered list item>Add </numbered list item> 
<numbered list item>Stir </numbered list item> 
<numbered list item>Bake </numbered list item> 
</numbered list>
Chocolate Disaster 
It’s chocolate! 
Ingredients 
Chocolate 1 
Chocolate 2 
Chocolate 3 
Instructions 
Chop 
Add 
Stir 
Bake 
title 
description 
ingredients 
ingredient 
ingredient 
ingredient 
instructions 
instruction 
instruction 
instruction 
instruction
Chocolate Disaster 
It’s chocolate! 
Ingredients 
Chocolate 1 
Chocolate 2 
Chocolate 3 
Instructions 
Chop 
Add 
Stir 
Bake 
title 
description 
ingredients 
ingredient 
ingredient 
ingredient 
instructions 
instruction 
instruction 
instruction 
instruction 
Semantic Tags
<title>Chocolate Disaster</title> 
<description>It’s chocolate!</description> 
<ingredients>Ingredients 
<ingredient>Chocolate 1</ingredient> 
<ingredient>Chocolate 2</ingredient> 
<ingredient>Chocolate 3</ingredient> </ingredients> 
<steps>Instructions 
<step>Chop</step> 
<step>Add </step> 
<step>Stir </step> 
<step>Bake </step> </steps>
<title>Chocolate Disaster</title> 
<description>It’s chocolate!</description> 
<ingredients>Ingredients 
<ingredient>Chocolate 1</ingredient> 
<ingredient>Chocolate 2</ingredient> 
<ingredient>Chocolate 3</ingredient> </ingredients> 
<steps>Instructions 
<step>Chop</step> 
<step>Add </step> 
<step>Stir </step> 
<step>Bake </step> </steps> 
Dumb to Intel 
Query Discover
<title>Chocolate Disaster</title> 
<description>It’s chocolate!</description> 
<ingredients>Ingredients 
Add Recipe-Level 
Metadata 
<ingredient>Chocolate 1</ingredient> 
<ingredient>Chocolate 2</ingredient> 
<ingredient>Chocolate 3</ingredient> </ingredients> 
<steps>Instructions 
<step>Chop</step> 
<step>Add </step> 
<step>Stir </step> 
<step>Bake </step> </steps> 
sugarFree=”false” 
category=”dessert” 
flavor=”chocolate” 
totalCookTime=”short”
Stop Formatting! 
Use Style sheets 
Styles are assigned to semantic elements 
Let the Publishing Engine do the formatting 
Save 30 – 35%
Corporate Goals = Areas to save 
Main categories: 
Handout 
Increase revenue 
Reduce costs 
Process improvement and automation 
Risk mitigation
Reduce costs 
Reduce development cost 
Reduce translation cost 
Reduce call center cost 
Reduce product returns 
Process improvement and automation 
Reuse of honed processes 
Risk mitigation 
Increase quality 
Improve governance 
Minimize branding damage 
Did you know 
corp goals?
Increase revenue 
Sales team 
Improve prospect engagement 
More accurate information 
Faster and easier access to information 
Reduce learning time 
Shorten sales cycles 
Reduce time to market 
For local products 
For translated products 
Improve branding 
All
Content Elements
Content Elements 
! Title 
! Short Description 
! Pre-requisites 
! Context Info 
! Steps 
! Result
Create Content 
! Title 
! Short Description 
! Pre-requisites 
! Context Info 
! Steps 
! Result 
Average cost of each element 
Predictive
Procedure 1 
Procedure 
2 
Procedure 
3 
Content 
Similar 
Identical 
Unique 
Side-by-side 
analysis 
What can be 
shared
Unique Content 
Product 1 Product 3
Identical / Reusable Content 
Product 1 Product 3
Procedure Components 
Proc 
1 
Proc 
2 
Proc 
3 
Referenced 
Component 
Writing for 
reuse
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
Cost of 
Unique 
Cost of 
Reusable
Savings Trend 
Scratch vs. 
