Knowledge Portals with Knowledge Maps The Glue for

Knowledge Portals with Knowledge Maps: The “Glue” for Business Objects and Processes • Dirk Mahling, Ph. D. • • • Global KM Practice Leader dmahling@primix. com 617. 923. 6763 copyright 1999 Primix Solutions | www. primix. com

What is Knowledge Management? (official version) Managing intellectual capital to drive valuegenerating decisions and actions across the enterprise • Marrying processes and information to generate, gather, store, connect, and apply knowledge where and when people need it • Often an enabler of other domains • Objective is to drive business results through conversion of information into actionable knowledge • Metrics include cycle time, quality, customer satisfaction, employee satisfaction, productivity, etc. copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 2

What is Knowledge Management? (Unofficial Version) • Everything that is not “database” or transaction (unstructured mess) • Critical facture: culture; Visible part: technology • KM is: copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 3

So…What is a Portal? • Basically: A home-page on steroids. • Provides access to diverse enterprise content • Provides access to enterprise communities • Provides links to services within the enterprise • Provides key links to services and information outside the enterprise • Provides "utility services", e. g. personalization, security • Channels • More…. copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 4

Two forces join to bring portals about Corporate Home Page Intranets Supplier Centric Buyer Centric Supplier Procurement Online Malls Catalogs Narrow Sales and Casting Marketing Services EDI Portal Knowledge Management and Customer Relations • Leverage industry, customer, & product/technical knowledge – Marketing programs – Pre-sales efforts – Sales process • Support post-sales support & customer service • Assist in product development & research copyright 2000 Primix Solutions | www. primix. com | info@primix. com Transaction Management and E-Commerce • Users – Marketing people – Sales people – VARs and Distributors – In-house and Contract technicians – Customers (purchasing) – Customers (service depts. ) Page 5

Different Types of Portals Example Consumer Portals Corporate Portals Customer Portals Vertical Portals Commerce Portals Yahoo, Business Portal/EIP Premier Pages Industry Web Site, Energyportal. com, Digital Marketplace, Commerce Hub Business Professionals in a single discipline. Business Professionals in any discipline; Communities of Interest and Practice e. Markets AOL Target User Consumers Employees Customers Purpose Directory/ Internet Apps Leverage Intranet Resources Customer Specific Views Content, Links, and Commerce Online forum for B 2 B supply chains Content Anything Intranet Apps/ Internet Content Catalogs, Manuals, FAQs, Transactions Articles, Job Listings, Catalogs, Guides Catalogs, Shopping Guides, Transactions copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 6

Major Portal Features Customers, Employees, Partners Portal - Knowledge Map for Enterprise - Alerts, Personalization - Channels, Profiling - Security, Login - Application Launching Content - Searching - Grazing - Catalogs/ Indices - Alerts - Taxonomy - Pull/Push - Bo. Ks e. Assist Communities - Diagnose - Discussion -Solutions Boards Chat e. Com - Alerts -Call. Center - Taxonomy -subscribe - CRM - Team. Ware - pay per view - Remote Collaboration - renew - Team. Archive subscription copyright 2000 Primix Solutions | www. primix. com | info@primix. com e. Learning -skill transfer - distance ed - curriculum - authoring - performance - personnel development. Page 7 Best Practices - Workflow - Tasks - Profiling - Taxonomy - Capture - Store - Re. Use

Case: BW Energy’s Vision Develop a vertical portal that: · Optimizes facility operation, equipment & maintenance · Aggregates and optimizes load among many users · Acts as a sophisticated exchange for the purchase of energy, passing volume and efficiency savings to our clients · Determines if and how to lower ongoing costs and improve efficiency · Identifies cost anomalies, develop solutions and takes both corrective and preventative action · Provides continuous, real-time monitoring and evaluation of your entire portfolio · Utilizes advanced forecasting techniques, direct weather info and real time utility rates to reduce consumption & minimize/avoid peak loads · Automatically implements optimizing solutions once approved copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 8

Case: First Creative Alternative copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 9

