Dynamic Publishing finally enables us to effectively personalize content in real-time by giving our customers quick access to automatically-generated information on the device of their choice. But how can we facilitate that accessibility to contextually relevant content? In this session Joe Gelb demonstrates how taxonomy helps us model our understanding of who our customers are and what they are trying to accomplish, and drives the filtering and search engine of a dynamic publishing platform for desktop and mobile delivery.

1. Using Taxonomy for CustomerCentric
Dynamic Publishing
Joe Gelb, Suite Solutions
Intelligent Content Conference 2014

2. Who is this guy?
Joe Gelb
• Founder and President of Suite Solutions
Suite Solutions
Our Vision: Enable you to engage your customers by providing quick access to
relevant information
• Help companies get it right the first time
• XML-based Authoring/Publishing Solutions
• Enterprise Intelligent Dynamic Content: SuiteShare Social KB
• Consulting, System Integration
• Cross-Industry Expertise
• High Tech, Aerospace & Defense, Discrete Manufacturing
• Healthcare, Government
• Blue Chip Customer Base

3. Main Topics
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What is Dynamic Publishing?
What is Contextual Relevance and why is it so important?
How can taxonomy enable context?
How can taxonomy provide Dynamic Intelligent Content?
Let’s see it!

4. What is Dynamic Publishing?
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Provides people with quick access to contextually relevant
information, enabling them to achieve their immediate goal
Harnesses applicable business rules
Allows people to assemble and publish a variety of content types
on demand
Quickly renders, packages and delivers the personalized product
to the device, format and language of choice

5. It’s all about the customer experience
A personalized experience develops sustainable relationships and brand loyalty
According to a recent Forbes article
October, 2013 by Ben Kerschberg
• Even among content customers, 24%
continue to seek out new vendors
• 86% of unhappy customers will stop doing
business with a company because of bad service
• 51% will give a company only one chance
• Only 4% ever express their dissatisfaction
• 95% of customers share bad product experiences online
• 45% share bad customer experiences with others
• 95% of executives state that a great customer experience is critical to
improving business performance

6. What is wrong with our web portals
today?
Difficult accessibility to the most relevant, updated information
Lack of easy access to information lowers customer satisfaction
• Multiple addresses for similar information wastes time
• Need to search in multiple content silos:
Docs, Training, Support, KnowledgeBase, Communities…
• Customers call support if they don’t find it quickly
• Increases your support costs
• Most customers say they prefer self-serve
• Increases down-time for your customers when it takes
longer to solve problems
• Increases chances of customer attrition and sharing their
negative experience with others online
Satisfied customers will buy more from you and recommend to colleagues
and friends

7. Why you can’t just break the silos
“Entrenched practices, processes, and tools used by different groups
within the organization”
• Each team has invested in tools and processes that are customized for
their own type of content
“Lack of tools that make information development straightforward and
simple by all individuals in the product-development life cycle”
• One size does not fit all…
“Lack of a high-level champion who is able to is able bring the organization
together to support a quality improvement that will reduce costs, improve
quality, and improve traceability”
• Most organizations have lots of
and not enough
Quotes from Dr. JoAnn Hackos
http://www.infomanagementcenter.com/enewsletter/2014/201402/feature.htm

8. Why you can’t just break the silos
“I pity the fool who touches my silo”

9. Is there value in joining the silos?
Easy, single point of entry for accessing content
• For content consumers who want to easily find all the relevant
information to quickly achieve their immediate goal
• For content creators who want to locate, reuse and share content
• Encourages groups to make sure their silos are structurally rich and
semantically aware, to be accessible and adaptable to others
• Communicates with existing and future systems
• Taxonomy is the glue that holds it all together

10. Joining the Silos
Taxonomy is the glue that holds it together

11. What is Contextual Relevance?
What they need, when they need it.
For web marketing: understanding who the reader is and the likelihood of
buying something else
• What keyword they searched on
• Where they are geographically located
• From where they were referred
• Search and purchase history
For consumer sales websites, allowing the user to choose:
• Type of item they are interested to purchase
• Price range
• Preferred brand
• Feature set
• Recommend accessory items

12. Contextual Relevance
What they need, when they need it.
For us: Provide quick access to information that enables our readers to
achieve their immediate goal
Targeting your audience
• Who is the reader? Profile, persona
Customers
• End-users
• Partners
Sales
• Service technicians
Partners
• Technical support staff
• Marketing and sales people
• Prospective customers
Tech Support
Service Engineers
• Security profile
• Proficiency level
• Geographical location

13. Contextual Relevance
What they need, when they need it.
Goals and Use Case Scenarios
• What are they trying to accomplish?
• Get trained
• Install, Configure, Commission
• Use, Administer
• Maintain, Adjust, Troubleshoot
• Upgrade
• Make a purchasing decision
• What equipment are they operating?
• Version? Configuration? Protocol? Interface?
• What device are they viewing the information on?
• Will they have network access?
• Are there safety considerations?

