Realizing An Assets Value: Is Only As Good As its Metadata

REALIZING AN ASSET’S
VALUE
. . . is only as good as its metadata
Digital Assets & Content Leadership Exchange
New York City, NY
January, 2018
Rebecca Schneider
Executive Director, Content

TOPICS FOR TODAY
• Introductions
• Setting the Stage
• A Story in 3 Acts
 The Players
 Act 1
 Act 2
 Act 3
 After the Show
1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 2

Rebecca Schneider, Executive Director, Content
Organizer. Librarian. Gadget Lover. Owner of many, many pairs of
black shoes.
• Expert in taxonomies, metadata, and enterprise content
strategy.
• Thought leader in taxonomy development and metadata.
• Key Clients: Total Wine & More, Verizon Wireless, Bank of
New York Mellon
About Myself
Helping you shape your content experience

• A consultancy providing enterprise
content strategy solutions.
• Specializing in personalization,
omnichannel, and performance-driven
content solutions.
Analyze. Organize. Optimize.
AvenueCX

Metadata is:
 “Data about Data”
 Metadata is Data
 Metadata = Description (Jeffrey Pomerantz)
 Metadata represents aspects of concepts or things (Rebecca Schneider)
Definitions
Variations on a theme

• Create content structure
• Ease content publication
• Improve search and retrieval
• Provide basis for analytics
• Improve personalization
• Improve website experience
• Potentially increase conversion (conversion could mean purchasing an item,
downloading a whitepaper, creating an account, etc.)
Why bother with metadata?
The many uses of metadata

• Costs to maintain
• Costs to implement
• Bad data is worse than no data at all
• Multiple variants of metadata can create disconnects among consuming systems.
• Potential privacy issues
Metadata Challenges

• The following is a archetype case study.
• It is based on work with clients.
• It highlights the importance of metadata
as part of a personalization project.
About Our Story
Our Story Starts:
• Business to business (B2B) company
• Technology/Manufacturing Industry
• Client wants to implement a pilot
personalization project to increase user
engagement

• Director, Website/Ecommerce
• Director, Marketing
• Content Strategist/Librarian/Digital Asset Manager
• Technical Implementation Representatives
• Analytics Team Representatives
• Project Manager
Project Team

• Content Strategist/Librarian/Digital Asset Manager
• Business Representatives of systems providing inputs, requiring outputs
• Systems/Technical Advisors (as needed)
• SMEs (as needed)
Metadata Team

• Internal/External Users
• Defined by:
 Segment
 Persona (Current!)
 Person/Account
Users
Our Story
• Users Defined by: Segment
 Market Interest
 Level of Expertise

• What is the business goal (the value)?
• What is the overall content strategy?
• What does the user need?
Determining Business Goals
How can metadata be used to meet these goals?
Our Story
• Goal: Contextualize content experience
for a specific product category and
increase user engagement
• Personalization-driven strategy
• User Needs: Relevant images,
diagrams, and textual technical content

• Conduct discovery, which should
include:
 Stakeholder Interviews
 User Research
 Metadata Audit
• Create a needs assessment document
—which can be part of an overall
metadata strategy document.
• Identify appropriate metadata
standards.
Discovery
Our Story
• Users want technical content
appropriate to their expertise and
market focus
• Company wants to increase interest in a
product subcategory
• Primary metadata maintained in CMS
• Currently, metadata is robust but applied
only to assist in parametric search
• Metadata is maintained using internally-
developed standards

• Use personas or segments to plot out
which users perform which tasks
• Select key tasks for initial
implementation
• Consider for each persona or segment a
user state.
Define the Customer Journey
Our Story
• Users Defined by Segment:
 Market Interest
 Level of Expertise
• User States:
 Anonymous
 Repeat Visitor
 Existing Consumer

