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ROI Blueprint for Structured Content

ROI Blueprint for Structured Content

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Published by John Melendez
The Gilbane Group and JustSystems are working together to crystallize the business benefits of structured content – documents that have been chunked into meaningful component parts and tagged in a systematic fashion. As industry analysts and software developers, our joint efforts are based on a simple assumption. We believe that tagging business documents by relevant components and managing the resulting chunks (sometimes termed content components) in a systematic manner will transform, and perhaps revolutionize, how companies use information to meet business objectives.
The Gilbane Group and JustSystems are working together to crystallize the business benefits of structured content – documents that have been chunked into meaningful component parts and tagged in a systematic fashion. As industry analysts and software developers, our joint efforts are based on a simple assumption. We believe that tagging business documents by relevant components and managing the resulting chunks (sometimes termed content components) in a systematic manner will transform, and perhaps revolutionize, how companies use information to meet business objectives.

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Published by: John Melendez on May 24, 2010
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Gilbane BeaconGuidance on Content Strategies, Practices and Technologies
Structured Content in Practice
Peer Benchmarking Today’s Applications
By Geoffrey Bock and Mary Laplante, Senior AnalystsOctober 2008Sponsored by 
 
 
A Framework for Defining Business Benefits
The Promise of Structured Content
The Gilbane Group and JustSystems are working together to crystallize the business benefits of structured content – documents that have been chunked into meaningful component parts andtagged in a systematic fashion. As industry analysts and software developers, our joint efforts are based on a simple assumption. We believe that tagging business documents by relevant componentsand managing the resulting chunks (sometimes termed content components) in a systematicmanner will transform, and perhaps revolutionize, how companies use information to meet businessobjectives.Structured content promises many business benefits for content intelligence and content reuse.
 
If we chunk and store the information that is contained within business documents ina consistent manner, we can repurpose and render content into multiple formats, andproduce content for various types of output and display devices.
 
If we query content by predefined tags, we can enhance the precision and recall of oursearch results.
 
If we tag documents by meaning and embed semantics into the granular components, we can improve our text analytics and add intelligence to our results.But the devil is in the details – how we structure business documents in the first place and what weexpect to achieve.
The ROI Blueprint for Structured Content
Structured documents are a means to an end. We need a way to link the results to the predefinedcomponents. To bridge this gap, JustSystems has developed, with support from Gilbane Group, theROI Blueprint for Structured Content. Available in print and online, readers can access theinteractive Flash application at http://na.justsystems.com/files/ROI_Blueprint.swf .Simply put, the ROI Blueprint is a tool for analyzing the business value of structured content. Weanticipate that content professionals, information architects, and systems designers will use this blueprint as a guide to examine how heretofore “unstructured” documents affect current activitiesand business processes.
© 2008 Gilbane Group, Inc. 2
http://gilbane.com
 
 
 
Five Enterprise Domains: R&D,Manufacturing, Sales & Marketing,Service & Support, Corporate AdministrationThree Functional Areas in each, plussample documentsThree Business Levers: revenue,cost, riskThree Views: In Practice,Leadership, InnovationSelling Points for structured contentin each cell, plus resourcesRefer to the User Guide on “How toUse the ROI Blueprint” for details 
However you are involved in creating, managing, and delivering content within your organization,the ROI Blueprint will provide you with a useful framework for benchmarking current practice,assessing your options, understanding your opportunities, and developing your plans. Recognize thetypes of content that are most important to your own organization, analyze your own activities, anduse the blueprint to identify key requirements that can improve your business operations.
Focusing on Business Results
Let’s consider what’s practical and in practice today – how companies can grow revenue, reducecosts, and mitigate risks by investing in structured content. It’s important to focus on the power of process to achieve business results.Specifically, business documents are simply the artifacts of business processes. Documents containthe essential information that is exchanged among participants in a process. It’s the outcome thatmatters. For example, consider how a sales organization might improve its ability to respond toprospect requests (often submitted through RFPs) and win new business. The outcome is winningthe business and satisfying the customer. Developing proposals in a structured fashion is the meansto the end. Investing in structured content helps to improve the sales development process.Thus to get started you have to begin at the finish line. It’s essential to specify the outcomes, torecognize what your customers need, and to then work backwards to identify the component partsand to design the solution that meets your objective and outcome. It’s also important to define yoursuccess criteria and how you can measure it.Here are three examples for how the ROI Blueprint can guide your analysis.
© 2008 Gilbane Group, Inc. 3
http://gilbane.com
 

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