Metadata enables consistency, context and interoperability in a cross-channel context by managing, describing and exchanging information objects. This presentation explores 3 different types of metadata: administrative, descriptive, and structural, and their role in UX practices including content strategy, responsive design, rich snippets, and web forms. We’ll then look at the cross-channel ecosystem, understanding media, channels, interactions and touchpoints. We’ll explore The Internet of Things, and furthermore the importance of information exchanges in cross-channel service design. From there we learn about the nuts and bolts of an information exchange, including semantics, syntax and lexicon, and how these are documented in schema. Then we’ll look at some of the common standards used to specify schema for information exchanges and semantic markup. Last but not least, we’ll explore how linked data and ontologies enable us to progress from the Web of Documents to the Web of Data. Presentation for the Information Architecture Summit in Baltimore, Maryland April 6th 2013. I had a great time & welcome feedback to further the discussion. Thanks everyone!

1. Metadata in the
Cross-Channel Ecosystem:
Consistency, Context
Interoperability
@AdamUngstad
IA Summit 2013 #XChannelMetadata
Tuesday, 9 April, 13

2. Tuesday, 9 April, 13

3. Tuesday, 9 April, 13

4. Tuesday, 9 April, 13

5. 2012, 2013
Tuesday, 9 April, 13

6. EuroIA - Edinburgh Sept 26-28
Tuesday, 9 April, 13

7. Metadata
Tuesday, 9 April, 13

8. Metadata enables
consistency, context
and interoperability in
the cross-channel
ecosystem
Tuesday, 9 April, 13

9. by managing, describing,
and exchanging
information objects.
Tuesday, 9 April, 13

10. What is Metadata?
Tuesday, 9 April, 13

11. National Information
Standards Organisation
Tuesday, 9 April, 13

12. Metadata is information
about information objects.
Tuesday, 9 April, 13

13. What is an
information object?
Tuesday, 9 April, 13

14. ...a web page
Tuesday, 9 April, 13

15. Adam Ungstad
...a name
Tuesday, 9 April, 13

16. ...a vegetable?
Tuesday, 9 April, 13

17. ...a vegetable
Tuesday, 9 April, 13

18. ...a book
HTTP://JSM2011.BLOGSPOT.CHHTTP://WWW.WOMBANIA.COM/CARTOONS/CALVIN-AND-HOBBES-TENTH-ANNIVERSARY.HTM#.UUQKWVUGNZ02010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML
Tuesday, 9 April, 13

19. HTTP://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML
...a package
Tuesday, 9 April, 13

20. ...a shipment
Tuesday, 9 April, 13

21. ...a user
Tuesday, 9 April, 13

22. There are three types
of metadata:
HTTP://WWW.NISO.ORG/PUBLICATIONS/PRESS/UNDERSTANDINGMETADATA.PDF://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML
Tuesday, 9 April, 13

23. administrative,
Tuesday, 9 April, 13

24. descriptive,
Tuesday, 9 April, 13

25. and structural.
Tuesday, 9 April, 13

26. Administrative Metadata
Tuesday, 9 April, 13

27. We use administrative
metadata to manage
information objects.
Tuesday, 9 April, 13

28. This is useful for
Responsive Design and
Content Strategy.
Tuesday, 9 April, 13

29. The Globe and Mail
HTTP://CLIFTONLIPHOTO.COM/BLOG/?P=892
Tuesday, 9 April, 13

30. Tuesday, 9 April, 13

31. CONTENT MODEL CONTENT TYPE CONTENT ELEMENT
THE NEWS ARTICLES HEADLINE
AUTHOR
PRIMARY PHOTOGRAPH
WEATHER DATE
WIND
PRECIPITATION
HOROSCOPES GENERAL (ALL SIGNS)
INDIVIDUAL SIGNS
PRIMARY CONTENT
CLASSIFIEDS ITEM NAME
DESCRIPTION
PRICE
CONTACT
Tuesday, 9 April, 13

