Making _Business_Case_ Metadata

Strategies LLCTaxonomyOctober 4, 2006Copyright 2006 Taxonomy Strategies LLC. All rights reserved.Making the Business Case for Metadata:U.S. Environmental Protection Agency Case StudyJoseph A Busch, Principal2Taxonomy Strategies LLC The business of organized informationWho I am: Joseph BuschOver 25 years in the business of organized information.Founder, Taxonomy Strategies LLCDirector, Solutions Architecture, InterwovenVP, Infoware, Metacode Technologies –(acquired by Interwoven, November 2000)Program Manager, Getty FoundationManager, PricewaterhouseMetadata and taxonomies community leadership.President, American Society for Information Science & TechnologyDirector, Dublin Core Metadata InitiativeAdviser, National Research Council Computer Science and Telecommunications BoardReviewer, National Science Foundation Division of Information and Intelligent SystemsFounder, Networked Knowledge Organization Systems/Services3Taxonomy Strategies LLC The business of organized informationRecent & current projects4Taxonomy Strategies LLC The business of organized informationAgendaMetadata themes & issuesMetadata costs & benefits5Taxonomy Strategies LLC The business of organized informationOverall enterprise metadata goals Provide a single methodology for categorizing information across EPA offices, programs, and regions.Reduce the time it takes to successfully target and find cross-Program/Region informationEnable and enforce content linking across the agencyBuild common agency-wide terminology resourcesEliminate multiple, ambiguous taxonomies Eliminate multiple glossaries, abbreviations and acronyms Group things differently depending on the contexte.g., ground water with drinking water, or ground water with water qualityGet the right content to the right people in the right format at the right time.6Taxonomy Strategies LLC The business of organized informationEpa.gov site searchPut almost everything in the search index (PDF libraries, EIMS and other repositories, etc.)Search across Programs & Regions on broad reaching topics.Enable automatic synonym search (query expansion)Avoid retrieving too much stuff.Provide guidance about how to choose the best keywords.Provide a single EPA-wide glossary, abbreviations and acronyms resource.Find related information on-the-fly (more like this)Identify major new resources (new topics, new major sites, documents of interest, what’s important today)7Taxonomy Strategies LLC The business of organized informationLink information to & from ProgramsEnforce linking to major national information.Identify & recommend related content when pages are submitted to CMS (content management system).Provide reliable & efficient process to efficiently assemble super topic sites, e.g., on mercury.Define process to assemble topical sites quickly, e.g., in response to Hurricane Katrina.Relate things to a certain application that supports a service being provided to certain end users.Scope linking beyond EPA including GPO, Dept of Energy, & some commercial sites.* GPO –Government Printing Office8Taxonomy Strategies LLC The business of organized informationIssues in using information from other ProgramsCan’t reliably search information from other programs.Terminology often means different things in different contexts, e.g., “risk assessment.”Information from other programs may be contradictory, e.g., research information may conflict with regulations.Links send people to another site. Different look & feel.Links are not necessarily reciprocal.9Taxonomy Strategies LLC The business of organized informationMetadata Require metadata.Make it easy to add & change metadata.Incorporate metadata into content workflow.Pre-populate metadata.Provide incentives for quality user-contributed metadataProvide almost instantaneous feedback using that metadata.Make it easy to change website organization