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Structured Content Meets Taxonomy

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In this engaging, 1-hour webinar (hosted by http://www.poolparty.biz and http://www.mekon.com), you will learn how to tailor information chunks to readers’ unique needs. We will talk about:
- Benefits and principles of granular structured content, and how to start preparing your own content for this new architecture.
- Best practices for linking structured content to standards-based taxonomies, and some pitfalls to avoid
- The underlying semantic architecture that you can work toward for a truly mature and scalable approach to linking content and data
- Key use cases that you can apply to your own organization

Publicado en: Datos y análisis
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Structured Content Meets Taxonomy

  1. 1. Joe Pairman Lead Consultant, Mekon Ltd. Andreas Blumauer CEO, Semantic Web Company WEBINAR Structured Content Meets Taxonomy 1
  2. 2. 2AGENDA Structured Content Meets Taxonomy ▸ Introduction ▸ Why Embedded Semantics? ▸ What is Structured Content? ▸ Why does structured content need taxonomies & semantic technologies? ▸ Q&A Engines: Benefiting from Knowledge Graphs ▸ Creating Knowledge Graphs with PoolParty 6.0
  3. 3. INTRODUCTION Mekon & Semantic Web Company: When clients benefit from complementary partners 3
  4. 4. INTRODUCTION 4 Semantic Web Company founder & CEO of Andreas Blumauer developer and vendor of 2004 founded 6.0 current Version active at based on Vienna located part of Taxonomies Knowledge Graphs manages standard for part of is a >200serves customers
  5. 5. Introduction: Joe Pairman Was at HTC, doing: ▸ Structured content for user education: ▹ business case ▹ information model, ▹ CCMS implementation ▹ Training ▸ Mobile content delivery platform ▸ Localization / web delivery ▸ Internal knowledge management Now at Mekon: Lead consultant: ▸ Structured content consulting and coaching ▸ Requirements gathering & solution design ▸ Pilots & proofs of concept ▸ Applied taxonomy 5
  6. 6. EMBEDDED SEMANTICS From Structured to Semantic Content Authoring 6
  7. 7. Fundamental assumption People actually do not search for documents only, they need facts and smaller chunks of information. Machines should help to create links between those to give answers to concrete questions. 7
  8. 8. 8Benefiting from Semantics alongside the Content Life Cycle
  9. 9. Four-layered Content Architecture 9
  10. 10. And what’s it good for? What is structured content?
  11. 11. Non-structured content • Whole pages, with a “body” blob • Documents • Publications
  12. 12. Structured content is made of sub-publication chunks • Sections with a heading or sub-heading • Paragraphs, tables, figures
  13. 13. Structured content is made of semantic chunks Sections, paragraphs, tables, phrases, tagged according to the type of information they contain
  14. 14. Structured content is made of semantic chunks Maybe this:
  15. 15. Structured content is made of semantic chunks Not this:
  16. 16. Consistent, predictable answer structure
  17. 17. Readers expect consistency
  18. 18. Structure helps authors
  19. 19. Structure helps authors
  20. 20. Other benefits: multichannel output
  21. 21. “Show Me” app on phone Support content on desktop PDF user guide Other benefits: multichannel output
  22. 22. Other benefits: tailoring to context ?
  23. 23. Tailoring to context (needs more metadata) http://mekon.poolparty.biz/Demoresett erms/ZoomBar http://mekon.poolparty.biz/Demor esetterms/AutoFocusIndicator http://mekon.poolparty.biz/Demoresetter ms/ShakeDetectionIndicator http://mekon.poolparty.biz/Demoresetter ms/PhotoVideoModeSwitch http://mekon.poolparty.biz/Demoresetter ms/FlashButton
  24. 24. Tailoring to context (needs more metadata)
  25. 25. Tailoring to context (needs profiles or rules)
  26. 26. Not only filtering — you can also pull out relevant chunks of information independently
  27. 27. Shortdesc is a very important chunk of info ~ SERP link previews tend to use it ~ It may improve ranking in the first place! ~ For site search, link previews are just as useful Apparently no shortdescs or equivalent Shortdescs (as meta description & in page content)
  28. 28. Word choice is critical
  29. 29. Why does structured content need taxonomy & semantic technologies?
