the roi of intelligent content with mark lewis, dita educator, quark

Virtual Summit 2014

Mark Lewis

[email protected] @LewisDITAMetric

!  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

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

It’s about metrics …for intelligent content ! white papers ! discussions ! webinar recordings ! thought leadership

DITA 101 2nd edition “Fundamentals of DITA for Authors and Managers”

By the Rockley Group with Mark Lewis

! For sale at LuLu.com

Managing Enterprise Content: A Unified Content Strategy 2nd edition By Ann Rockley & Charles Cooper ! For sale at Amazon.com

Book & Spreadsheets Published by The Rockley Group

Metrics for Intelligent Content

Savings =

Cost of Old Processes – Cost of New Processes

Do you know?

!  Translation

!  Content Reuse

!  Multi-Channel Publishing

!  Separation of Content from Format

!  Eliminate Page Layout

The Big 3

Tightly coupled

You’ve already been authoring structured documents

Resume

!  Contact Information

!  Objective

!  Skills

!  Experience

!  References

!  Hobbies

Expectation

Business Letter

!  Letterhead or sender's address

!  Date

!  Recipient's address

!  Subject

!  Salutation or Greeting

!  Message (body of the letter)

!  Closing

!  Signature

Chocolate Disaster It’s chocolate! Ingredients

Chocolate 1 Chocolate 2 Chocolate 3

Instructions Chop Add Stir Bake

The Content







title

description ingredients

ingredient ingredient ingredient

instructions instruction instruction instruction instruction




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




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

<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>

<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




title







title




Semantic Tags

<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




sugarFree=”false” category=”dessert” flavor=”chocolate” totalCookTime=”short”

Add Recipe-Level Metadata

Stop Formatting! Use Style sheets Styles are assigned to semantic elements Let the Publishing Engine do the formatting Save 30 – 35%

Corporate Goals = Areas to save Main categories:

Increase revenue Reduce costs Process improvement and automation Risk mitigation

Handout

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?

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

Content Elements

Content Elements

!  Title

!  Short Description

!  Pre-requisites

!  Context Info

!  Steps

!  Result

!  Title

!  Short Description

!  Pre-requisites

!  Context Info

!  Steps

!  Result

Create Content

Average cost of each element

Predictive

Procedure 1

Procedure 2

Procedure 3

Content Similar Identical Unique

Side-by-side analysis

What can be shared

Product 1 Product 3

Unique Content

Product 1 Product 3

Identical / Reusable Content

Procedure Components Proc

1

Proc 2

Proc 3

Referenced Component

Writing for reuse

Cost of Unique

Cost of Reusable

Savings Trend

Scratch vs. Unique + Reusable

Awareness

Savings Trend



Awareness

Can intelligent content save time and effort for everybody/every role? Content reuse •  Authors •  Reviewers •  Editors

Percent reuse

Remember Me?


Savings are relative for every role

SME

Savings Trend for Author


Savings Trend for Compliance Reviewer


Percent reuse


Percent reuse


Salaries

Reduced Cost

More time to generate revenue

Increased Productivity

Increased Revenue

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

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

Product N

New procedure reuses content

Percent reuse

Remember Me?


Percent reuse

Page Layout

Percent reuse

Eliminate Page Layout – Save More

Single Source

Creation & Maint.

!  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

DITAMetrics.com

Mark Lewis

[email protected] [email protected] @LewisDITAMetric

the roi of intelligent content with mark lewis, dita educator, quark

Technology