1. !!!
Achieving ROI from Content Management
!!
Peter G. Hickey
President & Co-founder, Oris4
@peterghickey
June 2014
!!!
!1

2. !!!
Introduction ! Every
day,
business
decisions
are
made
based
on
valuable
informa4on,
context
and
content.
As
organiza4ons
grow,
it
becomes
increasingly
challenging
to
manage,
store
and
access
that
content
to
ensure
compe44ve
response
and
effec4veness.
!T
his
paper
is
intended
to
help
company
decision
makers
understand:
•
What
content
is
•
How
content
growth
has
led
to
the
most
expensive
inefficiencies
every
organiza4on
faces
today
•
Discuss
how
industry
aFempts
to
solve
this
challenge
with
any
single
solu4on
are
failing
•
Understand
how
content
consolida4on
across
numerous
soHware
applica4ons
can
solve
this
challenge
and
produce
a
significant
return
on
investment
!
!!!!
!2
Nearly two-thirds
of managers
believe poor
information
management is
hurting
productivity by
29%
- Capgemini

3. !
The Evolution of Content and its Management For
the
purposes
of
this
paper,
content
refers
to
the
! documents,
spreadsheets,
presenta4ons,
emails
and
other
forms
of
captured
informa4on
organiza4ons
!
use
every
day
to
make
business
decisions.
A
paper
by
Berkley
scien4sts
published
more
than
10
years
ago
es4mated
that
informa4on
created
on
print,
film,
tape
and
disk
in
2002
was
roughly
equivalent
to
all
the
text
in
the
Library
of
Congress-­‐-­‐
mul4plied
by
500,000.1
According
to
Google’s
Eric
Schmidt,
“Every
two
days
now
we
create
as
much
information
as
we
did
from
the
dawn
of
civilization
up
until
2003.
That’s
something
like
?ive
Exabyte
of
data.”2
Incredibly,
that
amount
has
doubled
in
the
past
three
years
and
will
grow
even
faster
as
people
begin
to
take
advantage
of
low-­‐
cost
storage
technology.3
!C
onsider
the
following
sta4s4cs:
!
•
Execu4ves
waste
six
weeks
per
year
searching
for
lost
documents.4
•
A
typical
employee
spends
30%-­‐40%
of
his
4me
looking
for
informa4on
locked
in
email,
documents,
shared
hard
disks
and
filing
cabinets.5
•
Professionals
spend
50%
of
their
time
searching
for
information,
18
minutes
is
the
average
time
to
search
for
a
document.6
•
Organiza4ons
lose
a
document
every
12
seconds.7
•
In
surveying
1000
middle
managers
of
large
companies
in
the
U.S.
and
U.K.,
59%
miss
important
informa4on
almost
every
day
because
it
exists
within
the
company
but
they
cannot
find
it.8
!3
A typical employee
spends 30%-40%
of his time looking
for information
locked in email,
documents,
shared hard disks
and filing
cabinets.
- thepaperlessproject.com
1 Peter Lyman and Hal R. Varian, “How much Information?” , Berkeley, October 2003
2 Techcrunch.com,
Eric
Schmidt
“Every 2 Days We Create As Much Information As We Did Up To 2003” August
2010
3 Steven Levy, Newsweek, November 10, 2003
4 www.keyorganization.com
From FastCompany Magazine, 8/2004
5 Facts About Paper”, February 24, 2014, http://www.thepaperlessproject.com/what-are-the-facts-about-paper/
6 “Facts About Paper”, February 24, 2014, http://www.thepaperlessproject.com/what-are-the-facts-about-paper/
7 “Facts About Paper”, February 24, 2014, http://www.thepaperlessproject.com/what-are-the-facts-about-paper/
8 Wall Street Journal, Accenture, May 14, 2007

4. •
Nearly
two-­‐thirds
of
managers
believe
poor
informa4on
management
is
hur4ng
produc4vity
by
29%.9
!
In
order
to
deal
with
content,
storage,
data
control,
accessibility
and
improved
efficiencies,
organiza4ons
have
begun
to
invest
in
Enterprise
Content
Management
(ECM)
solu4ons.
Today,
according
to
Gartner’s
2013
Magic
Quadrant,
ECM
demonstrates
value
and
contributes
over
$4.7B
in
soHware
revenue
growth
to
the
economy.10
!
!!!!!!!!!!!!!!!!
!
!!!!!!!!!!!!!!!
!4
9 “Poor information management costs millions a year”, Capgemini, March 4, 2008.
10 Gartner, Enterprise Content Management Magic Quadrant, 2013.

