“it’s not rocket science!” applying cms and semantic enrichment to transform book publishing

©2010 Really Strategies, Inc. | www.rsuitecms.com

“It’s not rocket

science!”

Wednesday Webinar Series

Applying CMS and semantic enrichment

to transform book publishing

©2010 Really Strategies, Inc. | www.reallysi.com

Welcome, Overview, Introductions

Online Poll

Semantic enrichment

Wolters Kluwer Health case study

Online Poll

Content management with RSuite

Q&A

Webinar Agenda


Who is Really Strategies? Founded: 2000

Consulting Services to Publishers

Specialists in XML-based Content Management Solutions

Project/Program Management

Workflow Analysis and Reengineering

Content and Metadata Modeling

Technology Assessment and Roadmaps

Much more…

2004 - 2009

2006, 2007, 2008

2004, 2005, 2007

2007, 2009

2007, 2009

A content management system for

publishers.

http://www.kmworld.com/Articles/ReadArticle.aspx?ArticleID=37332


Serving over 100 companies

4

STM Educational Media Tech Pubs

http://www.ieee.org/

http://www.ti.com/hdr_home

http://www.fwmedia.com/

http://www.google.com/imgres?imgurl=http://www.andrew.cmu.edu/user/nsbe/Announcements/CIT/images/jnj.jpg&imgrefurl=http://www.andrew.cmu.edu/user/nsbe/Announcements/CIT/johnson.html&h=140&w=148&sz=31&tbnid=Fclsgr4ygRFHaM:&tbnh=90&tbnw=95&prev=/images?q=Johnson+&+Johnson+Logo&usg=__3C_1dIzkCv0hlQjj36UeGXaPdWI=&ei=ta9ISoqUC8qMtgelruCTCg&sa=X&oi=image_result&resnum=4&ct=image

http://www.arbita.net/

http://www.agfa.com/


Jake Zarnegar, CTO

Silverchair

Jabin White, Director of Strategic Content

Wolters Kluwer Health – Professional & Education

Mike Sherlock, Program Manager

Really Strategies, Inc.

Webinar Presenters

5


The CMS – Semantic Landscape

6

Content managementContent creationContent delivery

Author submission

Online submission

Tools used

Editorial workflow

Check in/ check out

Version control

Production

Metadata

TransformationsWeb sites

iPad and other

mobile apps

Good old print

Content enrichment

Taxonomy management


ONLINE POLL

7

Silverchair | www.silverchair.com

Jake Zarnegar, Silverchair

Why Enrich Your Content With Semantics?


Semedica, a division of Silverchair

Tagmaster Semantic autotagging w/expert review

Totem Taxonomy/Ontology manager

Cortex Biomedical taxonomy & thesaurus

Swiss Semantic web services


My Brother is a Rocket Scientist

http://www.facebook.com/photo.php?op=2&view=global&subj=1539454851&pid=880581&id=1439631571


His Test Answers

A-C-B-A-E-D-C-A-B-E-A-C-B-B-E-D-C-A-B-C-B-C-A-D-B-E-A-D-C-A-B-A-E-A-C-A-E-C-B-A-E-B-D-D-E-A-B-C-A-B-A-C-A-A-C-E-C-B-D-D-A-B-C-E-A-C-C-D-E-B-A-B-B-C-D-E-A-D-A-E-B-E-C-A-E-D-A-C-E-B-C-A-B-E-A-A-D-E-A-B


Semantic Enrichment Raison D’Etre

To put thousands and thousands of tiny meaningful hooks in your data so that your software applications can create richer outcomes for your users and your organization.


Semantics in 3 Minutes


Semantics are About Meaning

Semantics describe the meaning of your content, on top of the physical structure. Meaning is generally conveyed in topics and concepts.

Semantic metadata formally answers the most important question of all for content producers and users:

What is this content about?


“Atomizing” Information

The semantic approach requires us to go beyond documents and think of our content as data.