• Create journeys with persona (or
segment), user state and high-level user
journey task
 Define the triggers for each task
 Create a set of steps that drive the
user to complete it
• Define the content necessary for each
step in the journey
• Determine metadata needs (and gaps)
for identified content
Tasks & Tagging
Our Story
• 12 Defined Customer Journeys
 4 journeys x 3 user states)
• Content Focus
 Market specific images, product
diagrams, technical documentation
 English language content only
• Metadata Additions
 Target Submarket, Technical
Expertise, Customer Journey Stage

1. Conducts search query on organic search engine on specific technology or goes to company.com and conducts
onsite search using the same key term
2. Lands on product category page and sees a technical article related to technology of interest
3. Downloads technical article to read
4. Upon download, is prompted to bookmark product category page
5. Bookmarks page and reads article
6. Comes back to product category and see additional technical information with option to order a sample
7. Clicks on sample request link
8. Requests a sample via a form
Sample Task with Steps
Requesting a Manufacturer’s Sample

• Content:
 Outline content creation needs for
initial implementation
 Create a publication calendar to align
creators
 Engage with resources (internal or
external) as soon as possible
 Determine rules such as shelf-life,
new release timing, etc.
Plan Content Needs
Our Story
• Content Needs
 Market-related images – very high
quality
 Supporting text on product category
pages
 Current technical content is sufficient
• Resources
 Market images – provided by vendor
 Supporting text – created by internal
team

• Metadata
 Determine metadata sources and
create/adjust values as needed
 Decide who will apply tags to content
and where
Plot Metadata Needs
Our Story
• Metadata Needs
 Sub-Market categories added
 Customer Journey Stage added
 Technical Expertise added
• Tagging
 Tags applied by content managers
(CMS admins)
 Initial input provided by SMEs

• Generally use quantitative data, with
supporting qualitative data.
• Track across channels.
• Cast a wide net, not one to the exclusion
of others.
• Make sure you have a baseline.
Determine Analytics/KPIs
Performance-Driven Content
Our Story
• Analytics Focus:
 Page Views
 Time spent on site
 Downloaded content
 Repeat website use

• Add content based on publication
calendar
• Coordinate with vendors and internal
staff
• ‘Day Jobs’ can affect resourcing
Content
Our Story
• Technical Content
• Supporting quality imagery
• Project considered a key initiative,
freeing up resources
• Alignment with the SMEs on where they
fit into engagement and commitment of
availability
• Agreement on content calendar
frequency / cadence

• Apply tags as planned
 Tagging instructions (as scope notes
or other) is useful
• Review for consistency of use
 Cross-team collaboration is key
• Determine over/under use of tags
 Terms applied too broadly
 Terms applied too narrowly
 Additional terms may be needed
Metadata & Tagging
Our Story
• Tagging is an absolute necessity, if
project is to be successful

• Coordinate with Analytics Team to
ensure analytics tags are applied
appropriately
• Collect baseline data
 6 months recommended (if available)
• Test run updated analytics
• Create a basic dashboard (to start)
Analytics
Our Story
• Adobe Analytics used to create
dashboards for executives
• Detailed tagging reports used by content
managers

• Review data for content performance
• Review customer feedback, industry insights /
analysis, trends, etc.
• Refactor tags or content based on findings
• Identify any high-performing content not part of
current initiative, can it be leveraged?
• If data are not reflecting expectations, use
qualitative (surveys, focus groups etc.)
methods to determine why content is not
resonating
Results
Our Story
• Results
 Page views per visit quadrupled
 Time spent on site per visit doubled
 Product detail page views tripled
 Downloaded content doubled
 Repeat use of the website increased

• Start small – think pilot!
 Build on your successes
• Don’t skip discovery
• Review your data carefully
• Content creation (and tagging) never ends
Some Final Thoughts

THANK YOU!
Rebecca Schneider
Email
LinkedIn
Twitter
rschneider@avenuecx.com
linkedin.com/in/rebeccaschneider
@RebeccaDeclares

Realizing An Assets Value: Is Only As Good As its Metadata

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