!!!

Achieving ROI from Content Management !! Peter G. Hickey President & Co-founder, Oris4 @peterghickey June 2014 !!!

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!!!Introduction !Every  day,  business  decisions  are  made  based  on  valuable  informa4on,  context  and  content.  As  organiza4ons  grow,  it  becomes  increasingly  challenging  to  manage,  store  and  access  that  content  to  ensure  compe44ve  response  and  effec4veness.    !This  paper  is  intended  to  help  company  decision  makers  understand:    

• What  content  is  • How  content  growth  has  led  to  the  most  expensive  inefficiencies  every  

organiza4on  faces  today  • Discuss  how  industry  aFempts  to  solve  this  challenge  with  any  single  solu4on  are  

failing  • Understand  how  content  consolida4on  across  numerous  soHware  applica4ons  

can  solve  this  challenge  and  produce  a  significant  return  on  investment    !

!!!!

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Nearly two-thirds of managers believe poor information management is hurting productivity by 29% - Capgemini

!The Evolution of Content and its Management !For  the  purposes  of  this  paper,  content  refers  to  the  documents,  spreadsheets,  presenta4ons,  emails  and  other  forms  of  captured  informa4on  organiza4ons  use  every  day  to  make  business  decisions.      !  A  paper  by  Berkley  scien4sts  published  more  than  10  years  ago  es4mated  that  informa4on  created  on  print,  film,  tape  and  disk  in  2002  was  roughly  equivalent  to  all  the  text  in  the  Library  of  Congress-­‐-­‐mul4plied  by  500,000.  According  to  Google’s  Eric  1

Schmidt,  “Every  two  days  now  we  create  as  much  information  as  we  did  from  the  dawn  of  civilization  up  until  2003.  That’s  something  like  ?ive  Exabyte  of  data.”  Incredibly,  that  amount  2

has  doubled  in  the  past  three  years  and  will  grow  even  faster  as  people  begin  to  take  advantage  of  low-­‐cost  storage  technology.      3!Consider  the  following  sta4s4cs:  !

• Execu4ves  waste  six  weeks  per  year  searching  for  lost  documents.    4

• A  typical  employee  spends  30%-­‐40%  of  his  4me  looking  for  informa4on  locked  in  email,  documents,  shared  hard  disks  and  filing  cabinets.    5

• Professionals  spend  50%  of  their  time  searching  for  information,  18  minutes  is  the  average  time  to  search  for  a  document.    6

• Organiza4ons  lose  a  document  every  12  seconds. 7• In  surveying  1000  middle  managers  of  large  companies  in  the  U.S.  and  U.K.,  59%  

miss  important  informa4on  almost  every  day  because  it  exists  within  the  company  but  they  cannot  find  it.    8

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A typical employee spends 30%-40% of his time looking for information locked in email, documents, shared hard disks and filing cabinets.

- thepaperlessproject.com

Peter Lyman and Hal R. Varian, “How much Information?” , Berkeley, October 20031

Techcrunch.com,  Eric  Schmidt  “Every 2 Days We Create As Much Information As We Did Up To 2003” August  20102

Steven Levy, Newsweek, November 10, 20033

www.keyorganization.com  From FastCompany Magazine, 8/20044

Facts About Paper”, February 24, 2014, http://www.thepaperlessproject.com/what-are-the-facts-about-paper/5

“Facts About Paper”, February 24, 2014, http://www.thepaperlessproject.com/what-are-the-facts-about-paper/6

“Facts About Paper”, February 24, 2014, http://www.thepaperlessproject.com/what-are-the-facts-about-paper/7

Wall Street Journal, Accenture, May 14, 20078

• Nearly  two-­‐thirds  of  managers  believe  poor  informa4on  management  is  hur4ng  produc4vity  by  29%. 9!

In  order  to  deal  with  content,  storage,  data  control,  accessibility  and  improved  efficiencies,  organiza4ons  have  begun  to  invest  in  Enterprise  Content  Management  (ECM)  solu4ons.    Today,  according  to  Gartner’s  2013  Magic  Quadrant,  ECM  demonstrates  value  and  contributes  over  $4.7B  in  soHware  revenue  growth  to  the  economy.    10 !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

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“Poor information management costs millions a year”, Capgemini, March 4, 2008. 9

Gartner, Enterprise Content Management Magic Quadrant, 2013.10

According  to  AIIM’s  2011  ECM  Study ,  the  biggest  drivers  to  implemen4ng  ECM  11

solu4ons  are:  

• Improved  efficiencies  • Op4miza4on  of  business  processes  • Compliance  • Cost     !

