Structured Content and Personalization

Transcription

1 Today s Webinar: Structured Content and Personalization Presented by: - Tom Magliery, XML Technology Specialist, JustSystems - Chip Gettinger, VP XML Solutions, SDL XySoft - Sophie Hurst, Director, Product Marketing, SDL

2 Our Presenters Today Tom Magliery XML Technology Specialist JustSystems Sophie Hurst Director, Product Marketing SDL Chip Gettinger VP XML Solutions SDL XySoft

3 Polling Question How familiar are you with XML (or DITA)? A. First time learning about it B. Somewhat familiar, heard about it C. Familiar with it or researching D. Very knowledgeable E. Already implemented

4 SDL Acquisition of XyEnterprise

5 Agenda Overview: Business Drivers to Structured Content & Personalization Creating High Quality Information Structured Content for Personalization Managing Information Q&A Roundtable

6 Agenda Overview: Business Drivers to Structured Content & Personalization Creating High Quality Information Structured Content for Personalization Managing Information Q&A Roundtable

7 New Drivers for Sales / Customer Experience Added Pressures on Information Developers Changing Expectations in Content Consumers Faster Product Lifecycle Changes Agile - Iterative Development Solutions Oriented More Sensitivity to Customer Profiles Distributed Teams Outsourcing Headcount Constraints SimShip (Simultaneous Launch) Want Information via the Web, Dynamic Growing Expectation of Bite-Size Topics What I Need When I Need It Increased Language Expectations Community Feedback Targeted Tailored Information Solutions Oriented Impatient Consistency Expectation in Support and Documentation

8 Global Customer Communication Content is Created Global Customer Customers need communications For different purposes As fast as possible In a language they understand Multiple content types More departments More acquisitions More brands Shorter product lifecycles Multiple regions Many dimensions of Complexity Process challenges Content proliferation Internal and external fragmentation Multiple communication channels Increasing customer expectations Smaller, more personalized segments More markets and languages More competitors to compare against

9 Raising the Profile Product Content Technical Documentation R&D Engineering Technical Support Training C-Level Marketing Sales Operations IT Brand Content Professional Services Account Managers Product Managers Customer Service Source: Gilbane Group, Inc Enterprise Content

10 Business Driver: Fair Isaac (now FICO) Optimizing the Content Lifecycle for Decision Management Our strategic vision defined worldwide availability of our software and a redesign of our product architecture as key initiatives. Both required new infrastructure and methodologies that could help us meet these challenges. It would be extremely difficult to reach our goals efficiently and quickly without the support of SDL and its GIM technologies. VP Product Management Fair Isaac

11 What is DITA? Darwin: DITA utilizes principles of inheritance for specialization Information Typing: DITA was designed for technical information based on an information architecture of Concept, Task and Reference Architecture: DITA is a model for extension both of design and of processes

12 Shift from Books to Topics Book Big Block methodology Content is locked in large chapters, sections, etc. Harder to find / access Content is context-bound Topic methodology Reusable Components Easier to re-use Content is context less Separated from presentation Content is findable Reshuffle into different variations

13 Business Drivers Cost Reduction / Efficiency Gain Demonstrably reduces cost (30-50%) of authoring, review, translation Create and manage rich information environment easily personalized in real time Eliminates Desktop Publishing ( DTP ) which can account for 10-30% of translation costs Enables an expansion of languages supported by as much as 50% with same budgets

14 Business Drivers Business Agility More flexibility to make content / product changes closer to launch Content can be dynamically delivered to diverse customer profiles, partners, and 3rd parties Information Development is Iterative and Not Serial Pass content easily to OEM Partners and Channels Speed time to global markets Mirror changes in the software development process (agile development and component based architectures)

15 Case Study: Daf Trucks Profile Business Drivers Results Revenues: Large subsidiary of Paccar Employees: 7,000 Products: 3 major product ranges Resellers could not find information Sales did not know what was in product Information inconsistent across sales and countries 80% improvement in access to sales information by dealers Online integration of content for just in time delivery of information Content single sourced, immediately available when approved

16 Agenda Overview: Business Drivers to Structured Content & Personalization Creating High Quality Information Structured Content for Personalization Managing Information Q&A Roundtable

17 Ensuring Consistency and Quality of Content

18 Authoring Issues for Global Businesses Inconsistencies across source content Brand image and customer satisfaction impacted by inconsistent source content Source quality impacts the quality and costs of translations Increasing volumes of content for global markets More publishing formats, more languages Higher volumes incur higher translation costs Time-to-market pressures Shorter product development cycles More complex technologies

19 Authoring in Today s Global Business Content today is global content, from the start Not only English native speakers live in the US for example Content is provided through the internet so anyone can read it Some of that content is also translated Content is often written by non-native speakers The need for global organizations to think global right from the start has never been greater

20 The Branding Consistency Dilemma

21 The Branding Consistency Dilemma

22 The Branding Consistency Dilemma User Guides Human Contact

23 Terminology Management Gone Wrong Engineer uses one term Author uses another?!??!??!??!? Confused and frustrated customers