For example:

1 textbook chapter = 1 documentOR1 textbook chapter = 712 distinct pieces of data (sections, paragraphs, lists, tables, figures, equations, etc.)


But breaking down content into its smallest parts is not an end unto itself…


Taxonomy as Semantic Foundation

• The taxonomy is the framework for the semantic layer and semantic tagging—crucial for concept grouping and hierarchical relationships

• Also serves to normalize terminology and language variances when combined with a robust thesaurus

• Industry-standard taxonomies facilitate integration


Use taxonomy axes to organize your atomized content on key traits and prepare it for recombination…

Nuts & Bolts: Semantic Tagging

• Tagging is the insertion of semantic (meaning) information in the XML, whose smallest unit is called a tag

• Tagging can also be placed in database tables and header files if the content is inaccessible (such as images and videos)

• Tagging should be done at the smallest “atomic” level of data possible


Paragraph entity identification. What is this content about?


Semantic article summary. What is this content about?


Semantics for Your Users


Know Your Users!

Focus your metadata creation on how your users want to use your content:

• How do they search? Browse? At what point in their workflow is your product used?

Almost all information sites have multiple use cases. You need to know what those use cases are for your products.

Start with what is the most important to the mostusers and work your way down a priority list.


The Semantic Use Test

I am specifically identifying __________ because ____________ is very important to my ____________ users when they are _____________.


Semantic Metadata: Focus on Use

Example: I am specifically identifying concise disease treatment content because immediate access to treatment options is very important to my emergency physician users when they have 8 seconds to look up an answer.


McGraw-Hill: metadata targeted to deliver fast, concise treatment info to ED



Example: I am specifically identifying skin disorder images on all body locations and all types of skinbecause visual diagnosis is very important to my family physicianusers when they are trying to identify a rash.


Derm101: images show up immediately in the diagnosis results for searches



Example: I am specifically identifying manufacturer names because the source of medical devices is very important to my surgical residentusers when they are prepping for a procedure.



Example: I am specifically identifying manufacturer names because the source of medical devices is very important to my surgical residentusers when they are prepping for a procedure.

Not Likely!


Semantics for Your Organization


Use Semantics to Know Your Users


Use Semantics to “Know Thyself!”


Thank you!

For more information:

Jake ZarnegarCTO, SilverchairPresident, Silverchair Information [email protected](434) 296-6333 x236

www.silverchair.comwww.semedica.com

mailto:[email protected]

http://www.silverchair.com/

http://www.semedica.com/

Jabin White

Director of Strategic Content

Wolters Kluwer Health – Professional & Education

Really Strategies/Silverchair Webinar –September 29, 2010

Agenda

• A little background (framing the problem)

• Our goals

• When we’re done, we’ll be able to…

Who we are

• We are Wolters Kluwer Health – Professional & Education

• Wolters Kluwer Health includes:▫ Lippincott Williams & Wilkins titles

▫ Ovid

▫ UpToDate

▫ Provation Order Sets

▫ Drug Facts & Comparisons

▫ Medi-Span

▫ Clin-eguide

A Little History

• Joined WK Health in May 2009

▫ Responsible for making sure content flows through company more efficiently (DTDs, Content Management, Authoring Tools, Semantic Enrichment, Product Information Management, etc.)

• The reasons are not important, but we hadn’t spent a lot of time modernizing our digital production methods

Today – Our typical workflow

• Book is “signed”• Instructions for authors are sent, and ignored• Chapters, etc., are submitted in MS Word• Word files are sent “over the wall” (outsourced),

coded, and put into a pagination software (still some Quark, moving to Adobe InDesign)

• Final pages are approved• High-resolution PDFs are sent to printer• After final pages are approved, vendors convert into

XML (if the title was comped after May 2009). If before, we roll the dice…

• Delivered back to P&E archive, along with printer PDFs, application files, and images

So what’s your problem?

