Technology

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.
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  • 1. Virtual Summit 2014 Mark Lewis mlewis@ditametrics.com @LewisDITAMetric
  • 2. ! 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
  • 3. 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
  • 4. It’s about metrics …for intelligent content ! white papers ! discussions ! webinar recordings ! thought leadership
  • 5. DITA 101 2nd edition “Fundamentals of DITA for Authors and Managers” By the Rockley Group with Mark Lewis ! For sale at LuLu.com
  • 6. Managing Enterprise Content: A Unified Content Strategy 2nd edition By Ann Rockley & Charles Cooper ! For sale at Amazon.com
  • 7. Book & Spreadsheets Published by The Rockley Group Metrics for Intelligent Content
  • 8. Savings = Cost of Old Processes – Cost of New Processes Do you know?
  • 9. ! Translation ! Content Reuse ! Multi-Channel Publishing The Big 3 Tightly coupled ! Separation of Content from Format ! Eliminate Page Layout
  • 10. You’ve already been authoring structured documents
  • 11. Resume ! Contact Information ! Objective ! Skills ! Experience ! References ! Hobbies Expectation
  • 12. Business Letter ! Letterhead or sender's address ! Date ! Recipient's address ! Subject ! Salutation or Greeting ! Message (body of the letter) ! Closing ! Signature
  • 13. Chocolate Disaster It’s chocolate! Ingredients Chocolate 1 Chocolate 2 Chocolate 3 Instructions Chop Add Stir Bake
  • 14. The Content Chocolate Disaster It’s chocolate! Ingredients Chocolate 1 Chocolate 2 Chocolate 3 Instructions Chop Add Stir Bake
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. <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>
  • 20. <H1>Chocolate Disaster</H1> <p>It’s chocolate!</p> <bulleted list>Ingredients Generic Tags - HTML Not Recipe Specific <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>
  • 21. 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
  • 22. 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
  • 23. <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>
  • 24. <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
  • 25. <title>Chocolate Disaster</title> <description>It’s chocolate!</description> <ingredients>Ingredients Add Recipe-Level Metadata <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”
  • 26. Stop Formatting! Use Style sheets Styles are assigned to semantic elements Let the Publishing Engine do the formatting Save 30 – 35%
  • 27. Corporate Goals = Areas to save Main categories: Handout Increase revenue Reduce costs Process improvement and automation Risk mitigation
  • 28. 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?
  • 29. 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
  • 30. Content Elements
  • 31. Content Elements ! Title ! Short Description ! Pre-requisites ! Context Info ! Steps ! Result
  • 32. Create Content ! Title ! Short Description ! Pre-requisites ! Context Info ! Steps ! Result Average cost of each element Predictive
  • 33. Procedure 1 Procedure 2 Procedure 3 Content Similar Identical Unique Side-by-side analysis What can be shared
  • 34. Unique Content Product 1 Product 3
  • 35. Identical / Reusable Content Product 1 Product 3
  • 36. Procedure Components Proc 1 Proc 2 Proc 3 Referenced Component Writing for reuse
  • 37. Cost of Unique Cost of Reusable
  • 38. Savings Trend Scratch vs. Unique + Reusable Awareness
  • 39. Savings Trend Referenced Component Scratch vs. Unique + Reusable Awareness
  • 40. Can intelligent content save time and effort for everybody/every role? Content reuse • Authors • Reviewers • Editors
  • 41. Percent reuse Remember Me? Scratch vs. Unique + Reusable
  • 42. Savings are relative for every role SME
  • 43. Savings Trend for Author Referenced Component
  • 44. Savings Trend for Compliance Reviewer Referenced Component
  • 45. Percent reuse Referenced Component
  • 46. Percent reuse Referenced Component Reduced Cost Salaries
  • 47. More time to generate revenue Increased Revenue Increased Productivity
  • 48. 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
  • 49. 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
  • 50. New procedure reuses content Product N
  • 51. Percent reuse Remember Me? Scratch vs. Unique + Reusable
  • 52. Percent reuse
  • 53. Percent reuse Referenced Component
  • 54. Page Layout
  • 55. Percent reuse
  • 56. Eliminate Page Layout – Save More
  • 57. Single Source Creation & Maint.
  • 58. Single Source Creation & Maint.
  • 59. Single Source Creation & Maint.
  • 60. Single Source Creation & Maint.
  • 61. ! 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
  • 62. DITAMetrics.com Mark Lewis mlewis@quark.com mlewis@ditametrics.com @LewisDITAMetric
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