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Understanding Metadata - 
Working with Stakeholders to 
build the Taxonomy 
Presented by: Ruven Gotz 
Director, Collaboration 
Avanade 
@ruveng 
Download this deck at 
slideshare.net/ruveng
A Meta Presentation 
Cheesy Metaphors Stinky Jokes
A sophisticated 
audience
What is 
Metadata? 
The BIG 
Question
Data about data
Ruven Gotz 
@ruveng 
spinsiders.com/ruveng 
ruven.gotz@avanade.com
What is Metadata? 
I think I get it 
What I think 
Oh! 
is 
Now I see 
Metadata? 
I (get Mostly) 
it 
The BIG 
Question
What is
Let’s use a
What does a cow say?
What does a chicken say?
What does a duck 
say?
The sounds these animals make are 
attributes that distinguish them
• Prince 
• Pop/Rock 
• 1984 
Example from Yoav Lurie
Adapted from the “pea 
soup” story by Serge 
Tremblay
What is our Base Metaphor 
for files?
What if we saw this?
Better…
Solve with folders
Hire an intern
What is metadata?
This is metadata!
Not this! 
or this… 
What is Taxonomy?
Carl Linnaeus 
(1751)
Animal 
Kingdom 
Invertebrates Vertebrates 
Mammals 
Fish Amphibians Reptiles Birds 
Predators Primates Whales Rodents 
Squirrels Mice 
Mice & Rats 
Porcupines Guinea Pigs 
Hamsters and 
Voles 
Real 
Hamsters 
Short-tailed 
dwarf 
hamsters 
Djungarian 
dwarf 
hampsters 
Long-tailed 
dwarf 
hamsters 
Roborovski 
Hamster 
Voles Gerbils 
Taxonomy
Animal 
Kingdom 
Invertebrates Vertebrates 
Mammals 
Fish Amphibians Reptiles Birds 
Predators Primates Whales Rodents 
Squirrels Mice 
Mice & Rats 
Porcupines Guinea Pigs 
Hamsters and 
Voles 
Real 
Hamsters 
Short-tailed 
dwarf 
hamsters 
Djungarian 
dwarf 
hampsters 
Long-tailed 
dwarf 
hamsters 
Roborovski 
Hamster 
Voles Gerbils 
Taxonomy 
Superclass
Animal 
Kingdom 
Invertebrates Vertebrates 
Mammals 
Fish Amphibians Reptiles Birds 
Predators Primates Whales Rodents 
Squirrels Mice 
Mice & Rats 
Porcupines Guinea Pigs 
Hamsters and 
Voles 
Real 
Hamsters 
Short-tailed 
dwarf 
hamsters 
Djungarian 
dwarf 
hampsters 
Long-tailed 
dwarf 
hamsters 
Roborovski 
Hamster 
Voles Gerbils 
Taxonomy 
Class
Animal 
Kingdom 
Invertebrates Vertebrates 
Mammals 
Fish Amphibians Reptiles Birds 
Predators Primates Whales Rodents 
Squirrels Mice 
Mice & Rats 
Porcupines Guinea Pigs 
Hamsters and 
Voles 
Real 
Hamsters 
Short-tailed 
dwarf 
hamsters 
Djungarian 
dwarf 
hampsters 
Long-tailed 
dwarf 
hamsters 
Roborovski 
Hamster 
Voles Gerbils 
Taxonomy 
Order
Animal 
Kingdom 
Invertebrates Vertebrates 
Mammals 
Fish Amphibians Reptiles Birds 
Predators Primates Whales Rodents 
Squirrels Mice 
Mice & Rats 
Porcupines Guinea Pigs 
Hamsters and 
Voles 
Real 
Hamsters 
Short-tailed 
dwarf 
hamsters 
Djungarian 
dwarf 
hampsters 
Long-tailed 
dwarf 
hamsters 
Roborovski 
Hamster 
Voles Gerbils 
Taxonomy 
Suborder
Animal 
Kingdom 
Invertebrates Vertebrates 
Mammals 
Fish Amphibians Reptiles Birds 
Predators Primates Whales Rodents 
Squirrels Mice 
Mice & Rats 
Porcupines Guinea Pigs 
Hamsters and 
Voles 
Real 
Hamsters 
Short-tailed 
dwarf 
hamsters 
Djungarian 
dwarf 
hampsters 
Long-tailed 
dwarf 
hamsters 
Roborovski 
Hamster 
Voles Gerbils 
Taxonomy 
Family
Animal 
Kingdom 
Invertebrates Vertebrates 
Mammals 
Fish Amphibians Reptiles Birds 
Predators Primates Whales Rodents 
Squirrels Mice 
Mice & Rats 