!!While  only  24%  of  large  organiza4ons  had  implemented  ECM  solu4ons  and  strategies  in  2011,  the  growth  of  the  industry  is  due  to  an  increasing  recogni4on  that  data  and  content  management  is  needed  as  organiza4ons  aFempt  to  manage  and  control  the  vast  amount  of  informa4on  created.  

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“The  typical  organization  with  1,000  employees  wastes  $2.5M  -­‐$3.5M/year  searching  for  nonexistent  information,  failing  to  @ind  existing  information,  or  recreating  information  that  can’t  be  found.  -­‐  IDC

AiiM, State of ECM Industry, 2011,www.aiim.org11

 !Organizing  and  storing  content  in  an  effec4ve  manner  can  provide  organiza4ons  with  a  quan4fiable  return  on  investment.  According  to  IDC,  informa4on  workers  waste  a  significant  amount  of  4me  each  week  dealing  with  a  variety  of  challenges  related  to  working  with  documents.  This  wasted  4me  costs  the  organiza4on  $19,732  per  worker/year  and  amounts  to  a  loss  of  21.3%  of  the  organiza4onal  total  produc4vity.  For  organiza4ons  with  1000  employees,  this  4me  wasted  would  equal  hiring  an  addi4onal  213  workers.    Finally,  as  stated  12

by  the  IDC,  “the  typical  organization  with  1,000  employees  wastes  $2.5M  -­‐$3.5M/year  searching  for  nonexistent  information,  failing  to  ?ind  existing  information,  or  recreating  information  that  can’t  be  found.  13!For  the  above  reasons  and  more,  implemen4ng  an  ECM  solu4on  will  result  in  higher  worker  efficiencies  and  organiza4onal  effec4veness.  The  impact  of  not  implemen4ng  a  solu4on  can  be  staggering.  One  in  25  organiza4ons  has  made  the  news  due  to  poor  records  management  and  27%  of  businesses  have  suffered  a  loss  of  business  or  reputa4on  in  the  past  as  a  result  of  poor  records  keeping.    For  lost  documents,  14

companies  pay  a  cost  of  searching  6x  the  value  of  the  original  document.  15

So  while  technology  and  enterprise  content  management  solu4ons  have  enabled  organiza4ons  to  improve  business  planning  and  decision  making,  the  volume  of  content  and  accessibility  to  that  content  is  increasing  at  an  alarming  rate.  Content  Chaos  can  result  in  loss  of  efficiencies,  poor  business  processes  and  decisions  being  made  without  the  proper  informa4on  at  hand.  It  can  be  incredibly  daun4ng  for  an  organiza4on  to  balance.    Accessing  informa4on  at  the  right  4me  to  make  quick,  per4nent  decisions  is  what  sets  organiza4ons  apart  compe44vely.  So  while  we  can  store  a  lot  more  

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IDC, Bridging the Productivity Gap:New Chellenges and Opportunities for IT, September 2012.12

IDC, Quantifying Enterprise Search, May 2002.13

AiiM, Records Management Strategies;Plotting the Changes, 2011, www.aiim.org14

Michael F Woolery, Sieze the Day, 2010.15

informa4on  in  a  lot  less  space,  the  volume  of  content  also  means  that  finding  the  specific  piece  of  informa4on  necessary  to  make  decisions  is  becoming  increasingly  difficult.  

Findability & Contextual Search in the implementation of an ECM strategy !

While  ECM  systems  are  successfully  being  implemented  in  organiza4ons  today,  organiza4ons  are  beginning  to  realize  that  an  ECM  solu4on  alone  does  not  solve  the  numerous  issues  associated  with  large  amounts  of  content.  Implemen4ng  an  ECM  system  does  not  necessarily  address  an  employee’s  challenge  to  find  the  content  they  need  to  make  decisions,  when  they  need  it.  There  is  a  growing  understanding  that  implemen4ng  an  ECM  strategy  is  now  only  part  of  the  solu4on.  While  ECM  can  simplify  content  management,  storage  and  organiza4on,  employees  generally  need  to  change  their  exis4ng  behavior  to  ensure  maximum  efficiencies.  This  compliance  to  the  rules,  oHen  set  out  by  an  internal  IT  department  or  consultants,  becomes  challenging,  and  many  employees  develop  informal  ways  to  manage  their  content.  Personal  cloud  solu4ons,  saving  content  on  a  desktop,  email  and  shared  server  drives  all  add  addi4onal  content  storage  solu4ons  to  an  organiza4on’s  corporate  memory  that  must  be  managed  and  are  oHen  outside  the  approved  enterprise  content  management  system.      !The  time  it  takes  to  ?ind  the  right  enterprise  content,  at  the  right  time,  and  its  ongoing  management  is  having  an  impact  on  organizational  effectiveness.  We  are  literally  drowning  in  our  own  informa4on  as  we  suffer  from  the  inability  to  find  the  necessary  content  required  to  make  decisions  in  a  4mely  manner.    !According  to  AiiM,  Findability  is  the  art  and  science  of  making  content  ?indable.    Many  people  oHen  use  the  terms  findability  and  search  interchangeably  yet  there  is  a  difference  in  how  the  two  work.  If  organiza4ons  could  simplify  findability  of  organiza4onal  content  through  cross-­‐  plajorm  search,  such  as  matching  the  capability  of  

