UX Romandie Episode 14: Metadata in the Cross-Channel Ecosystem

Metadata in the Cross-Channel Ecosystem: Consistency, Context Interoperability

@AdamUngstadWednesday, 27 March, 13

Wednesday, 27 March, 13

IA Summit - Baltimore April 3-8Wednesday, 27 March, 13

EuroIA - Edinburgh Sept 26-28Wednesday, 27 March, 13

Metadata

Metadata enables consistency, context and interoperability in

the cross-channel ecosystem

by managing, describing, and exchanging

information objects.

What is Metadata?

National Information Standards Organisation

Metadata is information about information objects.

What is an information object?

...a web pageWednesday, 27 March, 13

...a document

MS#Word#

...a photographWednesday, 27 March, 13

...a name

Adam Ungstad

...a vegetable?Wednesday, 27 March, 13

...a vegetableWednesday, 27 March, 13

...a bookHTTP://JSM2011.BLOGSPOT.CHHTTP://WWW.WOMBANIA.COM/CARTOONS/CALVIN-AND-HOBBES-TENTH-ANNIVERSARY.HTM#.UUQKWVUGNZ02010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML

...a packageHTTP://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML

...a shipmentWednesday, 27 March, 13

...a deliveryWednesday, 27 March, 13

...a userWednesday, 27 March, 13

There are three typesof metadata:

HTTP://WWW.NISO.ORG/PUBLICATIONS/PRESS/UNDERSTANDINGMETADATA.PDF://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML

administrative,

descriptive,

and structural.

Administrative Metadata

We use administrative metadata to manage information objects.

This is useful for Responsive Design and

Content Strategy.

The Globe and MailHTTP://CLIFTONLIPHOTO.COM/BLOG/?P=892

DesktopWednesday, 27 March, 13

iPad (Browser)Wednesday, 27 March, 13

iPad (App)Wednesday, 27 March, 13

iPhone (Browser)Wednesday, 27 March, 13

iPhone (App)Wednesday, 27 March, 13

Administrative metadata can be used to store content in chunks,

enabling you to style it for a given device.

Subscription vs Free Content

Free / Subscription-only Syndicated / LocalPublication DateExpiry DateInternal Content OwnerUsage Rights

Right contentRight timeRight channelRight user

Administrative metadata enables consistency.

Descriptive Metadata

We use descriptive metadata to discover and identify

This is useful for Faceted Search.

Home DepotHTTP://WWW.FORBES.COM/SITES/INVESTOR/2012/04/24/FIVE-U-S-REITS-THAT-INVEST-ABROAD/2/

FacetsWednesday, 27 March, 13

Descriptive metadata enables context.

Structural Metadata

We use structural metadata to exchange

This is useful for Rich Snippets.

Secret Lakes of Southern Vancouver Island

What’s in a name?

First&Name&

Middle&Ini0al&

Last&Name&

What’s in a name?

Surname(

Other(Given(Names(First(Name(cv(

Surname((Birth)(cv(

Surname((Previous)(cv(

What’s in a name?

Surname(

Surname((Birth)(cv(

What’s in a name?

Surname(

Surname((Birth)(cv(

Stored in a database

Family'Name'

Other'Given'Names'First'Name'cv'

Family'Name'(Birth)'cv'

Family'Name'(Previous)'cv'

Exchange Data

Family'Name'

Other'Given'Names'First'Name'cv'

Family'Name'(Birth)'cv'

Family'Name'(Previous)'cv'

Structural metadata enables interoperability.

Cross-Channel Ecosystem

Ecosystems

Photo Credit: <a href="http://www.flickr.com/photos/7226703@N06/5913296218/">henrikj</a> via <a href="http://compfight.com">Compfight</a> <a href="http://creativecommons.org/licenses/by-nc/2.0/">cc</a>

HTTP://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML

Photo Credit: <a href="http://www.flickr.com/photos/44034115@N08/5414079087/">Phil's 1stPix</a> via <a href="http://compfight.com">Compfight</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>

“A biological community of interacting organisms and

their physical environment.”- Oxford

“...a complex set of relationships among the living

resources, habitats and residents of an area.”