Case: Third Alternative copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 10

copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 11

What the Portal Accomplished for Web. Gen Increased sales New channels, New Customers, New offerings Reduced cost, increased productivity for clients Automate processes, Streamline workflows Clients leveraged assets better Focus most valuable assets on most valuable functions Promoted loyalty Change economics of business relationships copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 12

Steps and Tools in Content Generation copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 13

The Knowledge Challenge “I Know It’s Out There, I Just Can’t Find It” - Merrill Lynch, Enterprise Information Portals In-depth Report November 1998 copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 14

How to Address the Information Need Problem Info Access copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 15

Information needs differ • Users have different information needs – Some users knows exactly what they need – Some users can formulate the query but do not know whether a specific target document/object exists – Some users have a vague need that can not be verbalized yet • Users come with different degrees of knowledge at time of asking – Some users know the subject matter space well – Some users understand the problem at hand intricately – Some users know the collections and resources well copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 16

Cater to Individual Cognitive Styles • Different people prefer different cognitive styles – framed vs. unframed (internal vs. external frame of reference) – peripheral vs. focused (broad vs. narrow) – visual vs. textual (presentation and selection modes) • example: amazon. com – allows on portal page to search by • author, title • asking general NL questions • browsing subject areas copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 17

Human Search Behavior Search for information Retrieve information from: • Browse/Graze • Databases – Be educated while looking – Iteratively refine information need • Inquire • Documents/Reports • Internet or intranet – Ask an intelligent agent • e-mail – User able to articulate information need • External feeds – User unaware of type of document • Discussion groups • Pinpoint • Best practices libraries – Locate a document or object; User knows that document exists – User has experience with catalog searches copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 18

Novices have more success with browsing; Experts prefer more sophisticated search mechanisms copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 19

Beyond Content: Communities • • Bringing knowledge and knowledge workers together Continually developing knowledge that drives business performance Gathering and using business intelligence in support of strategy Always having the best knowledge available for decision making Your Company Suppliers/Vendors Knowledge Workers K 1 K 2 Regulatory Entity K 3 K 6 K 4 K 8 K 5 Channel Partners K 7 K = source of knowledge copyright 2000 Primix Solutions | www. primix. com | info@primix. com K 9 Page 20 Customers

Communities and hierarchies exist side-by-side in every organization, communities provide a solution to the problem Community = Two or more individuals who interact because of common interests or task requirements. Contain connections between individuals that may not be identified by any organization chart Communities are unique structures for connecting individuals, coordinating human action and generating knowledge copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 21

Understand Community Type • Communities vary significantly, and it is critical to understand the appropriateness of each type Organizational Reach Local Tacit Knowledge Work Team Community -of. Practice High Low Best Practice Community -of. Interest Economic-Web Global Explicit Knowledge copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 22 Member Cohesiveness

Which community is right for you? Organizational Reach Local Tacit Knowledge Generally better for: Work Team • Rapid, incremental innovation • Improved efficiency (cost, time) • Improved task quality Community -of. Practice High Low Best Practice Community Member Cohesiveness Generally better for: • Slow, revolutionary innovation • Improved average performance (less variance) • Improved error rate Community -of. Interest Economic-Web Global Explicit Knowledge Community selection should be driven by business goals and needs copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 23

Which task needs this? K-Maps connect Content, Community, and Process Document K-Map Process Where is the policy manual? Process copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 24

Taxonomies • Taxonomies are ways to structure vast amounts of information, e. g. – Dewey system, SIC, animal kingdom • Multiple parallel taxonomies can co-exist, e. g. – from a product point of view – from a process point of view – from a R&D point of view • The “first cut” at a taxonomy should be done by a domain expert and KM expert • Taxonomies can be living entities (updateable) • Content that is mapped by the taxonomies can be automatically “refreshed” and sorted copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 25

Types of K-Maps • Hierarchical Taxonomies – Tree structures – Single path to target – Documents just on leaves or also above? • Lattices – Multiple paths • Semantic Networks (similar to lattice) – Associative • Predefined and "Word" Folders • Concept Recognition, Dynamic Categories copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 26