• We pay at every step of the previous workflow, and we believe unnecessarily near the end

• If we need ePub, we have to go back into the archive to a “mixed bag” of content (some Quark, some PDF, some XML)

• There is no central repository – or common format – in which to apply semantic tagging▫ And the frustrating thing is we have GOOD DTDs!

• If we believe in semantic markup, which we do, we must essentially throw content over the wall again just as in composition (shampoo, rinse, repeat)

Enter RSuiteCMS

• RSuiteCMS gives us the ability to control the workflow and use good content management practices (it does a LOT more, but we’re starting slow)

• Very importantly, we get to have authors write in XML without them knowing (or quite frankly caring)

• We put a LOT of work into the authoring environment, trying to keep authors away from angle brackets

• “It takes a lot of hard work to make things simple”

When we’re done, we’ll be able to…

• …Produce structured content with lower effort/cost

• Working on SECOND RSuiteCMSimplementation as we speak▫ Will scale in latter part of 2010 and 2011

• We are moving cautiously and ensuring “buy in” from stakeholders at each step

• Ideally, we will grow our ability to produce clean, structured XML to check into our repository

• But Rome wasn’t tagged in a day...

Enter Semedica

• Gives us the ability to add semantic tagging to our content, either when it is finished (in the repository) or while it is being worked on (within RSuiteCMS)

• Semedica gives us the ability to:

▫ Leverage a standard taxonomy (Cortex)

▫ Add to the taxonomy and manage equivalencies – perhaps mined from our search logs – “Wenckenback = Wenckebach” (Totem)

▫ Apply the tags to our content (Tagmaster)

Why Semantic Tagging?

• It adds extra power to our content to drive:▫ More precise searching▫ Contextually-based connections▫ Lowering of “two terms meaning the same thing”

syndrome (hypertension vs. high blood pressure; heart attack vs. myocardial infarction)

▫ Filling in of content gaps▫ Asking questions of data (aka, querying): “How many

chapters do we publish that are tagged with the term “pediatric oncology” or “leukemia” that also contain the treatment “interferon therapy”

How RSuiteCMS & Semedica need each

other• I wouldn’t think of using Semedica to enrich

Word files (and not just because Jake would laugh)

• I couldn’t make the business case for RSuiteCMS to help produce structural XML without dangling the prospect of semantic enrichment

• Which came first, the chicken or the egg?

Jabin WhiteDirector of Strategic ContentWolters Kluwer [email protected]: @jabinwhiteBlog: Technically Speaking athttp://www.bookbusinessmag.com/channel/technically-speaking

mailto:[email protected]

http://www.bookbusinessmag.com/channel/technically-speaking


XML source content must be updated regularly

by working medical professionals without using

desktop software

and

updates must be easily imported and exported

for multiple channels without technical

intervention

Facilitating semantic enrichment for the

5-Minute Clinical Consult product


Solution: a simplified, browser-based interface to RSuiteContributors only see what they need to see


Workflow toolsEnable contributors to manage their own tasks


Integrated Xopus XML editor Enables balance between required content structure and flexibility to enhance information


Custom PubMed lookup and reference managementUsers can search, insert, cite, and auto-renumber to ensure markup consistency


Editing in XML source enables users to tag items of interestIn this example, user highlights text and uses an icon to label text as a drug name


Alternate view: XML markup stays hidden in backgroundContributors are not aware that they are editing XML content


Exporting XML from repositoryManaging Editor can easily select a content set and choose an export target


Lessons learned

It’s hard to add XML structure to unstructured content Authors must work on a single content source; semantic

enrichment is too valuable to throw away Challenges to manage:

Editing tool vs. form: need to balance conformity vs. medical usefulness

Hiding XML from editors requires very tight content controls Training occasional external contributors not a viable option Lack of control over user’s browser types and versions makes

technical support difficult

It’s not rocket science, it’s just a lot of hard work


QUESTIONS

17

“it’s not rocket science!” applying cms and semantic enrichment to transform book publishing

Documents