Unique + 
Reusable 
Awareness
Savings Trend 
Referenced 
Component 
Scratch vs. 
Unique + 
Reusable 
Awareness
Can intelligent content save time and 
effort for everybody/every role? 
Content reuse 
• Authors 
• Reviewers 
• Editors
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
Percent reuse 
Remember 
Me? 
Scratch vs. 
Unique + 
Reusable
Savings are relative for every role 
SME
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
Savings Trend for Author 
Referenced 
Component
Savings Trend for Compliance Reviewer 
Referenced 
Component
Percent reuse 
Referenced 
Component
Percent reuse 
Referenced 
Component 
Reduced 
Cost 
Salaries
More time to generate revenue 
Increased 
Revenue 
Increased 
Productivity
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
How does Intelligent Content reduce 
translation costs?...XML + TM 
What is a Translation Memory? 
Software and a Database of translated 
content 
Input an English sentence, translator 
writes Spanish version and the 
sentences are associated as a pair
Procedure version 1.0: 
• Full translation 
Procedure version 2.0: 
• Pattern matching means 
only new & changed has 
to be translated 
• Reusable Content = Free 
Database of reusable 
translated content
New procedure reuses content 
Product N
Percent reuse 
Remember 
Me? 
Scratch vs. 
Unique + 
Reusable
Percent reuse
Percent reuse 
Referenced 
Component
Page Layout
Percent reuse
Eliminate Page Layout – Save More
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
Single 
Source 
Creation & 
Maint.
Single 
Source 
Creation & 
Maint.
Single 
Source 
Creation & 
Maint.
Single 
Source 
Creation & 
Maint.
! What is ROI? 
! What is Intelligent Content? 
! Where can savings occur? 
! Content reuse 
! Content lifecycle 
! Creation, review, edit 
! Compliance 
! Revenue Opportunity 
! Reduced Time to Market 
! Translation 
! Multi-channel publishing 
! Managing Regulatory 
Requirements 
! Learning & Training 
! Corporate Assets
DITAMetrics.com 
Mark Lewis 
mlewis@quark.com 
mlewis@ditametrics.com 
@LewisDITAMetric
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark

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The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark

  • 6. Virtual Summit 2014 Mark Lewis mlewis@ditametrics.com @LewisDITAMetric
  • 7. ! What is ROI? ! What is Intelligent Content? ! Where can savings occur? ! Content reuse ! Content lifecycle ! Creation, review, edit ! Compliance ! Revenue Opportunity Emphasis on XML & content reuse ! Reduced Time to Market ! Translation ! Multi-channel publishing ! Managing Regulatory Requirements ! Learning & Training ! Corporate Assets
  • 8. Content Strategist, DITA Educator STC Summit 2012 – 2013 Track Manager – Content Strategy and Design Past Co-Chair: Oasis DITA for the Web SC Manager: DITA Metrics group on Linked In
  • 9. It’s about metrics …for intelligent content ! white papers ! discussions ! webinar recordings ! thought leadership
  • 10. DITA 101 2nd edition “Fundamentals of DITA for Authors and Managers” By the Rockley Group with Mark Lewis ! For sale at LuLu.com
  • 11. Managing Enterprise Content: A Unified Content Strategy 2nd edition By Ann Rockley & Charles Cooper ! For sale at Amazon.com
  • 12. Book & Spreadsheets Published by The Rockley Group Metrics for Intelligent Content
  • 13. Savings = Cost of Old Processes – Cost of New Processes Do you know?
