structured content and personalizationdownloadcentercdn.sdl.com/sdlcomwebex/16-07-2009... ·...

Today’s Webinar:

Structured Content and Personalization

Presented by:- Tom Magliery, XML Technology Specialist, JustSystems- Chip Gettinger, VP XML Solutions, SDL XySoft- Sophie Hurst, Director, Product Marketing, SDL

Our Presenters Today

Sophie HurstDirector, Product MarketingSDL

Tom Magliery XML Technology Specialist JustSystems

Chip Gettinger VP XML Solutions SDL XySoft

Polling Question

How familiar are you with XML (or DITA)?A. First time learning about itB. Somewhat familiar, heard about itC. Familiar with it or researching D. Very knowledgeable E. Already implemented

SDL Acquisition of XyEnterprise

www.sdlxysoft.com/acquisition

Agenda

Overview: Business Drivers to Structured Content & PersonalizationCreating High Quality InformationStructured Content for PersonalizationManaging Information Q&A Roundtable

New Drivers for Sales / Customer Experience

Added Pressures on Information Developers

• Faster Product Lifecycle Changes• Agile - Iterative Development• Solutions Oriented • More Sensitivity to Customer Profiles• Distributed Teams• Outsourcing• Headcount Constraints• “SimShip” (Simultaneous Launch)

Changing Expectations in Content Consumers

• Want Information via the Web, Dynamic• Growing Expectation of Bite-Size Topics • “What I Need When I Need It”• Increased Language Expectations• Community Feedback• Targeted Tailored Information• Solutions Oriented • Impatient • Consistency Expectation in Support and Documentation

Global Customer Communication

Multiple communication channelsIncreasing customer expectationsSmaller, more personalized segmentsMore markets and languagesMore competitors to compare against

Multiple content typesMore departments More acquisitionsMore brandsShorter product lifecyclesMultiple regions

Customers need communications• For different purposes

• As fast as possible• In a language they understand

Many dimensions of Complexity

• Process challenges • Content proliferation• Internal and external

fragmentation

GlobalCustomer

Content is Created

Raising the Profile

TechnicalDocumentation

Training

Engineering

R&D

MarketingSales

Operations

ITTechnicalSupport

Product Managers

AccountManagers

Customer Service

C-LevelProduct Content Brand Content

ProfessionalServices

Enterprise ContentSource: Gilbane Group, Inc

Business Driver: Fair Isaac (now FICO)

Optimizing the Content Lifecycle for Decision

Management

“Our strategic vision defined worldwide availability of our software and a redesign

of our product architecture as key initiatives. Both required new

infrastructure and methodologies that could help us meet these challenges.

It would be extremely difficult to reach our goals efficiently and quickly

without the supportof SDL and its GIM technologies.“

VP Product ManagementFair Isaac

What is DITA?

Darwin: DITA utilizes principles of inheritance for specializationInformation Typing: DITA was designed for technical information based on an information architecture of Concept, Task and ReferenceArchitecture: DITA is a model for extension both of design and of processes

Shift from Books to Topics

Book “Big Block” methodology Content is locked in large chapters, sections, etc.Harder to find / accessContent is context-bound

Topic methodologyReusable ComponentsEasier to re-useContent is context lessSeparated from presentationContent is findableReshuffle into different variations

Business Drivers

Cost Reduction / Efficiency GainDemonstrably reduces cost (30-50%) of authoring, review, translationCreate and manage rich information environment easily personalized in real timeEliminates Desktop Publishing (“DTP”) which can account for 10-30% of translation costsEnables an expansion of languages supported by as much as 50% with same budgets

Business Drivers

Business AgilityMore flexibility to make content / product changes closer to launchContent can be dynamically delivered to diverse customer profiles, partners, and 3rd partiesInformation Development is Iterative and Not SerialPass content easily to OEM Partners and ChannelsSpeed time to global marketsMirror changes in the software development process (agile development and component based architectures)

Revenues: Large subsidiary of PaccarEmployees: 7,000Products: 3 major product ranges

Case Study: Daf Trucks

Profile

Resellers could not find informationSales did not know what was in productInformation inconsistent across sales and countries

Business Drivers

80% improvement in access to sales information by dealersOnline integration of content for just in time delivery of informationContent single sourced, immediately available when approved

Results

Agenda


Ensuring Consistency and Quality of Content

Authoring Issues for Global Businesses

Inconsistencies across source contentBrand image and customer satisfaction impacted by inconsistent source contentSource quality impacts the quality and costs of translations

Increasing volumes of content for global marketsMore publishing formats, more languagesHigher volumes incur higher translation costs

Time-to-market pressuresShorter product development cyclesMore complex technologies

Authoring in Today’s Global Business

Not only English native speakers live in the US for exampleContent is provided through the internet so anyone can read itSome of that content is also translatedContent is often written by non-native speakers

Content today is global content, from the start

The need for global organizations to think “global” right from the start

has never been greater

The Branding Consistency Dilemma

User Guides

Human Contact

The Branding Consistency Dilemma

Terminology Management Gone Wrong

Engineer uses one term Author uses another

Confused and frustrated customers

?! ? ? !? ?! ? ? !?