Porcupines Guinea Pigs 
Hamsters and 
Voles 
Real 
Hamsters 
Short-tailed 
dwarf 
hamsters 
Djungarian 
dwarf 
hampsters 
Long-tailed 
dwarf 
hamsters 
Roborovski 
Hamster 
Voles Gerbils 
Taxonomy 
Subfamily
Animal 
Kingdom 
Invertebrates Vertebrates 
Mammals 
Fish Amphibians Reptiles Birds 
Predators Primates Whales Rodents 
Squirrels Mice 
Mice & Rats 
Porcupines Guinea Pigs 
Hamsters and 
Voles 
Real 
Hamsters 
Short-tailed 
dwarf 
hamsters 
Djungarian 
dwarf 
hampsters 
Long-tailed 
dwarf 
hamsters 
Roborovski 
Hamster 
Voles Gerbils 
Taxonomy 
Genus
Animal 
Kingdom 
Invertebrates Vertebrates 
Mammals 
Fish Amphibians Reptiles Birds 
Predators Primates Whales Rodents 
Squirrels Mice 
Mice & Rats 
Porcupines Guinea Pigs 
Hamsters and 
Voles 
Real 
Hamsters 
Short-tailed 
dwarf 
hamsters 
Djungarian 
dwarf 
hampsters 
Long-tailed 
dwarf 
hamsters 
Roborovski 
Hamster 
Voles Gerbils 
Taxonomy 
Species
Shared Drive Zoo X: 
Production 
Sales & 
Marketing 
Marketing 
Sales Web Design Newsletter Social 
Commercial Industrial Government Healthcare 
Labs Hospitals 
Private Public 
Large 
Urban 
Not 
Associated 
University 
Rural 
Clinics Mobile 
Medium Small 
Taxonomy
As we’ve already seen: This always works out great
Findability vs. Putability: a basic asymmetry
Shared Drive Zoo X: 
Production 
Sales & 
Marketing 
Marketing 
Major 
Hospitals 
Sales Web Design Newsletter Social 
Commercial Industrial Government Healthcare 
Labs Hospitals 
Private Public 
Large 
Urban 
Not 
Associated 
University 
Rural 
Clinics Mobile Colleges 
Medium Small 
Big Small
Moving this mess to SharePoint 
makes it worse
SharePoint Sux
The #1 rule of SharePoint? 
Except when it makes 
sense 
ever 
Never use 
folders
Folders for Security 
Permissions assigned 
per folder
A Brief Detour
Simple Mind Map
Mapping for Navigation
Mapping for Priorization
A SharePoint Taxonomy (Navigation)
Customer Type 
• Lab 
• Hospital 
• Clinic 
• Mobile 
Sector 
• Private 
• Public 
Size 
• Large 
• Medium 
• Small 
Location 
• Urban 
• Rural 
University 
• Yes 
• No 
A SharePoint Taxonomy (Metadata)
Adding Metadata (when uploading)
A SharePoint Simulation
Document Type Inventory 
Worksheet
What is metadata?
What is Taxonomy?
What are content types?
Name _________ 
Emp. # _________ 
Date _________ 
Dates Requested: 
From __________ 
To: __________ 
Manager ________ 
Approved Y/N 
Name _________ 
Emp. # _________ 
Date _________ 
Drug Used: 
Name __________ 
Cost: $ _________ 
Manager ________ 
Approved Y/N 
Vacation Request 
Drug 
Reimbursement
Both Content Types in One Library
Content Types 
for: 
Workflo 
w, 
Policy,Security
Back to the Inventory Worksheet
Build Mind Map (based on inventory worksheet)
Why is it still so hard to get this to work?
Which leads to this:
Some great thinking by Carsten Knoch
Increasing the likelihood of metadata success 
Search 
Business 
Process 
Records 
Management 
Search & Discover 
Compliance 
Day-to-day workflow 
Magic Metadata 
Intersection
It’s a question of focus 
Metadata 
• Why? 
• Where? 
• How?
Share the responsibility
Less is more
To Sum Up… 
• Do you have a better understanding of metadata 
and content types? 
• Do you think you’ll be able to explain these 
concepts more easily to your stakeholders? 
• Did you get value out of this presentation?