  • 14. ! Translation ! Content Reuse ! Multi-Channel Publishing The Big 3 Tightly coupled ! Separation of Content from Format ! Eliminate Page Layout
  • 15. You’ve already been authoring structured documents
  • 16. Resume ! Contact Information ! Objective ! Skills ! Experience ! References ! Hobbies Expectation
  • 17. Business Letter ! Letterhead or sender's address ! Date ! Recipient's address ! Subject ! Salutation or Greeting ! Message (body of the letter) ! Closing ! Signature
  • 18. Chocolate Disaster It’s chocolate! Ingredients Chocolate 1 Chocolate 2 Chocolate 3 Instructions Chop Add Stir Bake
  • 19. The Content Chocolate Disaster It’s chocolate! Ingredients Chocolate 1 Chocolate 2 Chocolate 3 Instructions Chop Add Stir Bake
  • 20. Chocolate Disaster It’s chocolate! Ingredients Chocolate 1 Chocolate 2 Chocolate 3 Instructions Chop Add Stir Bake title description ingredients ingredient ingredient ingredient instructions instruction instruction instruction instruction
  • 21. Chocolate Disaster It’s chocolate! Ingredients Chocolate 1 Chocolate 2 Chocolate 3 Instructions Chop Add Stir Bake Heading 1 Paragraph Bulleted list Bulleted list item Bulleted list item Bulleted list item Numbered list Numbered list item Numbered list item Numbered list item Numbered list item
  • 22. Chocolate Disaster It’s chocolate! Ingredients Chocolate 1 Chocolate 2 Chocolate 3 Instructions Chop Add Stir Bake Heading 1 Paragraph Bulleted list Bulleted list item Bulleted list item Bulleted list item Numbered list Numbered list item Numbered list item Numbered list item Numbered list item
  • 23. Chocolate Disaster It’s chocolate! Ingredients Chocolate 1 Chocolate 2 Chocolate 3 Instructions Chop Add Stir Bake The Content and Generic Content Elements Heading 1 Paragraph Bulleted list Bulleted list item Bulleted list item Bulleted list item Numbered list Numbered list item Numbered list item Numbered list item Numbered list item
  • 24. <H1>Chocolate Disaster</H1> <p>It’s chocolate!</p> <bulleted list>Ingredients <bulleted list item>Chocolate 1</bulleted list item> <bulleted list item>Chocolate 2</bulleted list item> <bulleted list item>Chocolate 3</bulleted list item> </bulleted list> <numbered list>Instructions <numbered list item>Chop</numbered list item> <numbered list item>Add </numbered list item> <numbered list item>Stir </numbered list item> <numbered list item>Bake </numbered list item> </numbered list>
  • 25. <H1>Chocolate Disaster</H1> <p>It’s chocolate!</p> <bulleted list>Ingredients Generic Tags - HTML Not Recipe Specific <bulleted list item>Chocolate 1</bulleted list item> <bulleted list item>Chocolate 2</bulleted list item> <bulleted list item>Chocolate 3</bulleted list item> </bulleted list> <numbered list>Instructions <numbered list item>Chop</numbered list item> <numbered list item>Add </numbered list item> <numbered list item>Stir </numbered list item> <numbered list item>Bake </numbered list item> </numbered list>
  • 26. Chocolate Disaster It’s chocolate! Ingredients Chocolate 1 Chocolate 2 Chocolate 3 Instructions Chop Add Stir Bake title description ingredients ingredient ingredient ingredient instructions instruction instruction instruction instruction
  • 27. Chocolate Disaster It’s chocolate! Ingredients Chocolate 1 Chocolate 2 Chocolate 3 Instructions Chop Add Stir Bake title description ingredients ingredient ingredient ingredient instructions instruction instruction instruction instruction Semantic Tags
  • 28. <title>Chocolate Disaster</title> <description>It’s chocolate!</description> <ingredients>Ingredients <ingredient>Chocolate 1</ingredient> <ingredient>Chocolate 2</ingredient> <ingredient>Chocolate 3</ingredient> </ingredients> <steps>Instructions <step>Chop</step> <step>Add </step> <step>Stir </step> <step>Bake </step> </steps>