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Findability is the art and science of making content findable.  

web  searches;  this  could  improve  the  produc4vity  of  professional  staff  on  average  by  30%.  Therefore,  how  people  manage,  recall  and  find  informa4on  needs  to  be  taken  16

into  considera4on  when  linking  ECM  and  exis4ng  soHware  solu4ons.  As  a  result,  determining  just  how  people  go  about  looking  for  informa4on  will  provide  a  beFer  understanding  of  how  technology  can  be  used  to  help  people  actually  find  what  they’re  looking  for  faster.  !1)  Effec(ve  keyword  searches  are  difficult  to  construct  and  are  o7en  unsuccessful  –  A  study  from  UNC  CharloFe  and  the  Palo  Alto  Research  Centre  demonstrated  that  employees  are  not  very  successful  when  it  comes  to  finding  targeted  informa4on  via  a  keyword  search,  because  people  oHen  find  it  hard  to  describe  the  things  they  want  to  find  with  keywords.  The  study  stated:  17

!“…  although  current  commercial  products  present  efficient  methods  for  keyword-­‐based  searches,  they  are  not  as  effec=ve  in  an  enterprise  environment,  where  informa=on  is  hard  to  find  by  keywords  alone.”  !People  are  able  to  recall  informa4on  like  who  sent  them  the  document,  or  approximately  when  they  received  an  email,  but  struggle  to  remember  specific  details  and  keywords.  

2)  When  people  do  use  keywords,  it’s  usually  a  part  of  an  orienteering  strategy  –  A  2010  study  from  MIT  examined  the  steps  that  people  take  when  looking  for  corporate  18

informa4on.  Their  results  showed  that  when  looking  for  informa4on,  people  navigated  to  their  target  with  small,  local  steps  using  contextual  knowledge  as  a  guide  instead  of  jumping  directly  to  their  informa4on  target  using  keywords.  An  example  given  in  the  study:  !“Although  she  knew  exactly  what  document  she  was  looking  for  (i.e.,  her  informa=on  need  was  not  evolving),  she  could  not  describe  the  document,  its  contents,  or  its  loca=on  in  advance…  Because  she  could  not  specify  her  informa=on  need,  a  “perfect”  search  engine  probably  would  not  have  helped  her.  Nonetheless,  she  successfully  found  her  target  through  a  series  of  small  steps,  using  the  local  context  at  each  stage  of  her  search  to  inform  her  next  step.”    !

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AiiM, Capitalizing on Content: a compelling ROI for Change, 2011, www.aiim.org16

UNC Charlotte, Palo Alto Research Centre, Finding Business Information by Visualizing Enterprise Document 17

Activity.

Massachusetts School of Information Technology, and University of Michigan, The Perfect Search Engine is not 18

enough A study of Orienteering Behavior in Directed Search, 2004

3)  As  humans,  we  need  contextual  clues  –  An  experiment  in  the  60’s  examined  peoples’  ability  to  recall  a  list  of  words.    Par4cipants  were  given  the  list  and  then  split  into  2  groups  and  then  asked  to  recall  the  words  (eg:  pigeon,  apple,  etc.).  One  group  was  given  category  names  associated  with  the  words  (bird,  fruit,  etc.)  and  the  other  was  not.  The  group  that  had  the  category  names  outperformed  the  free  recall  group  75%-­‐40%,  demonstra4ng  that  humans  are  much  more  capable  of  informa4on  recall  when  they  have  a  contextual  clue  to  guide  them.    19

!Based  on  this  research,  keyword  search  isn’t  always  the  best  solu4on,  especially  in  the  enterprise.  People  tend  to  use  (and  need)  contextual  clues  to  help  guide  them  on  their  path  to  informa4on  retrieval.  Crea4ng  systems  that  work  with  people  (instead  of  against  them)  by  allowing  them  to  search  for  informa4on  in  a  way  that’s  natural  seems  like  the  best  way  to  engage  them.  Findability  and  Contextual  search  are  necessary  requirements  to  successful  implementa4ons  of  enterprise  soHware  solu4ons.    

