the business value of metrics driven information governance

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  • Copyright 2015 Earley Information Science1

    The Business Value of Metrics-Driven Information Governance

    Copyright 2015 Earley Information Science

    Paul Wlodarczyk, EISSeth Maislin, EISRyan Loechl, EIS

  • Copyright 2015 Earley Information Science2

    Todays Agenda

    Welcome & Housekeeping Session duration & questions

    Session recording & materials

    Take the survey!

    Foundation Concepts Dave Zwicker, CMO, Earley Information Science (@davezwicker)

    The Panelist Point of View Paul Wlodarczyk, VP, Client Services

    Earley Information Science (@twitcontentguy)

    Ryan Loechl, Sr. Taxonomy Consultant, Earley Information Science

    Seth Maislin, Principal Consultant, Earley Information Science (@sethmaislin)

    Expert Panel Discussion Questions & Answers Join the conversation: #earleyroundtable

  • Copyright 2015 Earley Information Science3 Copyright 2015 Earley Information Science

    The Business Value of Metrics-Driven Information Governance

    Foundation Concepts and Introductions

  • Copyright 2015 Earley Information Science4

    Information Governance (Gartner Definition)

    Information governance is the collectionof decision rights, processes, standards, policies and technologies required to manage, maintain and exploit information as an enterprise resource.

    The purpose of governance is to implement mechanisms that ensure the accuracy, integrity, accessibility and security of information across the enterprise. Successful governance requires accountability.

    Information governance provides a structured mechanism to select content enhancement requests and provideoversight for enhancementimplementation.

    A governance model balances the subject matter expertise that resides in the various departments and business units with the benefits of centralized standardsthat assure preservation of user experience, site structure, enhanced productivity, and overall business value.

  • Copyright 2015 Earley Information Science5

    Optimize Revenue Business Objectives & Outcomes

    Control Cost Data Quality & Integrity

    Manage Risk Compliance & Security

    Information Governance: Benefits and Drivers

    How Governance Can Benefit the Business

  • Copyright 2015 Earley Information Science6

    Answer the CEO question: How can governance increase revenue?

    Who is responsible for enterprise information (IT or business units)?

    What metrics & measurements drive business outcomes?

    How to align information owners, stewards & stakeholders?

    How to establish centralized authority & decentralized accountability?

    What is your current information governance maturity level?

    What are the most important next steps to take?

    Key Issues and Considerations

  • Copyright 2015 Earley Information Science7

    Panelist Introductions

    Paul WlodarczykVP, Client Services Earley Information Science

    How to organize information governance for success

    Why implement metrics-driven governance

    What metrics, scorecards and dashboards are used

    30 years experience in unstructured content lifecycle and related technologies (search, content management, classification, taxonomy, localization)

    Currently working with enterprises leading digital transformation projects

    Ryan LoechlSr. Taxonomy ConsultantEarley Information Science

    Seth MaislinPrincipal ConsultantEarley Information Science

    6+ years experience in taxonomy and content working with retail and industrial supply clients.

    Joined EIS as a consultant after having managed product content management teams responsible for introducing millions of products and developing hundreds of taxonomies.

    20+ years experience in information management: taxonomy, indexing and content modeling, information architecture, search, and usability.

    Dedicated to providing sustaining information management solutions to clients facing real and complex findability challenges.

  • Copyright 2015 Earley Information Science8

    Q: What is your level of information governance maturity? No governance Local governance only (pockets) Shared, cross-functional decision-making Decisions assisted by dashboard metrics A governance dashboard that prioritizes actions

    Poll Question #1

  • Copyright 2015 Earley Information Science9 Copyright 2015 Earley Information Science

    Panelist Points of View

  • Copyright 2015 Earley Information Science10

    Maximizing the Business Value of Governance

    Paul WlodarczykVP, Client Services Earley Information Science

    How to organize information governance for success

    Why implement metrics-driven governance

    What metrics, scorecards and dashboards are used

    30 years experience in unstructured content lifecycle and related technologies (search, content management, classification, taxonomy, localization)

    Currently working with enterprises leading digital transformation projects

    Ryan LoechlSr. Taxonomy ConsultantEarley Information Science

    Seth MaislinPrincipal ConsultantEarley Information Science

    6+ years experience in taxonomy and content working with retail and industrial supply clients.

