Justifying Taxonomy Projects: Taxonomy Boot Camp 2009

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Presented by Seth Earley at Taxonomy Boot Camp 2009

Transcript of Justifying Taxonomy Projects: Taxonomy Boot Camp 2009

  • 1. Justifying Taxonomy Projects Approaches for Calculating Return on Investment Getting the most from taxonomy, search and content processes
  • 2. Leveraging Information Asset Investments
    • Typical investments in information assets include:
      • Content management infrastructure
      • Portals, technologies for integration
      • Time and energy spent organizing information
      • Taxonomies, metadata standards, information architecture
    • How do you get the most from existing investments?
      • Improve search
      • Improve usability
      • Improve content processes
  • 3. Content Supports Process
    • Content by itself is not very useful
    • Content applied to solving a problem is useful
    • How do we measure the ability to solve a problem?
    • What is the nature of the problem?
    • What allows the problem to be solved?
    • What impedes the ability of a user to solve a problem?
  • 4. Increase customer satisfaction Expand offerings Develop new markets Customer Support Customer acquisition Engineering Library Knowledge base Marketing Collateral Alignment, linkage, measurement Product Development Grow top line revenue Content supports processes Working here (tools, technology, IA, taxonomy, search, etc) Measuring here (micro level - effects) Measuring here (macro level - outcomes) CEO- Show me how this project will increase our revenue? Copyright 2009 Earley & Associates Inc. All Rights Reserved. www.earley.com 781-820-8080 Organizational Strategy Business Unit Objectives Business Processes Processes enable objectives L I N K A G E Content Sources Objectives align with strategy
  • 5. Task 1 Task 2 Task 3 Task 4 Task 5 Task 6 Task 7 Task 8 Task 9 Task 10 Ecommerce site increased findability linked to increased conversions
  • 6. Content Reuse
    • If we cant find something and have to create from scratch, not a value producing activity
    • Being able to find an asset and apply that asset to solving a problem reduces unnecessary activities
    • Proposal creation
      • Consultants time can be measured, number of proposals, amount of time per proposal, etc.
    • Single sourcing of technical documentation
      • Create once, use in multiple locations
    • Digital asset reuse
      • If a photo or illustration needs to be purchased rather than reused, hard dollar costs
  • 7. Stock Photo Reuse
    • Central marketing service organization manages Digital Asset Management system
    • System contained large amounts of stock photos average cost $125
    • Cost of 10,000 photo inventory = $1.25mm
    • Yearly downloads = 40,0000
    • Assume 50% usage
    • 20,000 x 125 = $2.5mm
    • Net direct benefit = $1.25mm
    • Compliance benefits = reduced legal exposure from incorrect use of images, correct records management retention schedules
  • 8.
    • Average Reactive Time Per Incident (TPI) with knowledge not available (KNA) - 10.35hrs
    • Knowledge Helpful (KH) Average Reactive TPI - 5.45hrs
    • Knowledge Helpful Comparison to Average Time per Incident 5.45/9.6hrs = 57%
    • Knowledge Helpful Time Saved Per Incident - 43%
    Call Center Efficiency
  • 9. The Challenge of ROI
    • Budgets are tight pressure to show ROI in