the roi of intelligent content with mark lewis, dita educator, quark
DESCRIPTION
You CAN prove the savings possible from moving your unstructured content to intelligent content. The benefits are measurable. Intelligent content combined with a content management system can facilitate savings and improvements in content development, translation, regulations, governance, multi-channel publishing, and quality. In this session, Mark discusses how the various processes benefit from intelligent content and discusses metrics that prove the benefit. If it hurts, then it's time to calculate the pain — and the relief. This session draws from concepts in Mark's book, DITA Metrics 101, The Business Case for XML and Intelligent Content. Mark also discusses which metrics you should gather so you can align your plan with corporate strategy and become the "Executive Whisperer." This session is part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.TRANSCRIPT
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! What is ROI?
! What is Intelligent Content?
! Where can savings occur?
! Content reuse
! Content lifecycle
! Creation, review, edit
! Compliance
! Revenue Opportunity
Emphasis on XML & content reuse
! Reduced Time to Market
! Translation
! Multi-channel publishing
! Managing Regulatory Requirements
! Learning & Training
! Corporate Assets
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Content Strategist, DITA Educator
STC Summit 2012 – 2013 Track Manager – Content Strategy and Design
Past Co-Chair: Oasis DITA for the Web SC
Manager: DITA Metrics group on Linked In
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It’s about metrics …for intelligent content ! white papers ! discussions ! webinar recordings ! thought leadership
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DITA 101 2nd edition “Fundamentals of DITA for Authors and Managers”
By the Rockley Group with Mark Lewis
! For sale at LuLu.com
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Managing Enterprise Content: A Unified Content Strategy 2nd edition By Ann Rockley & Charles Cooper ! For sale at Amazon.com
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Book & Spreadsheets Published by The Rockley Group
Metrics for Intelligent Content
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Savings =
Cost of Old Processes – Cost of New Processes
Do you know?
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! Translation
! Content Reuse
! Multi-Channel Publishing
! Separation of Content from Format
! Eliminate Page Layout
The Big 3
Tightly coupled
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You’ve already been authoring structured documents
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Resume
! Contact Information
! Objective
! Skills
! Experience
! References
! Hobbies
Expectation
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Business Letter
! Letterhead or sender's address
! Date
! Recipient's address
! Subject
! Salutation or Greeting
! Message (body of the letter)
! Closing
! Signature
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Chocolate Disaster It’s chocolate! Ingredients
Chocolate 1 Chocolate 2 Chocolate 3
Instructions Chop Add Stir Bake
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The Content
Chocolate Disaster It’s chocolate! Ingredients
Chocolate 1 Chocolate 2 Chocolate 3
Instructions Chop Add Stir Bake
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Chocolate Disaster It’s chocolate! Ingredients
Chocolate 1 Chocolate 2 Chocolate 3
Instructions Chop Add Stir Bake
title
description ingredients
ingredient ingredient ingredient
instructions instruction instruction instruction instruction
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Chocolate Disaster It’s chocolate! Ingredients
Chocolate 1 Chocolate 2 Chocolate 3
Instructions Chop Add Stir Bake
Heading 1
Paragraph Bulleted list
Bulleted list item Bulleted list item Bulleted list item
Numbered list Numbered list item Numbered list item Numbered list item Numbered list item
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Chocolate Disaster It’s chocolate! Ingredients
Chocolate 1 Chocolate 2 Chocolate 3
Instructions Chop Add Stir Bake
Heading 1
Paragraph Bulleted list
Bulleted list item Bulleted list item Bulleted list item
Numbered list Numbered list item Numbered list item Numbered list item Numbered list item
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Chocolate Disaster It’s chocolate! Ingredients
Chocolate 1 Chocolate 2 Chocolate 3
Instructions Chop Add Stir Bake
The Content and
Generic Content
Elements Heading 1
Paragraph Bulleted list
Bulleted list item Bulleted list item Bulleted list item
Numbered list Numbered list item Numbered list item Numbered list item Numbered list item
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<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>
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<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 - HTML Not Recipe Specific
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Chocolate Disaster It’s chocolate! Ingredients
Chocolate 1 Chocolate 2 Chocolate 3
Instructions Chop Add Stir Bake
title
description ingredients
ingredient ingredient ingredient
instructions instruction instruction instruction instruction
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Chocolate Disaster It’s chocolate! Ingredients
Chocolate 1 Chocolate 2 Chocolate 3
Instructions Chop Add Stir Bake
title
description ingredients
ingredient ingredient ingredient
instructions instruction instruction instruction instruction
Semantic Tags
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<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>
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<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
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<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>
sugarFree=”false” category=”dessert” flavor=”chocolate” totalCookTime=”short”
Add Recipe-Level Metadata
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Stop Formatting! Use Style sheets Styles are assigned to semantic elements Let the Publishing Engine do the formatting Save 30 – 35%
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Corporate Goals = Areas to save Main categories:
Increase revenue Reduce costs Process improvement and automation Risk mitigation
Handout
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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?
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Increase revenue
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
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Content Elements
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Content Elements
! Title
! Short Description
! Pre-requisites
! Context Info
! Steps
! Result
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! Title
! Short Description
! Pre-requisites
! Context Info
! Steps
! Result
Create Content
Average cost of each element
Predictive
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Procedure 1
Procedure 2
Procedure 3
Content Similar Identical Unique
Side-by-side analysis
What can be shared
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Product 1 Product 3
Unique Content
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Product 1 Product 3
Identical / Reusable Content
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Procedure Components Proc
1
Proc 2
Proc 3
Referenced Component
Writing for reuse
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Cost of Unique
Cost of Reusable
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Savings Trend
Scratch vs. Unique + Reusable
Awareness
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Savings Trend
Referenced Component
Scratch vs. Unique + Reusable
Awareness
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Can intelligent content save time and effort for everybody/every role? Content reuse • Authors • Reviewers • Editors
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Percent reuse
Remember Me?
Scratch vs. Unique + Reusable
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Savings are relative for every role
SME
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Savings Trend for Author
Referenced Component
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Savings Trend for Compliance Reviewer
Referenced Component
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Percent reuse
Referenced Component
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Percent reuse
Referenced Component
Salaries
Reduced Cost
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More time to generate revenue
Increased Productivity
Increased Revenue
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How does Intelligent Content reduce translation costs?...XML + TM What is a Translation Memory? Software and a Database of translated content Input an English sentence, translator writes Spanish version and the sentences are associated as a pair
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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
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Product N
New procedure reuses content
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Percent reuse
Remember Me?
Scratch vs. Unique + Reusable
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Percent reuse
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Percent reuse
Referenced Component
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Page Layout
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Percent reuse
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Eliminate Page Layout – Save More
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Single Source
Creation & Maint.
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Single Source
Creation & Maint.
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Single Source
Creation & Maint.
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Single Source
Creation & Maint.
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! What is ROI?
! What is Intelligent Content?
! Where can savings occur?
! Content reuse
! Content lifecycle
! Creation, review, edit
! Compliance
! Revenue Opportunity
! Reduced Time to Market
! Translation
! Multi-channel publishing
! Managing Regulatory Requirements
! Learning & Training
! Corporate Assets
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