    Joined EIS as a consultant after having managed product content management teams responsible for introducing millions of products and developing hundreds of taxonomies.

    20+ years experience in information management: taxonomy, indexing and content modeling, information architecture, search, and usability.

    Dedicated to providing sustaining information management solutions to clients facing real and complex findability challenges.

  • Copyright 2015 Earley Information Science11

    Measuring here (business outcomes)

    Measuring here (process indicators)

    Digital Content

    Working & Measuring here (content, IA, taxonomy, search,

    data fill, etc.)

    Enterprise Strategy

    Business Unit Objectives

    New Business Opportunities

    Average Order Size Total Account Revenue

    Business Processes Site Traffic Search Relevance

    SearchWebContent CRM

    Processes enable objectives

    L I N K A G

    E

    Leads

    Revenue Growth

    Content supports processes

    Objectives align with strategy

    Using Metrics & KPIs to Focus Governance

    CEO: How will this increase revenue?

    Conversion

    Content Scorecards

    Process Scorecards

    Outcome Scorecards

    CTR Fill Rate Content Quality etc.

    Digital Team: How do I know taxonomy / content / search is working?

    KPI = key performance indicator

  • Copyright 2015 Earley Information Science12

    Publish / Update

    Collect Metrics & Outcomes

    Assess vs. Target

    Improve / Curate

    Test / Evaluate

    Metrics-driven governance defines key metrics and KPIs to assure that digital content is driving business outcomes.

    Develop hypotheses about customer goals and success and what success looks like (outcome & behavior)

    Measure Web Analytics / Click-path Search Analytics Business Analytics (e.g. purchase patterns, call

    center stats, etc.) Content / Data Quality (e.g. fill rate) to determine if your customer is successful, and if not, why not.

    The Core Idea: Metrics-Driven Governance

  • Copyright 2015 Earley Information Science13

    What to analyze: Developing a complete 360-

    degree view of customer success requires cross-disciplined teams

    Industry leaders are organizing their digital teams to facilitate more collaboration

    Business Analytics

    Search Analytics

    Usability Analysis

    Web Analytics

    360-degree View of Customer Success

  • Copyright 2015 Earley Information Science14

    A metrics-driven playbook defines what actions to take based on whats observedTypical improvements: Search curation Taxonomy Tagging / metadata Content / data quality Search tuning UX design / usability Platform upgrades

    What Levers to Pull Driving Digital Success

    UX

    IA

    Search

    Cont

    ent

    Platforms

    EASIER

    HARDER

    CUSTOMER SUCCESS

  • Copyright 2015 Earley Information Science15

    Sales Knowledge ManagementIA/Content/Search Curation Self-service Call Center DeflectionIA/Content/Search Curation Sales Agent Uptake Revenue Growth

    B2B Product CatalogFill Rate / Usability / Taxonomy / Search CTR Conversion Leads Related Product Taxonomy / Search CTR Related Products Upsell

    Business Analytics Data GovernanceProvenance / Documentation / Reuse Data Authority Risk Prevention

    Examples of Metrics-Driven Governance

  • Copyright 2015 Earley Information Science16

    Maximizing the Business Value of Governance

    Paul WlodarczykVP, Client Services Earley Information Science

    How to organize information governance for success

    Why implement metrics-driven governance

    What metrics, scorecards and dashboards are used

    30 years experience in unstructured content lifecycle and related technologies (search, content management, classification, taxonomy, localization)

    Currently working with enterprises leading digital transformation projects

    Ryan LoechlSr. Taxonomy ConsultantEarley Information Science

    Seth MaislinPrincipal ConsultantEarley Information Science

    6+ years experience in taxonomy and content working with retail and industrial supply clients.

    Joined EIS as a consultant after having managed product content management teams responsible for introducing millions of products and developing hundreds of taxonomies.

    20+ years