  30. 30. What are we still missing? Structured content helps us: ~ Formulate complete, well sequenced answers ~ Personalize the answers ~ Label individual snippets & facts within answers so they can be used independently In itself, structured content doesn’t: ~ Provide a central location for all labels and names ~ Tell other machines what content is about in a way that they can use effectively
  31. 31. Taxonomies help us connect related labels (helping authors use relevant language)
  32. 32. Taxonomies relate concepts to each other
  33. 33. A concept is (minimum):
  34. 34. Concepts can tag whole topics/pages https://mekon.poolparty .biz/mekonchef3/164
  35. 35. Each site/platform reads the taxonomy https://mekon.poolparty .biz/mekonchef3/164 Filter results by: Preparation method Chop (23) Combine (2) Mince (3) Shaved ice (1) Shred (8) Dietary suitability Gluten-free Halal ▸ More… Type of dish Main meal Side dish ▸ More…
  36. 36. By using the URI, label changes are picked up https://mekon.poolparty .biz/mekonchef3/164 Filter results by: Preparation method Chop (23) Combine (2) Mince (3) Shave (ice) (1) Shred (8) Dietary suitability Gluten-free Halal ▸ More… Type of dish Main meal Side dish ▸ More…
  37. 37. Hierarchy changes work too https://mekon.poolparty .biz/mekonchef3/164 Filter results by: Preparation method Flavoring / tenderizing Marinate (5) Dry rub (3) Food processing Chop (23) Combine (2) Mince (3) Shave (ice) (1) Shred (8) Dietary suitability Gluten-free Halal ▸ More… Type of dish Main meal Side dish ▸ More…
  38. 38. To get the most from structured content, tag chunks of content with concepts
  39. 39. Example from content modeling / taxonomy dev client
  40. 40. Taxonomy-sourced conditions: SKOS source
  41. 41. Taxonomy-sourced conditions: applied in editor
  42. 42. Taxonomy-sourced conditions: reader view
  43. 43. Taxonomy-sourced conditions: reader view
  44. 44. To get the most from structured content, tag inline entities Content marketing proof of concept, with input from:
  45. 45. Content Marketing proof of concept
  46. 46. Starting with a recipe taxonomy
  47. 47. Tech writers create tech docs
  48. 48. BENEFITING FROM KNOWLEDGE GRAPHS Towards a Q&A engine based in knowledge graphs 49
  49. 49. 50What’s the problem with Structured Content (like DITA), especially in large content repositories? <party> <name>Social Democratic Party </name> <abstract> The Social Democratic Party of Germany is a social-democratic political party in Germany. The party, led by Chairman Martin Schulz since 2017, has become one of the two major contemporary political parties in Germany, along with the Christian Democratic Union (CDU). </abstract> <altname>SPD</altname> <founded>1863</founded> <country>Germany</country> </party> <mayor> <name>Michael Müller </name> <bio> Michael Müller (born 9 December 1964 in West Berlin) is a German politician of the SPD. He has been the Mayor of Berlin since 11 December 2014. </bio> <city>Berlin</city> <party>SPD</party> <year>2014</year> <profession>Printer</profession> <religion>Lutheran </religion> </mayor> ▸ Use names for things consistently ▸ Allow synonyms ▸ Keep all names up to date ▸ Include relations between things ▸ Relate and link documents to each other dynamically ▸ Filter and aggregate documents, also along hierarchies ▸ Extract machine-processable facts from document repositories ▸ Do automatic content quality checks ▸ Provide answers to complex questions
  50. 50. 51Structured content can be the raw material for a knowledge base, help desk, or Q&A machines Sadiq Khan Sadiq Khan is the current Mayor of London since 2016. He is a lawyer and member of the Labour Party. Khan is a practicing Sunni Muslim. Michael Müller Michael Müller is a politician of the SPD. He has been the Mayor of Berlin since 2014. Müller is printer by profession and member of the Lutheran church. Virginia Raggi Virginia Raggi is the current Mayor of Rome, who was elected in 2016. Raggi represents the Five Star Movement. She is Roman Catholic and studied law. ? Corine Mauch Corine Mauch is a Swiss Social Democrat politician who serves as mayor of Zurich since 2009. Mauch studied agricultural economics. Kadir Topbaş Kadir Topbaş is a Turkish architect and the current mayor of Istanbul since 2004. He is member of AKP and is Sunni Muslim. - Which mayors in capital cities of the EU belong to social democratic parties? - Which mayors in European cities with more than 500,000 inhabitants are female? - Which mayors have a background in social sciences? - Which female mayors belong to a conservative party? - Which mayors believe in Christianity, which believe in Islam? - Which mayors belong to parties that have existed for more than 20 years?