Ruven Gotz 
@ruveng 
spinsiders.com/ruveng 
ruven.gotz@avanade.com 
slideshare.net/ruveng

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Understanding metadata working with stakeholders to build the taxonomy - sp intersections - nov 2014

  • 1. Understanding Metadata - Working with Stakeholders to build the Taxonomy Presented by: Ruven Gotz Director, Collaboration Avanade @ruveng Download this deck at slideshare.net/ruveng
  • 2.
  • 3. A Meta Presentation Cheesy Metaphors Stinky Jokes
  • 5. What is Metadata? The BIG Question
  • 7. Ruven Gotz @ruveng spinsiders.com/ruveng ruven.gotz@avanade.com
  • 8. What is Metadata? I think I get it What I think Oh! is Now I see Metadata? I (get Mostly) it The BIG Question
  • 11. What does a cow say?
  • 12. What does a chicken say?
  • 13. What does a duck say?
  • 14.
  • 15. The sounds these animals make are attributes that distinguish them
  • 16. • Prince • Pop/Rock • 1984 Example from Yoav Lurie
  • 17.
  • 18. Adapted from the “pea soup” story by Serge Tremblay
  • 19.
  • 20.
  • 21. What is our Base Metaphor for files?
  • 22.
  • 23. What if we saw this?
  • 27.
  • 30. Not this! or this… What is Taxonomy?
  • 31.
  • 33. Animal Kingdom Invertebrates Vertebrates Mammals Fish Amphibians Reptiles Birds Predators Primates Whales Rodents Squirrels Mice Mice & Rats Porcupines Guinea Pigs Hamsters and Voles Real Hamsters Short-tailed dwarf hamsters Djungarian dwarf hampsters Long-tailed dwarf hamsters Roborovski Hamster Voles Gerbils Taxonomy
  • 34. Animal Kingdom Invertebrates Vertebrates Mammals Fish Amphibians Reptiles Birds Predators Primates Whales Rodents Squirrels Mice Mice & Rats Porcupines Guinea Pigs Hamsters and Voles Real Hamsters Short-tailed dwarf hamsters Djungarian dwarf hampsters Long-tailed dwarf hamsters Roborovski Hamster Voles Gerbils Taxonomy Superclass
  • 35. Animal Kingdom Invertebrates Vertebrates Mammals Fish Amphibians Reptiles Birds Predators Primates Whales Rodents Squirrels Mice Mice & Rats Porcupines Guinea Pigs Hamsters and Voles Real Hamsters Short-tailed dwarf hamsters Djungarian dwarf hampsters Long-tailed dwarf hamsters Roborovski Hamster Voles Gerbils Taxonomy Class
  • 36. Animal Kingdom Invertebrates Vertebrates Mammals Fish Amphibians Reptiles Birds Predators Primates Whales Rodents Squirrels Mice Mice & Rats Porcupines Guinea Pigs Hamsters and Voles Real Hamsters Short-tailed dwarf hamsters Djungarian dwarf hampsters Long-tailed dwarf hamsters Roborovski Hamster Voles Gerbils Taxonomy Order
  • 37. Animal Kingdom Invertebrates Vertebrates Mammals Fish Amphibians Reptiles Birds Predators Primates Whales Rodents Squirrels Mice Mice & Rats Porcupines Guinea Pigs Hamsters and Voles Real Hamsters Short-tailed dwarf hamsters Djungarian dwarf hampsters Long-tailed dwarf hamsters Roborovski Hamster Voles Gerbils Taxonomy Suborder
  • 38. Animal Kingdom Invertebrates Vertebrates Mammals Fish Amphibians Reptiles Birds Predators Primates Whales Rodents Squirrels Mice Mice & Rats Porcupines Guinea Pigs Hamsters and Voles Real Hamsters Short-tailed dwarf hamsters Djungarian dwarf hampsters Long-tailed dwarf hamsters Roborovski Hamster Voles Gerbils Taxonomy Family
  • 39. Animal Kingdom Invertebrates Vertebrates Mammals Fish Amphibians Reptiles Birds Predators Primates Whales Rodents Squirrels Mice Mice & Rats Porcupines Guinea Pigs Hamsters and Voles Real Hamsters Short-tailed dwarf hamsters Djungarian dwarf hampsters Long-tailed dwarf hamsters Roborovski Hamster Voles Gerbils Taxonomy Subfamily
  • 40. Animal Kingdom Invertebrates Vertebrates Mammals Fish Amphibians Reptiles Birds Predators Primates Whales Rodents Squirrels Mice Mice & Rats Porcupines Guinea Pigs Hamsters and Voles Real Hamsters Short-tailed dwarf hamsters Djungarian dwarf hampsters Long-tailed dwarf hamsters Roborovski Hamster Voles Gerbils Taxonomy Genus
