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Metadata Strategies Alternatives for creating value from metadata Tom Reamy Chief Knowledge Architect KAPS Metadata Strategies Alternatives for creating value from metadata Tom Reamy Chief Knowledge Architect KAPS Group Knowledge Architecture Professional Services http: //www. kapsgroup. com

Agenda § To Metadata or not to Metadata § Issues and Approaches to Metadata Agenda § To Metadata or not to Metadata § Issues and Approaches to Metadata § Infrastructure Solution Metadata Contexts – Tools – People – § Why an infrastructure Solution? – Decreasing cost and increasing value § Conclusion 2

Metadata about Metadata: Two Sources § Global Corporate Circle DCMI 2003 Workshop Importance of Metadata about Metadata: Two Sources § Global Corporate Circle DCMI 2003 Workshop Importance of Metadata – Difficulty of implementation and justification – • http: //dublincore. org/groups/corporate/Seattle § KAPS Group Experience Consulting, Taxonomy & Metadata, Strategy – Knowledge architecture audit – Partners – Inxight, Convera, etc. – Intellectual infrastructure for organizations – • Knowledge organization, technology, people and processes • Search, CM, portals, collaboration, KM, e-learning, etc 3

To Metadata or not to Metadata That is the Question § Whether ‘tis nobler To Metadata or not to Metadata That is the Question § Whether ‘tis nobler in the mind to suffer the slings and arrows of outrageous search results § Or to take up metadata against a sea of irrelevance § And by organizing them find them? § Why not Metadata? Costly - $200 K to set up, maintenance costs – Difficult to do – • Missing, incorrect, confusing, inconsistent • Poor quality metadata can make search worse 4

To Metadata or not to Metadata That is the Question § Why Metadata? § To Metadata or not to Metadata That is the Question § Why Metadata? § Metadata is expensive – only if unique job every time § Not metadata is even more expensive? $8, 200 per employee per year – IDC – 1, 000 people - $2. 5 mil a year lost – § Need more sophisticated ROI – Saved time per search Easy to measure, hard to believe – Use relative not absolute numbers – • 60 people years for metadata for 1 million documents • 6, 000 people years to write = 1% Regulatory and Legal requirements – Stories – business needs, improvements – 5

Metadata Issues and Approaches: Alternatives § Metadata, we don’t need no stinking metadata Condemned Metadata Issues and Approaches: Alternatives § Metadata, we don’t need no stinking metadata Condemned to wander search results lists forever – Need to answer these people – § KA Team – Consultants – Costly, Still need to maintain § Automatic metadata (clustering & categorization) – Uneven, poor quality § Author generated metadata Uneven quality, inconsistent – Cultural – getting authors to want to do it – 6

Metadata Issues and Approaches: Alternatives Content Value Tiers - Rosenfeld § Different levels of Metadata Issues and Approaches: Alternatives Content Value Tiers - Rosenfeld § Different levels of metadata for different documents – Not too much, not too little, just right § High value documents get full metadata, others less § Criteria: authority, strategic value, popularity, currency, reusability § Practical solution, 80 -20 rule, focus on business value § BUT – doesn’t answer how to do metadata, simply limits problem § AND – adds some new problems 7

Metadata Issues and Approaches: Alternatives Content Value Tiers - Rosenfeld § Who decides what Metadata Issues and Approaches: Alternatives Content Value Tiers - Rosenfeld § Who decides what is good content? Publishers, Authors, KA Team – Political and Quality Issues – § Objective – metrics of use Popularity is not high value – High impact if not found – Who decides which measure to use? – § Authority, popularity, etc. are metadata – Almost as much effort to decide what is good as add metadata § Points in the right direction – multiple approaches 8

Infrastructure Solutions: The Right Context § No one solution Can’t answer content questions from Infrastructure Solutions: The Right Context § No one solution Can’t answer content questions from perspective of content alone – need to understand users and activities and organization – § Context – understanding your context Match amount of metadata to value – Match type of metadata to content and use – Lower the cost and increase the value – § The problem is not that metadata initiatives have been too complex, it’s been that they have been too simple. – Metadata is more than adding keywords as an afterthought § For same or less effort, you can go from metadata that makes search worse to a set of solutions 9

Infrastructure Solutions: The Right Context § Content – structured & unstructured, external & internal Infrastructure Solutions: The Right Context § Content – structured & unstructured, external & internal § Taxonomies, Metadata and Controlled Vocabularies – Standards, best practices § Publishing Policy and Procedures § Technologies – search, portals, CM, applications § People Central Team and Subject matter experts – Communities of users and information behaviors – § Business processes and requirements 10