32. Subscription vs Free Content
Tuesday, 9 April, 13

33. Right content
Right time
Right channel
Right user
Tuesday, 9 April, 13

34. Administrative metadata
enables consistency.
Tuesday, 9 April, 13

35. Descriptive Metadata
Tuesday, 9 April, 13

36. We use descriptive metadata
to discover and identify
information objects.
Tuesday, 9 April, 13

37. This is useful for
Faceted Search.
Tuesday, 9 April, 13

38. Home Depot
HTTP://WWW.FORBES.COM/SITES/INVESTOR/2012/04/24/FIVE-U-S-REITS-THAT-INVEST-ABROAD/2/
Tuesday, 9 April, 13

39. Tuesday, 9 April, 13

40. Tuesday, 9 April, 13

41. Facets
Tuesday, 9 April, 13

42. Descriptive metadata
enables context.
Tuesday, 9 April, 13

43. Structural Metadata
Tuesday, 9 April, 13

44. We use structural
metadata to exchange
information objects.
Tuesday, 9 April, 13

45. This is useful for
Rich Snippets.
Tuesday, 9 April, 13

46. Secret Lakes of Southern
Vancouver Island
Tuesday, 9 April, 13

47. Tuesday, 9 April, 13

48. Tuesday, 9 April, 13

49. Tuesday, 9 April, 13

50. Tuesday, 9 April, 13

51. Tuesday, 9 April, 13

52. Name%
What’s in a name?
Tuesday, 9 April, 13

53. First&Name&
Middle&Ini0al&
Last&Name&
What’s in a name?
Tuesday, 9 April, 13

54. First(Name( Other(Given(Names(
cv( cv(
Surname(
Surname((Birth)(
cv(
Surname((Previous)(
cv(
What’s in a name?
Tuesday, 9 April, 13

55. First(Name( Other(Given(Names(
cv( cv(
Surname(
Surname((Birth)(
cv(
Surname((Previous)(
cv(
What’s in a name?
Tuesday, 9 April, 13

56. First(Name( Other(Given(Names(
cv( cv(
Surname(
Surname((Birth)(
cv(
Surname((Previous)(
cv(
What’s in a name?
Tuesday, 9 April, 13

57. First'Name' Other'Given'Names'
cv' cv'
Family'Name'
Family'Name'(Birth)'
cv'
Family'Name'(Previous)'
cv'
Stored in a database
Tuesday, 9 April, 13

58. First'Name' Other'Given'Names'
cv' cv'
Family'Name'
Name%
Family'Name'(Birth)'
cv'
Family'Name'(Previous)'
cv'
Exchange Data
Tuesday, 9 April, 13

59. Structural metadata
enables interoperability.
Tuesday, 9 April, 13

60. Ecosystems
Tuesday, 9 April, 13

61. HTTP://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML
Tuesday, 9 April, 13

62. HTTP://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML
Tuesday, 9 April, 13

63. HTTP://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML
Tuesday, 9 April, 13

64. HTTP://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML
Tuesday, 9 April, 13

65. Photo Credit: <a href="http://www.flickr.com/photos/44034115@N08/5414079087/">Phil's 1stPix</a> via <a href="http://compfight.com">Compfight</a> <a href="http://
creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
Tuesday, 9 April, 13

66. Tuesday, 9 April, 13

67. Mediums
Channels
Interactions
Touchpoints
Tuesday, 9 April, 13

68. Medium
Tuesday, 9 April, 13

69. “the intervening substance
through which
sensory impressions are
conveyed or physical forces
are transmitted”
- Oxford Dictionary
Tuesday, 9 April, 13

70. INTERNET TELEVISION PAPER
Tuesday, 9 April, 13

71. Channels
Tuesday, 9 April, 13

72. “a path along which
information (as data or music)
in the form of an electrical
signal passes”
- Merriam-Webster
Tuesday, 9 April, 13

