Presentation Title 28pt

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Holistic Content Management
Tim Jennings Research Director Butler
Group tim.jennings_at_butlergroup.com
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Holistic (adj.) Looking at the whole system
rather than just concentrating on individual
components. The overall sum can be greater than a
simple totaling of the individual parts, because
the "system" adds something in addition.
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The Information Management Requirement
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The Information Management Requirement
80 of information is unstructured. Even at just
25 of the information density of structured
data, it represents half of the information value
of the organisation
UnstructuredInformationValue
StructuredInformationValue
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Knowledge CapitalWhat Value?

• KC now exceeds US traditional corporate assets

Source Strassmann, Inc. database of 5,763 US
firms
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Information Management in Business

• Business decision making relies on information,
  much of it unstructured
• Letters, contracts, claim forms
• Web research, reports, manuals
• Advice, opinion, previous experience
• Although transactional systems, events and alerts
  may initiate action, information is typically
  required to complete it
• To make better, faster, decisions, we therefore
  need to speed up access to unstructured
  information

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AIIM Survey Drivers
Data courtesy AIIM PricewaterhouseCoopers
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10 Reasons for Adopting a Broad ECM Strategy
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Content Reuse

• To increase the reuse of content across multiple
  channels, including Web, print, e-mail, and
  mobile.
• Communications span multiple channels
• Customers demand self-service and convenience
• Goal is to minimise recreation of content
• Showing content dependency helps visibility

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Managing Digital Assets

• To enable digital assets including images, audio,
  and video, to be incorporated into a total
  information management strategy.
• Rich media being generated from multiple sources
  e.g. call centres, CCTV
• Technologies can be used to extract information
  from these assets in the same way as documents
• Requirement to capture, catalogue, and secure
• Automation improves handling of digital assets

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Compound Documents

• To control the resources and costs involved in
  creating high-value documents such as company
  reports, sales proposals, and product manuals.
• Metrics required to measure the cost of content
  creation and maintenance
• High-value compound documents are resource
  intensive
• Requirement for efficient team working and
  process management

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Web Site Administration

• To minimise the costs of administering multiple
  Web sites, ensuring rapid deployment with
  consistent branding, and enabling delegated
  administration.
• Organisations require easily deployable regional
  sites and micro-sites
• Must retain corporate branding
• Requires centralised control but delegated
  administration

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Distributing Information

• To reduce the cost of distributing information
  both within the organisation, and externally to
  customers and partners.Communications span
  multiple channels
• Savings on internal and external costs
• Utilise electronic channels
• Payslips, newsletters, product manuals
• Self service initiatives for customers,
  suppliers, and business partners
• Example of paperless billing

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Records Management

• To enable the application of sound records
  management principles to both paper-based and
  electronic documents.
• Content lifecycle view must include archiving and
  disposal
• Statutory retention timescales apply to many
  types of information
• Records management should be integrated into
  existing tools and applications
• RM principles should be part of operational
  procedures

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Managing E-Mail

• To manage the 60 of critical business
  information that is now stored within e-mail
  systems, often with no long-term central
  repository.
• E-mail is a classic example of technology
  distorting business strategy
• 30 archive e-mail for no longer than a month
• Represents a serious threat to the business
• May have regulatory consequences
• E-mail should be regarded as a primary content
  source

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Content Applications

• To support the integration of content into
  enterprise applications and business processes,
  and enable content collaboration.
• ECM must not be a standalone repository
• Content must be deployed in the context of apps
  such as ERP and CRM
• There is a close synergy between content and
  processes
• Platform requires integration, workflow,
  simulation, and optimisation capabilities

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Information Value

• To cultivate, sustain, and manage the information
  that is the lifeblood of every organisation.
  Examples
• Market research information
• Professional services
• E-government
• Healthcare records
• Supply chain efficiency
• Sales and marketing campaign data
• New product collaboration

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Information Compliance

• To meet the obligations of compliance imposed by
  a surfeit of new legislative and regulatory
  frameworks.
• All organisations faced with requirement for
  compliance
• Regulations include Freedom of Information Act,
  Data Protection, Companies Bill, Sarbanes Oxley
• Solutions centre around information management,
  information analysis, and information security
• Information management will be subject to
  increased internal and external scrutiny

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Enterprise Content Management Architecture
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Content Services Layer
ECM Platform
Data Management Infrastructure
Structured Unstructured Content Sources
Storage Infrastructure
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Content Infrastructure

• A scalable platform for storing, processing, and
  delivering content of all types
• J2EE application server or .NET Platform takes
  care of most of the system plumbing
• Easy to grow ECM system from departmental or
  divisional solution to enterprise level
• Content may reside in file systems, databases,
  repositories, applications even other CMS

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Content-Enabled Applications

• Content-enabled or content-aware applications can
  access ECM platforms content services
• Deliver structured and unstructured content
  side-by-side
• Creates content-rich Web applications for both
  internal and external use
• Goals
• Reduce costs of handling content
• Increase efficiency through quicker throughput
• Improve visibility
• Most importantly, this is the key to creating
  value from information

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Complimentary Areas

• Content.
• Workgroup and Enterprise Collaboration.
• BPM and Workflow.
• Enterprise Portal

• gt Convey information.
• gt Share and communicate information.
• gt Orchestrate information flows.
• gt A unified information interface

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Deploying ECM Solutions
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AIIM Survey Challenges
Data courtesy AIIM PricewaterhouseCoopers
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Preparation

• Understand the requirement
• Undertake an information audit
• Gain top-level sponsorship
• Promote the concept of information as an asset
• Develop information management policy

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Planning

• Define an integrated information management
  strategy
• Undertake ECM feasibility study
• Map out business processes
• Establish Key Performance Indicators
• Appoint implementation team
• Establish roles and responsibilities

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Deployment

• Establish close involvement and buy-in from staff
• Take an incremental approach
• Look for one or two document types and processes
• Testing, testing, testing
• Validate approach against this initial project
• Establish KPIs and metrics
• Document and publicise the benefits
• Expand roll-out to other core processes

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The 3 Dimensions of Competitive Advantage
Issue of how to measure success of information
management applications. Traditional ROI
calculations do not give whole picture
Creation of corporate knowledge-base
Decisions made in real-time
Supporting a mobile distributed workforce
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Information Mgmt Balanced Scorecard
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Holistic ECM Summary

• Identify the key business problems you are trying
  to solve
• Carry out a content audit
• Understand the key content-related processes that
  underpin these problems
• Develop a strategy that equips you with the
  capabilities required to solve these problems
• Match these capabilities to the technology
  features available from vendor solutions
• Plan in advance how you will measure the outcome
  of your ECM project

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Chair Yoga The Next Steps!
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Thank You
Tim Jennings Research Director Butler
Group tim.jennings_at_butlergroup.com