Personalization A Multi Dimensional Approach

Pe rs o nalizatio n : A Multi-Dime ns io nal Appro ac h Ann Rockley, President The Rockley Group Inc. rockley@ rockley.com

Pe rs o nalizatio n  Tailoring of w content to m eb atch a specific user’ s request or preferences.  Personalization is accomplished through:  User selection  Responding to user responses ©2009, The Rockley Group Inc.

Traditio nal Pe rs o nalizatio n  Chunk inform ation to make it possible to assem ble content on dem and  Develop m etadata Rich search vocabulary  M  ultiple facets to enable filtering and multiple paths through the content ©2009, The Rockley Group Inc.

XQue ry  XQuery is a recom endation of the W m orld W ide W Consortium (W eb 3C) and is supported by all the m ajor database engines (IBM Oracle, M , icrosoft, etc.).  XQuery is to XM w SQL is to database tables. L hat That is, it is a language for extracting data from XM repositories, just as SQL is a query language L for extracting data from relational databases.  XQuery is sem antically sim to SQL, but is ilar designed specifically for finding and extracting elem ents and attributes from XM docum L ents. M any com panies are converting their existing content to DocBook since ©2009, The Rockley Group Inc.

XQue ry c an :  Query/search any XM L-based content, regardless of schem a  Autom atically extract and reassem content in ble any desired configuration  Does not require pre-chunking of content to repurpose it  Does not require extensive m etadata, though m etadata augm ents XQuery ©2009, The Rockley Group Inc.

S ample c as e s tudie s

Go als  Reduce costs of generating, managing and updating publications  Provide m relevant content to ore custom ers  Consolidate details on newmedical trials  Find information on medical conditions ©2009, The Rockley Group Inc.

S o lutio n  XM content m L anagement  Content subm itted in any form and automatically convert to XM L  Content fragments reused across publications  Content pulled from multiple sources and automatically aggregated  Content served dynam ically to users based upon profiles and preferences ©2009, The Rockley Group Inc.

Re s ults  Reduced tim to generate newcontent e  50% reduction in tim taken to generate e publications  Doctors have just-in-tim m relevant e ore content to aid medical decisions  Newrevenues for publisher ©2009, The Rockley Group Inc.

Bus ine s s We e k (Mark Lo g ic ) Initial S tate  Content  Magazine  W articles and blogs eb  Content licensing  Podcasts and video  Com unity-based com ents, debates, m m sharing  Advertisem + subscription revenues ent ©2009, The Rockley Group Inc.

Go als  Increase the breadth, scale and speed of content w hile reducing the cost  Provide a m integrated easy to use ore com unity m  Becom m agile in howcontent is e ore delivered, accessed and used ©2009, The Rockley Group Inc.

De s ig n  Access articles from thousands of sources on any business topic  Identify stories and posts that have been m useful ost  Individuals can add articles they have read or w ritten for others to access  Save item for future reference s  Identify a netw of like-m ork inded business professionals ©2009, The Rockley Group Inc.

What’s diffe re nt?  Intelligent content (self aware)  Content as application not delivery  Content as data, not as BLOBs  Ability to identify and access any piece of content based on structure  Ability to assem content on dem ble and based on queries ©2009, The Rockley Group Inc.

Mo re than jus t full-te xt re trie val  Based on structure  Based on content  Faceted navigation (navigation based on categories or tags)  Geospatial (find content that mentions a particular location) ©2009, The Rockley Group Inc.

XML databas e  Typically content in a CM is stored in a file S system only the m , etadata is stored in a database  RDBM do not lend them S selves w to the storage ell and retrieval of content (hard to fit content into row and colum s ns)  In XM DB’ structure of the content is the L s structure of the database  Any structure can be queried  M ultiple structures can co-exist  Note: XQuery is also supported by non-XM L databases like IBM Oracle and M , icrosoft ©2009, The Rockley Group Inc.

XQue ry and as s o c iate d s tandards  XQuery to search the database  XSL-T (XM Stylesheet Transform L ation) to convert the content to HTM L  XForm to build client side interactions s  XProc to ‘ pass’ content from one ‘thing’ another to (e.g., to take a piece of content found in an article and pass it to an HTM page that pulls together L inform ation from a num of articles ber ©2009, The Rockley Group Inc.

S ample XQue ry  In the article call “ Diabetes Solution”  And w ithin the section of the article called “Diabetes the Basics”  Look for a figure w hose caption contains insulin response  Much finer grain searching than full text retrieval ©2009, The Rockley Group Inc.

IA c hang e s  Design applications not w sites (UI is key) eb  Determ queries (howdo you w to retrieve ine ant content)  Facetted navigation  Design taxonom for augm ies ented access ©2009, The Rockley Group Inc.

Drawbac ks  Quite technical solution to build  Requires skilled program ers to create m  Know ledge of XQuery is lim ited (sm base of all skilled people to drawon)  No W S support this; how CM ever all existing solutions w tie into W S, ECM CCM etc. ill CM , ©2009, The Rockley Group Inc.

Re s ults  Highly flexible content  Design today can change tom orroww ithout significant rework  Build content applications not just delivery solutions  M ove from push to pull, and full interactivity ©2009, The Rockley Group Inc.

XML & XQue ry : Pe rs o nalizatio n 2.0?

Que s tio ns ? Inte llig e nt Co nte nt 2010, Fe b 18-19 w w w .intelligentcontent2010.com rockley@rockley.com, www.rockley.com, 905-939-9298

Personalization A Multi Dimensional Approach

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