73. 7 NEW YORK
TIMES
WEBSITE TV CHANNEL NEWSPAPER
Tuesday, 9 April, 13

74. We can cross channels
in the same media.
Tuesday, 9 April, 13

75. We can cross channels
in the same media.
phone transfers
Tuesday, 9 April, 13

76. We can cross channels
in the same media.
using your facebook ID
to sign in to a website
Tuesday, 9 April, 13

77. Multi-Channel
is not the same as
Cross-Channel
Tuesday, 9 April, 13

78. Multi-Channel Experience:
Paying your phone bill
Tuesday, 9 April, 13

79. PHONE WEBSITE SMS MAIL APP
Tuesday, 9 April, 13

80. PHONE WEBSITE SMS MAIL APP
Tuesday, 9 April, 13

81. PHONE WEBSITE SMS MAIL APP
Tuesday, 9 April, 13

82. PHONE WEBSITE SMS MAIL APP
Tuesday, 9 April, 13

83. Cross-Channel Experience
Buying a (physical) book
from Amazon
Tuesday, 9 April, 13

84. PHONE WEBSITE SMS MAIL APP
Tuesday, 9 April, 13

85. PHONE WEBSITE SMS MAIL APP
Tuesday, 9 April, 13

86. A cross-channel experience
requires an information
exchange between channels.
Tuesday, 9 April, 13

87. MEDIUM
INTERNET TELEVISION PAPER
7
NEW YORK
CHANNEL TIMES
WEBSITE TV CHANNEL NEWSPAPER
Tuesday, 9 April, 13

88. Interactions
Tuesday, 9 April, 13

89. “a reciprocal action or
influence”
- Oxford Dictionary
Tuesday, 9 April, 13

90. $
PAYING WATCHING READING
A BILL THE SIMPSONS THE NEWS
Tuesday, 9 April, 13

91. MEDIUM
INTERNET TELEVISION PAPER
7
NEW YORK
CHANNEL TIMES
WEBSITE TV CHANNEL NEWSPAPER
INTERACTION
$
WATCHING READING
PAYING A BILL THE SIMPSONS THE NEWS
Tuesday, 9 April, 13

92. Touchpoints
Tuesday, 9 April, 13

93. “an encounter where
customers and business
exchange information,
provide service, or handle
transactions.
- Wikipedia
Tuesday, 9 April, 13

94. VAN V EDM
EDM V CAL
OTW V LA
MONTHLY SHAMPOO SPORTS
PAYMENT FORM COMMERCIAL SCORES
Tuesday, 9 April, 13

95. MEDIUM
INTERNET TELEVISION PAPER
7
NEW YORK
CHANNEL TIMES
WEBSITE TV CHANNEL NEWSPAPER
INTERACTION
$
WATCHING READING
PAYING A BILL THE SIMPSONS THE NEWS
VAN V EDM
EDM V CAL
TOUCHPOINT OTT V LA
MONTHLY SHAMPOO SPORTS
PAYMENT FORM COMMERCIAL SCORES
Tuesday, 9 April, 13

96. MEDIUM
THE WEB TV PAPER
7
NEW YORK
CHANNEL TIMES
WEBSITE TV CHANNEL NEWSPAPER
INTERACTION
$
WATCHING READING
PAYING A BILL THE SIMPSONS THE NEWS
VAN V EDM
EDM V CAL
TOUCHPOINT OTT V LA
MONTHLY SHAMPOO SPORTS
PAYMENT FORM COMMERCIAL SCORES
Tuesday, 9 April, 13

97. “Messages have no medium”
- Andrea Resmini
Tuesday, 9 April, 13

98. ...but every message has
a structure regardless of the
medium it uses.
Tuesday, 9 April, 13

