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Buil
E .
• Darin
I
L. Stewart
Building
Enterprise
Taxonomies
A Controlled Vocabulary Primer
SECOND EDTTTON
(@
Mokita Press
To Laura,
who taught me the importance of details.
Copyright © 2011 by Darin L. Stewart
SECOND EDITION
Contents
1. Findability 1
Infoglut 4
2. Metadata 23
T ypes of Metadata 28
Descriptive Metadata 28
Administrative Metadata 30
Structural Metadata 31
Metadata Schemas 32
Where Do I Put It? 36
Where Does It Come From? 39
Metadata and Autho rity Control 41
3. Taxonomy 45
Linnaean Taxonomy 48
Controlled Vocabulat:ies 51
Faceted Classification 59
4. Preparations 67
The Taxonomy Development Cycle 70
Research 72
Performing a Content Audit 76
Creating a Governance Document 83
5. Terms 89
Internal T erm Sources 90
I ntranets and Websites 92
External Term Sources 95
E xisting Taxonomies 98
Refining Terms 99
Basic Hygiene 99
D isambiguation 110
6. Structure 115
Card Sorting 116
7. Interoperability 135
Basic XML Concepts 137
XSLT 146
Zthes 152
8. Ontology_ 159
What Is An Ontology? 160
9. Folksonomy 185
Tagging 186
Folksonomy 191
Tag Clouds 194
Pace Layerin 202
Glossary 205
Notes 219
Index 227
1
Findability
"But the plans were on display... "
"On display? I had to go down to the cellar to find them."
'That's the display department."
"With a flashlight. "
"Ah, well, the lights had probably gone."
"So had the stairs."
"But look, you found the notice didn't you?"
"Yes," said Arthur, "yes I did. It was on display in the
bottom of a locked filing cabinet stuck in a disused lavatory
with a sign on the door saying 'Beware of the Leopard."'
T hings get much more dangerous if you venture out o f the tourist
areas and onto an i.ntranet or, heaven help you, a file system. Once
you enter the realm of the enterprise i.n fo nnation system , all bets are
o ff. The seemingly unified front o f the corporate website dissolves
into a collection of fiefdo ms, each with its own local dialect and
2 Chapter One
D espite our best efforts, most websites, portals, intrancts and file
systems are hostile environments for information seekers. We hire
consultants, hold focus groups and conduct usability studies to
w1derstand our users' needs. We build site maps, add search boxes,
and tag our content, and users still get lost. According to surveys
co nducted by Gartner, IDC and o thers, knowledge wo rkers spend
fro m thirty to as much as for ty percent o f their work day searching
for information and yet only find what they need less than half the
1
time. This means we spend more time looking for documents than
actuaUy reading them. This situatio n is not just embarrassing, it's
expensive.
When people can't fi11d what they need, they don't just give up. They
go elsewhere. Wh en a consumer doesn't find the right product, they
go to a competitor, which in aggregate costs your company half of its
po tential sales. Tf they arc already a customer, they pick up the pho ne.
This costs you an average of seventeen dollars for each call that yom
self-service website was supposed to eliminatc. 3 When an employee
can't find what they need, they go to a co-worker, doubling costs
while halving productivity and often yielding no better results. Tn a
2002 research note, Rcgi11a Casonato and Kathy H arris of G artner
estim ated that ao employee will get fifty to seventy-five percen t o f
the mformation they need directly from other people, effectively
erasmg tl1e benefits o f a corporate Tntranet. 4
These arc just the purely quantifiable costs. Consider the impact poor
findability has on decisio n making when there simply isn't time to re-
research and recreate the needed intelligence. Critical decisions may
be delayed because the information we can find, if any, is either
incomplete or conllicting. Worse, bad decisio ns may be enacted when
they wouldn't have even been considered had a fuller, more accurate
picture been available. ln this age of compliance, the ability to locate
and produce in form ation on demand can mean the difference
between passing an audit and dissolving the company.
lnfoglut
So how did we get into this mess? We have spent literally trillions o f
dollars on information technology, and yet o ur access to in formation
seems to get worse in direct proportion to the amount o f money and
effort expended to improve it. Some pundits point to the sheer
volume of in formatio n with which we arc inundated and resign
themselves to this inevitable consequence of life in the information
age. As Britton H adden of n NfE magazine put it:
Each year the world produces roughly five exabytes (1018 /ijleJ) of
new in formation. T o put that in more familiar terms, if the seventeen
million books in the Library of Congress were fully digitized, five
exabytes would be the eg uivalent o f 37,000 new libraries each year.
While thjs is staggering in and of itself, consider that in 1999 it is
estimated that only two exabytes of new information was created,
meaning that the rate of in formation growth is accelerating by 30% a
year. 92% of that information is stored on digital meilia and 40% is
generated by the United States alone. We create 1,397 terabytcs of
o ffice documents each year. Each day we send thirty-one billi.on
emails.8 It is no wonder that we are, as J o hn Naisbitt famously put it,
"drowning in information, but starved for knowledge."
these different forms of 1111struct11red co11/e11! is that they arc all designed
for human consumption rather than machine processing. As a result,
all of the tried and true methods of data management we have
worked so hard to master fail miserably when asked to bring a
company picnic an nouncement to heel. So while quarterly sales
forecasts across four continents may be readily available, knowing
whether you are supposed to bring a salad or a desser t may be out o f
reach.
Relevant Relev,ml
Documents Retrieved Documents Retrieved
Total
= PRECISION Total Relevant
= RECALL
recaU
This ability to rank pertinent documents near the top of a result set is
what has made Google the clear winner of the search engine wars.
T heir PageRanJ<: algorithm is a key ingredient in the Google secret
sauce. 11 Rather than just counting how many ti.mes a certain word
occurs in a document or where it occurs, Google also looks at who
links to that document. If a lot of pages reference a particular
website, chances are that it is a pretty im portant source of
information on the topic at hand. If the pages linking in are
themselves important, then that likelihood increases and the
document's relevancy rank improves accordingly. T his variation o n
"citation analysis," which is traditionally used to determine the
importance of scholarly publications, has radically changed Internet
search for the better. Google even offers a free tool that l can add to
my website to search my own content with just a few lines of code.
So, problem solved? Not quite. There arc several caveats to applying
a G oogle-like tool to your fi.ndability challenges. First, Google free
site search is really only searching a su bset of the entire Google index,
that part representing just your website. As a result, only those Web
pages that are open and available to the public will be included in a
search. Anything o n the l ntranet is invisible to the Google spiders,
th e programs that find and index Web pages and build up the search
index. Even those pages and documents that are open to the Internet
at large may be missed. Indexing programs only go so deep when
looking over a website. If your content is more than a link or two
away fro m the main page, it will probably be missed. Any new
content you add will likewise be invisible until the next time an
indexing spider happens by- a process completely outside of your
control. As Google explains:
Aside from the arcane nature of indexing, the very act o f searching
can be a struggle in most organizations. Documents and content are
spread out across multiple locations and repositories. Policies may be
o n the Intranet, quarterly reports o n the file system, resumes in a
departmental directory and price lists on the company homepage.
Finding in formation is n o longer an exercise in finding a needle in a
haystack. First you must choose which haystacks to search, in what
order, and for how long. In most organizations, less than half of their
documents arc centrally inclexecl. 14 Th.is means that it is impossible to
look for information in aU potential locations with a single query or
even a single search tool. Th.is dispersal of information across an
organization leads to anoth er search challenge: choosin g the correct
query terms.
Figure 2. Just cut, pas te and yo u've got search. Not quite.
Fir1dability 11
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