Yahoo: Hierarchical Taxonomy copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 27

The. Brain: Semantic Nets copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 28

Northern Light: "Word" Folders copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 29

Semio: Categories on demand copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 30

Themescape: Word Count and Relation copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 31

Dataware: Concept Identification copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 32

Building a Knowledge Map • DOs – build a company specific taxonomy • DON’Ts – start with SIC codes – build many taxonomies – make it an exercise in library science – involve all stakeholders – re-invent Dewey – employ soft methods such as “day in a life”, storyboarding – try to be complete – try to be overly efficient – try to be un-ambiguous – keep the map an “evergreen” object – Employ automatic engines, e. g. Semio or Dataware copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 33

Comparing Ways to Generate and Refresh Knowledge Maps Method Advantage Disadvantage Automatic Very fast May be suboptimal Semi. Automatic Fast and accurate Requires human intervention Manual Accurate Slow On Demand High relevance Sometimes lower relevance copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 34

Transforming Information into Business Advantage Content Scenario 6/9/96 Customer Virtual Communities COMMUNITIES OF INTEREST NETWORKS LIBRARY 6/9/96 ORGANIZATIONAL STRUCTURE 6/9/96 Page: 1 FILTER KNOWLEDGE SOURCES TAXONOMY ORGANIZATIONAL STRUCTURE Page: 1 SUPPORT TEAM Page: 1 SHAR ED WOR KSPAC ES 6/9/96 BUSINESS PROCESSES COMMUNITY B COMMUNITY A 6/9/96 Document Management System, Databases, etc. . . USE BUSINESS PROCESSES Time-Sensitive Internal Information (faxes, conversations, Sources meetings) CAPTU RE STORE Process Scenario Page: 1 External Information Sources Collaboration Scenario ENHANCED BUSINESS PROCESSES Communication, cooperation, control technology (email, Lotus Notes, WWW, etc. ) Information technology makes knowledge management possible and necessary now in ways it copyright 2000 Primix Solutions | www. primix. com info@primix. com Page 35 has not been| in the past.

Profile of a Knowledge Mapping Program KM Roadmap Primix KM Benchmark Database KM Blueprint KM Solution Primix KM Platform KASP KM Roadmap Quick Start Portal Drill Down Modules copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 36

Resulting Major Potential Features Customers, Employees, Partners Portal - Knowledge Map for Enterprise - Alerts, Personalization - Channels, Profiling - Security, Login - Application Launching Content - Searching - Grazing - Catalogs/ Indices - Alerts - Taxonomy - Pull/Push - Bo. Ks e. Assist Communities - Diagnose - Discussion -Solutions Boards Chat e. Com - Alerts -Call. Center - Taxonomy -subscribe - CRM - Team. Ware - pay per view - Remote Collaboration - renew - Team. Archive subscription copyright 2000 Primix Solutions | www. primix. com | info@primix. com e. Learning -skill transfer - distance ed - curriculum - authoring - performance - personnel development. Page 37 Best Practices - Workflow - Tasks - Profiling - Taxonomy - Capture - Store - Re. Use

Functional Convergence of Portals Internal Access to "Mainframe" Data Intranet Extranet Access for Channel Partners Access for Customers Catalogs, E-Commerce Communities External ECommerce Catalog Shipping, Tracking Access to Content (Content Management) Customer Support Internet copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 38

Portal Vision for Electronic Business Unstructured Info E-BIZ Structured Info Knowledge Management and Customer Relations Transaction Management and E-Commerce • Portal Is Not Just Providing A Vehicle For Making A Transaction Happen • Providing Knowledge To Support The Buying Process Is Critical • Facilitating Internal Electronic Information Exchange • Organizations That Develop Leverage Enterprise Portals for Internal Knowledge Management and External Relationship Management are Poised for Success copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 39

www. primix. com Strategic Internet Services One Arsenal Mall Watertown, MA 02472 Dirk Mahling, Ph. D. Global Practice Leader dmahling@primix. com 617. 923. 6763 copyright 2000 Primix Solutions | www. primix. com | info@primix. com Page 40