without having to re-index or re-code pages.10Taxonomy Strategies LLC The business of organized informationAgendaMetadata themes & issuesMetadata costs & benefits11Taxonomy Strategies LLC The business of organized informationSuccess measures: Usage metrics Reduce FOIA requests/costs.Expand use to include different types of people (new audiences)Improve customer satisfaction survey resultsScore higher on American Customer Satisfaction Index (ACSI) government-wide surveyImprove OMB Performance and Accountability Reports (PARS) Show cause and effect especially between regulation & measured outcome, e.g, arsenic removed from water and health.Provide more visibility for research pages.Reduce cost per unique user (UU) Increase Web statistics (page hits)Increase number of successful website searches.Others?* FOIA –Freedom of Information Act.** OMB –Office of Management & Budget. 12Taxonomy Strategies LLC The business of organized informationSuccess measures: IA Metrics Increased number of links.Increased number of internal cross-cutting links.Reduced time to build super topic website.Increased number of metadata fields filled-in.Others?13Taxonomy Strategies LLC The business of organized informationBenefit:Reduce FOIA* RequestsNumber of FOIA requests5,000 Average cost per FOIA response$ 500 FOIA response cost per year$2,500,000 Percentage reduction of FOIA requests per year5%FOIA cost savings per year$ 125,000 Potential benefit* FOIA –Freedom of Information Act.14Taxonomy Strategies LLC The business of organized informationBenefit:Reduce Other Information RequestsNumber of information requests50,000 Average cost per response$ 30 Info response cost per year$1,500,000 Percentage reduction of info requests per year50%Info requests cost savings per year$ 750,000 Potential benefit15Taxonomy Strategies LLC The business of organized informationBenefit:Reduce cost per unique user (UU)20052006Total IT/Data management budget*$13,020,000$12,657,400Percentage epa.gov1%1%Estimated epa.gov budget$ 1,320,000$ 1,265,740Epa.gov unique users per year10,000,00010,500,000Cost per user$ .13$ .12Percentage increase in users per year5%Potential benefit* Summary of EPA 2006 Budget.16Taxonomy Strategies LLC The business of organized informationBenefit:Expand to new audiences%Identified target audiencesIndustryAdvocacyGeneral Public33%33%33%Online survey self-identified audiencesBusiness & IndustryAdvocacyGeneral PublicCompetitors/Collaborators State & local governmentsTribal councilsAcademicK-1215%10%20%10%15%5%10%5%Potential benefit17Taxonomy Strategies LLC The business of organized informationBenefit:Improve customer satisfactionACSI* scoreAverage clicks per UU session10Reduce clicks by10%Potential benefit* ACSI –American Customer Satisfaction Index.18Taxonomy Strategies LLC The business of organized informationBenefit:Improve OMB* Performance and AccountabilityReports (PARS)20062007Research scoresambergreenNo links to/from research pages1,0002,000% increase in links to/from Research pages100%Potential benefit* OMB –Office of Management & Budget.19Taxonomy Strategies LLC The business of organized informationBenefit:Increase number of successful website searches20062007No of searches with 0 hits100,00020,000% decrease in searches with 0 hits500%Potential benefit20Taxonomy Strategies LLC The business of organized informationBenefit:Increase number of links (internal cross-cutting links)20062007No. of links to/from epa.gov pages200,000400,000% increase in links to/from epa.gov pages100%Potential benefit21Taxonomy Strategies LLC The business of organized informationBenefit:Reduce time to build topic websitesTime to build Hurricane Katrina site1 monthCost to build Hurricane Katrina site$ 250,000Time to build Mercury site1 yearCost to build Mercury site$ 750,000Potential benefit22Taxonomy Strategies LLC The business of organized informationBenefit:Increased