The Role of Taxonomy and Ontology in Semantic Layers - Heather Hedden.pdf
FAST Search-webinar-06-29-2010
1. Technology Showcase – FAST Search June 29, 2010 Creating Innovative Enterprise Search Applications to enable Business Productivity
2. Technology Showcase FAST Search Webinar Schedule This Webinar will be presented two times to maximize coverage over time zones worldwide Session 1: June 29, 2010 6:00am Pacific Daylight Time9:00am Eastern Daylight Time2:00pm British Summer Time3:00pm Central European Time Session 2: June 29, 2010 11:00am Pacific Daylight Time1:00pm Eastern Daylight Time6:00pm British Summer Time7:00pm Central European Time
3. Communities of Practice SharePoint IA Group: http://tech.groups.yahoo.com/group/SharePointIACoP/ Taxonomy Group: http://finance.groups.yahoo.com/group/TaxoCoP Search Group: http://tech.groups.yahoo.com/group/SearchCoP Upcoming Taxonomy Community of Practice Webinars July 7, 2010 Rights Management Taxonomy – A Key to Digital Content Value August 4, 2010 Getting Greater Business Value from Taxonomy Projects
4. AIIM Information Organization and Access (IOA) Certificate Program by Earley & Associates July 26 - July 29 Chicago, IL Aug 9 - Aug 12 Toronto, Canada Sep 13 - Sep 16 Washington, DC Sep 20 - Sep 23 San Francisco, CA Oct 4 - Oct 7 Philadelphia, Oct 18 - Oct 21 Houston, TX Course details at www.earley.com/training/aiim-courses
5. Housekeeping Calls last approximately 60 minutes Questions will be taken at the end of the sessionemail your questions to sachie@earley.com During the session send chats with questions to Earley & Associates If you have problems with your audio please contact Adam at 1-719-785-5674
6. Speakers & Sponsors Nate Treloar Principal Search Evangelist, Microsoft Toby Conrad Senior Consultant, Smartlogic Seth Earley President/CEO, Earley & Associates, Inc.
7. Earley & Associates Highlights Founded 1994 Focus Areas Holistic approach to specific business contexts and goals for: • Retail • Manufacturing • Public Sector • Pharmaceuticals & Life Sciences • Media & Entertainment Personnel Core team of 25 consultants Locations Concord, MA headquarters, consultants in US, UK & Canada, global projects Services • Taxonomy & Information Architecture • Search Strategy for Enterprise & Web • ECM, DAM & Information Lifecycle • Program Management & Governance
8. About the Series Earley & Associates has been sponsoring call series for the past 5 years on topics around content management, search, taxonomy, information architecture The Technology Showcase Series arose from requests by customers to explore tools and technologies that help bridge the gap between strategy and tactics Today’s call is sponsored by: Smartlogic, our partner in taxonomy management and integration technologies Microsoft FAST, provider of search application infrastructure
9. Session Themes We need to redefine our understanding and approach to search Search is an application and needs to be integrated into the user experience, not just bolted on or considered an afterthought Search can be made much more effective by leveraging metadata and taxonomies
11. Search as Utility “search as a utility has become deeply ingrained into people's everyday lives.“ – Study by Nielsen/Net Ratings “search software, hardware, and support bundle or search appliance has become very popular since being introduced in early 2002" – Goebel Group These are misleading concepts. Search is used as a utility, but contexts vary so widely that “plugging search in” does not always produce satisfactory results.
12. Search is Heterogeneous Data Sources Business Intelligence Document repositories Intranets/web pages Customer Relationship Mgt Custom databases and applications Search/Classification/Taxonomy Integration Framework Auto categorization/ Clustering Entity Extraction Faceted Search Semantic Search Appliances Federated Search Search Mechanisms
13. Truth #1: We have to change our definition of search. Search is no longer just a white box. Search is an experience. Search is about information access & capabilities.
14. Truth #2: Search algorithms are getting better, but they cannot infer human context and intent. A search engine doesn’t know if I’m an engineer, an attorney, or a high school student. Perspective has an impact on whether a set of search results are useful and appropriate.
15. Truth #3: Taxonomy, metadata and information architecture are key aspects of search. Search is fundamentally about metadata Some content is structured, some isn’t and needs help Advanced search functionalities require taxonomy
16. Truth #4: Search is increasingly looking like navigation. What happens when you click on a link? Guided navigation and faceted search are really the same thing.
17. Truth #5: Search is messy. Knowledge is messy, information is messy. People find answers through haphazard and chaotic processes.
