From implementing a single taxonomy across an enterprise to enabling comparison and exchange across diverse datasets, metadata will make or break the greater experience you are building. This presentation explores the role of metadata in the design of cross-channel experiences. Looking at administrative, descriptive and structural metadata we will learn strategies for enabling consistency, context and interoperability across channels and devices. Using examples including broadcast media, identity management, and schema development this presentation will explore how information is presented, linked and exchanged across media, channels, touchpoints. By the end of the session participants will understand how metadata supports UX methods including content strategy, search optimization, form design and taxonomy development. Participants will leave with new ideas and methods ready to apply to their current projects. Presented at the EuroIA conference in Edinburgh, Scotland September 28, 2013.

1. Metadata
in cross-channel ecosystems
Adam Ungstad
EuroIA 2013

2. what is metadata?

3. metadata is information about
information objects

4. what is an information object?

5. what is an information object?

6. what is an information object?

7. what is an information object?

8. what is an information object?

9. what is an information object?

10. what is an information object?

11. what is an information object?

12. metadata is information about
information objects

13. 3TYPES OF METADATA

14. 3TYPES OF METADATA
• Administrative Metadata
Used to manage information objects

15. 3TYPES OF METADATA
• Administrative Metadata
Used to manage information objects
• Descriptive Metadata
Used to discover and identify information objects

16. 3TYPES OF METADATA
• Administrative Metadata
Used to manage information objects
• Descriptive Metadata
Used to discover and identify information objects
• Structural Metadata
Used to structure and exchange information objects

17. CROSS-CHANNEL
ECOSYSTEMS

18. ecosystems
communities of interacting organisms and their environment

19. ecosystems
communities of interacting organisms and their environment

20. ecosystems
communities of interacting organisms and their environment

21. PHONE WEBSITE SMS MAIL APPPHONE WEBSITE SMS MAIL APP
multi-channel
One or more channels to complete objective

22. PHONE WEBSITE SMS MAIL APPPHONE WEBSITE SMS MAIL APP
multi-channel
One or more channels to complete objective

23. PHONE WEBSITE SMS MAIL APPPHONE WEBSITE SMS MAIL APP
multi-channel
One or more channels to complete objective

24. PHONE WEBSITE SMS MAIL APPPHONE WEBSITE SMS MAIL APP
multi-channel
One or more channels to complete objective

25. PHONE WEBSITE SMS MAIL APPPHONE WEBSITE SMS MAIL APP
cross-channel
must use more than one channel to complete objective

26. PHONE WEBSITE SMS MAIL APPPHONE WEBSITE SMS MAIL APP
cross-channel
must use more than one channel to complete objective

27. PHONE WEBSITE SMS MAIL APPPHONE WEBSITE SMS MAIL APP
cross-channel
must use more than one channel to complete objective

28. In order to use more than
one channel we must
exchange information.

29. HOW DO WE EXCHANGE
INFORMATION?

31. Excuse me, do you know
where platform 15 is?

32. Désolé, je ne vis pas ici,
juste de passage. Je ne
parle pas anglais. Qu'est-
ce que vous cherchez?

33. Common
Language

34. Common
Language

35. Common
Language

36. Common
Language

37. Common
Language

38. Common
Language
Organization 1
Organization 2
Organization 3
Organization 4

39. XML
Organization 1
Organization 2
Organization 3
Organization 4

40. OASIS
Organization 1
Organization 2
Organization 3
Organization 4

41. GOOD
RELATIONS
Organization 1
Organization 2
Organization 3
Organization 4

42. RDF
Organization 1
Organization 2
Organization 3
Organization 4

43. Organization 1
Organization 2
Organization 3
Organization 4

45. Lexicon
the words and phrases used in
an information exchange

46. Lexicon
the words and phrases used in
an information exchange
Semantics
The meaning of the words and
phrases used

47. Lexicon
the words and phrases used in
an information exchange
Semantics
The meaning of the words and
phrases used
Syntax
How information is expressed