  51. 51. 52How to link (structured) content to background knowledge? <mayor> <name>Sadiq Khan </name> <city>London</city> <party>Labour Party </party> <year>2016</year> <profession>Lawyer</profession> <religion>Sunni Islam </religion> </mayor> - Which mayors in capital cities of the EU belong to social democratic parties? - Which city is a capital city? - Which city belongs to which country? - Which country belongs to the EU? - Which party is a social democratic party? - Which mayors in European cities with more than 500,000 inhabitants are female? - Which city is based in Europe? - How many inhabitants has a city? - Which mayor is male or female? - Which mayors have a background in social sciences? - On which science is a profession based? - Which female mayors belong to a conservative party? - Which mayor is male or female? - Which party is a conservative party? - Which mayors believe in Christianity, which believe in Islam? - Which religions are Christian? - Which religions are Muslim? - Which mayors belong to parties that have existed for more than 20 years? - When was a party founded? <mayor> <name>Michael Müller </name> <city>Berlin</city> <party>SPD</party> <year>2014</year> <profession>Printer</profession> <religion>Lutheran </religion> </mayor> <mayor> <name>Virginia Raggi </name> <city>Rome</city> <party>Five Star Movement </party> <year>2016</year> <profession>Lawyer</profession> <religion>Catholic </religion> </mayor> <mayor> <name>Corine Mauch </name> <city>Zurich</city> <party>SP</party> <year>2009</year> <profession>Economist </profession> <religion>unknown</religion> </mayor> <mayor> <name>Kadir Topbaş </name> <city>Istanbul </city> <party>AKP</party> <year>2004</year> <profession>Architect </profession> <religion>Sunni Islam </religion> </mayor>
  52. 52. 53Semantic Web Approach Knowledge Graphs based on standards and explicit semantics Things and URIs instead of Strings and Literals <mayor> <name>Michael Müller </name> <city>Berlin</city> <party>SPD</party> <year>2014</year> <profession>Printer</profession> <religion>Lutheran </religion> </mayor> @prefix taxo: <http://marklogic.poolparty.biz/politics/> . @prefix skos: <http://www.w3.org/2004/02/skos/core#> . @prefix onto: <http://marklogic.poolparty.biz/Politics-ontology/> . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 a onto:Politician . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 skos:prefLabel “Michael Müller” . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:isLeaderOf taxo:0d1fe09c-6ee0-4af7-87f8-b62b2bfc7aa1 . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:isMemberOf taxo:7177cd40-a01c-426d-b622-7b687f98f413 . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:hasProfession taxo:aacd-53a0-49f7-92b4-72b8ecb1139e . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:believesIn taxo:baeaa801-0829-478b-b969-d4350ec58c69 . Michael Müller SPD Berlin Lutheran Party Politician Place Religion
  53. 53. 54RDF as the base technology for Linked Data <mayor> <name>Michael Müller </name> <city>Berlin</city> <party>SPD</party> <year>2014</year> <profession>Printer</profession> <religion>Lutheran </religion> </mayor> @prefix taxo: <http://marklogic.poolparty.biz/politics/> . @prefix skos: <http://www.w3.org/2004/02/skos/core#> . @prefix onto: <http://marklogic.poolparty.biz/Politics-ontology/> . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 a onto:Politician . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 skos:prefLabel “Michael Müller” . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:isLeaderOf taxo:0d1fe09c-6ee0-4af7-87f8-b62b2bfc7aa1 . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:isMemberOf taxo:7177cd40-a01c-426d-b622-7b687f98f413 . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:hasProfession taxo:aacd-53a0-49f7-92b4-72b8ecb1139e . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:believesIn taxo:baeaa801-0829-478b-b969-d4350ec58c69 . taxo:7177cd40-a01c-426d-b622-7b687f98f413 a onto:Party . taxo:7177cd40-a01c-426d-b622-7b687f98f413 skos:prefLabel “Social Democratic Party” . taxo:7177cd40-a01c-426d-b622-7b687f98f413 skos:altLabel “SPD” . taxo:7177cd40-a01c-426d-b622-7b687f98f413 onto:locatedIn taxo:fcc75dc0-eca4-4c04-a065-b6b2fb39329f . taxo:7177cd40-a01c-426d-b622-7b687f98f413 onto:foundedIn “1863” . <party> <name>Social Democratic Party </name> <altname>SPD</altname> <founded>1863</founded> <country>Germany</country> </party> Michael Müller SPD Berlin Lutheran Party Politician Place Religion Germany 1863