99. Internet of Things
Tuesday, 9 April, 13

100. HTTP://JENSON.ORG/OF-BEARS-BATS-AND-BEES-MAKING-SENSE-OF-THE-INTERNET-OF-THINGS/
Tuesday, 9 April, 13

101. HTTP://JSM2011.BLOGSPOT.CH/2010/12/IS-THAT-C-4-EXPLOSIVES-I-ORDERED.HTML
Tuesday, 9 April, 13

102. GlowCaps
HTTPS://WWW.GOOGLE.CH/URL?SA=I&RCT=J&Q=&ESRC=S&SOURCE=IMAGES&CD=&CAD=RJA&DOCID=KATHLU8YY0HB-M&TBNID=BNRSJEUMOYPVVM:&VED=0CAUQJRW&URL=HTTP%3A%2F
%2FWWW.FASTCODESIGN.COM%2FIDEA-2010%2FVITALITY-GLOWCAPS&EI=EV5OUY-YLU2L0WWSQOG4DA&BVM=BV.44158598,D.ZWU&PSIG=AFQJCNG7SMN21RCO1IRA0BEVYX2APSCREA&UST=1364217461886
Tuesday, 9 April, 13

103. Smart Baby Monitors
HTTP://WWW.WITHINGS.COM/EN/BABYMONITOR
Tuesday, 9 April, 13

104. A Trackable Object
HTTP://WWW.NIKE.COM/US/EN_US/C/NIKEPLUS-FUELBAND
Tuesday, 9 April, 13

105. Tuesday, 9 April, 13

106. PHONE WEBSITE SMS BABY MONITOR IPHONE
Tuesday, 9 April, 13

107. Information Exchanges
Tuesday, 9 April, 13

108. Tuesday, 9 April, 13

109. X"
Tuesday, 9 April, 13

110. X" Y"
Tuesday, 9 April, 13

111. X" Y"
X
Tuesday, 9 April, 13

112. X" Y"
X Y
Tuesday, 9 April, 13

113. X" Y"
Z
Tuesday, 9 April, 13

114. X" Y"
ENGLISH
Tuesday, 9 April, 13

115. X" Y"
FRENCH
Tuesday, 9 April, 13

116. X" Y"
Tuesday, 9 April, 13

117. X" Y"
Z
Tuesday, 9 April, 13

118. X" Y"
METADATA
STANDARDS
Tuesday, 9 April, 13

119. X" Y"
NIEM
Tuesday, 9 April, 13

120. X" Y"
HL7
Tuesday, 9 April, 13

121. X" Y"
GOOD
RELATIONS
Tuesday, 9 April, 13

122. X" Y"
XML
Tuesday, 9 April, 13

123. X" Y"
RDF
Tuesday, 9 April, 13

124. Schema
Tuesday, 9 April, 13

125. “...a model for describing
the structure of information.”
- xml.com
Tuesday, 9 April, 13

126. XML
Tuesday, 9 April, 13

127. .xml
.xsd
Tuesday, 9 April, 13

128. What does a
schema specify?
Tuesday, 9 April, 13

129. Semantics
Tuesday, 9 April, 13

130. meaning
Tuesday, 9 April, 13

131. “bench”
Tuesday, 9 April, 13

132. “bench” (Canada)
Tuesday, 9 April, 13

133. “bench” (Australia)
Tuesday, 9 April, 13

134. Name%
Tuesday, 9 April, 13

135. First&Name&
Last%Name%
Tuesday, 9 April, 13

136. Given&Name&
Family'Name'
Tuesday, 9 April, 13

137. Syntax
Tuesday, 9 April, 13

138. expression
Tuesday, 9 April, 13

139. Name%
Tuesday, 9 April, 13

140. 3ric?
Tuesday, 9 April, 13

141. St. Germaine?
Tuesday, 9 April, 13

142. ; Drop Table;
Tuesday, 9 April, 13

143. Adolph Blaine Charles David
Earl Frederick Jack Gerald
Hubert Irvin John Kenneth
Lloyd Martin Nero Oliver Paul
Quincy Randolph Sherman
Thomas Uncas Victor William
Xerxes Yancy Zeus
Wolfeschlegelsteinhausen-
bergerdorft
Tuesday, 9 April, 13

