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.

6. Virtual Summit
2014
Mark Lewis
mlewis@ditametrics.com
@LewisDITAMetric

7. ! 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

8. 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

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

10. DITA 101 2nd edition
“Fundamentals of DITA for
Authors and Managers”
By the Rockley Group
with Mark Lewis
! For sale at LuLu.com

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

12. Book & Spreadsheets
Published by
The Rockley Group
Metrics for Intelligent Content

13. Savings =
Cost of Old Processes – Cost of New Processes
Do you
know?

14. ! Translation
! Content Reuse
! Multi-Channel Publishing
The Big 3
Tightly
coupled
! Separation of Content from Format
! Eliminate Page Layout

15. You’ve already been authoring structured
documents

16. Resume
! Contact Information
! Objective
! Skills
! Experience
! References
! Hobbies
Expectation

17. Business Letter
! Letterhead or sender's address
! Date
! Recipient's address
! Subject
! Salutation or Greeting
! Message (body of the letter)
! Closing
! Signature

18. Chocolate Disaster
It’s chocolate!
Ingredients
Chocolate 1
Chocolate 2
Chocolate 3
Instructions
Chop
Add
Stir
Bake

19. The Content
Chocolate Disaster
It’s chocolate!
Ingredients
Chocolate 1
Chocolate 2
Chocolate 3
Instructions
Chop
Add
Stir
Bake

20. 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

21. 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

22. 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

23. 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

24. <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>

25. <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>

26. 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

27. 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

28. <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>

29. <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

30. <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”

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

32. Corporate Goals = Areas to save
Main categories:
Handout
Increase revenue
Reduce costs
Process improvement and automation
Risk mitigation

33. 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?

34. 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

35. Content Elements

36. Content Elements
! Title
! Short Description
! Pre-requisites
! Context Info
! Steps
! Result

37. Create Content
! Title
! Short Description
! Pre-requisites
! Context Info
! Steps
! Result
Average cost of each element
Predictive

38. Procedure 1
Procedure
2
Procedure
3
Content
Similar
Identical
Unique
Side-by-side
analysis
What can be
shared

39. Unique Content
Product 1 Product 3

40. Identical / Reusable Content
Product 1 Product 3

41. Procedure Components
Proc
1
Proc
2
Proc
3
Referenced
Component
Writing for
reuse

43. Cost of
Unique
Cost of
Reusable

44. Savings Trend
Scratch vs.
Unique +
Reusable
Awareness

45. Savings Trend
Referenced
Component
Scratch vs.
Unique +
Reusable
Awareness

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

52. Percent reuse
Remember
Me?
Scratch vs.
Unique +
Reusable

53. Savings are relative for every role
SME

57. Savings Trend for Author
Referenced
Component

58. Savings Trend for Compliance Reviewer
Referenced
Component

59. Percent reuse
Referenced
Component

60. Percent reuse
Referenced
Component
Reduced
Cost
Salaries

61. More time to generate revenue
Increased
Revenue
Increased
Productivity

63. 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

64. 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

65. New procedure reuses content
Product N

66. Percent reuse
Remember
Me?
Scratch vs.
Unique +
Reusable

67. Percent reuse

68. Percent reuse
Referenced
Component

69. Page Layout

70. Percent reuse

71. Eliminate Page Layout – Save More

74. Single
Source
Creation &
Maint.

75. Single
Source
Creation &
Maint.

76. Single
Source
Creation &
Maint.

77. Single
Source
Creation &
Maint.

78. ! 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

79. DITAMetrics.com
Mark Lewis
mlewis@quark.com
mlewis@ditametrics.com
@LewisDITAMetric