  54. 54. 55Knowledge Graphs can be extended continuously and can be enriched by other Linked Data sources <mayor> <name>Michael Müller </name> <city>Berlin</city> <party>SPD</party> <year>2014</year> <profession>Printer</profession> <religion>Lutheran </religion> </mayor> @prefix taxo: <http://marklogic.poolparty.biz/politics/> . @prefix skos: <http://www.w3.org/2004/02/skos/core#> . @prefix onto: <http://marklogic.poolparty.biz/Politics-ontology/> . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 a onto:Politician . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 skos:prefLabel “Michael Müller” . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:isLeaderOf taxo:0d1fe09c-6ee0-4af7-87f8-b62b2bfc7aa1 . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:isMemberOf taxo:7177cd40-a01c-426d-b622-7b687f98f413 . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:hasProfession taxo:aacd-53a0-49f7-92b4-72b8ecb1139e . taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:believesIn taxo:baeaa801-0829-478b-b969-d4350ec58c69 . taxo:7177cd40-a01c-426d-b622-7b687f98f413 a onto:Party . taxo:7177cd40-a01c-426d-b622-7b687f98f413 skos:prefLabel “Social Democratic Party” . taxo:7177cd40-a01c-426d-b622-7b687f98f413 skos:altLabel “SPD” . taxo:7177cd40-a01c-426d-b622-7b687f98f413 onto:locatedIn taxo:fcc75dc0-eca4-4c04-a065-b6b2fb39329f . taxo:7177cd40-a01c-426d-b622-7b687f98f413 onto:foundedIn “1863” . <party> <name>Social Democratic Party </name> <altname>SPD</altname> <founded>1863</founded> <country>Germany</country> </party> Michael Müller SPD Berlin Lutheran Party Politician Place Religion Germany Berlin 3.6m European Union 1863
  55. 55. 56schema.org
  56. 56. 57schema.org
  57. 57. CREATING KNOWLEDGE GRAPHS Creation and Maintenance with PoolParty 6.0 58
  58. 58. 59Create Semantics PoolParty supports various methods to create consistent semantic metadata PoolParty Thesaurus Server Taxonomy, ontology, and graph management; linked data harvesting, taxonomy linking PoolParty PowerTagging Automatic content classification and semantic enrichment Corpus Analysis & Machine Learning Fully automated generation of graph providing language statistics and co-occurences PoolParty Unified Views Triplification of structured and semi-structured content; schema mapping, anything2RDF
  59. 59. Graphs + Machine Learning PoolParty as a supervised learning system 60 Content Manager Integrator Taxonomist/ Ontologist Thesaurus Server Extractor PowerTagging uses API is user of is user of is basis of is basis of Index annotates enriches Corpus Learning/ Semantic Analysis CMS extends is basis of analyzes uses API proposes extensions
  60. 60. Demo Semi-automatic creation and maintenance of knowledge graphs with PoolParty 61
  61. 61. TWO INTEGRATION SCENARIOS 62 DAM/CMS Option 1: Concepts are derived from taxonomy and tagging is stored together with the asset in the DAM/CMS http://apple.com/macmini.jpg http://apple.com/graph/1234 PoolParty API Option 2: Concepts are derived from taxonomy, and tagging event is stored in a triple store by tying together assets with concepts from graph. DAM/CMS http://apple.com/macmini.jpg http://apple.com/graph/1234 PoolParty API http://apple.com/macmini.jpg http://apple.com/macmini.jpg http://apple.com/graph/1234 RDF Store Wed 3 May, 2017User4711 DAM/CMS API Pool Party Pool Party
  62. 62. Beyond Semantic Search Link unstructured information to semantic graphs with PoolParty 63 PoolParty GraphSearch Linked Data Warehouse Unstructured Information (e.g. SharePoint) RDF TripleStore (Taxonomies, Annotations and Graphs)
  63. 63. 64Q&A and Graph-based Search with MarkLogic
  64. 64. Structured Content Audit & Semantic Web Starter Kit 65
  65. 65. GET STARTED 66 Get your test account at www.poolparty.biz
  66. 66. PoolParty Academy Get certified! 67 https://www.poolparty.biz/academy/
  67. 67. CONNECT Joe Pairman Lead Consultant, Mekon ▸ joe.pairman@mekon.com ▸ http://www.mekon.com ▸ https://www.linkedin.com/in/joepairman ▸ https://twitter.com/joepairman 68 © Mekon - http://www.mekon.com
  68. 68. CONNECT Andreas Blumauer CEO, Semantic Web Company ▸ andreas.blumauer@semantic-web.com ▸ https://www.semantic-web.com ▸ https://www.linkedin.com/in/andreasblumauer ▸ https://twitter.com/semwebcompany ▸ https://ablvienna.wordpress.com/ 69 © Semantic Web Company - http://www.semantic-web.com and http://www.poolparty.biz/

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