144. Lexicon
Tuesday, 9 April, 13

145. vocabulary
Tuesday, 9 April, 13

146. Name%
Tuesday, 9 April, 13

147. The Cookie Monster?
Tuesday, 9 April, 13

148. Talula Does The Hula
From Hawaii?
Tuesday, 9 April, 13

149. Status&
Tuesday, 9 April, 13

150. Green?
Tuesday, 9 April, 13

151. Under Review?
Tuesday, 9 April, 13

152. Implementation Phase?
Tuesday, 9 April, 13

153. Status&
Discovery
Definition
Development
Implementation
Complete
Tuesday, 9 April, 13

154. Linked Data
Tuesday, 9 April, 13

155. “...a recommended best
practice for exposing,
sharing, and connecting
pieces of data, information,
and knowledge”
- Wikipedia
Tuesday, 9 April, 13

156. X" Y"
METADATA
STANDARDS
Tuesday, 9 April, 13

157. METADATA
STANDARDS
Tuesday, 9 April, 13

158. METADATA
STANDARDS
ORGANIZATION 1
ORGANIZATION 4
ORGANIZATION 2 ORGANIZATION 3
Tuesday, 9 April, 13

159. METADATA
STANDARDS
ORGANIZATION ORGANIZATION ORGANIZATION ORGANIZATION ORGANIZATION ORGANIZATION
ORGANIZATION ORGANIZATION ORGANIZATION ORGANIZATION ORGANIZATION ORGANIZATION
Tuesday, 9 April, 13

160. standards
enable exchanges
Tuesday, 9 April, 13

161. exchanges
enable data linking
Tuesday, 9 April, 13

162. Linking Open Data cloud diagram, by Richard Cyganiak and Anja Jentzsch. http://lod-cloud.net/
Tuesday, 9 April, 13

163. Ontologies
Tuesday, 9 April, 13

164. “...the exact description
of things and
their relationships.”
- w3schools.com
Tuesday, 9 April, 13

165. “...a specification of a
conceptualization.”
Stanford.edu
Tuesday, 9 April, 13

166. CONCEPTUALIZATION
X"
Tuesday, 9 April, 13

167. CONCEPTUALIZATION
X"
SPECIFICATION X
Tuesday, 9 April, 13

168. employee
subclassOf person
director
subclassOf employee
project manager
subclassOf employee
worksOn Project
reportsTo Director
lackey
subclassOf employee
worksOn project
reportsTo project manage
HTTP://ILRT.ORG/DISCOVERY/2000/11/LUX/
Tuesday, 9 April, 13