  • 41. Animal Kingdom Invertebrates Vertebrates Mammals Fish Amphibians Reptiles Birds Predators Primates Whales Rodents Squirrels Mice Mice & Rats Porcupines Guinea Pigs Hamsters and Voles Real Hamsters Short-tailed dwarf hamsters Djungarian dwarf hampsters Long-tailed dwarf hamsters Roborovski Hamster Voles Gerbils Taxonomy Species
  • 42. Shared Drive Zoo X: Production Sales & Marketing Marketing Sales Web Design Newsletter Social Commercial Industrial Government Healthcare Labs Hospitals Private Public Large Urban Not Associated University Rural Clinics Mobile Medium Small Taxonomy
  • 43. As we’ve already seen: This always works out great
  • 44. Findability vs. Putability: a basic asymmetry
  • 45. Shared Drive Zoo X: Production Sales & Marketing Marketing Major Hospitals Sales Web Design Newsletter Social Commercial Industrial Government Healthcare Labs Hospitals Private Public Large Urban Not Associated University Rural Clinics Mobile Colleges Medium Small Big Small
  • 46. Moving this mess to SharePoint makes it worse
  • 48. The #1 rule of SharePoint? Except when it makes sense ever Never use folders
  • 49. Folders for Security Permissions assigned per folder
  • 54.
  • 55. A SharePoint Taxonomy (Navigation)
  • 56. Customer Type • Lab • Hospital • Clinic • Mobile Sector • Private • Public Size • Large • Medium • Small Location • Urban • Rural University • Yes • No A SharePoint Taxonomy (Metadata)
  • 57. Adding Metadata (when uploading)
  • 63. Name _________ Emp. # _________ Date _________ Dates Requested: From __________ To: __________ Manager ________ Approved Y/N Name _________ Emp. # _________ Date _________ Drug Used: Name __________ Cost: $ _________ Manager ________ Approved Y/N Vacation Request Drug Reimbursement
  • 64. Both Content Types in One Library
  • 65. Content Types for: Workflo w, Policy,Security
  • 66. Back to the Inventory Worksheet
  • 67. Build Mind Map (based on inventory worksheet)
  • 68. Why is it still so hard to get this to work?
  • 69.
  • 70. Which leads to this:
  • 71. Some great thinking by Carsten Knoch
  • 72. Increasing the likelihood of metadata success Search Business Process Records Management Search & Discover Compliance Day-to-day workflow Magic Metadata Intersection
  • 73. It’s a question of focus Metadata • Why? • Where? • How?
  • 76. To Sum Up… • Do you have a better understanding of metadata and content types? • Do you think you’ll be able to explain these concepts more easily to your stakeholders? • Did you get value out of this presentation?
  • 77. Ruven Gotz @ruveng spinsiders.com/ruveng ruven.gotz@avanade.com slideshare.net/ruveng

Editor's Notes

  1. Everyone knows…
  2. Everyone knows…
  3. Everyone knows…
  4. It’s “Data about Data” as Einstein proved all those years ago
  5. This answer helps exactly no-one.
  6. I won’t tell you yet but… It is an iterative process – you won’t understand it right away, but you will circle in towards understanding over time [ANIMATED]
  7. Metadata is a new concept for many Use of metaphors to explain the concepts
  8. Metadata is a new concept for many Use of metaphors to explain the concepts
  9. If you were to ask a child: What does a cow say? How would they answer?
  10. Ok, so that was goofing around – now let’s get serious.
  11. The music is the content You can know a lot of facts about the album: Prince Pop/Rock 1984 You can know all the facts, but it doesn’t substitute for the content (the music) (Purple Rain example originally suggested by Yoav Lurie)
  12. How do you sort CD’s Artist? Title? Year? Genre? Colour? You have to decide up-front – and stick to it –because the objects are physical
  13. What if the store was full of unlabeled tin cans? You would need to open every can to see if had what you wanted (Tin can example originally suggested by Serge Tremblay)
  14. Now we don’t need to open each can, but they are all in a jumble and you have to pick up each can to check if has what you want.
