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Leveraging Taxonomy & Metadata For Superior Search Relevancy,[object Object],Achieve greater search relevancy with content structure,[object Object],Speaker: Marko Hurst,[object Object]
Me,[object Object],Consultant, Author, & Speaker,[object Object],User Experience / Experience Design,[object Object],Web Analytics ,[object Object],Search,[object Object],Background:,[object Object],14 years experience ,[object Object],Search Systems, Data Analysis, Enterprise Applications, Websites, Mobile, Web. 2.0,[object Object],Independent, agency, & consulting firms,[object Object],National & regional lead for UX, Strategy, & Web Analytics practices,[object Object],Industries: Government, Media, eCommerce, Financial Services, Automotive, Technology, Mobile, CPG,[object Object],Contact:,[object Object],MISI, Engagement Manager:mhurst@misicompany.com,[object Object],Read my Blog:MarkoHurst.com“Insightful Analytics”,[object Object],Follow me on Twitter:MarkoHurst,[object Object]
Me,[object Object],Book: Search Analytics - Conversations With Your Customers,[object Object],Anticipated release: late 2010,[object Object],Book website:RosenfeldMedia.com/books/SearchAnalytics ,[object Object],Co-Author: Lou Rosenfeld,[object Object],Speaker:,[object Object],Keynote,[object Object],North America & Europe,[object Object],eMetrics Marketing Optimization Summit,[object Object],Search Marketing Exchange, SMX,[object Object],Usability Professional Association, UPA,[object Object],Various,[object Object],Digital Asset Management,[object Object],Technology,[object Object],Marketing,[object Object],Corporate,[object Object],Government Agencies,[object Object]
Before We Begin,[object Object],Audience Survey,[object Object]
Audience Survey,[object Object],Question 1,[object Object],Who uses only an algorithm (does not leverage a formal taxonomy or metadata structure) for search results?,[object Object],It’s OK, I’m here to help,[object Object]
Audience Survey,[object Object],Question 2,[object Object],Who uses a taxonomy to aid search relevancy? ,[object Object],Sweet! – You’re ahead of most,[object Object]
Audience Survey,[object Object],Question 3,[object Object],Who uses a ontology to aid search relevancy?,[object Object],I salute you! You will find Nirvana here.,[object Object]
What We’re Going To Cover,[object Object],Definition of Common Terms,[object Object],Taxonomy and Search,[object Object],Metadata and Search,[object Object],Ontology and Search,[object Object],Q&A,[object Object]
Definitions,[object Object],Let’s be sure we’re talking the same language,[object Object]
Definition: Taxonomy,[object Object],Snippet ,[object Object],A parent / child hierarchal relationship between two or more items,[object Object],English ,[object Object],Knowledge map that allows users to access relevant objects, ideas and/or experts quickly and efficiently ,[object Object],Taxonomies classify domains of knowledge and show the hierarchical relationships between categories, sub-categories and values within categories,[object Object],Geek Speak ,[object Object],Taxonomy is the practice and science of classification and comes from the Greek “taxis” – “order" (or arrangement or division) and "nomos", meaning law or science,[object Object],Taxonomies, which are composed of taxonomic units known as taxa (singular taxon), are frequently hierarchical in structure, commonly displaying parent-child relationships,[object Object]
Taxonomy: Sample Screenshot - DAM System,[object Object],http://www.day.com/content/day/en/products/digital_asset_management/features/_jcr_content/par/image.img.gif,[object Object]
Taxonomy: Conceptual ,[object Object]
Definition: Metadata,[object Object],Snippet ,[object Object],“Data about data” of any sort in any media (paper-based or electronic media). ,[object Object],English ,[object Object],Metadata describes how and when and by whom a particular asset was collected, and how the asset is formatted asset in order to provide access to the asset,[object Object],Metadata is text, voice, or image that describes what the audience wants or needs to see or experience,[object Object],Geek Speak ,[object Object],In its broadest sense, “metadata” can be used to describe information structures,[object Object],Metadata is a summary of the form and content of a resource, i.e. books: titles, authors, publishers, ISBN, etc. ,[object Object],Usually includes information about the intellectual content of the image, digital representation data, and security or rights management information,[object Object]
Metadata: DAM System Assigning Metadata ,[object Object],http://dev.day.com/content/docs/en/cq/current/dam/how_to_edit_metadata/_jcr_content/par/image_6.img.png/1258559070876.png,[object Object]
Definition: Ontology,[object Object],Snippet ,[object Object],Form associative relationships between two or more items,[object Object],English ,[object Object],Metadata describes how and when and by whom a particular asset was collected, and how the asset is formatted asset in order to provide access to the asset,[object Object],an explicit formal specification of how to represent the objects, concepts and other entities that are assumed to exist in some area of interest and the relationships that hold among them and describes rather than the hierarchy, the relationship between entities,[object Object],Geek Speak ,[object Object],Ontologies resemble faceted taxonomies but use richer semantic relationships among terms and attributes, as well as strict rules about how to specify terms and relationships,[object Object],Because ontologies do more than just control a vocabulary, they are thought of as knowledge representation,[object Object],Ontologies can represent complex relationships between objects, and include the rules and axioms missing from semantic networks,[object Object]
Ontology: Protégé ,[object Object],Pizza,[object Object],http://www.cmswire.com/images/protege.jpg,[object Object]
Ontology: Conceptual,[object Object]
Ontology: Visual Word Cloud,[object Object],Associative relationships for “Legacy Loan Program”,[object Object],http://subsidyscope.com/media/images/llp_word_cloud.png,[object Object]
Taxonomic Search,[object Object],Putting content structure to work,[object Object]
