smart content = smart business
DESCRIPTION
Presentation by Seth Grimes at the IKS Semantic Workshop, July 6, 2011.TRANSCRIPT
![Page 1: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/1.jpg)
Smart Content = Smart Business
Seth GrimesAlta Plana Corporation
+1 301-270-0795@sethgrimes
July 6, 2011
![Page 2: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/2.jpg)
Smart Content = Smart Business
Table of Content:1. Perspective2. Semantics3. Content analytics4. Smart Content5. Business
Warning: This is going to be a big-picture talk, and my personal primary focus is not CMS.
Also, I don’t plan to talk about RDF, RDFa, microformats, Schema.org, etc., but we can discuss that stuff in Q&A.
![Page 3: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/3.jpg)
Smart Content = Smart Business
http://upload.wikimedia.org/wikipedia/commons/d/de/Reconstruction_of_the_temple_of_Jerusalem.jpg http://upload.wikimedia.org/wikipedia/commons/thumb/3/31/La_scuola_di_Atene.jpg/800px-
La_scuola_di_Atene.jpg
Perspective changed Western art, for the artist and for the viewer.
![Page 4: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/4.jpg)
Smart Content = Smart Business
Ken Jennings, IBM Watson, and Brad Rutter play Jeopardy!
https://secure.wikimedia.org/wikipedia/en/wiki/File:Watson_Jeopardy.jpg
Semantic computing changes our perspective.
The Far Side by Gary Larson
![Page 5: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/5.jpg)
Smart Content = Smart Business
http://www.businessweek.com/magazine/content/04_19/b3882029_mz072.htm
From here to there.
![Page 6: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/6.jpg)
Smart Content = Smart Business
The destination?
2001: A Space Odyssey, Stanley Kubrick
![Page 7: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/7.jpg)
Smart Content = Smart Business
I see three categories of data:Quantities, whether measured, observed, or computed.
Content, which I’ll characterize as non-quantitative information.
Metadata describing quantities and content.
Structured/unstructured is a false dichotomy.
![Page 8: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/8.jpg)
Smart Content = Smart Business
In the CMS/KMS context, content =Stuff your community creates.Stuff you publish.Stuff your community/stakeholders see.
Stuff =Documents and messages.Networks.Knowledge.???
Form is text, media, multi-media, metadata.
![Page 9: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/9.jpg)
Smart Content = Smart Business
Intelligent computing involves:Big (and little) DataAnalyticsSemantics elements of Smart Content
IntegrationInference
Smart Content has been analyzed, structured, tagged, and managed in a fashion that maximizes search-findability, usability, and usefulness.
}
![Page 10: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/10.jpg)
Smart Content = Smart Business
http://www.tropicalisland.de/NYC_New_York_Brooklyn_Bridge_from_World_Trade_Center_b.jpg
x(t) = t
y(t) = ½ a (et/a + e-t/a)
=acosh(t/a)
http://en.wikipedia.org/wiki/Seven_Bridges_of_K%C3%B6nigsberg
Analytics seeks structure in “unstructured” sources
![Page 11: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/11.jpg)
Smart Content = Smart Business
“Statistical information derived from word frequency and distribution is used by the machine to compute a relative measure of significance, first for individual words and then for sentences.”
-- H.P. Luhn, The Automatic Creation of Literature Abstracts, IBM Journal, 1958.
http://wordle.net
Text analytics models text
![Page 12: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/12.jpg)
Document input and processing
Knowledge handling is key
Desk Set (1957): Computer engineer Richard Sumner (Spencer Tracy) and television network librarian Bunny Watson (Katherine Hepburn) and the "electronic brain" EMERAC.
Hans Peter Luhn “A Business Intelligence
System”IBM Journal, October 1958
![Page 13: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/13.jpg)
Smart Content = Smart Business
Where there’s text, there’s business value:• Customer service/support.• Brand & reputation management.• Marketing, market research & competitive
intelligence.• Intelligence, counter-terrorism & law
enforcement.• Life sciences including pharma drug
discovery.• Risk, fraud, compliance & e-discovery. • Media & publishing including social-media
analysis and contextual advertizing.• Search, still online’s “killer app.”• Semantic computing and the Semantic
Web.Most of this is beyond-publishing analytics.
![Page 14: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/14.jpg)
Smart Content = Smart Business
Everyone is a content consumer.… at home, at work, and on the move
(mobile).
Anyone can be a content producer.… thanks to computers, devices, the Web,
and social content publishing platforms.
We share technical needs – Usable tools to automate the jobs of:• Producing, publishing & finding
content.• Extracting & integrating information.• Managing and exploiting knowledge.
We share online and on-social content goals.
![Page 15: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/15.jpg)
Smart Content = Smart Business
Content consumers want fast, direct information access.
Content producers – online, social, enterprise – seek voice, visibility, authority, and profit.
http://blog.hubspot.com/blog/tabid/6307/bid/14953/What-Do-76-of-Consumers-Want-From-Your-Website-New-Data.aspx, courtesy of Mike Volpe.