5. According
to
AIIM’s
2011
ECM
Study 11
,
the
biggest
drivers
to
implemen4ng
ECM
solu4ons
are:
•
Improved
efficiencies
•
Op4miza4on
of
business
processes
•
Compliance
•
Cost
!
!
!
While
only
24%
of
large
organiza4ons
had
implemented
ECM
solu4ons
and
strategies
in
2011,
the
growth
of
the
industry
is
due
to
an
increasing
recogni4on
that
data
and
content
management
is
needed
as
organiza4ons
aFempt
to
manage
and
control
the
vast
amount
of
informa4on
created.
!5
“The
typical
organization
with
1,000
employees
wastes
$2.5M
-­‐$3.5M/year
searching
for
nonexistent
information,
failing
to
@ind
existing
information,
or
recreating
information
that
can’t
be
found.
-­‐
IDC
11 AiiM, State of ECM Industry, 2011,www.aiim.org

6. !
Organizing
and
storing
content
in
an
effec4ve
manner
can
provide
organiza4ons
with
a
quan4fiable
return
on
investment.
According
to
IDC,
informa4on
workers
waste
a
significant
amount
of
4me
each
week
dealing
with
a
variety
of
challenges
related
to
working
with
documents.
This
wasted
4me
costs
the
organiza4on
$19,732
per
worker/year
and
amounts
to
a
loss
of
21.3%
of
the
organiza4onal
total
produc4vity.
For
organiza4ons
with
1000
employees,
this
4me
wasted
would
equal
hiring
an
addi4onal
213
workers.
12
Finally,
as
stated
by
the
IDC,
“the
typical
organization
with
1,000
employees
wastes
$2.5M
-­‐$3.5M/year
searching
for
nonexistent
information,
failing
to
?ind
existing
information,
or
recreating
information
that
can’t
be
found.13
! For
the
above
reasons
and
more,
implemen4ng
an
ECM
solu4on
will
result
in
higher
worker
efficiencies
and
organiza4onal
effec4veness.
The
impact
of
not
implemen4ng
a
solu4on
can
be
staggering.
One
in
25
organiza4ons
has
made
the
news
due
to
poor
records
management
and
27%
of
businesses
have
suffered
a
loss
of
business
or
reputa4on
in
the
past
as
a
result
of
poor
records
keeping.14
For
lost
documents,
companies
pay
a
cost
of
searching
6x
the
value
of
the
original
document.15
So
while
technology
and
enterprise
content
management
solu4ons
have
enabled
organiza4ons
to
improve
business
planning
and
decision
making,
the
volume
of
content
and
accessibility
to
that
content
is
increasing
at
an
alarming
rate.
Content
Chaos
can
result
in
loss
of
efficiencies,
poor
business
processes
and
decisions
being
made
without
the
proper
informa4on
at
hand.
It
can
be
incredibly
daun4ng
for
an
organiza4on
to
balance.
Accessing
informa4on
at
the
right
4me
to
make
quick,
per4nent
decisions
is
what
sets
organiza4ons
apart
compe44vely.
So
while
we
can
store
a
lot
more
!6
12 IDC, Bridging the Productivity Gap:New Chellenges and Opportunities for IT, September 2012.
13 IDC, Quantifying Enterprise Search, May 2002.
14 AiiM, Records Management Strategies;Plotting the Changes, 2011, www.aiim.org
15 Michael F Woolery, Sieze the Day, 2010.

7. informa4on
in
a
lot
less
space,
the
volume
of
content
also
means
that
finding
the
specific
piece
of
informa4on
necessary
to
make
decisions
is
becoming
increasingly
difficult.
Findability & Contextual Search in the implementation
of an ECM strategy !
While
ECM
systems
are
successfully
being
implemented
in
organiza4ons
today,
organiza4ons
are
beginning
to
realize
that
an
ECM
solu4on
alone
does
not
solve
the
numerous
issues
associated
with
large
amounts
of
content.
Implemen4ng
an
ECM
system
does
not
necessarily
address
an
employee’s
challenge
to
find
the
content
they
need
to
make
decisions,
when
they
need
it.
There
is
a
growing
understanding
that
implemen4ng
an
ECM
strategy
is
now
only
part
of
the
solu4on.
While
ECM
can
simplify
content
management,
storage
and
organiza4on,
employees
generally
need
to
change
their
exis4ng
behavior
to
ensure
maximum
efficiencies.
This
compliance
to
the
rules,
oHen
set
out
by
an
internal
IT
department
or
consultants,
becomes
challenging,
and
many
employees
develop
informal
ways
to
manage
their
content.
Personal
cloud
solu4ons,
saving
content
on
a
desktop,
email
and
shared
server
drives
all
add
addi4onal
content
storage
solu4ons
to
an
organiza4on’s
corporate
memory
that
must
be
managed
and
are
oHen
outside
the
approved
enterprise
content
management
system.
!
The
time
it
takes
to
?ind
the
right
enterprise
content,
at
the
right
time,
and
its
ongoing
management
is
having
an
impact
on
organizational
effectiveness.
We
are
literally
drowning
in
our
own
informa4on
as
we
suffer
from
the
inability
to
find
the
necessary
content
required
to
make
decisions
in
a
4mely
manner.
!
According
to
AiiM,
Findability
is
the
art
and
science
of
making
content
?indable.
Many
people
oHen
use
the
terms
findability
and
search
interchangeably
yet
there
is
a
difference
in
how
the
two
work.
If
organiza4ons
could
simplify
findability
of
organiza4onal
content
through
cross-­‐
plajorm
search,
such
as
matching
the
capability
of
!7
Findability is the art and science of making content findable.