Infrastructure Solutions: Metadata Contexts § Why are you adding metadata? Ranking for Retrieval – Infrastructure Solutions: Metadata Contexts § Why are you adding metadata? Ranking for Retrieval – lower value – Context – dynamic browse, multiple views – Get content to users - agents – § Metadata Standards – matching the level and unit of organization, Paragraph – XML, RDF – High value, training – Document – Titles, keywords – Collection – Publisher, Functions – Facets, low cost – • Documents into metadata 11

Infrastructure Solutions: Metadata Contexts § Keywords – most difficult • Common terms, unique terms, Infrastructure Solutions: Metadata Contexts § Keywords – most difficult • Common terms, unique terms, aboutness terms • Need to do it right and completely to get real value § Keywords - Need Taxonomy, Controlled Vocabulary Enhance quality, consistency – Supports author generated metadata – § Value from all fields Titles and Descriptions – Balance of system and description – Publisher and Author – Automated and easy – Document. Type – FAQ’s, Policy Doc – support user behavior – Audience – target information, agents – variety of app’s – • Purpose per Audience 12

Infrastructure Solutions: Tools § Content Management – the right place for adding metadata Metadata Infrastructure Solutions: Tools § Content Management – the right place for adding metadata Metadata generation - Keywords within a taxonomy – Take advantage of automation, rules, work flow – Hybrid and Distributed – § Tools for central team – Unstructured Data management, Visualization • KA Team reduced costs, improved quality § Applications – Search, Portals, CRM, Text Mining Need to be able to integrate and apply metadata – Analytics based on meaning, metadata – Faceted search results – high value (Marti Hearst) – 13

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Example 15 Example 15

Infrastructure Solutions: People § Central Team supported by software and offering services – – Infrastructure Solutions: People § Central Team supported by software and offering services – – – – Creating, acquiring, evaluating taxonomies, metadata standards, vocabularies Input into technology decisions and design – content management, portals, search Socializing the benefits of metadata, creating a content culture Evaluating metadata quality, facilitating author metadata Analyzing the results of using metadata, how communities are using Research metadata theory, user centric metadata Design content value structure – more nuanced than good / poor content. 16

Infrastructure Solutions: Why? § Needed to implement any alternative approach Justification for metadata - Infrastructure Solutions: Why? § Needed to implement any alternative approach Justification for metadata - measure and present realistic ROI – Supplement consultants – Integrate automated and author supplied metadata – Integrate content tiers into broader context – § § Needed for tailoring solutions to organizations Metadata as add on to a search engine purchase will fail Most cost effective way to produce valuable metadata Needed to support variety of cognitive behaviors – Monkey, Panda, Banana 17

Infrastructure Solutions: Why? § Decrease the cost of creating metadata – Tools and Processes Infrastructure Solutions: Why? § Decrease the cost of creating metadata – Tools and Processes • Content management, categorization and visualization software • Large batch of legacy content • Spread the cost – automation, author, central team Leverage intellectual infrastructure elements – taxonomies, controlled vocabularies, metadata standards – Increase cost of not adding metadata – policy and culture, but support with software – 18

Infrastructure Solutions: Why? § Increase the value of creating metadata – Better quality metadata Infrastructure Solutions: Why? § Increase the value of creating metadata – Better quality metadata • Categorization experts and subject matter experts – Beyond Search and relevance ranking • Multiple facets – contextual, entity, concept, document type • Dynamic classification – intersection of 2 subjects • Applications – integrated metadata for portals, agents, etc • Personalization by categorization – Beyond content – people metadata: • Community personalization, information behaviors • Community categorization 19

Infrastructure Solutions: What if I can’t get there from here? § First Step – Infrastructure Solutions: What if I can’t get there from here? § First Step – Create an infrastructure strategic vision – § § § Including metadata standards KA Team – can be part time, needs official recognition Content Management is essential Don’t start with keywords Buy or develop taxonomies, controlled vocabularies Relevance ranking as last resort Best bet metadata – Browse and dynamic classifications – Faceted Displays – § Think Big, Start Small, Scale Fast 20

Conclusion § You wouldn’t run a company without organizing your employees and computers, why Conclusion § You wouldn’t run a company without organizing your employees and computers, why think you can create information access without organizing your information? § More metadata, not less. § Better Metadata Better metadata system – Better values in fields – Better value from metadata – Better processes for creating metadata – 21

Questions? Tom Reamy tomr@kapsgroup. com KAPS Group Knowledge Architecture Professional Services http: //www. kapsgroup. Questions? Tom Reamy tomr@kapsgroup. com KAPS Group Knowledge Architecture Professional Services http: //www. kapsgroup. com