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Metrics-Driven Content Governance: Managing Content Development for Business Outcomes

Historically, information development managers measure success in terms of on-budget and on-time delivery of content, plus some measure of end-user satisfaction with the content.  No  wonder our executives are left scratching their heads on the value of content developers to the firm – what is their ROI?  How do we connect the dots between day-to-day content publishing activities (content development, editorial review, tagging, taxonomy, search), the knowledge work that info products enable (sales, service, support), and business outcomes (revenue growth, market share, margin)?


In this session,  Paul Wlodarczyk will share our point of view on managing information development processes to drive business outcomes.   Paul will review real-world cases, including an intelligent assistant application at Allstate, to illustrate how we connect the dots:

Relate business outcomes to value drivers (like revenue growth to lead generation).
Relate knowledge worker success to value drivers.
Measure user interactions with content using web analytics software, relate it to worker success.
Measure content quality, relate it to behavior.
Define a governance cycle using metrics to identify what content to develop and improve, and to measure the impact of content on the business outcome.

This approach provides information development managers with a powerful framework for delivering “on-time, on-budget” as well as achieving targeted business outcomes (e.g., service time to solve, product time to market, cross-sell success, customer self-service, etc.). 

Attendees will learn:
How search-based applications help us watch user interactions with content.
How content processes can drive business outcomes.
How to design governance dashboards using simple web analytics.