49. How do we document
Lexicon, Semantics,
and Syntax?

51. Data Standards
define how data is captured and exchanged

52. Data Standards
define how data is captured and exchanged
Controlled Vocabulary
defines semantics and syntax of words used in a domain

53. Data Standards
define how data is captured and exchanged
Controlled Vocabulary
defines semantics and syntax of words used in a domain
Thesauri
preferred terms, hierarchy and associative relationships

54. Data Standards
define how data is captured and exchanged
Controlled Vocabulary
defines semantics and syntax of words used in a domain
Thesauri
preferred terms, hierarchy and associative relationships
Taxonomy
classes, structure and hierarchy

55. Data Standards
define how data is captured and exchanged
Controlled Vocabulary
defines semantics and syntax of words used in a domain
Thesauri
preferred terms, hierarchy and associative relationships
Taxonomy
classes, structure and hierarchy
Ontology
domain representation, complex relationships

56. Organization 1
Organization 2
Organization 3
Organization 4

57. Mental Model

58. End Users
Mental Model

59. LINKED OPEN DATA

60. Organization 1
Organization 2
Organization 3
Organization 4

61. Organization 1
Organization 2
Organization 3
Organization 4

62. Organization 1
Organization 2
Organization 3
Organization 4

63. Organization 1
Organization 2
Organization 3
Organization 4

64. Organization 1
Organization 2
Organization 3
Organization 4

65. Organization 1
Organization 2
Organization 3
Organization 4

67. WEB OF DATA

71. Google Images

72. Google Images
DBPedia

73. Google Images
DBPedia
Gracenote

74. Google Images
DBPedia
Gracenote
Concerts

75. Google Images
DBPedia
Gracenote
Concerts
DBPedia

76. Google Images
DBPedia
Gracenote
Concerts
DBPedia
Search Logs

78. DBPedia

79. SO WHERE DO WE START?

80. Organization 1
Organization 2
Organization 3
Organization 4

81. Organization 1

82. Organization 1
1. Link metadata to
Return On Investment (ROI)

83. Organization 1
“If I invest in this metadata
thing, what’s it going to
do for me?”

84. Organization 1
Show how metadata enables:

85. Organization 1
Show how metadata enables:
•Publishing across platforms (portals & intranets)

86. Organization 1
Show how metadata enables:
•Publishing across platforms (portals & intranets)
•New products from new data

87. Organization 1
Show how metadata enables:
•Publishing across platforms (portals & intranets)
•New products from new data
•Content Strategy & Responsive Design

88. Organization 1
Show how metadata enables:
•Publishing across platforms (portals & intranets)
•New products from new data
•Content Strategy & Responsive Design
•Consistency in User Interfaces

89. Organization 1
Show how metadata enables:
•Publishing across platforms (portals & intranets)
•New products from new data
•Content Strategy & Responsive Design
•Consistency in User Interfaces
•Fewer errors and less re-work... happier users!

90. Organization 1
Show how metadata enables:
•Publishing across platforms (portals & intranets)
•New products from new data
•Content Strategy & Responsive Design
•Consistency in User Interfaces
•Fewer errors and less re-work... happier users!
•Rights management:Access, Security and Usage

91. Organization 1
Show how metadata enables:
•Publishing across platforms (portals & intranets)
•New products from new data
•Content Strategy & Responsive Design
•Consistency in User Interfaces
•Fewer errors and less re-work... happier users!
•Rights management:Access, Security and Usage
•Persistence, findability & re-use in an enterprise

92. Organization 1
Show how metadata enables:
•Publishing across platforms (portals & intranets)
•New products from new data
•Content Strategy & Responsive Design
•Consistency in User Interfaces
•Fewer errors and less re-work... happier users!
•Rights management:Access, Security and Usage
•Persistence, findability & re-use in an enterprise
•Improved productivity and collaboration

93. Organization 1
Show how metadata enables:
•Publishing across platforms (portals & intranets)
•New products from new data
•Content Strategy & Responsive Design
•Consistency in User Interfaces
•Fewer errors and less re-work... happier users!
•Rights management:Access, Security and Usage
•Persistence, findability & re-use in an enterprise
•Improved productivity and collaboration
Link metadata to other projects!