169. A controlled vocabulary is a
lightwieght ontology.
Tuesday, 9 April, 13

170. HTTP://ILRT.ORG/DISCOVERY/2000/11/LUX/
Tuesday, 9 April, 13

171. 1:1
1 : many
many : many
Tuesday, 9 April, 13

172. HTTP://ILRT.ORG/DISCOVERY/2000/11/LUX/
Tuesday, 9 April, 13

173. is part of
is used with
is made of
Tuesday, 9 April, 13

174. You can create
multiple taxonomies out of a
single ontology:
Tuesday, 9 April, 13

175. Ontology of freshwater
ecosystems
Tuesday, 9 April, 13

176. Ontology of freshwater
ecosystems
Taxonomy of flora
Tuesday, 9 April, 13

177. Ontology of freshwater
ecosystems
Taxonomy of flora
Taxonomy of fauna
Tuesday, 9 April, 13

178. Ontology of freshwater
ecosystems
Taxonomy of flora
Taxonomy of fauna
Taxonomy of insects
Tuesday, 9 April, 13

179. Friend of a Friend (FOAF)
What properties are
associated with a user profile?
Tuesday, 9 April, 13

180. Good Relations
What components is a
product made out of?
Tuesday, 9 April, 13

181. Semantically-Interlinked
Online Communities (SIOC)
What is a blog post?
Tuesday, 9 April, 13

182. Ontologies are documented
using frameworks like
RDF and OWL
Tuesday, 9 April, 13

183. HTTP://SEMANTICWEB.ORG/WIKI/ONTOLOGY
Tuesday, 9 April, 13

184. Web of Data
Tuesday, 9 April, 13

185. Web of Documents
Tuesday, 9 April, 13

186. “population geneva”
Tuesday, 9 April, 13

187. Population!
!
Geneva
Tuesday, 9 April, 13

188. Web of Data
Tuesday, 9 April, 13

189. Population
Geneva
Tuesday, 9 April, 13

190. Tuesday, 9 April, 13

191. Knowledge Graph
Tuesday, 9 April, 13

192. Knowledge Graph
Knowledge Graph
Tuesday, 9 April, 13

193. Knowledge Graph
Knowledge Graph (DBPedia)
Knowledge Graph
Tuesday, 9 April, 13

194. Knowledge Graph Google Maps
Knowledge Graph (DBPedia)
Knowledge Graph
Tuesday, 9 April, 13

195. Knowledge Graph Google Maps
Search Results
Knowledge Graph (DBPedia)
Knowledge Graph
Tuesday, 9 April, 13

196. Answers not documents
Tuesday, 9 April, 13

197. SELECT *
FROM tbl_Flights
WHERE col_Flight_Number
= “BA229”
AND col_Date
= [today]
Tuesday, 9 April, 13

198. When does flight BA229 arrive?
Tuesday, 9 April, 13

199. Tuesday, 9 April, 13

200. Google Flight
Search Results
Tuesday, 9 April, 13

201. HTTP://WWW.REEEP.ORG/SITES/DEFAULT/FILES/LOD-THE-ESSENTIALS.PDF
Tuesday, 9 April, 13

202. Where do we start?
Tuesday, 9 April, 13

203. 1. Make metadata a priority
Tuesday, 9 April, 13

204. Link metadata to ROI
Tuesday, 9 April, 13

205. Tie funding to adoption
of standards
Tuesday, 9 April, 13

206. Future-proofing
Tuesday, 9 April, 13

207. 2. Define your data
Tuesday, 9 April, 13

208. Start with a
controlled vocabulary
Tuesday, 9 April, 13

209. Semantics
Syntax
Lexicon
Tuesday, 9 April, 13

210. Add relationships
Tuesday, 9 April, 13

211. Use existing standards
Tuesday, 9 April, 13

212. 3. Identify Exchanges
Tuesday, 9 April, 13

213. X" Y"
X Y
Tuesday, 9 April, 13

214. X" Y"
Z
Tuesday, 9 April, 13

215. Internal & External
Tuesday, 9 April, 13

216. Current & Potential
Tuesday, 9 April, 13

217. Journey Maps
Tuesday, 9 April, 13

218. Diary Studies
Tuesday, 9 April, 13

219. Business Origami
Tuesday, 9 April, 13

220. @jessmcmullin
Tuesday, 9 April, 13

221. Happy Paths
Tuesday, 9 April, 13

222. Unplanned Paths
Tuesday, 9 April, 13

223. 4. Build the infrastructure
Tuesday, 9 April, 13

224. Start small
Tuesday, 9 April, 13

225. Build on what exists
Tuesday, 9 April, 13

226. Borrow & Reuse
Tuesday, 9 April, 13

227. 5. Governance
Tuesday, 9 April, 13

228. Standardize your
standards
Tuesday, 9 April, 13

229. You have to start
somewhere.
Tuesday, 9 April, 13

230. Build better
cross-channel
experiences
Tuesday, 9 April, 13

231. with metadata.
Tuesday, 9 April, 13

232. Thank You!
@AdamUngstad
Tuesday, 9 April, 13

233. Tuesday, 9 April, 13