Surfacing Content With Search,[object Object],Two dimensions for surfacing content within search: Semantic and Taxonomic,[object Object],Semantic / Text paradigm,[object Object],Pertains to search only,[object Object],Search (pull) relies upon textual matching and semantic algorithms to surface relevant content,[object Object],Search engine derives semantics from phrases and words in unstructured content and from field-definition in structured content,[object Object],Taxonomic paradigm,[object Object],Pertains to search (pull), personalization, and customization (push),[object Object],Utilizes a taxonomy to surface relevant content. ,[object Object],Search interrogates taxonomy and ontology (associative relationships),[object Object],Be aware,[object Object],Both approaches have advantages and disadvantages,[object Object],Both approaches have significant challenges – there are NO easy options!,[object Object],Possible to incorporate both approaches in a single search solution in effect creating two concurrent searches,[object Object]
Semantic vs. Taxonomy Based Search,[object Object],Semantic/Free Text Search,[object Object],Searches against the content of a database repository (i.e. involves only two steps: search  contents),[object Object],Uses only the keyword(s) entered into the search engine,[object Object],Where these is an exact match, a result is returned,[object Object],This gives results that are less expansive, less controlled and often, less relevant...,[object Object]
Semantic vs. Taxonomy Based Search,[object Object],Taxonomy Based Search ,[object Object],Searches against the metadata associated with the content stored in a database repository (i.e. involves three steps: search  metadata  contents),[object Object],The metadata (NOT the search itself) is mapped against the contents of a database repository,[object Object],Can match the user’s search word entered into the search engine with synonyms mapped in the taxonomy ,[object Object],(e.g. “"P.D. 533" maps to "Presidential Decree No. 533” and “The anti-Cattle Rustling Law of 1974”).,[object Object],Matches can be made between a user's query and related terms mapped in the taxonomy, ,[object Object],e.g. “P.D. 533” might be mapped to "Cattle Theft"; "Felony" to "Legislation”),[object Object]
Semantic vs. Taxonomy Based Search,[object Object],Taxonomy Based Search (con’t),[object Object],Search results can be prioritized and categorized by filtering for pages and/or documents associated with specific search terms,[object Object], e.g. "best bets”,[object Object],When there is ambiguity, can ask users to refine their searches by providing “Did you mean...?” feedback,[object Object],This gives results that are more expansive and relevant…,[object Object]
How Taxonomy Aids Searching,[object Object],A taxonomy aids searching by…,[object Object],Restricting searches within a finite category or set of categories,[object Object],e.g. a search for “Farm Bill" will be restricted to the category "Legislation”,[object Object],Expanding searches to higher (parent), lower (e.g. child) or equivalent (e.g. sibling) categories,[object Object],e.g. a search for “"Cattle Poaching" would search across "Legislation", "PB 553", “SB 1163” "Felony" “Products”, etc.,[object Object]
Restricting / Expanding Search With Taxonomy,[object Object],Parent node,[object Object],Sibling node,[object Object],Search for “Farm Bill”,[object Object],Child node,[object Object],Child node,[object Object]
How Taxonomy Aids Searching (con’t),[object Object],Provide “Did you mean?” feedback to users to refine searches,[object Object],e.g. a search for “Livestock” might return: “Did you mean Livestock Health, Livestock Management, Livestock Legislation or Supplies & Equipment?” ,[object Object],Search against synonyms (i.e. alternate terms),[object Object],e.g. a query against the acronym “DDT" would map to “dichlorodiphenyltrichloroethane”, and search in the "Pesticides" category,[object Object],Search against related terms,[object Object],e.g. “Pesticide" is a term that exists in both "Crop Plants" and "Products”,[object Object],Because this relationship is known (and mapped) in the taxonomy, searches on one usage will also return "hits" on the other ,[object Object],Search on obscure or obtuse relationships ,[object Object],e.g. Paul Hermann Müller, Rachel Carson, environmental movement, and the book Silent Spring can all be mapped,[object Object]
How Taxonomy Aids Searching (con’t),[object Object],Allows for easier auto-complete / type ahead functionality,[object Object],Serves as a short‐cut,[object Object],Helps users to avoid unnecessary typing,[object Object],Assists with spelling,[object Object],May suggest related or more specific queries (that begin with or include that word or phrase,[object Object]
Taxonomic Search,[object Object]
Summary,[object Object],Two dimensions for surfacing content within search: Semantic and Taxonomic,[object Object],Semantic is pull only,[object Object],Taxonomic is push & pull ,[object Object],Both have pros & cons,[object Object],The best search results can typically be achieved by using both,[object Object],Taxonomy is a parent / child relationship between two or more items,[object Object],Taxonomic search ,[object Object],Allows for use of synonyms & mapping to related & obscure relationships,[object Object],Allows for expanding and restricting of content by moving up (parent), moving across (sibling), or moving down (child) nodes within the taxonomy ,[object Object],Many benefits / features can be used within the interface using taxonomy,[object Object],Did You Mean?, Auto-Suggest, Best Bets, etc.,[object Object],Metadata,[object Object],Metadata is “data about data” of any sort in any media ,[object Object],Taxonomies provide an inherent level of metadata that is not possible otherwise,[object Object],Leveraging metadata frameworks (Dublin Core, PRISM, etc) allow for standard methods of ,[object Object],Ontology ,[object Object],Associative relationship between two or more items,[object Object],Synonyms, controlled vocabularies, metadata, etc can be mapped taxonomy items for greater expansion & contraction of related content,[object Object]
Thank You!,[object Object],Contact: mhurst@misicompany.com,[object Object],Book: RosenfeldMedia.com/books/SearchAnalytics,[object Object],Blog: MarkoHurst.com,[object Object],Twitter: MarkoHurst,[object Object]

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