![Page 16: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/16.jpg)
Smart Content = Smart Business
From a 2011 study on Journal Article Mining by the Publishing Research Consortium (via TEMIS), of Publishers of Scientific Journals, 46% semantically enrich content.• 82% to make content more compelling
Improved Search & NavigationSemantic Linking to related content & knowledgeVisual Analytics
• 57% to create new products& servicesKnowledge BasesTopic PagesContextual Advertising
![Page 17: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/17.jpg)
Smart Content = Smart Business
Three perspectives – Shared goals.
How to reach them?
Content ConsumerContent Producer
shopping sellinglearning informingspeaking listeningconnecting engaging
Content Publishing Platformsemantics for structure + findability +
usability
CONVERSIONSTICKINESS
RESPONSIVENESS
SATISFACTION
![Page 18: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/18.jpg)
Smart Content = Smart Business
“If I’d asked people what they wanted, they would have said a faster horse.”
-- Henry Ford
The goal is not to accelerate old approaches.
We want to find a better way.
\http://www.autolife.umd.umich.edu/Labor/L_Overview/Ford_Assembly_Lines.htm
![Page 19: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/19.jpg)
Smart Content = Smart Business
Smart Content business & technical challenges –Semanticize content.Use – and allow use of – semanticized content.
Open systems to use of external, semanticized content.
Align your content strategy with existing and emerging business needs.
![Page 20: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/20.jpg)
Smart Content = Smart Business
Semantics enables better content production, management & use.
Semantics captures –Meaning
RelationshipsContext
Understanding– the sense of “unstructured” online, social, and enterprise information, for content consumers and publishers.
But there’s much more to semantics than just entities and URIs...
![Page 21: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/21.jpg)
New York Times,September 8, 1957
Anaphora / coreference: “They”
Entities
Opinion
Events
Concepts
![Page 22: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/22.jpg)
Smart Content = Smart Business
Named entities – people, companies, geographic locations, brands, ticker symbols, etc.
Topics and themes
Sentiment, opinions, attitudes, emotions
Concepts, that is, abstract groups of entities
Events, relationships, and/or facts
Metadata such as document author, publication date, title, headers, etc.
Other entities – phone numbers, e-mail & street addresses
Other
0% 10% 20% 30% 40% 50% 60% 70% 80%
71%
65%
60%
58%
55%
53%
40%
15%
Text Analytics 2009: User Perspectives on Solutions and Providers
My 2009 text-analytics market survey asked, [What information] do you need (or expect to need) to extract or analyze:
![Page 23: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/23.jpg)
Smart Content = Smart Business
Semantic Search (eleven types):1. Faceted search.2. Related searches.3. Concept search.4. Reference-enriched results.5. Semantically annotated results.Breakthrough Analysis: Two + Nine Types of Semantic Search,
http://informationweek.com/news/software/bi/222400100
6. Full-text similarity search; 7. Search on annotations; 8. Ontology-based search; 9. Semantic Web search; 10. Clustered results; 11. Natural language search.
Top 5 are the key to a better user experience (UX) and to stickiness and conversion.
![Page 24: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/24.jpg)
Smart Content = Smart Business
Decisive Analyticshttp://www.dac.us/
Beyond search, content exploration.
![Page 25: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/25.jpg)
Smart Content = Smart Business
Smart Content relies on:1. Semantic annotation and metadata
extraction.2. Semantic integration, enrichment &
analysis. 3. Structuring & management to promote
reuse.
Smart Content provides:4. Workflow embedded delivery.5. Enhanced information access.
Smart Content delivers:6. Customer satisfaction.7. Competitiveness.8. Profitability.9. Insight.
![Page 26: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/26.jpg)
Smart Content = Smart Business
So a couple of beyond-CMS/KMS business challenges –
Facilitate the inclusion & integration of enterprise & Web content, and social & enterprise data, into the ensemble of systems your organization supports and uses.
Innovate.
![Page 27: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/27.jpg)
Smart Content = Smart Business
Innovation is essential. In content-analytics:• Advanced sentiment analysis: emotions,
opinions & intent.• Question answering.• Entity/identity resolution & profile extraction.• Online-social-enterprise data integration.• Speech analytics.• Discourse analysis.• Rich-media content analytics.• Augmented reality; new human-computer
interfaces.• Semantic search• Web 3.0 & the Semantic Web.
![Page 28: Smart Content = Smart Business](https://reader033.vdocuments.mx/reader033/viewer/2022061223/54c65b6a4a795934598b458e/html5/thumbnails/28.jpg)
Smart Content = Smart Business
A few references:1. Six Definitions of Smart Content,
InformationWeek, September 24, 2010.2. This is Content Intelligence, According to
4 Experts, CMSwire, October 7, 2010. 3. Content Management Finds Meaning,
EContent, October 12, 2010.4. Smart Content Conference videos,
October 2010: http://vimeo.com/SethGrimes
What’s your vision of Smart Content?