metadata consistency & quality20062007Total epa.gov webpages500,000500,000No of webpages with metatags50,000100,000Percentage pages with metatags10%20%Potential benefit23Taxonomy Strategies LLC The business of organized informationBenefit:Decrease time to regulationCost per regulation$ 150,000Percentage decrease10%Regulations per year100Total savings$ 1,500,000Potential benefit24Taxonomy Strategies LLC The business of organized informationBenefit:Improve e-government (one-stop-shop)Current avg cost to obtain permit$ 1,500Total number of permits100,000Percentage decrease5%Total savings$ 7,500,000Potential benefit25Taxonomy Strategies LLC The business of organized informationBenefit:Decrease grant cycleGet information out fasterImprove quality of grant proposalsMore effective use of grant moneyPotential benefit26Taxonomy Strategies LLC The business of organized informationOther potential beneits?27Taxonomy Strategies LLC The business of organized informationEstimated tagging costsTaxonomy FacetHier?TypicalCV SizeTime/Value (min)*Avg # values /Item$ /MinCost/ElementAudiencesN10.252$ 0.42 $ 0 .21 SubstancesN20,000.503$ 0.42$ 0.63FunctionsY500.501$ 0.42 $ 0.21 IndustriesY2,500.502$ 0.42$ 0.42Information TypesN20.251$ 0.42 $ 0.11 LocationsY5,000.502$ 0.42 $ 0.42 OrganizationsY50.502$ 0.42 $ 0.42 TopicsY100.502$ 0.42 $ 0.42 TOTALS28,1803.5015$ 2.84 * Assumption: All values are automatically populated using business rules, clues, or training sets. So the time per value is editorial quality checking, not indexing from scratch.28Taxonomy Strategies LLC The business of organized informationCost assumptionsASSUMPTIONSEnterprise SW License*$ 250,000Annual Maintenance/Support15%SW Implementation100%Annual Application Tech Support$ 50,000Legacy Content Items100,000Content Growth Rate15%Tagging/Item$ 2.84Enterprise Taxonomy$ 100,000* Assumption: Includes one-time Documentum, Northern Lights, and other SW license costs29Taxonomy Strategies LLC The business of organized informationTotal cost of ownership (TCO)DescriptionYear 1Year 2Year 3Year 4Year 5SWLicenses$ 250,000 Maintenance$ 37,500 $ 37,500 $ 37,500 $ 37,500 Implementation$ 250,000 Appl Support$ 37,500 $ 37,500 $ 37,500 $ 37,500 TaggingLegacy Content$ 284,000 Ongoing$ 42,600 $ 42,600$ 42,600$ 42,600TaxonomyCreation$ 100,000 Maintenance$ 15,000 $ 15,000 $ 15,000 $ 15,000 TOTAL$ 884,000 $ 132,600 $ 132,600$ 132,600$ 132,60030Taxonomy Strategies LLC The business of organized informationBenefitsService efficiency increaseReduce FOIA Requests10%$ 250,000 Reduce Other Information Requests50%$ 1,250,000 Reduce cost per UU (unique user)8%$ 108,333 Reduce time/cost to build super topic website50%$ 250,000 Increase no. of webpages with metatags100%$ 142,000 Decrease time/cost-to-regulation cycle10%$ 1,500,000 Decrease time/cost to obtain permit5%$ 7,500,000 TOTAL$ 11,000,333 31Taxonomy Strategies LLC The business of organized informationROI CalculationsDescriptionYear 1Year 2Year 3Year 4Year 5CostsSW Licenses/Maintenance$ 250,000$ 37,500$ 37,500 $ 37,500 $ 37,500Implementation/Support$ 250,000$ 37,500$ 37,500 $ 37,500 $ 37,500Build/Maintain Taxonomy$ 100,000$ 15,000$ 15,000 $ 15,000 $ 15,000Legacy/Ongoing Tagging$ 284,000$ 42,600$ 42,600 $ 42,600 $ 42,600 Benefits*Reduce info requests$ 1,500,000$ 1,500,000 $ 1,500,000 $ 1,500,000 Improve website efficiency$ 500,333$ 500,333 $ 500,333 $ 500,333 Service efficiency gains$ 9,000,000$ 9,000,000 $ 9,000,000 $ 9,000,000 Yearly Net Benefits$ (884,000)$ 10,867,733$ 10,867,733 $ 10,867,733 $ 10,867,733 Payback period1.9Years until Benefits = CostsStrategies LLCTaxonomyOctober 4, 2006Copyright 2006 Taxonomy Strategies LLC. All rights reserved.Questions?Joseph A. Busch415-377-7912, jbusch@taxonomystrategies.comFor more information about the EPA Taxonomy Project please see: http://taxonomy.jkshirey.us/doku.phpLogon: EPA-Taxonomy Passcode: taxonomy