Cross Platform Content Consolidation !An  important  step  in  the  ECM  evolu4on  is  in  improving  content  accessibility  that  ensures  users  can  access  informa4on,  across  many  plajorms  and  access  points  with  no  required  change  in  user  behavior.  Providing  an  easy  way  to  find  content,  as  users  know  how  to  tradi4onally  search,  will  improve  the  combined  effec4veness  of  all  other  soHware  solu4ons.    

!!!

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Findability and Contextual search are necessary requirements to successful implementations of enterprise software solutions.

Tulving, E. and Pearlstone, Z,Journal of Verbal Learning and Verbal Behaviour “Availability versus accessibility of 19

information in memory for words” 1966.

Organiza4ons  hold  and  access  informa4on  in  more  systems  and  devices  than  ever  before.  Employees  now  have  content  on  email,  in  the  cloud,  on  shared  drives,  in  Box  folders,  on  different  devices,  in  social  media,  and  across  mul4ple  third  party  soHware  integra4on  systems  such  as  SharePoint,  Sales  force,  and  many  others.    Yet  not  one  ECM  or  Saas  solu4on  alone  exists  today  to  effect  change  in  an  organiza4on.  Solu4ons  such  as  Salesforce  or  SharePoint  are  implemented  to  standardize  content  u4liza4on  and  each  have  their  strengths,  yet  these  solu4ons  do  not  interact  with  each  other-­‐  causing  more  confusion  for  employees  asked  to  manage  their  4me  effec4vely.    !This  suggests  that  a  solu4on  that  enables  cross-­‐plajorm  consolida4on  and  effec4ve  search  that  allows  an  informa4on  worker  to  find  content  no  maFer  where  it  lies  would  directly  and  successfully  impact  the  effec4veness  of  soHware  deployment,  by  improving  the  efficiency  of  a  workers  4me.    !To  accomplish  this,  soHware  must  leverage  the  rela4onal,  structured  data,  or  “en44es”  it  contains  in  its  database.  For  instance,  CRM  and  ERP  solu4ons  both  hold  company  informa4on.  An  organiza4on  may  have  ACME  Corp  as  a  client  and  therefore  it  is  a  safe  assump4on  that  ACME  Corp  would  be  an  account  in  the  organiza4on’s  CRM  as  well  as  the  ERP.  By  mapping  these  en44es  to  another  the  two  systems  can  share  content  and  informa4on  workers  can  access  relevant  content  regarding  the  en4ty  from  either  system.    !A  recent  AiiM  study  stated  that  access  to  up-­‐to-­‐date  customer  data  and  correspondence  can  product  improvements  to  customer  service  levels  from  customer  facing  staff  of  33%  with  over  half  (57%)  es4ma4ng  a  25%  improvement  or  more.    20

Cross  plajorm  content  consolida4on  is  key  to  maximizing  the  effec4veness  of  employee  produc4vity.  

Conclusions !The  informa4on  age  has  impacted  organiza4ons  like  never  before.  ECM  solu4ons  have  filled  the  basic  requirements  for  storage,  control  and  data  management.  The  next  evolu4on  of  ECM  involves  becoming  more  sophis4cated  in  applying  contextual  search  techniques  to  exis4ng  plajorms,  and  in  recognizing  ways  to  improve  the  effec4veness  of  content  management  within  the  context  of  third  party  applica4ons  and  services.  Organiza4ons  that  are  able  to  effec4vely  consolidate  content  through  cross  plajorm  technologies  can  expect  gain  a  compe44ve  edge  and  achieve  a  return  on  investment  through  a  significant  increase  in  efficiencies  and  the  opportuni4es  gained  from  a  360  degree  view  of  their  informa4on.    

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AiiM, Capitalizing on Content: a compelling ROI for Change, 2011, www.aiim.org20

About  the  Author  

!Peter  Hickey  is  President  and  co-­‐founder  of  Oris4.com,  a  company  dedicated  to  solving  the  content  challenges  faced  by  enterprise  through  the  automa4c  consolida4on  and  organiza4on  of  enterprise  content.  Peter  is  a  recognized  inventor  on  the  patent  filings  on  Method  and  System  for  Content  Aggrega4on  U4lizing  Contextual  Indexing.  Peter  is  based  in  Halifax,  NS,  Canada.  Follow  Peter  on  TwiFer  @peterghickey  or  contact  him  directly  at  peter@Oris4.com.  !!

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