The Power of Consistent Terminology

Translation/Author Memory

Stores previously translated content Reused in new translations

Global Authoring Management

Central server-based access for enterprise-wide consistency

Benefits of Global Authoring Management

Enterprise-wide consistency and qualityEnsure consistent style, grammar, terminology and reuseCentral access to ensure adherence by the whole organization

Productivity and efficiency in global authoring

Preparing content for translation from the start reduces delays later in the process of providing multilingual contentImproved collaboration between authors, editors and localization

Time-to-market and cost reduction in producing global content

Produce reports to manage time and costs of global authoringUnderstand the impact of style and linguistic changes to the costs of providing multilingual content

Agenda

Overview: Business Drivers to Structured Content & PersonalizationCreating High Quality InformationStructured Content for PersonalizationManaging Information Q&A roundtable

29

Structured authoring for personalization

The importance of metadataThe value of authoring toolsPlanning for personalization

30

“Traditional” publishing

In a traditional environment, authors are concerned with creating beautiful output:

OutputAuthoring

tool

31

Publishing with XML

In a structured authoring environment, authors are concerned with creating valid content (which serves as input):

Authoring tool

XML markup

OutputPublishing system

Style sheets

32

Publishing with XML

The style sheets are really part of the publishing environment

Authoring tool

XML markup

Output

Publishing system

Style sheets

33

OutputOutputOutputOutput

Personalization with XML

Publishing system can produce multiple outputs from the same XMLmarkup

Authoring tool

XML markup

Publishing system

Style sheets

Output

How do we personalize?

34

Personalization: Metadata is the key

Metadata is stored within the contentMetadata determines relevancy of the content for each deliverablePublishing system matches metadata against personal data

35

Personalized deliverables

A_Document Your_Document (UK)

Your_Document (DE)Audience=“UK”Audience=“UK”

Audience=“DE”Audience=“DE”

Metadata

Intended for English audience

Intended for German audience

36

Success with metadata: Two requirements

Richness: Your XML must provide you with enough metadata types to satisfy your personalization requirementsAccuracy: You can use structured authoring tools to assist with metadata creation and management

37

DITA Topics and Maps

Topics are standalone, reusableMaps organize topics into a coherent setMaps yield different deliverables and formats

38

Topic and map metadata

39

Conditional content

Identify sections of a document to be included and excluded

40

Planning for personalization

Set up an implementation teamAnalyze your contentPlan your metadata modelConfigure your toolsTrain your authors and users

41

Planning the metadata model

Assess metadata needs based on downstream requirementsWhich elements will serve which purposes? What metadata can be automatically produced e.g. by the CCM, andwhat must be entered by the authors?What conditions are needed, and what values for the conditions?

42

Summary: DITA-based Personalization

Metadata is the foundation for personalizationThe right tools will ensure consistent and accurate metadataPlanning is vital to success

43

Polling Question

What is the most critical driver for adopting personalization techniques?

A. Reduce support costs with accurate informationB. Speed time-to-marketC. Improve customer experienceD.Comply with regulatory requirementsE. Reach global markets

Agenda


Topic Reuse

• Reduces authoring effort

• Reduces mistakes

• Reduces review costs

• Reduces localization costs

Advantage of Topic / DITA Assembly

• Topics and Subtopics are reused more effectively than blocks• Authors becomes SME’s horizontally by subject area not product lines• Reuse eliminates manual cutting and pasting, inconsistency• Topic oriented allows for easy personalization

The Concept of the Publication

m1 m2 m3 m4

m1 m2 m3 m4

Admin Release 3.3 User Guide 3.3 User Guide 7.1 User Guide 8.1Context

Output

m2m3 m4Baseline m2

Conditions

Variables

How DITA supports personalization

m1 m2 m3 m4

m1 m2 m3 m4 VariationsOf Deliverables

Product Variations

Market SegmentsVariations in Customer

Profiles

Contracting product life cycles

Research & Development

Market Life

PRD International Release

English Release

Shelf Life

Trad

ition

al

Research & Development

Global Revenue & Market Capture LifeTopi

c-ba

sed

writ

ing

Localization

Author Review

Author Review Publish

Publish Localize

• Abandoning sequential process of author, review, and publish speeds process, gives more flexibility

• Publish can be done in rapid cycles with publishing infrastructure

Unified Process. Central Language Repository

DITA Management

System

Web Content Management

GlobalAuthoring

SourceControl

Global Web Sites

ContentAggregator

KnowledgeBases

Brand Content

Product Content

SoftwareDevelopment

Client Applications

Web Inputs

Developer Apps

GlobalCustomer

Content Creation &

Review

Global Content Management Localization

Centralized Language Repository

• Global Authoring• Translation Memory

• Terminology Management

• Automated Translation

CG1

CG1 Chip to add more on personalization delivery - how it works within this picture.Chip Gettinger, 7/14/2009

Adopters of Joint Solution

Q&A Roundtable

Learn more!Download case studies, whitepapers and product briefs:

• JustSystems Knowledge Center: http://na.justsystems.com/KnowledgeCenter• SDL Knowledge Center: www.sdl.com/knowledgecenter

Contact UsTom Magliery, JustSystems: [email protected] Gettinger, SDL XySoft: [email protected] Hurst, SDL: [email protected]

www.sdlxysoft.com www.sdl.com www.justsystems.com

structured content and personalizationdownloadcentercdn.sdl.com/sdlcomwebex/16-07-2009... ·...

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