The ROI Of Intelligent Content

Intelligent Content Conference

- Life Sciences

2014

Mark Lewis

What is ROI?

What is Intelligent Content?

Where can savings occur?

Content reuse

Content lifecycle

Creation, review, edit

Compliance

Revenue Opportunity

AgendaEmphasis on XML &

content reuse

Reduced Time to Market

Translation

Multi-channel publishing

Managing Regulatory Requirements

Learning & Training

Corporate Assets

About Mark Lewis

Content Strategist, DITA Educator STC Summit 2012 – 2013 Track Manager

– Content Strategy and DesignPast Co-Chair:

Oasis DITA for the Web SCManager:

DITA Metrics group on Linked In

Resources

It’s about metrics …for intelligent contentwhite papersdiscussions webinar recordingsthought leadership

Guest Author: ROI chapter

DITA 101 2nd edition“Fundamentals of DITA for Authors and Managers”

By the Rockley Group with Mark Lewis

For sale at LuLu.com

Technical Reviewer

Managing Enterprise Content: A Unified Content Strategy2nd edition

By Ann Rockley & Charles Cooper

For sale at Amazon.com

DITAMetrics.com

Book & SpreadsheetsPublished by The Rockley Group

Metrics for Intelligent Content

Savings = Cost of Old Processes – Cost of New Processes

What is ROI? Do you know?

Structured Documents

XML & Semantic Tags

Separation of Content from Format

What is Intelligent Content?

What is Intelligent Content?

You’ve already been authoring structured documents

What is Intelligent Content?

Resume

Contact Information

Objective

Skills

Experience

References

Hobbies

Expectation

What is Intelligent Content?

Business Letter

Letterhead or sender's address

Date

Recipient's address

Subject

Salutation or Greeting

Message (body of the letter)

Closing

Signature

Classic Recipe ExampleThe Content

Chocolate Disaster

It’s chocolate!Ingredients

Chocolate 1Chocolate 2Chocolate 3

InstructionsChopAddStirBake

Classic Recipe ExampleChocolate Disaster

It’s chocolate!Ingredients

Chocolate 1Chocolate 2Chocolate 3

Instructions

ChopAddStirBake

title

descriptioningredients

ingredientingredientingredientinstructionsinstructioninstructioninstructioninstruction

Classic Recipe ExampleChocolate Disaster

It’s chocolate!Ingredients

Chocolate 1Chocolate 2Chocolate 3

Instructions

ChopAddStirBake

Heading 1

ParagraphBulleted list

Bulleted list itemBulleted list itemBulleted list itemNumbered listNumbered list itemNumbered list itemNumbered list itemNumbered list item

Classic Recipe ExampleChocolate Disaster

It’s chocolate!Ingredients

Chocolate 1Chocolate 2Chocolate 3

Instructions

ChopAddStirBake

The Content and

Generic Content

Elements Heading 1

ParagraphBulleted list

Bulleted list itemBulleted list itemBulleted list itemNumbered listNumbered list itemNumbered list itemNumbered list itemNumbered list item

Classic Recipe Example<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>

Generic Tags - HTMLNot Recipe Specific

Classic Recipe ExampleChocolate Disaster

It’s chocolate!Ingredients

Chocolate 1Chocolate 2Chocolate 3

Instructions

ChopAddStirBake

title

descriptioningredients

ingredientingredientingredientinstructionsinstructioninstructioninstructioninstruction

Semantic Tags

Classic <Recipe> Example<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

Stop Formatting!

Use Style sheets

Styles are assigned to semantic elements

Let the Publishing Engine do the formattingSave 30 – 35%

Intelligent Content enables Automated Publishing

Corporate Goals = Areas to save

Main categories:

Increase revenue

Reduce costs

Process improvement and automation

Risk mitigation

Where can you save? Handout

Where can you save?

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

Where can you save?

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

Types of Procedures

Quality Assurance Procedures

Treatment Procedures

Blinding Procedures

(Test) Selection Procedures

Follow-up

Rechallenge

Clinical Study Report:

Info Type

Content Elements

Basic Procedure

Content Elements

Basic Procedure

Title

Short Description

Pre-requisites

Context Info

Steps

Result

Title

Short Description

Pre-requisites

Context Info

Steps

Result

Cost of a Procedure

Create Content

Average cost of each element

Predictive

Procedure 1

Procedure 2Procedure 3

Content

Similar

Identical

Unique

Content Reuse Side-by-side

analysis

What can be

shared

Product 1

Componentization

Product 3

Unique Content

Product 1

Componentization

Product 3

Identical / Reusable Content

Procedure Components

Reusing Content

Proc

1

Proc

2

Proc

3

Referenced

Component

Writing for reuse

Cost Without Reuse

Cost With Reuse

Cost of Unique Cost of Reusable

Savings Trend

Content Reuse

Referenced

Component

Scratch vs. Unique

+ Reusable

Awareness

Can intelligent content save time and effort for

everybody/every role?

Content reuse

• Authors• Reviewers• Editors

Productivity

Without Reuse

Without Reuse

With Reuse

With Reuse

With Reuse

Savings are relative for every role

With ReuseSME

Compliance: Without Reuse

Compliance: With Reuse

Compliance: With Reuse

Savings Trend for Author

Compliance

Referenced

Component

Savings Trend for Compliance Reviewer

Compliance

Referenced

Component

Percent reuse

Compliance

Referenced

Component

Percent reuse

Compliance

Referenced

ComponentSalaries

Reduced Cost

More time to generate revenue

Revenue Opportunity

Increased

Productivity

Increased Revenue

Reduced Time To Market

How does Intelligent Content reduce translation

costs?...XML + TMS

What is a Translation Memory System?

Software and a Database of translated content

Input an English sentence, translator writes Spanish

version and the sentences are associated as a pair

Translation

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

Translation

Translation

Product N

New procedure reuses content

Percent reuse

Reduce CostRemember Me?

Percent reuse

Reduce Cost - Translation

Referenced

Component

Percent reuse

Reduce Cost - Translation

TranslationPage Layout

Eliminate Page Layout – Save More

Reduce Cost - Translation

Reduced Time To Market

Translation: Global Content Strategy

Multi-channel Publishing Single Source

Creation & Maint.

Regulatory Requirements

XML/Intelligent Content facilitates:

• Workflow • Accuracy & completeness• Enforcement of regulations & business rules• Easier and better auditing• Reduction of regulatory issues / litigation• Faster + easier updates

Regulatory Requirements

XML/Intelligent Content facilitates:

• Workflow • Accuracy & completeness• Enforcement of regulations & business rules• Easier and better auditing• Reduction of regulatory issues / litigation• Faster + easier updates

Mitigation of

Litigation

What is ROI?

What is Intelligent Content?

Where can savings occur?

Content reuse

Content lifecycle

Creation, review, edit

Compliance

Revenue Opportunity

Summary

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

Questions & Thank You