- Michigan Tech Kid’s Corner

MediumsChannels

InteractionsTouchpoints

Medium

“the intervening substance through which

sensory impressions are conveyed or physical forces

are transmitted”- Oxford Dictionary

TVTHE WEB PAPER

Channels

“a path along which information (as data or music)

in the form of an electrical signal passes”

- Merriam-Webster

TV CHANNELWEBSITE NEWSPAPER

NEW YORKTIMES7

We can cross channels in the same media.

phone transfers

using your facebook ID to sign in to a website

Multi-Channel is not the same as

Cross-Channel

Multi-Channel Experience

Paying your phone bill

PHONE WEBSITE SMS MAIL APP

Cross-Channel Experience

Buying a (physical) book from Amazon

A cross-channel experience requires an information

exchange between channels.

TVTHE WEB PAPER

MEDIUM

CHANNEL

7 NEW YORKTIMES

Interactions

“a reciprocal action or influence”

- Oxford Dictionary

WATCHING THE SIMPSONS

PAYING A BILL

READING THE NEWS

TVTHE WEB PAPER

MEDIUM

CHANNEL

INTERACTION

WATCHING THE SIMPSONSPAYING A BILL

READING THE NEWS

NEW YORKTIMES

Touchpoints

“an encounter where customers and business exchange information,

provide service, or handle transactions.

- Wikipedia

SHAMPOO COMMERCIAL

MONTHLY PAYMENT FORM

SPORTS SCORES

VAN V EDM EDM V CALOTW V LA

TVTHE WEB PAPER

MEDIUM

CHANNEL

INTERACTION

TOUCHPOINT

WATCHING THE SIMPSONSPAYING A BILL

READING THE NEWS

NEW YORKTIMES

SHAMPOO COMMERCIAL

MONTHLY PAYMENT FORM

SPORTS SCORES

VAN V EDM EDM V CALOTT V LA

Internet of Things

bears, bats & bees

HTTP://JENSON.ORG/OF-BEARS-BATS-AND-BEES-MAKING-SENSE-OF-THE-INTERNET-OF-THINGS/HTTP://JENSON.ORG/OF-BEARS-BATS-AND-BEES-MAKING-SENSE-OF-THE-INTERNET-OF-THINGS/

bearsHTTP://JENSON.ORG/OF-BEARS-BATS-AND-BEES-MAKING-SENSE-OF-THE-INTERNET-OF-THINGS/

batsHTTP://JENSON.ORG/OF-BEARS-BATS-AND-BEES-MAKING-SENSE-OF-THE-INTERNET-OF-THINGS/

GlowCapsHTTPS://WWW.GOOGLE.CH/URL?SA=I&RCT=J&Q=&ESRC=S&SOURCE=IMAGES&CD=&CAD=RJA&DOCID=KATHLU8YY0HB-M&TBNID=BNRSJEUMOYPVVM:&VED=0CAUQJRW&URL=HTTP%3A%2F%2FWWW.FASTCODESIGN.COM%2FIDEA-2010%2FVITALITY-GLOWCAPS&EI=EV5OUY-YLU2L0WWSQOG4DA&BVM=BV.44158598,D.ZWU&PSIG=AFQJCNG7SMN21RCO1IRA0BEVYX2APSCREA&UST=1364217461886976

Smart Baby MonitorsHTTP://WWW.WITHINGS.COM/EN/BABYMONITOR

Nike+ Fuel BandHTTP://WWW.NIKE.COM/US/EN_US/C/NIKEPLUS-FUELBAND

beesHTTP://JENSON.ORG/OF-BEARS-BATS-AND-BEES-MAKING-SENSE-OF-THE-INTERNET-OF-THINGS/

Industrial Wireless SensorsPhoto Credit: <a href="http://www.flickr.com/photos/84725742@N00/3794260039/">blankdots</a> via <a href="http://compfight.com">Compfight</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>

