Intelligent Content in Context – Effectiveness

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Intelligent Content in Context – Effectiveness

Effectiveness can increase revenue, improve decision making, and reduce risk. Sounds like sales mumbo jumbo, but it really isn’t. I would think that was an objective for all organizations. Increasing revenue, improving decision making, and reducing risk all rely almost solely on a sound information governance strategy, where a key component is enterprise search.

Information access technologies create powerful business tools yet, surprisingly, are often not scrutinized or evaluated during acquisition. For many organizations, content exists in numerous locations, on diverse repositories, and is replicated across various silos. Most end users are unable to find relevant information to support business objectives, resulting in the inability to find, reuse, and repurpose information.

All this leads to impaired decision making and increased risk. Manual tagging is subjective at best, and often lacks any alignment to enterprise goals or missions. Studies have concluded that the same individual will tag content differently in the morning and the afternoon. This subjectivity is immediately applied to search results, resulting in inaccurate and irrelevant information being delivered.

Traditional search products force end users to ask the right question, using the right combination of keywords, and repeat that iteration until the content is found. For eDiscovery and FOIA, highly trained professionals are adept at search techniques to try to retrieve relevant information. End users are not. This hampers users’ ability to find relevant information, reduces their productivity, and impacts their organization financially. Information cannot be used because it cannot be found, information that cannot be found has no value, and information that is hard to find is rarely used.

An effective approach allows staff to work in the most efficient and effective way possible, by giving them access to information assets in a controlled and secure manner. A key component is ease of use and transparency. If governance or information management controls are too difficult, they will fail.

Although all organizations encounter risk, each organization has unique risks. Risk can be noncompliance with regulatory issues, cyber security, security of intellectual assets, content lifecycle management, eDiscovery and litigation, loss of sales, and the list goes on. Taxonomies are useful tools that assist an organization’s staff to identify sources of risk across the enterprise. The technologies help in validating organizational risk, to aid in the prioritization of risk factors to be addressed. With the ability to identify risk, both known and unknown, organizations can weigh information value. Organizations may also want to weigh cost versus benefit, as in some instances they may want to assume more risk, or less.

The components of effectiveness, as defined above, can assist organizations in managing and balancing regulatory requirements, and the risks and costs, while ensuring that knowledge workers can be productive. They enable not only the management of content to reduce risk but also the ability of organizations to make better business decisions and increase agility.

Have you ever thought about effectiveness as a business driver. Do you think it’s important?

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