18. “…search terms are short, ambiguous and an approximation of the searcher’s real information need…” Source: http://research.microsoft.com/~ryenw/papers/WhiteCONTEXT2002.pdf Ryen W. White, Joemon M. Jose and Ian Ruthven
20. Enterprise Search Matters Create experiences that combine the magic of software with the power of Internet services across a world of devices Search is the key to engaginginformation experiences DESKTOP ENTERPRISE ONLINE DEVICES
21. Enterprise Search is Transforming Business Connecting people to information, driving better outcomes Search helps your customers get what they want Search helps your employees get their jobs done increasing revenue cutting costs
22. …and a common platform Solutions for Business Productivity Solutions for Internet Sites
23. SharePoint 2010Next Generation Platform Sites Connect and empower people Communities Composites Cut costs with a common infrastructure Content Insights Rapidly respond to business needs Search
24. Today’s Choices Force Compromise Out-of-the-Box Products High-end Products OR easy to manage highly capable but but limited in capability hard to manage, expensive
25. Enterprise Search from Microsoft Best of SharePoint Best of High-end Best of Microsoft Our Vision: A New Choice in Search
26. FAST Search for SharePoint User Interface Out-of-the-box features and controls Deep Refinement People Search Thumbnails Sorting Similar Results Federation Previews
27. FAST Content Enrichment “Pipeline" Sequential stages perform specific tasks while ingesting content Breaks down content to the smallest addressable chunks to build meaning Understands file encoding, data formats, and written languages Supports 400+ file formats, 80+ languages Process your content to make it searchable Normalizes content so that a consistent relevancy model can be applied Identifies structured and unstructured metadata in your content Maps document metadata to SharePoint Crawled Properties A systematic approach to interpreting your content
37. Introduction Is it useful to know what content you have? Will it help me improve search? Will it deliver powerful search applications? Examples Conclusion
40. How do you catalogue your content? Subject Creation Date Modified Date Location Author Project Function (IT,HR,Finance) Format (PDF,DOC,XLS) Site Expert Retention Expiry Protective Marker Publisher
41. How do I structure it? Information Subject Creation Date Modified Date Location Author Project Function (IT,HR,Finance) Format (PDF,DOC,XLS) Site Expert Retention Expiry Protective Marker Publisher Structural Process
42. Information Seeking Behaviour Subject Creation Date Modified Date Location Author Project Function (IT,HR,Finance) Format (PDF,DOC,XLS) Expert Protective Marker Retention/ Expiry Publisher Department
54. Doing it with Fast Ontology Lifecycle Management Search and Navigation Enhancement Classification and Text Mining User Requests Corpus Portal FAST ESP Server Search Application Framework Sample Interface Code Indexing Pipeline Document Processor Query Pipeline Index
55. Doing it with SharePoint Ontology Lifecycle Management Search and Navigation Enhancement Classification and Text Mining Microsoft Office SharePoint Server Crawler MOSS Search Web Application Mapped Property Search Web Part Semaphore Solution (WSP) User Requests Document Library Publishing Site
56. ...and as part of the SharePoint load Migration Engine Open Semantic Platform
57. In summary Classifying your content tells you exactly what you have, where to locate it and what to use it for It is valuable in managing, re-purposing and finding content – and most of all in supporting key processes With text mining, content classification, off-the-shelf integration and UI frameworks it is now easy enough to be main stream
58. Seth Earley, Earley & AssociatesMobilizing a Semantic Classification Project
59. Mobilizing for Semantic Classification Define the information management problem you are attempting to solve Not enough to say “make the information easier to use” Focus on a specific process, user type, audience, context, information source For example – Proposal development process for sales organization in North America Enroll the appropriate business stakeholders, executive sponsor, content or repository owners Quantify business impact of the problem plan
60. Mobilizing for Semantic Classification Ask where and how taxonomy and information architecture can improve the user experience Consider overall site organizing principles as well as search functionality Develop both active and passive personalization to surface content to users in the context of their task plan
61. Leveraging Taxonomy to Improve Findability Faceted Search Navigational Search via Topic Taxonomy Scoped Search
63. Audience Analysis & IM Lifecycle Automation User Roles & Groups Personalization Design User Scenarios Workflow Design
64. Possible Approaches Option 1 - Small scale technology proof of concept Option 2 – More detailed current state assessment of content, processes and organizing principles Option 3 – Full information strategy and architecture development Determine the correct overall approach through a Semaphore Planning Engagement
65. Semaphore Planning Engagement Review your findability objectives and the overall context in which Semaphore will be deployed (technology, organization, processes, and representative assets) Plan and configure a proof of concept that helps you assess the potential of Semaphore Demonstrating how it will improve findability Evaluating the potential of automated taxonomy creation and tagging given a selection of representative documents or other digital assets Document results and identify opportunities and challenges to succeeding with a Semaphore deployment in your organization Collaborate to develop a roadmap for meeting your findability objectives Planning out technology integration, taxonomy development, knowledge transfer, sustainable governance and other aspects of a successful initiative
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68. In Summary - Creating Innovative Enterprise Search Applications Design the user experience of information access, not simply ‘white box’ search Think of search throughout the design of your application, not as an afterthought Allow the user to make choices that will “disambiguate” their searches – help them think more precisely Carefully evaluate your environment – people, process, content, tools – in order to improve the search experience
70. Please fill out the survey that should be in your inbox. Let us know what topics you are interested in and how we can improve the series. Seth Earley seth@earley.com www.earley.com 781-820-8080
Editor's Notes
Time: 1 minuteNotes:You may know by now that we segment the search market into two class of applications: those that are focused on the customer (or the citizen in the case of Gov’t applications) and customer service or revenue generation, and those that are focused on the employee and business productivity. Poll: How many in the audience are planning to deploy, are in the process of deploying, or have already deployed a customer-facing “Internet Business” search application?How many for “inside the firewall” business productivity applications?How many have both??
The way we think about search is we wanted to strongly move the needle for all three roles that interact with search, the end user, IT Pro, and Developer. And we have…For the End User…we’ve gone beyond the search box. From static 10 blue links experience to one where users can find, explore and connect with the information and people in the organization
