Getting More Value Out of Your Content - CMS Connect Montreal 2024
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Rebecca Wyatt, Partner and Division Director of Advanced Content Solutions at Enterprise Knowledge, presented “Getting More Value Out of Your Content” at CMS Connect 2024, brought by Boye & Co in Montreal, Canada, on August 6th, 2024. In this presentation, Rebecca explored the intersection of knowledge and content management and highlighted various knowledge models and content models. She illustrated common knowledge and content challenges such as metadata hierarchy, “strings” over “things”, and infinite reference loops and provided examples of how semantic knowledge models and content models can address those challenges with contextualized case studies of EK clients who use CMS to capture, manage, and act on knowledge.
Getting More Value Out of Your Content - CMS Connect Montreal 2024
- 1. Getting More Value Out of Your Content Rebecca Wyatt Partner & Division Director Advanced Content Solutions
- 2. Objectives Explore the intersection of content management and knowledge management Discuss ways the CMS can help capture, manage, and act on knowledge Content & Knowledge A Plea from Knowledge Managers Case Study Content Management & Knowledge Management
- 3. ENTERPRISE KNOWLEDGE Content & Knowledge
- 4. ENTERPRISE KNOWLEDGE What is Web Content? “The text, visual, video, and audio components of websites and digital experiences.”
- 5. ENTERPRISE KNOWLEDGE Supplemental Nutrition Assistance Program The Supplemental Nutrition Assistance Program (SNAP) provides nutrition assistance to eligible low-income households. SNAP Eligibility Process Households can apply by completing an application, providing financial information, and a face-to-face or phone interview with their local office. How Does SNAP Work? If eligible, the household is issued an EBT card with a monthly allotment of benefits to use at SNAP designated retailers. Highlights ● SNAP stands for the Supplemental Nutrition Assistance Program ● SNAP is a federal nutrition assistance program for low-income individuals and families ● SNAP enrollees receive a card that works like a debit card to purchase eligible food in authorized food stores. Unstructured Content “Structured” Content SNAP Eligibility Process Households can apply by completing an application, providing financial information, and a face-to-face or phone interview with their local office. How Does SNAP Work? If eligible, the household is issued an EBT card... Supplemental Nutrition Assistance Program Title: Body: Highlights: SNAP stands for the Supplemental Nutrition Assistance Program SNAP is a federal nutrition assistance program for low-income individuals. SNAP enrollees receive a card that works like a debit card to purchase... The Supplemental Nutrition Assistance Program (SNAP) provides nutrition assistance to eligible low-income households. Short Summary: Componentized Content Main Content Highlights Supplemental Nutrition Assistance Program Title: Highlight: SNAP stands for the Supplemental … Contact information: Please call FNS Division of External ... Administration: USDA Food & Nutrition Service administers SNAP ... About: SNAP provides nutritional assistance ... The Supplemental Nutrition Assistance Program (SNAP) provides nutrition assistance to eligible low-income households. Short Summary:
- 6. ENTERPRISE KNOWLEDGE “The collection of expertise, experiences, know-how, values, beliefs, and perceptions that shape the mental models that help individuals make decisions and make sense of their environment. ” What is Knowledge?
- 7. Forms of Knowledge Tacit Explicit Structured Unstructured Highly internalized knowledge has not yet been recorded or captured. Knowledge that has been made visible by capturing, recording, or embedding it in databases, documents and processes. Organized and categorized in a consistent way that makes it easy for systems and machines to read and process. More difficult for human users to understand without underlying context. Follows no consistent format for its organization and categorization. Generally easy for human users to read and understand, but more difficult for machines to use and process.
- 8. Author Edit Content Model: Structure What are the semantically meaningful components which make up a Product in our organization? Which of these components should be personalized? In how many delivery channels might this component be of use? Knowledge
- 9. Assemble Reuse Content Model: Relationships Which components of a product can also be used to describe Solutions? Which components of a Product make up a Data Sheet about that Product? Knowledge
- 10. Publish Measure Experiment Iterate Content Design Which customer quote promotes the most engagement with this Product page? Do interactive diagrams improve conversions, despite slightly longer load times? Does technical documentation about this feature improve performance outcomes? Knowledge
- 11. Describe Standardize Catalog Knowledge Model: Metadata Which products are in this product family? Which datasets are capturing profitability from product Sales? Product Type: Electronics Product Dataset: prod_data Date Created: 02-20-2024 Knowledge
- 12. Categorize Organize Architect Knowledge Model: Taxonomy Electronics TVs Cell Phones Which products fall under this Product category? How can we better organize our product content to improve customer self-service? How can we improve the organization of our online product website for a smoother customer browsing experience? Knowledge
- 13. Relate Map Contextualize Knowledge Model: Ontology Product Region Customer Sale HasCustomer HasSale HasLocation LivesIn How can we ensure a unified understanding of product data across departments like sales, marketing, and customer support? What are the sequential steps in our supply chain process, and how are they interrelated? How do Online Sales relate to Regions? Knowledge
- 14. Connect Analyze Infer Knowledge Model: Knowledge Graph iPhone7 NorthEast Joebot $$$$ What is the most purchased product across customers in a given region? What is our revenue from this product in Store A in 2023? How does a disruption in one part of our supply chain affect other components? Knowledge
