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Measuring the SuccessMeasuring the Successof Content Strategy withof Content Strategy with
MetadataMetadata
By Jason Owen, Ixiasoft
About JasonAbout Jason
• 14 years in technical communication DITA specialist for Ixiasoft Information architect Technical writer
• Educational background Technical communication (MSTC) Library and information science (MLIS)
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Key stepsKey steps1. Create your
content strategy plan
2. Determine the metrics that will be used to measure those goals
3. Apply metadata to content
4. Communicate results to stakeholders
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Communicate results
Metadata
Key metrics
Content strategy
Why do we need metrics for content Why do we need metrics for content strategy?strategy?• Credibility Credible professions require to show that goals are met Credibility helps build trust
• Trust Use metrics to build trust with stakeholders Provide the value of our work to stakeholders, whom we
may never meet face-to-face Metrics become our face and are the foundation for
establishing trust• Reputation Earned by showing the capabilities and values in our past
work We have to be able to show that we have met the goals of
our content strategy plan
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BenchmarkingBenchmarking
• Benchmarking is a comparison of your content strategy with your competitors Performance benchmarking – How does our performance
compare with our competitors performance? Process benchmarking – How can we learn from the
business processes of our competitors?
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What do you need to do?What do you need to do?
• Put together your content strategy plan: What content? What products and services?
• What do your customers need to know?• What content will benefit your business for your customers to
know? What audiences? What do your customers need?
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Not a case of if you build it they will comeNot a case of if you build it they will come……
• You cannot build a content strategy plan, even for just your group, by yourself
• Build the content strategy in a collaborative fashion with stakeholders
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Key stepsKey steps1. Create your
content strategy plan
2. Determine the metrics that will be used to measure those goals
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Reasons for measuringReasons for measuring
• Douglas Hubbard, in How to Measure Anything, says that we need effective measurements to make better decisions Diagnosis – Determine how a specific part of the content
strategy is performing Justification – Justify continuing a part of the content
strategy Orientation – Use to make decisions about the direction of
the content strategy Rewards – Assess the improvements made as part of the
content strategy and how to reward individuals or groups
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MeasurementMeasurement
• Measurement relies on the collection and analysis of data, which are then compared to standards, goals, objectives, etc.
• Assessment questions: How many? How economical? How accurate? How reliable? How prompt? How satisfied?
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Examples of criteria for assessing valueExamples of criteria for assessing value
User criteria Value added examplesEase of use • Indexing
• Glossary• Linking• Access (subject description, short
descriptions)• Ordering/sequencing
Quality • Item identification• Currency• Reliability• Validity• Conciseness
Adaptability • Response speed• Precision
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Analysis ToolsAnalysis Tools
• Satisfaction surveys• Search log analysis• Database analysis• Usability testing
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Categories of measurementCategories of measurement
• Process measures Focused on the activities to transform data and information
into content Can be measured by quantifying the cost or time to perform
a specific task or process• Output measures Indicate the degree to which content is used by users Indicate satisfaction of users
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What did you need to do? What did you need to do?
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• Examples: Personalization Fast publishing Content quality High-availability Consistency Sequencing Easy access Navigation
Key stepsKey steps1. Create your
content strategy plan
2. Determine the metrics that will be used to measure those goals
3. Apply metadata to content
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Metadata isMetadata is……..
• Structured information that describes, explains, locates, or otherwise makes it easier to retrieve, use, or manage an information object (Zeng and Qin)
• Data provided in machine processable forms and communicated via protocols
• Metadata is the bridge between content strategy and metrics Metadata helps you find data what you need to know
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Principles of metadata for measuring Principles of metadata for measuring content strategycontent strategy• Good metadata… Supports organizational needs Is appropriate to the materials in the collection Uses standard controlled vocabularies Includes a clear statement on the conditions and terms of
use Supports the long-term management of objects
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Types of metadataTypes of metadata
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Type Descriptive Structural AdministrativeDescription Describes an object
for purposes such as findability and identification
Indicates how the type of objects
Provides information to help manage objects
Examples topic IDs, index terms and keywords, conditional attribute values
root elements (topic types)
rights, states, dependencies
Common metadata issuesCommon metadata issues
• Missing metadata• Incorrect metadata• Confusing metadata• Insufficient metadata
All impact issues impact discovery, interoperability, and reusability.
Metadata typologiesMetadata typologies
• Embedded metadata Stored as part of the content Stored in content prologs
• Associated metadata Stored separately with linkages in a CMS Stored in CMS properties files
What do you need to do?What do you need to do?
Develop your metadata strategy:1.Determine the metadata to measure the success of your content strategy2.Decide where to apply metadata Document the schema Produce guidelines for using the schema
3.Apply metadata to content4.Test metadata for creating reports
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Key stepsKey steps1. Create your
content strategy plan
2. Determine the metrics that will be used to measure those goals
3. Apply metadata to content
4. Communicate results to stakeholders
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Graphical and tabular informationGraphical and tabular information
• BIRT: Business Intelligence and Reporting Tools Open-source project Runs as a plugin for Eclipse The plugin package for installation can be downloaded from
http://www.eclipse.org/birt/phoenix
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What do you need to do?What do you need to do?
Communicate the progress on the content strategy plan:1.Build a report template2.Create queries to measure your key metrics3.Create report and insert query results into report Identify the objectives of your content strategy Definition of a metric or score for each objective A target value A target date A periodic measurement cycle
4.Meet with stakeholders Do not simply send them a report (they probably won’t
read it)
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ResourcesResources
• Rockley, Ann & Cooper, Charles. Managing Enterprise Content: A Unified Content Strategy (2nd
ed.).• Baca, Murtha (ed.). Introduction to Metadata, 2nd
ed.• Peh, Diana, et al. BIRT: A Field Guide. • Weinberger, David. Everything is Miscellaneous: The
Power of the New Digital Disorder.• Zeng, Marcia L & Qin, Jian. Metadata.
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