8. web
searches;
this
could
improve
the
produc4vity
of
professional
staff
on
average
by
30%.
Therefore,
how
people
manage,
recall
and
find
informa416 on
needs
to
be
taken
into
considera4on
when
linking
ECM
and
exis4ng
soHware
solu4ons.
As
a
result,
determining
just
how
people
go
about
looking
for
informa4on
will
provide
a
beFer
understanding
of
how
technology
can
be
used
to
help
people
actually
find
what
they’re
looking
for
faster.
!
1)
Effec(ve
keyword
searches
are
difficult
to
construct
and
are
o7en
unsuccessful
–
A
study
from
UNC
CharloFe
and
the
Palo
Alto
Research
Centre
demonstrated
that
employees
are
not
very
successful
when
it
comes
to
finding
targeted
informa4on
via
a
keyword
search,
because
people
oHen
find
it
hard
to
describe
the
things
they
want
to
find
with
keywords.
The
study
stated:17
!“
…
although
current
commercial
products
present
efficient
methods
for
keyword-­‐based
searches,
they
are
not
as
effec=ve
in
an
enterprise
environment,
where
informa=on
is
hard
to
find
by
keywords
alone.”
! People
are
able
to
recall
informa4on
like
who
sent
them
the
document,
or
approximately
when
they
received
an
email,
but
struggle
to
remember
specific
details
and
keywords.
2)
When
people
do
use
keywords,
it’s
usually
a
part
of
an
orienteering
strategy
–
A
2010
study
from
MIT18
examined
the
steps
that
people
take
when
looking
for
corporate
informa4on.
Their
results
showed
that
when
looking
for
informa4on,
people
navigated
to
their
target
with
small,
local
steps
using
contextual
knowledge
as
a
guide
instead
of
jumping
directly
to
their
informa4on
target
using
keywords.
An
example
given
in
the
study:
! “Although
she
knew
exactly
what
document
she
was
looking
for
(i.e.,
her
informa=on
need
was
not
evolving),
she
could
not
describe
the
document,
its
contents,
or
its
loca=on
in
advance…
Because
she
could
not
specify
her
informa=on
need,
a
“perfect”
search
engine
probably
would
not
have
helped
her.
Nonetheless,
she
successfully
found
her
target
through
a
series
of
small
steps,
using
the
local
context
at
each
stage
of
her
search
to
inform
her
next
step.”
!
!8
16 AiiM, Capitalizing on Content: a compelling ROI for Change, 2011, www.aiim.org
17 UNC Charlotte, Palo Alto Research Centre, Finding Business Information by Visualizing Enterprise Document
Activity.
18 Massachusetts School of Information Technology, and University of Michigan, The Perfect Search Engine is not
enough A study of Orienteering Behavior in Directed Search, 2004

9. 3)
As
humans,
we
need
contextual
clues
–
An
experiment
in
the
60’s
examined
peoples’
ability
to
recall
a
list
of
words.
Par4cipants
were
given
the
list
and
then
split
into
2
groups
and
then
asked
to
recall
the
words
(eg:
pigeon,
apple,
etc.).
One
group
was
given
category
names
associated
with
the
words
(bird,
fruit,
etc.)
and
the
other
was
not.
The
group
that
had
the
category
names
outperformed
the
free
recall
group
75%-­‐40%,
demonstra4ng
that
humans
are
much
more
capable
of
informa4on
recall
when
they
have
a
contextual
clue
to
guide
them.19
! Based
on
this
research,
keyword
search
isn’t
always
the
best
solu4on,
especially
in
the
enterprise.
People
tend
to
use
(and
need)
contextual
clues
to
help
guide
them
on
their
path
to
informa4on
retrieval.
Crea4ng
systems
that
work
with
people
(instead
of
against
them)
by
allowing
them
to
search
for
informa4on
in
a
way
that’s
natural
seems
like
the
best
way
to
engage
them.
Findability
and
Contextual
search
are
necessary
requirements
to
successful
implementa4ons
of
enterprise
soHware
solu4ons.
Cross Platform Content Consolidation ! An
important
step
in
the
ECM
evolu4on
is
in
improving
content
accessibility
that
ensures
users
can
access
informa4on,
across
many
plajorms
and
access
points
with
no
required
change
in
user
behavior.
Providing
an
easy
way
to
find
content,
as
users
know
how
to
tradi4onally
search,
will
improve
the
combined
effec4veness
of
all
other
soHware
solu4ons.
!!!
!9
Findability and Contextual search are necessary
requirements to successful implementations of enterprise
software solutions.
19 Tulving, E. and Pearlstone, Z,Journal of Verbal Learning and Verbal Behaviour “Availability versus accessibility of
information in memory for words” 1966.