  15. Items are grouped by area (canned fruit, canned sauce, canned vegetables) Signs point you to the correct area so that you can quickly find what you need. BUT: Because the objects are physical, you need to pick a method and stick to it
  16. This uses the base metaphor that we live with every day. The concept of a “file” and a “file folder” as a way of storing digital data is a metaphor taken from the world of paper management It has become so ingrained, that we think of it as natural, but it’s not: It was invented in 1983 by Apple (wikipedia)
  17. Old apple interface from the 80’s
  18. All your files are stored in one folder and their names are completely meaningless This is like the unlabeled cans: You have to open each file to see what it contains
  19. You have a bit of a better situation The naming convention lets you find the file you need (but there’s no way to sort by year) Rely on users to follow the naming convention (religiously)
  20. A ha! Now we’re in great shape. We’re like the supermarket Structured and Labelled BUT...
  21. ... then, you hire a summer intern Who doesn’t know the folder hierarchy and makes up their own
  22. Findability is challenging Putability is the real problem This is Bill English’s word for knowing where to save a document What if we could make putability easier while also improving findability? This is the promise of metadata
  23. Data about data Yes, but not enough info   Seth Maislin of Earley & Assoc. says it's the "Is-ness" of something: This 'is' a contract. That 'is' a pop album. For us it enables findability, policy and process Findability for locating the right documents Policy – records management Process – Status of a business process (e.g. Not started, In process, Complete, Approved, Archived)
  24. So, let’s create an alternative structure that is logically equivalent, but that makes putability much easier while preserving findability By the way: One way to start to figure out an organization’s metadata is to look at the folder names. You will probably not want to simply copy this, but it can be a good guide/starting point
  25. It’s not this… (visual joke) [ANIMATED]
  26. It’s not this… (visual joke) [ANIMATED]
  27. It’s this… Not really this, but let’s use these creatures to understand.
  28. Swedish botanist, physician, and zoologist, who laid the foundations for the modern scheme of binomial nomenclature. He is known as the father of modern taxonomy
  29. This works because it’s really about governance – this is a stable structure that can’t be changed by just anybody: Changing this structure requires a world-wide meeting of the top scientists in the field, usually involving name-calling and fist-fights (or so I’ve heard) [ANIMATED]
  30. Did you catch the subtle change here. The taxonomy is now of your ‘X’ drive.
  31. And this is a common result
  32. The asymmetry is that you’ll spend less time looking for a place to save something then you will looking for something after the fact.
  33. Problem here is lack of governance – anyone can add any folder anywhere anytime This boils down to the ‘putability’ problem – I’ll search for a long time to find a doc, but not for long to see where to put it. [ANIMATED]
  34. Once you’ve migrated your x drive to SharePoint, and all the promised benefits fail to emerge, The reaction is: (next slide)
  35. Never, ever, use folders! Except when it makes sense to do so. [ANIMATED]
  36. Never, ever, use folders! Except when it makes sense to do so. [ANIMATED]
  37. [ANIMATED] Here is one reason to use folders: Application of security and then simplifying it for the user by using the ‘no folders’ view.
  38. I’m not Carl, but let’s talk about why this works. After all, it’s the same as a directory tree The difference is governance
  39. Is this too many to ask for? Do we force users to answer all these questions/enter all this data?
  40. Instead of confusing people with the SharePoint interface, I use a familiar tool: Excel Using some simple macros, I am able to illustrate the power of filters and views. There’s no free lunch however: People now have to enter metadata. We can simplify this by defaulting values like “Date” to today and “Year” to current year. We can leverage content types as well
  41. Explain metadata and then use this worksheet for ‘homework’
  42. Think of them as different forms with slots to fill in. Two documents may have overlapping slots (or, metadata). It may make sense to store these two types of docs in the same library (HR Requests), but use content types to drive workflow, policy and prompt users only for the metadata that applies. [ANIMATED]
  43. Think of them as different forms with slots to fill in. Two documents may have overlapping slots (or, metadata). It may make sense to store these two types of docs in the same library (HR Requests), but use content types to drive workflow, policy and prompt users only for the metadata that applies. [ANIMATED]
  44. [ANIMATED]
  45. Using mind-mapping tools to build the taxonomy from the homework I use MindJet MindManager – and I like and highly recommend it. There are other tools that are less expensive.
  46. There’s an issue with tagging
  47. Not this kind of tagging…
  48. Search – Find docs: eg. Subject, Status, Pub type, Author, Year RM – manage compliance: Retention period, confidentiality status, FOI rules Process – Day to Day: Status, assigned to, Due Date, etc.
  49. Pragmatic & Outcomes focused
  50. The answers are not clear-cut, everyone has to be on the same page. These decisions are not made by the consultants, or even IT – it has to involve the business
  51. Find the common denominator Shoot for the magic subset