[Sigia-l] "Content Silos"

[Richard Wiggins]

Very well said.

Before the Web (was there ever such a time?) there were references to "data
fiefdoms" in the MIS and DP literature. Business units hoarding data for
themselves and publishing it only to themselves and their pals within the
organization.  What's new with Web content silos is they get to choose the
logo and the navigation scheme now.

I recently attended a presentation on the concept of a single data store
within a large enterprise.  The speaker gave an example of a Japanese beer
company and a US insurance company.  In both cases the companies REQUIRE
that ALL data related to core products/services reside in the single data
store.

It sounds like excessive corporate control, even fascist.  The Cluetrain
crowd would be aghast.  XML fanatics would say it isn't necessary. But let
me give an example:

The insurance company he mentioned is USAA. They happen to be my provider. 
They are run by retired military folks so they can impose a single data
store concept more easily than some cultures.  Guess what?  It works.  I
used to deal with a local insurance agency on the theory they could give
personal service.   What did that mean?  Call up and they go "Oh Betty has
your file.  Her line is busy.  Would you like her voice mail?"  Service was
erratic, inconsistent, and inefficient.

Call up USAA, and you get a different "agent" every time.  But no matter
what the transaction, even mid-claim, they always have perfect "state"
information online.  Extremely efficient, helpful, more personal on an 800
number than Betty in an office 4 miles from you or in person. Because ALL
data goes into the single data store.  

Content silos are for sure a reality but some progressive companies have
eliminated them, at least when it comes to their core products and
processes.  The reality is most haven't, and most never will.

/rich

 
> How about this:  "A content silo is a collection of information
created and
> managed by a single business unit within a broader organization.  Content
> silos often map to an org chart, resulting in duplicate information,
> technologies, and efforts.  Additionally, users often have to look in many
> silos for information on one topic.  Therefore, the information architect's
> challenge is to provide alternative, user-centric access (e.g., by subject
> or by audience) to the information stored in an organization's many
silos."
> 
> Or something like that.
> 
> cheers
> 
> 
> Louis Rosenfeld
> www.louisrosenfeld.com
> information architecture consulting
> 
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____________________________________________________
Richard Wiggins
Writing, Speaking, and Consulting on Internet Topics
rich at richardwiggins.com       www.richardwiggins.com