94. Organization 1
“OK lets do it.
Now what?”

95. Organization 1
2. Define your data

96. Organization 1
Defining your data:

97. Organization 1
Defining your data:
•Choose the right project

98. Organization 1
Defining your data:
•Choose the right project
•Define what you need to define

99. Organization 1
Defining your data:
•Choose the right project
•Define what you need to define
•Get the right people involved

100. Organization 1
Defining your data:
•Choose the right project
•Define what you need to define
•Get the right people involved
•Iterate, iterate, iterate

101. Organization 1
Defining your data:
•Choose the right project
•Define what you need to define
•Get the right people involved
•Iterate, iterate, iterate
•Use existing standards

102. Organization 1
Defining your data:
•Choose the right project
•Define what you need to define
•Get the right people involved
•Iterate, iterate, iterate
•Use existing standards
•Use combinations of existing standards

103. Organization 1
Defining your data:
•Choose the right project
•Define what you need to define
•Get the right people involved
•Iterate, iterate, iterate
•Use existing standards
•Use combinations of existing standards
•Document the work you’ve done

104. Organization 1
Defining your data:
•Choose the right project
•Define what you need to define
•Get the right people involved
•Iterate, iterate, iterate
•Use existing standards
•Use combinations of existing standards
•Document the work you’ve done
•Bake it into organizational policy

105. Organization 1
Defining your data:
•Choose the right project
•Define what you need to define
•Get the right people involved
•Iterate, iterate, iterate
•Use existing standards
•Use combinations of existing standards
•Document the work you’ve done
•Bake it into organizational policy
•Small wins lead to big wins

106. Organization 1
Defining your data:
•Choose the right project
•Define what you need to define
•Get the right people involved
•Iterate, iterate, iterate
•Use existing standards
•Use combinations of existing standards
•Document the work you’ve done
•Bake it into organizational policy
•Small wins lead to big wins
You have to start somewhere!

107. Organization 1
“Now we know what we have.
So what do we do with it?”

108. Organization 1
3. Build the infrastructure

109. Organization 1
Building the infrastructure:

110. Organization 1
Building the infrastructure:
•Choose the right project

111. Organization 1
Building the infrastructure:
•Choose the right project
•Find partners in & outside the organization

112. Organization 1
Building the infrastructure:
•Choose the right project
•Find partners in & outside the organization
•Identify existing & proposed data exchanges

113. Organization 1
Building the infrastructure:
•Choose the right project
•Find partners in & outside the organization
•Identify existing & proposed data exchanges
•Map differences between data sets

114. Organization 1
Building the infrastructure:
•Choose the right project
•Find partners in & outside the organization
•Identify existing & proposed data exchanges
•Map differences between data sets
•Create machine readable XML schema based on
definitions you’ve created

115. Organization 1
Building the infrastructure:
•Choose the right project
•Find partners in & outside the organization
•Identify existing & proposed data exchanges
•Map differences between data sets
•Create machine readable XML schema based on
definitions you’ve created
•Talk about what you are doing

116. Organization 1
Building the infrastructure:
•Choose the right project
•Find partners in & outside the organization
•Identify existing & proposed data exchanges
•Map differences between data sets
•Create machine readable XML schema based on
definitions you’ve created
•Talk about what you are doing
•Show what you did

117. Organization 1
Building the infrastructure:
•Choose the right project
•Find partners in & outside the organization
•Identify existing & proposed data exchanges
•Map differences between data sets
•Create machine readable XML schema based on
definitions you’ve created
•Talk about what you are doing
•Show what you did
Rome wasn’t built in a day!

118. Organization 1
4. Enjoy the journey.

119. Organization 1
4. Enjoy the journey.
Have Fun!

120. Organization 1
Thank you!
@AdamUngstad
www.ungstad.com