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Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June 18-20, 2008

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Page 1: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Search for the Enterprise:

Creating Findability

Jean BedordFindability and Search Consulting

EContent Strategies

Gilbane Conference San Francisco June 18-20, 2008

Page 2: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

In the Beginning• Research reports at

Lockheed - 40 years ago

• First search service, Dialog Information Services

Page 3: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Same Problem• More content, more data, more digital

assets…….

Page 4: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Findability is Answers

• Not so easy…..

• Digital content needs metadata

Page 5: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Metadata Varies by Asset…• Books - Cataloging

• Author’s Name• Title of the Book• ISBN, etc.• Library of Congress

or Dewey Decimal number

• Subject Descriptors

Page 6: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Periodical Databases• Publications

• Title of article• Author’s Name• Publication Name, ISSN• Publication date• Abstract / Full Text• Subject Indexing

Page 7: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Collection Standardization ???

• Music –Cataloging• Title of work• Lyric writer• Song writer• Performer• Instrument• Categorization of musical

style

Page 8: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Visual Images / Video• Pictures – Archives / Flickr /YouTube

• Subject• Title of the Work• Photographer• Location & Date • User Generated Tags• Generally poor search implementation• Rights to use / remix

Page 9: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Corporate Assets• Intellectual Property

• Patents• Engineering drawings• Manufacturing processes

• Customer Information• Purchasing History• Agreements

• Product Information

Page 10: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Vocabulary Mismatch• Missing Metadata• Categorization by domain

EXPERT

The Problem:• Provide answers for non-

specialist

Page 11: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Missing Metadata• Full text indexing and search is default • Adding subject terms not obvious

• Microsoft Office• Adobe

• Ideal – add standard descriptive terms as part of work flow

Page 12: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

The Synonym Problem• Different words• Different languages• Different contexts• Order of words

Failed searches

home
Page 13: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Intent ???? Choosing search terms• Expert vs. non-expert• Native language• Regional dialects• Academic training• Industry / Technology• Generation

Page 14: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Vocabularies – Key to Metadata• Folksonomies

• No consistency, limited

• Controlled vocabularies• Better consistency• Lack relationships

• Taxonomy / thesaurus / ontology• Relationships• Key is flexibility with multiple related terms

Page 15: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Multiple Search Engines • Enterprises – 4 to 5

search software vendors • Departmental solutions• Ideal – same metadata

structure• Workable – shared core

of descriptors

Page 16: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

WAND INC. Case Study• Product and Service Taxonomies

• Uses numeric codes for preferred terms, i.e. 148087 is Agricultural Equipment

• Synonyms, related terms, broader terms• Terms translated into 11 languages• Harmonized with SIC, NAICS, Harmonized

Codes and Yellow Page headings• Over 82,000 terms with 1.3M associated

attributes covering multiple industries

Page 17: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

WAND Current Applications• Insurance Adjustors – Replacement

of Consumer Electronics• Intellectual / Business Assets for Sale

& Licensing• Yellow Pages• Vertical Business Directories

Page 18: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Yellow Page Business Model• Businesses pay to be included• Need high consumer web traffic• Approximately 50% search failure rate• Failed searches problematic

• Buyer frustration• Advertiser loses value

Page 19: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Search Problems• Plurals – similar results

• book / books

• Spacing – very different results• video conferencing / videoconferencing • text books / textbooks

• Morphological variations - varies• wedding planning catering /wedding planning

caterer

Page 20: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Search Synonym Problem• Attorneys / lawyers / law firm• slr / single lens reflex• Cellular phones /cell phone / cellulars /

mobiles• Geographic Information Systems / GIS• Global Positioning Systems / GPS• Recreational vehicles / RVsResults varied greatly between synonyms

Page 21: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

Takeaways• Metadata varies by asset• Synonyms are a major cause of search

failure• Expert vs. non-expert• Alternate terms

• Vocabularies needed to improve findability!!!

Page 22: Search for the Enterprise: Creating Findability Jean Bedord Findability and Search Consulting EContent Strategies Gilbane Conference San Francisco June

More on Findability……• Contact

Jean Bedord408-257-9221

[email protected]

• Questions ?????