10. Organiza4ons
hold
and
access
informa4on
in
more
systems
and
devices
than
ever
before.
Employees
now
have
content
on
email,
in
the
cloud,
on
shared
drives,
in
Box
folders,
on
different
devices,
in
social
media,
and
across
mul4ple
third
party
soHware
integra4on
systems
such
as
SharePoint,
Sales
force,
and
many
others.
Yet
not
one
ECM
or
Saas
solu4on
alone
exists
today
to
effect
change
in
an
organiza4on.
Solu4ons
such
as
Salesforce
or
SharePoint
are
implemented
to
standardize
content
u4liza4on
and
each
have
their
strengths,
yet
these
solu4ons
do
not
interact
with
each
other-­‐
causing
more
confusion
for
employees
asked
to
manage
their
4me
effec4vely.
!T
his
suggests
that
a
solu4on
that
enables
cross-­‐plajorm
consolida4on
and
effec4ve
search
that
allows
an
informa4on
worker
to
find
content
no
maFer
where
it
lies
would
directly
and
successfully
impact
the
effec4veness
of
soHware
deployment,
by
improving
the
efficiency
of
a
workers
4me.
! To
accomplish
this,
soHware
must
leverage
the
rela4onal,
structured
data,
or
“en44es”
it
contains
in
its
database.
For
instance,
CRM
and
ERP
solu4ons
both
hold
company
informa4on.
An
organiza4on
may
have
ACME
Corp
as
a
client
and
therefore
it
is
a
safe
assump4on
that
ACME
Corp
would
be
an
account
in
the
organiza4on’s
CRM
as
well
as
the
ERP.
By
mapping
these
en44es
to
another
the
two
systems
can
share
content
and
informa4on
workers
can
access
relevant
content
regarding
the
en4ty
from
either
system.
!A
recent
AiiM
study
stated
that
access
to
up-­‐to-­‐date
customer
data
and
correspondence
can
product
improvements
to
customer
service
levels
from
customer
facing
staff
of
33%
with
over
half
(57%)
es4ma4ng
a
25%
improvement
or
more.20
Cross
plajorm
content
consolida4on
is
key
to
maximizing
the
effec4veness
of
employee
produc4vity.
Conclusions !T
he
informa4on
age
has
impacted
organiza4ons
like
never
before.
ECM
solu4ons
have
filled
the
basic
requirements
for
storage,
control
and
data
management.
The
next
evolu4on
of
ECM
involves
becoming
more
sophis4cated
in
applying
contextual
search
techniques
to
exis4ng
plajorms,
and
in
recognizing
ways
to
improve
the
effec4veness
of
content
management
within
the
context
of
third
party
applica4ons
and
services.
Organiza4ons
that
are
able
to
effec4vely
consolidate
content
through
cross
plajorm
technologies
can
expect
gain
a
compe44ve
edge
and
achieve
a
return
on
investment
through
a
significant
increase
in
efficiencies
and
the
opportuni4es
gained
from
a
360
degree
view
of
their
informa4on.
!10
20 AiiM, Capitalizing on Content: a compelling ROI for Change, 2011, www.aiim.org

11. About
the
Author
! Peter
Hickey
is
President
and
co-­‐founder
of
Oris4.com,
a
company
dedicated
to
solving
the
content
challenges
faced
by
enterprise
through
the
automa4c
consolida4on
and
organiza4on
of
enterprise
content.
Peter
is
a
recognized
inventor
on
the
patent
filings
on
Method
and
System
for
Content
Aggrega4on
U4lizing
Contextual
Indexing.
Peter
is
based
in
Halifax,
NS,
Canada.
Follow
Peter
on
TwiFer
@peterghickey
or
contact
him
directly
at
peter@Oris4.com.
!
!
!11