14. Illustrations: Technical Support
Quick access to useful information: Examples
• I’m a support professional at a call center.
How do I troubleshoot
a Samsung Galaxy S3 smart phone that
fails to synchronize on a Dell laptop
running Windows7 Home Edition?
•
I’m on vacation and I want to…
Download maps
to my Garmin Nuvi 2350 GPS
using bluetooth
while I’m on my trip to Europe

15. Social Engagement
You can’t be everywhere at once
You know about your products; how they work, how to install and configure
them.
You can’t know all the potential uses and problems that may arise.
Engage your customers
• Facilitate contributions from the field:
how-to articles, tips, videos
• Improve the quality and timeliness of the information by allowing users to
comment
• Let users build and share their own documents

16. Illustration: Field Service
I’m a service engineer
I need to:
• Install a new 8300S Flow Meter via Profibus protocol
• Connect to the Device Manager
using a hand-held Field Communicator
• The plant has no internet access.
Let me:
• Pull together updated information
• Download to my tablet before I go onsite.
While onsite, I figured out how to solve a tricky problem.
I took some pictures with my smart phone and a short video to illustrate the
problem and solution. When I get online, let me:
• Write up a how-to article
• Upload the video so my colleagues can learn from my experience.

17. Illustration: Health Care
I am interviewing doctors to find the right one for me
I want to find relevant information:
• Articles that describe the medical condition
• Which treatments are available
• Which equipment should I purchase
• Which drugs are prescribed and the potential side effects
• Typical insurance coverage
Let me:
• Pull together the relevant links
• Generate my own ebook
• Download to my smart phone so I can reference while at the doctor’s
office
• Post an article sharing my experience and recommending health care
options to others in my situation

18. Approaches to categorizing content
Metadata
• audience
• category
• keywords
• product info
• versions
• product name, brand, component, feature, platform, series
Taxonomy and classification
• Build knowledge model of your domain
• Apply it to your content

19. What’s wrong with metadata?
Metadata can categorize my content, but:
• Metadata is often embedded inside the content or lives in an accessory
proprietary format
• Requires you to have access to change the content
• There is generally a limited number of metadata elements available
• Difficult to relate the content to other contexts, relationships
• Even so, if the content becomes related to new contexts, it would require
constant updating of each content resource
• We may not know all the contexts where my content will be used
• Best practice: maintain the categorizations and relationships outside the
content

20. Taxonomy and Classification
Taxonomy (subject scheme)
• Defines sets of controlled values for classifying content
(subjects or facets)
• Organized in hierarchies
• Defines relationships between subjects
• Can be modular, so business units can develop, maintain and utilize parts of
the taxonomy that are relevant to them
• Evolves to adapt to new situations and contexts
Classification
• Categorizes the content using the subjects defined in the taxonomy
• Classification is maintained separately from the content
• SMEs and content developers can classify the content
• Does not require you to “own” or change the content

21. Taxonomy and Classification
Example
• A library is a set of information, in various media, classified by subject
matter
• A university library with many branches: would you call that multiple silos?
Would we move to break those silos by moving all the books to one
location so we can find them?
• Researchers and casual readers find information using a subject
classification system that exists outside the actual media resources
• Subject classification can be extended, using facets:
• Keyword search
• Author search
• Title search
• Automated search of large repositories

22. Reusing taxonomy / classification
Taxonomies can be drawn from other enterprise systems and databases
• Corporate ECM and taxonomies
• CRM – customer relationship information
• Customers > products they own
• Customers > Geographical location
• Users > degree of proficiency
• PDM / PLM – engineering data
• ERP – Parts catalogs and ordering systems

23. Automated Classification
Ingenia

24. Example: Classify using Taxonomy
Browser-based Authoring in SharePoint

25. Example: Classify using Taxonomy
Salesforce

26. Taking the Leap to a New Paradigm
Dynamic Enterprise Content
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Variety of content: documentation, videos, how-to articles, safety
information, data sheets, marketing material
Context filtering: quick, goal-oriented access to contextually relevant content
Personalized docs: allow readers to assemble content on demand and
render to PDF for print and ePub for offline mobile access
Audience Participation: allow your audience to add new content, comment
on existing content, express approval, and easily share knowledge with
others
Modern User Experience: smooth transition between mobile and desktop
• Activity often starts on mobile,
moves to desktop, returns to mobile
• Internet connection not always available

27. Let’s see it in action…
Demonstration using SuiteShare Dynamic Publishing

28. Hmmm, this looks interesting…
For additional information, contact:
Joe Gelb
solutions@suite-sol.com
U.S. Office
(609) 360-0650
EMEA Office
+972-2-993-8054
www.suite-sol.com