Selling Metadata

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Selling Metadata
Mike Crandall
PNC ASIS&T Annual Conference
May 15, 2004
Why Selling?
Metadata is mysterious
Metadata is easy
Metadata is expensive
Metadata is not an obvious contributor to the
bottom line
Metadata is competing with technology
solutions that have good sales forces
Metadata often doesn’t have a natural
organizational home
May 15, 2004
PNC ASIS&T Annual Conference
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So What to Do?
All of these issues need to be addressed for
success in a metadata solution
As with any initiative, your organizational
priorities will shape the best approach
Five components:
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Define your scope
Know your competition
Use standards and best practices
Educate and communicate
Start small and show value
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PNC ASIS&T Annual Conference
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Define Your Scope
Start with a problem statement- what are you
trying to solve?
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Make sure this is something that the organization
thinks is important
Quantify what it will take to succeed
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How much metadata do you really need?
What are the short-term and long-term resources
you’ll need to do this?
How long will it take to show success?
Who needs to buy in to ensure success?
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PNC ASIS&T Annual Conference
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A Short Example
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File Name (free text)
Article Title (free text)
Date Published (mm/dd/yyyy –
SharePoint also has its own automatic
date tagging)
Subject Matter Expert for topic (free text)
Categories (single value from three subheads)
 Troubleshooting (single valuequalifers: Top Issue, Service Bulletin)
 Mouse, Floppy, CD
 Sound, Video
 Printing Probs
 Internet, Web Dev
 Local Network
 Blue Screens, Freezing
 Error Msgs
 Profile, Loggin On
 Software Programs
 How-To (single value- qualifers: Top
Issue, Service Bulletin)
 Printing
 Modify User Profiles
 Gates Computer Security
 Web Server
 Internet, Filtering
 Share Resources
 Maintenance, Setup
 Add/Update Software
 Add/Remove Hardware
 Networking
 Learn More (single value- qualifers:
Top Issue, Service Bulletin)
 Articles
 Useful Links
 Tutorials
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Description (including document version
information)
Operating Systems (multiple selections
allowed)
 Windows 2000
 Windows NT
 Windows XP
 Windows 9x
Author
Model Versions (multiple selections
allowed)
 AL
 LA
 MS/AR/KY/WV
 NM/OK/SC/FL
 CA/TN/Canada
 MT/ID/GA/MI
 TX/AZ
 IN/OH/VT/ME/NY/NC/VA/Nunavut
 MN/CO
 HI/MO/PA/IL/ND/SD/WY
 KS/WA/OR/NV/UT/NE
 DE/MD/NJ/WI/CT/RI/MA/NM/IA/AK
 Navajo
 Pueblo
 AZUTCO
 NAATP 2002
Subtitle (optional)
Keywords (separated by semicolon- no
controlled list)
http://pacomputing.org
PNC ASIS&T Annual Conference
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Know Your Competition
Find out what other solutions could do the
same thing you’re trying to do
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Look outside and inside your organization
Be able to articulate why your approach is
better than the others
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Address cost, speed, resource allocation, quality,
flexibility
Don’t start your project until you know why
your solution is best and can justify that
Do this all the time!!!!
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PNC ASIS&T Annual Conference
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Use Standards and Best Practices
Standards and best practices help in many
ways:
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Establishing credibility
Reducing development time and rework
Providing a wider support base for your
development efforts
But don’t let them constrict your efforts
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Often in flux and you can’t wait
You will have local needs
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PNC ASIS&T Annual Conference
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Educate and Communicate
Be able to articulate what you’re trying to
achieve in terms a non-specialist can
understand
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Don’t speak metadata, speak outcomes
Make sure you talk to your stakeholders, not
yourself
Use reporting opportunities to show progress
in concrete terms
Establish a formal relationship with your
sponsors and users
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PNC ASIS&T Annual Conference
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An Example
Sponsors
Business Owners
Ensure participation
Drive requirements
Knowledge Architecture Board
Communicate and Validate
Information Services
Architect, build and manage service
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PNC ASIS&T Annual Conference
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Start Small and Show Value
Don’t try to solve all your problems at once
If you’ve scoped properly, you should be able
to quickly demonstrate results
Use your early successes to build support and
tackle larger problems
Pick areas that offer high visibility and ease
major pain
Make sure you let people know what you’ve
done- inside and outside the organization
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PNC ASIS&T Annual Conference
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Evidence of Success
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Visits per month
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Unique visitors
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Another Example
Microsoft’s internal portal invested heavily in
taxonomies for navigation and search- here’s
the results (early 2000):
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A 62% reduction in the number of clicks
An average of 16 seconds saved per task
An 11% increase in task success rate
High employee satisfaction with the site
 42% VSAT in a field survey
 Only 4% DSAT on same survey
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PNC ASIS&T Annual Conference
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Summary
Approach metadata like any investment
The more your work fits the business needs,
the more support you’ll get
Show value as quickly as possible
Demystify your work- make it concrete and
available to key stakeholders
Always focus on the results you’re looking for
Stay as simple as you can and still deliver
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PNC ASIS&T Annual Conference
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