24 The Power of Consistent Terminology

25 Translation/Author Memory Stores previously translated content Reused in new translations

26 Global Authoring Management Central server-based access for enterprise-wide consistency

27 Benefits of Global Authoring Management Enterprise-wide consistency and quality Ensure consistent style, grammar, terminology and reuse Central access to ensure adherence by the whole organization Productivity and efficiency in global authoring Preparing content for translation from the start reduces delays later in the process of providing multilingual content Improved collaboration between authors, editors and localization Time-to-market and cost reduction in producing global content Produce reports to manage time and costs of global authoring Understand the impact of style and linguistic changes to the costs of providing multilingual content

28 Agenda Overview: Business Drivers to Structured Content & Personalization Creating High Quality Information Structured Content for Personalization Managing Information Q&A roundtable

29 Structured authoring for personalization The importance of metadata The value of authoring tools Planning for personalization 29

30 Traditional publishing In a traditional environment, authors are concerned with creating beautiful output: Authoring tool Output 30

31 Publishing with XML In a structured authoring environment, authors are concerned with creating valid content (which serves as input): Authoring tool XML markup Publishing system Output Style sheets 31

32 Publishing with XML The style sheets are really part of the publishing environment Authoring tool XML markup Publishing system Output Style sheets 32

33 Personalization with XML Publishing system can produce multiple outputs from the same XML markup How do we personalize? Authoring tool XML markup Publishing system Output Output Output Output Output Style sheets 33

34 Personalization: Metadata is the key Metadata is stored within the content Metadata determines relevancy of the content for each deliverable Publishing system matches metadata against personal data 34

35 Personalized deliverables A_Document Your_Document (UK) Audience= UK Audience= DE Metadata Your_Document (DE) Intended for English audience Intended for German audience 35

36 Success with metadata: Two requirements Richness: Your XML must provide you with enough metadata types to satisfy your personalization requirements Accuracy: You can use structured authoring tools to assist with metadata creation and management 36

37 DITA Topics and Maps Topics are standalone, reusable Maps organize topics into a coherent set Maps yield different deliverables and formats 37

38 Topic and map metadata 38

39 Conditional content Identify sections of a document to be included and excluded 39

40 Planning for personalization Set up an implementation team Analyze your content Plan your metadata model Configure your tools Train your authors and users 40

41 Planning the metadata model Assess metadata needs based on downstream requirements Which elements will serve which purposes? What metadata can be automatically produced e.g. by the CCM, and what must be entered by the authors? What conditions are needed, and what values for the conditions? 41

42 Summary: DITA-based Personalization Metadata is the foundation for personalization The right tools will ensure consistent and accurate metadata Planning is vital to success 42

43 Polling Question What is the most critical driver for adopting personalization techniques? A. Reduce support costs with accurate information B. Speed time-to-market C. Improve customer experience D. Comply with regulatory requirements E. Reach global markets 43

44 Agenda Overview: Business Drivers to Structured Content & Personalization Creating High Quality Information Structured Content for Personalization Managing Information Q&A Roundtable

45 Topic Reuse Reduces authoring effort Reduces mistakes Reduces review costs Reduces localization costs

46 Advantage of Topic / DITA Assembly Topics and Subtopics are reused more effectively than blocks Authors becomes SME s horizontally by subject area not product lines Reuse eliminates manual cutting and pasting, inconsistency Topic oriented allows for easy personalization

47 The Concept of the Publication Context Admin Release 3.3 User Guide 3.3 User Guide 7.1 User Guide 8.1 Output m1 m2 m3 m4 Baseline m3 m2 m4 m2 m1 m2 m3 m4 Conditions Variables

48 How DITA supports personalization Product Variations m1 m2 m3 m4 m1 m2 m3 m4 Variations Of Deliverables Market Segments Variations in Customer Profiles

49 Contracting product life cycles Traditional PRD Author Review Publish Localize Research & Development Author Review Publish English Release Localization International Release Market Life Shelf Life Topic-based writing Research & Development Abandoning sequential process of author, review, and publish speeds process, gives more flexibility Publish can be done in rapid cycles with publishing infrastructure Global Revenue & Market Capture Life

50 CG1 Unified Process. Central Language Repository Content Creation & Review Global Content Management Localization Global Customer Product Content Client Applications DITA Management System Centralized Language Repository Global Authoring Global Authoring Translation Memory Terminology Management Automated Translation Content Aggregator Knowledge Bases Brand Content Software Development Web Inputs Developer Apps Source Control Web Content Management Global Web Sites

51 Slide 50 CG1 Chip to add more on personalization delivery - how it works within this picture. Chip Gettinger, 7/14/2009

52 Adopters of Joint Solution

53 Q&A Roundtable Learn more! Download case studies, whitepapers and product briefs: JustSystems Knowledge Center: SDL Knowledge Center: Contact Us Tom Magliery, JustSystems: Chip Gettinger, SDL XySoft: Sophie Hurst, SDL: