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New Research Publication Explores Technology Acceptance and CRM Technologies in Extension

News, Publications, Technology

The Extension Foundation released a new research publication titled “A Qualitative Investigation of the Technology Acceptance Model in the U.S. Cooperative Extension Service on the Adoption of Customer Relationship Management Systems.”

Authored by Dr. Aaron Weibe, Extension Foundation’s communication and engagement manager for his recently awarded PhD, the study delves into the Technology Acceptance Model (TAM) and its role in Extension adopting Customer Relationship Management (CRM) systems.

Why CRMs Matter for Extension

Dr. Weibe emphasizes the potential of CRMs for Extension services. CRMs offer a centralized platform for managing interactions with the public, leading to more effective communication, outreach, and engagement. Additionally, modern CRMs integrate seamlessly with other software, providing an overall view of operations.

Despite these advantages, Dr. Weibe acknowledges the high failure rate of CRM implementation. His research explores the challenges hindering adoption and investigates how TAM principles can be leveraged to increase CRM success rates within Extension. By exploring TAM in the context of CRM adoption, the publication provides specific and actionable insights to improve technology acceptance in Extension organizations.

Looking for More?

This research is one of two dozen publications released by the Extension Foundation in the last several months. The entire library, including the 2022-2023 NTAE Yearbook, is here.

March 27, 2024/by Aaron Weibe
https://extension.org/wp-content/uploads/2022/12/Extension-Foundation-Logo-padded.png 0 0 Aaron Weibe https://extension.org/wp-content/uploads/2022/12/Extension-Foundation-Logo-padded.png Aaron Weibe2024-03-27 23:14:462024-03-27 23:24:27New Research Publication Explores Technology Acceptance and CRM Technologies in Extension

New Extension Foundation Report Available: Technologies Impacting the Cooperative Extension System

Announcements, Extension, Innovation, News, Newsroom, Technology

The Extension Foundation, in partnership with a research team from Ohio State University, has released a new report on emerging technologies. The “Extension Foundation Report on Emerging Technologies Impacting the Cooperative Extension System” was supported by funding from the New Technologies for Agricultural Extension (NTAE) project. 

The report was developed by the research team in part through interviews with a panel of thirteen experts representing all five Extension regions, as well as non-Extension personnel. Panel participants were selected based on their background and experiences in adult learning and development, applied technology use, and innovation. 

The research team was led by Dr. Jerold Thomas, an associate professor with Ohio State University Extension/Department of Agricultural Communication, Education, and Leadership (ACEL). Dr. Thomas is also affiliated with OSU’s Leadership Center, where he serves as a leader for innovation and change. Other members of the team include Dr. Julie Aldridge, Assistant Research Professor, Ohio State University, College of Engineering; and Emma Newell, Communication Specialist and Researcher, Department of Agricultural Communication,  Education, and Leadership, Ohio State University.

The research goals were to identify emerging technologies, and to propose impacts on Extension  programming, professional development, and policy through 2025. The research process was impacted by the pandemic and first-hand experiences of the research team and panel, who, like other professionals across the nation, were thrust into work-at-home environments. Research for the report included primary and secondary sources, and focused on the following questions:

  • What emerging technologies will be most important to Cooperative Extension programs over the next three to five years?
  • What key trends do you expect to accelerate the adoption of emerging technology across Cooperative Extension programs?
  • What significant challenges may impede the adoption of emerging technologies across Cooperative Extension programs?

The panel and research team identified seven emerging technologies of critical importance: 

  • 5G mobile wireless technologies
  • Artificial intelligence (AI)
  • Adaptive learning
  • Assistive learning technologies
  • Block-chain
  • Internet of things (IoT)
  • Adaptive/Virtual technologies 

The report provides a helpful summary of each technology and includes a discussion of the potential impacts and possibilities represented by each for Extension work. The digital divide and larger equity issues (including algorithm bias) emerged as a major challenge and critical issue to consider with all emerging technologies. Other recommendations from the report center on professional development, and policy. 

Dr. Thomas noted that “This report is a good starting point for Extension professionals to learn about the impacts of emerging technologies on the Cooperative Extension System. This includes understanding changes in our systems of professional development, how we work, policies, and others. Online discussions about the report are being planned to share the findings, seek input, and develop conversations about the report’s implications for Extension.”

Dr. Thomas will hold a webinar discussing the report and its findings on Tuesday, October 20th, 2021 at 2:00 p.m. ET. Look for more details in early fall. 

 

Extension Foundation has a long tradition of investigating new and existing trends around innovation and technology. The 2016 Horizon Report (Freeman, et al., 2016) focused on emerging technologies in the Cooperative Extension Service (CES) through 2021. That report is available here. In 2020, Extension Foundation published an eFieldbook on using digital technology in Extension education. The Extension Foundation’s Connect Extension platform provides an opportunity for Extension professionals interested in technology to participate in the technology in Extension education virtual subgroup. Join Connect Extension here.

Photo by Firmbee.com on Unsplash

July 9, 2021/by Aaron Weibe
0 0 Aaron Weibe https://extension.org/wp-content/uploads/2022/12/Extension-Foundation-Logo-padded.png Aaron Weibe2021-07-09 15:10:082021-07-09 15:10:08New Extension Foundation Report Available: Technologies Impacting the Cooperative Extension System

eXtension Fellowship Opportunity – Customer Relationship Management Sandbox

Announcements, Extension, Fellowships, Innovation, News, Newsroom, Technology, UPDATE

This opportunity is open to all Land-Grant Universities regardless of membership with eXtension as part of our cooperative agreement with USDA-NIFA.

eXtension is funding an opportunity for a Fellow position to lead a process with a national committee and eXtension to explore and document needs and potential solutions for Customer Relationship Management functions in Cooperative Extension across the country. The Fellow will conduct and create needs assessments, user journeys, personas, and use cases as well as review and provide a landscape summary of potential solutions. Proactively managing multiple customer relationships, with multiple products, services, events and programs is a challenge for Cooperative Extension.  eXtension is requesting names of those interested in serving on the CRM Sandbox Committee working with the Fellow. eXtension is seeking a Fellow to work with eXtension and a national committee to explore what is needed by participating institutions, to review potential solutions and to create a “sandbox” with eXtension to test up to two solutions with participating institutions. A final report summarizing the process and the findings is due by July 31, 2019.

The NTAE-CRM Fellowship will begin by October 1, 2018 and will conclude July 31, 2019.  eXtension is a virtual organization and work will be conducted virtually.

The specific requirements of the fellowship include:

  1. Expertise with workflow and technologies supporting customer relationship functions.
  2. Knowledge and experience designing and implementing relational databases.
  3. Understanding Cooperative Extension and the unique audiences and relationships among those audiences, programs, evaluation, funding, and communication.
  4. Ability to work with all levels of expertise and positions.
  5. Experience conducting user needs assessment and analyzing workflows.
  6. Experience creating user journeys, personas and use cases.
  7. Experience writing recommendations for solutions.

The Fellow will report the results via eXtension’s web site. The Fellow is encouraged to develop a peer-reviewed paper for publication in an appropriate journal. The Fellow will use eXtension’s Zoom, Slack, and G-Suite to conduct the work of their fellowship.

Funding for the Fellowship comes through a cooperative agreement with USDA-NIFA to eXtension and includes: paid travel to one eXtension Impact Collaborative Summit planned for April 2019; and buyout of time from their current positions of up to $25,000. Additional funding may be available for testing up to two solutions.

Application Process

To apply please submit the following information in a PDF document to Beverly Coberly (beverlycoberly@extension.org):

  • A maximum 1-page letter highlighting your areas of expertise in CRM, technology and knowledge of Cooperative Extension.  
  • A copy of vitae/resume focusing on your expertise in technology and databases, educational or experience background working with CRMs.  Limit of 2 pages.
  • Letter of support from your institution Director/Administrator for Cooperative Extension

Applications will be reviewed by a selection committee.

Questions regarding the application process should be directed to:

About the eXtension Foundation

The eXtension Foundation is a membership-based non-profit designed to be the engine fueling U.S. Cooperative Extension advancement in making a more visible and measurable impact in support of education outreach from land-grant universities/colleges located in every state and territory. eXtension provides an array of opportunities for Extension professionals that foster innovation creation, the adoption of innovations at member institutions, and increased impact of Extension programs.

July 20, 2018/by Aaron Weibe
https://extension.org/wp-content/uploads/2022/12/Extension-Foundation-Logo-padded.png 0 0 Aaron Weibe https://extension.org/wp-content/uploads/2022/12/Extension-Foundation-Logo-padded.png Aaron Weibe2018-07-20 17:21:352018-07-20 17:21:35eXtension Fellowship Opportunity – Customer Relationship Management Sandbox

AI & Linked Open Data for Innovation in Extension

Technology

AI & Linked Open Data for Innovation in Extension

Justin G. Smith
Assistant Professor, Community & Economic Development
Washington State University

Big Data & Artificial Intelligence
Two of the biggest topics in technology today are big data and artificial intelligence (machine learning and deep learning). Data is growing exponentially, and according to IDC, the digital universe will double every two years from 2010 to 2020. This includes satellite imagery data, sensor and mobile data (IoT), banking and economic data, as well as health and genetic research data. Businesses are also generating massive data sets related to supply-chain operations, and customer purchase patterns, while governments and non-governmental organizations around the world collect and publish information about population demographics, economic indicators, environmental quality and health outcomes.

Exponential Growth of Big Data - https://insidebigdata.com/2017/02/16/the-exponential-growth-of-data/

In many cases these data are open to the public, Given the increased accessibility of data, we have seen rapid development in the field of artificial intelligence. The synergy between big data and new data analytics methods are leading to a new cognitive technologies that give people power to improve (and even automate) decision-making and optimize outcomes. This powerful combination is leading to breakthroughs in medicine, finance, transportation, operations, security and law enforcement, as well as food and agriculture. In particular, there are a growing number of case studies highlighting improvements in a broad range of decision-support functions such as fraud detection, recommendation systems, medical diagnostic systems, and now driverless vehicles, and precision agriculture.

Linked Data, AI & the Semantic Web
These advancements would not be likely if it weren’t for the openness and accessibility of structured data; applications that utilize machine learning or ‘deep learning’ techniques often require significant amounts of data to develop accurate models. In particular, the proliferation of Linked Open Data tools (RDFa, JSON-LD, Microformats), common vocabularies (Schema.org, Linked Open Vocabularies), and APIs (web-services) have contributed significantly to the pace of development of new smart systems by providing access to structured data. Consequently, the success of AI powered by big “linked” data, has incentivized the adoption of standards and new publishing practices such as OpenAPI, leading to a growing network of accessible data services from which to explore and solve new problems.

The relationship between structured data and intelligent machines on the Internet was suggested nearly 20 years ago, by Tim Berners Lee and his colleges at CERN. In 2001, Berners Lee, Hendler and Lassila published a paper titled the “Semantic Web”, where they described a network of structured data, semantically linked together, and encoded in standard formats readable to both people and machines. Since then, the development of semantic web technologies, and more recently Linked Open Data have accelerated, creating new opportunities for organizations to access and use data in new ways.

Cognitive Systems and the Possibility of a Virtual Extension
The number of new decision-support technologies (or cognitive systems) is astonishing, and new platforms are coming online every month. This trend inspired my own thinking. I wondered, what could our Extension systems create. What if we could develop cognitive technology that could access and use the knowledge resources from Extension across the country to help communities and families adapt to climate change or improve household food security? What if the same technology could connect people to the experts across the county that could help them solve real challenges? Or perhaps the tool could provide small farmers answers to questions about fertility management, integrated pest management, or food preservation?

Virtual Assistant – Interactions between Data, Devices and People
Virtual Assistant - Interactions between Data, Devices and People

For a moment, I imagined what it would be like to interact with a virtual assistant like Alexa, to be able to ask questions, find experts, or even conduct a collaborative strategy meeting where a virtual assistant acts as a kind of facilitator that collects and displays data, or walk a group through a sequence of planning tasks. I imagined teams of professionals in the counties I work conducting SWOT analysis, policy mapping, or testing climate change mitigation and recovery strategies. Such a system could interface with augmented reality tools that support problem-solving in situ with a mobile device. I could see our clients working in new ways while leveraging the knowledge and expertise of Extension and Land Grant Universities all across the country.

For many of my Extension colleagues, this all sounds like science fiction, or in the very least wildly ambitious. Ambitious is probably true, but it is definitely not science fiction. In addition to the proliferation of open structured data, the new API economy is creating access to services, allowing developers to connect to third-party applications and data to create new products.

Google, Microsoft, IBM, and Amazon all offer access to their computing infrastructure and machine learning services. Moreover, an active community of developers both within and outside these companies are generating the documentation, examples and materials needed to uses these services (see: Flask-Ask). Using these APIs we can integrate Alexa Skills, Google Speech API and our own custom set of interactions, essentially creating entirely new services. Many of the foundational technologies have been established to help us develop our virtual assistant. We don’t even have to worry about training a model for voice recognition before getting started. Teams of researchers and developers at Google, IBM, and Amazon are already working on providing the services that can help us get a minimal prototype up and running.

Now we know some of the basic tools are in place to make our virtual assistant a reality, and we can explore the idea further. So what’s next? For sake of simplicity, let’s say we are willing to use Amazon’s Alexa service. Next, we would need to define a set of use-cases, prototypical sequence of interactions. For instance, we could define a strategic planning protocol, that simulate a brainstorming session to allow small groups to organize ideas, collect and display data. We might also define an ‘expert-finder ’ protocol, or a search and data aggregation protocol where each interaction process extends the overall functionality of the ‘assistant.’

Extension Data Products
Extension Data Products
In each use-case we are tasked with mapping a spoken or written request to a relevant and accurate spoken and/or visual digital response. In this context the digital response utilizes Extension experts and Extension research assets.

The (Structured) Data Challenge
Using these assets requires the ability to collect structured data from among a diversity of data types (e.g. Briefs, Factsheets, etc.), and service providers (the universities). This presents the first major challenge. For the most part, Extension’s resources are not available in a structured form. Some content providers do use a combination of Schema.org and Open Graph formats already, allowing some access to generic content descriptions, such as titles, type description and occasionally content authors and summaries. These provide useful metadata for content searches, but are not expressive or precise enough to run more complex queries and interactions. However, both Schema,org and the Open Graph protocol offer access to a rich vocabulary that can be extended to include different data types (or used with existing vocabularies), and these tools allow us to describe these data from within HTML web content.

This is crucial as developing our virtual assistant as we will need access to the embedded content within Extension research products. This includes identifying and encoding both generic descriptions (e.g. summaries and keywords), as well as embedded data (e.g. processes, methods, numeric data) across a range of content such as impact reports, curriculum, research articles, and technical reports. The more embedded snippets of content can be exposed, the more information and behaviors we can code into our virtual assistant.

However, this is more difficult than it would appear. Extension systems manages their digital assets differently (different policies and technology platforms) and separately. There is no ‘complete’ central directory of Extension faculty listing their expertise, and among the directories that exist, they often lack additional information about a person other than name, rank and department. Moreover, there is no agreed upon vocabulary that could be used to describe these resources. The necessary enabling technologies and standardized institutional practices are missing.

The lack of critical infrastructure or adoption of Linked Data practices presents a significant hurdle, one that will need to be resolved before our virtual assistant can be successful. Filling the current capacity gap would require the kinds of recommendations laid out by Jeff Piestrak’s vision for a Land Grant Informatics.

Extension Knowledge Network
Extension Knowledge Network
This includes the development of common vocabularies or ontologies relevant to Extension. This also includes the adoption of new publishing tools that enable embedded tagging of people, places, things and events, as well as ways to link these together across institutions.

Before we can develop our virtual assistant, we need to define an ontology, or type of vocabulary for describing a much richer set of data, and then devise a strategy for describing existing Extension assets using that ontology. This of course is no trivial task. To ensure the ontology is useful would likely require broad participation and buy-in from Extension faculty across the country, and then, we still need to go back through all of the historical databases and describe these resources.

The more you dive into it, the more challenging this virtual assistant project sounds. Yet, this challenge is not exclusive to building a virtual assistant. A vast majority of modern web applications rely on accessible third-party services, data and ontologies to develop new products, but without a roadmap (for Extension) to connect it all together and no common language for interacting with the content, we find ourselves confronted by a kind of virtual wall. So it seems that in order to build my new ‘killer-app,’ I will first need to solve the ontology problem, and based on what I’ve describe so far it sounds like it could take a decade to complete. Unfortunately, I am not all that patient. I cannot wait 10 years for this to be resolved, nor can my clients. So what now?

In Need of a Different Approach
Well, there might be a solution, are at least a bridge to a solution. What if we turned a few implicit assumptions on their heads? Up to this point I’ve talked about structured linked-data as the required input for training a machine learning model. This type of approach to machine learning is called supervised learning. In a supervised learning situation, the algorithm approximates a prediction about some data based on previous data. In this case, we feed a structured data set to our algorithm to develop a model or representation of the data that we then use to interpret any new data.

What if that isn’t the complete story? What if we could use machines to learn and create ontologies readable to humans, and usable by other machines? Or what if we could use machines to create semantic links between content, and then offer access to these data through accessible API services? Developments in natural language processing, and computer vision suggest the possibility that we could indeed use machines to generate structures that could be useful in our virtual assistant (or any other application). Semi-supervised and unsupervised machine learning allow for structured data to be pulled directly from data with little or no upfront input needed. There are a growing number of examples with AI being used to create content, such as music or art, content summaries, as well as image and video content. Considering these developments, it seems reasonable that AI could be used to describe and encode our content just as easily as it is being used to create fake news, or conversely, combat fake news.

In 2016, eXtension and GODAN teamed up to sponsor a joint fellowship to explore these questions and develop pathways for creating the ontologies that would link Extension to the larger universe of linked open data. In particular, their request focused on developing ontologies, methods and recommendations that could be used to link Extension data to address challenges around climate change adaptation and food insecurity. This included exploring the possibility of using competency frameworks and design patterns to define a set of ontologies that could be used to describe various eXtension content. Together, these frameworks provide a vocabulary for defining skills, knowledge, resources, problems, contexts and solutions — enough new metadata that could prove expressive enough to power a virtual assistant or similar applications.

Later that year, eXtension and GODAN, gave me an opportunity begin exploring these questions. In October, I began work on several experiments to determine the efficacy of machine learning and AI technologies to create structured data from eXtension content. I worked with eXtension fellow Christian Schmieder from University of Wisconsin Cooperative Extension, and colleagues at Washington State University to develop and test new methods and algorithms that could be used generate ontologies and automatically markup resources using RDFa and JSON-LD.

During the following 18 months, I embarked on an incredible (and difficult) journey of learning and discovery that profoundly changed my life. This experience revealed new passions in design, natural language processing, decision analysis, algebraic topology and cognitive technology. The fellowship also thrust me into a new field of scientific inquiry with a rather steep learning curve, and I found myself immersed in the language of graphs, networks, matrices and probability distributions – the basic building blocks of modern AI. In all of this learning, I was given a platform to develop new approaches to AI that incorporated existing state-of-the-art with more recent developments in reinforcement learning and topological data analysis. The result was a set of methods and tools with broad application in content classification and organization, but also in complex systems analysis, multicriteria decision-analysis and optimization.

Over the next several weeks I will be sharing the process and results of these experiments through a series of blog posts, tutorials and open source software. In each post I will walk through the challenge of developing a usable vocabulary that can serve our hypothetical virtual assistant. I will also be posting a series of scientific notebooks that show how these systems work (or don’t work), discuss opportunities and remaining challenges.

For More Information

For more information, contact Dr. Justin Smith at:
justingriffis@wsu.edu

 

May 8, 2018/by Aaron Weibe
0 0 Aaron Weibe https://extension.org/wp-content/uploads/2022/12/Extension-Foundation-Logo-padded.png Aaron Weibe2018-05-08 15:53:352018-05-08 15:53:35AI & Linked Open Data for Innovation in Extension
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This website is supported in part by New Technologies for Ag Extension (funding opportunity no. USDA-NIFA-OP-010186), grant no. 2023-41595-41325 from the USDA National Institute of Food and Agriculture. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture or the Extension Foundation.

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