  • 29. <title>Chocolate Disaster</title> <description>It’s chocolate!</description> <ingredients>Ingredients <ingredient>Chocolate 1</ingredient> <ingredient>Chocolate 2</ingredient> <ingredient>Chocolate 3</ingredient> </ingredients> <steps>Instructions <step>Chop</step> <step>Add </step> <step>Stir </step> <step>Bake </step> </steps> Dumb to Intel Query Discover
  • 30. <title>Chocolate Disaster</title> <description>It’s chocolate!</description> <ingredients>Ingredients Add Recipe-Level Metadata <ingredient>Chocolate 1</ingredient> <ingredient>Chocolate 2</ingredient> <ingredient>Chocolate 3</ingredient> </ingredients> <steps>Instructions <step>Chop</step> <step>Add </step> <step>Stir </step> <step>Bake </step> </steps> sugarFree=”false” category=”dessert” flavor=”chocolate” totalCookTime=”short”
  • 31. Stop Formatting! Use Style sheets Styles are assigned to semantic elements Let the Publishing Engine do the formatting Save 30 – 35%
  • 32. Corporate Goals = Areas to save Main categories: Handout Increase revenue Reduce costs Process improvement and automation Risk mitigation
  • 33. Reduce costs Reduce development cost Reduce translation cost Reduce call center cost Reduce product returns Process improvement and automation Reuse of honed processes Risk mitigation Increase quality Improve governance Minimize branding damage Did you know corp goals?
  • 34. Increase revenue Sales team Improve prospect engagement More accurate information Faster and easier access to information Reduce learning time Shorten sales cycles Reduce time to market For local products For translated products Improve branding All
  • 36. Content Elements ! Title ! Short Description ! Pre-requisites ! Context Info ! Steps ! Result
  • 37. Create Content ! Title ! Short Description ! Pre-requisites ! Context Info ! Steps ! Result Average cost of each element Predictive
  • 38. Procedure 1 Procedure 2 Procedure 3 Content Similar Identical Unique Side-by-side analysis What can be shared
  • 39. Unique Content Product 1 Product 3
  • 40. Identical / Reusable Content Product 1 Product 3
  • 41. Procedure Components Proc 1 Proc 2 Proc 3 Referenced Component Writing for reuse
  • 43. Cost of Unique Cost of Reusable
  • 44. Savings Trend Scratch vs. Unique + Reusable Awareness
  • 45. Savings Trend Referenced Component Scratch vs. Unique + Reusable Awareness
  • 46. Can intelligent content save time and effort for everybody/every role? Content reuse • Authors • Reviewers • Editors
  • 52. Percent reuse Remember Me? Scratch vs. Unique + Reusable
  • 53. Savings are relative for every role SME
  • 57. Savings Trend for Author Referenced Component
  • 58. Savings Trend for Compliance Reviewer Referenced Component
  • 60. Percent reuse Referenced Component Reduced Cost Salaries
  • 61. More time to generate revenue Increased Revenue Increased Productivity
  • 63. How does Intelligent Content reduce translation costs?...XML + TM What is a Translation Memory? Software and a Database of translated content Input an English sentence, translator writes Spanish version and the sentences are associated as a pair
  • 64. Procedure version 1.0: • Full translation Procedure version 2.0: • Pattern matching means only new & changed has to be translated • Reusable Content = Free Database of reusable translated content
  • 65. New procedure reuses content Product N
  • 66. Percent reuse Remember Me? Scratch vs. Unique + Reusable
  • 71. Eliminate Page Layout – Save More
  • 78. ! What is ROI? ! What is Intelligent Content? ! Where can savings occur? ! Content reuse ! Content lifecycle ! Creation, review, edit ! Compliance ! Revenue Opportunity ! Reduced Time to Market ! Translation ! Multi-channel publishing ! Managing Regulatory Requirements ! Learning & Training ! Corporate Assets
  • 79. DITAMetrics.com Mark Lewis mlewis@quark.com mlewis@ditametrics.com @LewisDITAMetric