A Trackable ObjectHTTP://WWW.NIKE.COM/US/EN_US/C/NIKEPLUS-FUELBAND

Smart PackagesHTTP://WWW.NEAROF.COM/?P=628

HTTP://JENSON.ORG/OF-BEARS-BATS-AND-BEES-MAKING-SENSE-OF-THE-INTERNET-OF-THINGS/

PHONE WEBSITE SMS GLO-CAP APP

Information Exchanges

X" Y"ENGLISH

X" Y"FRENCH

X" Y"METADATA

STANDARDS

X" Y"DUBLIN CORE

X" Y"OASIS

X" Y"GOOD

RELATIONS

Schema

“...a model for describing the structure of information.”

- xml.com

What does a schema specify?

Semantics

meaning

“bench”

“bench” (Canada)Wednesday, 27 March, 13

“bench” (Australia)Wednesday, 27 March, 13

First&Name&

Last%Name%

Given&Name&

Family'Name'

Syntax

expression

“capsicum”

“red pepper”

St. Germaine?

Saint Germaine?

Lexicon

vocabulary

The Cookie Monster?

Talula Does The Hula From Hawaii?

Status&

Green?

Under Review?

Implementation Phase?

Ready?

Status&

Linked Data

“...a recommended best practice for exposing,

sharing, and connecting pieces of data, information,

and knowledge”- Wikipedia

X" Y"METADATA

STANDARDS

METADATASTANDARDSMETADATA

STANDARDS

ORGANIZATION 1

ORGANIZATION 2 ORGANIZATION 3

ORGANIZATION 4

STANDARDS

ORGANIZATION ORGANIZATION ORGANIZATION ORGANIZATION ORGANIZATION ORGANIZATION

standards enable exchanges

exchanges enable data linking

Linking Open Data cloud diagram, by Richard Cyganiak and Anja Jentzsch. http://lod-cloud.net/

Ontologies

“...a specification of a conceptualization.”

Stanford.edu

“...the exact description of things and

their relationships.”- w3schools.com

A controlled vocabulary is a lightwieght ontology.

employee subclassOf person

director subclassOf employee

project manager subclassOf employee worksOn Project reportsTo Director

lackey subclassOf employee worksOn project reportsTo project manage

HTTP://ILRT.ORG/DISCOVERY/2000/11/LUX/

1:11 : many

many : many

is part ofis used withis made of

Friend of a Friend (FOAF)

What properties are associated with a user profile?

Good Relations

What components is a product made out of?

Semantically-Interlinked Online Communities (SIOC)

What is a blog post?

Ontologies are documented using frameworks like

RDF and OWL

HTTP://SEMANTICWEB.ORG/WIKI/ONTOLOGY

Web of Data

Web of Documents

“population geneva”

Population!!

Geneva

Web of Data

Population Geneva

Knowledge Graph

Knowledge Graph (DBPedia)

Knowledge Graph

Google Maps

Knowledge Graph

Google Maps

Knowledge Graph

Search Results

Answers not documents

Where do we start?

1. Make metadata a priority

Link metadata to ROI

Identify breakdowns in cross-channel experiences

Show how they can be improved with an

information exchange

Better experiences create loyalty

Loyalty drives revenue

2. Define your data

information objects

content assets

Start with a controlled vocabulary

SemanticsSyntaxLexicon

Add relationships

Use existing standards

3. Identify Exchanges

Internal & External

Current & Potential

Journey Maps

@uxjam

Diary Studies

Business Origami

@jessmcmullin

Happy Paths

Unplanned Paths

4. Build the infrastructure

Start small

Build on what exists

Borrow & Reuse

5. Governance

Create enterprise information maps

Standardize your standards

You have to start somewhere.

Build better cross-channel experiences

with metadata.

Thank You!

@AdamUngstad

UX Romandie Episode 14: Metadata in the Cross-Channel Ecosystem

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