- 15. Assemble Automate Recommend Knowledge Model: Content Graph Product Industry Customer Datasheet What insights can I learn from seeing current product features and customer quotes in one place? If a customer purchased this product, what solutions might they also be interested in? Knowledge
- 16. Customer Solution Product Datasheet Webpage Industry has Purchases Purchases Includes Content that is set up in a graph allows us to make inferences about what a different customer in the same industry may want to see for their content. CONTENT ENGINEERING & GRAPHS
- 17. Author Edit Content What are the features and benefits of a particular product? What are the technical specifications for the product? What quotes have customers shared about this product? “The water-resistant Google Pixen Watch LTE features a circular, domed design, Fitbit capabilities, Google Wallet, and more.” Knowledge
- 18. ENTERPRISE KNOWLEDGE Content Management & Knowledge Management
- 19. ENTERPRISE KNOWLEDGE The Context vs. the Content The content model utilizes the context of the knowledge model to create a structure that captures the explicit manifestation of the knowledge The knowledge model identifies the key business concepts that exist within the context of an organization and how those concepts relate to one another Knowledge Model Content Model
- 22. ENTERPRISE KNOWLEDGE A Plea From Knowledge Managers
- 23. ENTERPRISE KNOWLEDGE Feature Needed: Hierarchical Metadata Problem: Most Content Management Systems offer some type of “tagging” or “metadata,” few offer the ability to ability to create hierarchy within that metadata. Without the ability to convey hierarchy, related fields end up disconnected, leaving more room for human error Workarounds and the Problems They Cause ○ Separating multiple levels of hierarchy into different term sets — a Product field and a Product Family field— with this set up you’re relying on the user to know which family the Product belongs to. ○ Only using the most granular term — content is tagged only at the Product level, losing the information that’s found above it in the hierarchy, if someone searches for Product family, results will not come back
- 24. ENTERPRISE KNOWLEDGE Feature Needed: Unique Taxonomy Identifiers Problem: When taxonomy is treated as “strings” instead of “things” with the only way to identify it being through the term itself, you back yourself into a corner in which the name can’t change without breaking the tags that exist Workarounds and the Problems they Cause ○ Really complicated change workflows — knowing that a name can change can break things, a careful procedure must be put in place to implement name changes. This generally includes creating the replacement term, going into all of the documents tagged with the original term, tagging the with the replacement term, and then deleting the original term.
- 25. ENTERPRISE KNOWLEDGE Feature Needed: Self References Problem: With content models that live within a complicated content ecosystem, inevitably you’ll have content types that have to refer to other instances of the same content type, potentially causing a infinite loop of self references Workarounds and the Problems they Cause ○ Fragment or Wrapper References — Smaller content types that exist solely to be referenced, rather than linking a content type to itself, the reference links to this fragment content type that in turn is referenced by the original content type. This creates a secondary point of failure so that if the author forgets to link the fragment, it’s floating in the ether.
- 27. Unstructured or “Structured Content” Componentized Content, Manually Linked Structure: Document Level Metadata: Document Level Assembly: N/A Structure: Component Metadata: Component Assembly: Manual, by authors Structure: Component Metadata: Component Assembly: Manually, by authors with system recommendations Structure: Component Metadata: Component Assembly: Automated Content Infrastructure Continuum Componentized Content, Assisted Assembly Componentized Content, Dynamic Assembly
- 28. The Challenge: Investment professionals and research teams were consistently struggling to uncover artifacts previously created or commissioned for their market trend analysis and due diligence work leading to wasted resources and duplication of efforts. Some research was commissioned multiple times costing thousands of dollars. This was largely caused by content existing in a variety of siloed systems, few to no tags being applied to content, and team members not knowing of or having access to some repositories. The Solution: EK developed a single place to search for, view, and share artifacts that are created or commissioned. To combine information siloed across systems, various ingestion processes were created to index content from data sources and use machine learning and artificial intelligence to auto-tag content consistently and efficiently. @EKCONSULTING Artifacts Repeatedly Created or Commissioned Taxonomy: Assisted Assembly Dynamic Assembly from multiple repositories
- 29. @EKCONSULTING The Challenge: Investment professionals often were slow to make decisions because data needed to be compiled, validated, and transformed. These steps often lead to missed opportunities or weaker footing in negotiations. Failing to spend more time on data consolidation and validation put investors at risk of poorer decisions due to acting on outdated information. The Solution: Team members save time by visiting dynamically generated asset pages that automatically compile the most up to date information. This allows team members to flexibly adapt to market conditions, as investments and deals change. Slow Decision Making Dynamic Assembly
- 30. @EKCONSULTING The Challenge: New team members often struggled to find relevant artifacts or lacked sufficient context to make sense of the content they had available. This led to poor visibility of opportunity leads and broken coordination when approaching leads. The Solution: Portal detail pages provide additional contextual information alongside key content, ensuring team members have the full picture at all times. This includes the explicit most up to date statistics, but also references to people and places that may have implicit information. Hidden Context Documents delivered within context Connecting content to team members