Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Like this? Share it with your network

Share

Sd sem weboct252010

on

  • 1,770 views

 

Statistics

Views

Total Views
1,770
Views on SlideShare
1,764
Embed Views
6

Actions

Likes
1
Downloads
18
Comments
3

1 Embed 6

http://semanticmarkup.blogspot.com 6

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Interesting. Kind of a lot of undefined jargon, though. 'Rich snippets,' e.g. If you know what these are you probably don't need the presentation, and if you don't, the presentation is confusing. LOD. Lots of undefined stuff.
    Are you sure you want to
    Your message goes here
    Processing…
  • Barbara is one of the leaders in the field, so you are viewing the 'latest' with her thoughtful analysis. Don't miss the Semantic Web San Diego 11 November 2010 meeting featuring www.ai-one.com intelligent (semantic) analysis tool. I know I won't.

    Jeffrey Abbott
    HSI & Semantic Web Analyst
    Are you sure you want to
    Your message goes here
    Processing…
  • Brilliant presentation. Barbara is clearly a thought-leader on how semantic technologies will transform the internet by making relevance more precise and less subject to the games played by SEO.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Sd sem weboct252010 Presentation Transcript

  • 1. Leveraging  the  growth  of  the  Seman1c   Web  -­‐  from  Seman1c  SEO  to  ..... San  Diego  Seman+c  Web  Meetup Oct  25,  2010 Barbara Starr Email: bstarr@Ontologica.us Twitter: @BarbaraStarr
  • 2. So  …  Let  us  begin  to  take  a  look  at   how  the  Seman+c  Web  is  being  used   and  leveraged  in  the  real  world  of   late  (feel  free  to  add:  ….. And  of  course,  who  is  using  it  ,  how,  ........
  • 3. Seman+c  Search/SEO   The  major  Search  Engines  &  Social   Networks  are  currently  leveraging   Seman+c  Web  Technology
  • 4. What  is  Seman+c  Search • Semantic Search is basically the notion of improving search by using metadata or searching on that metadata. • There are several ways that the Search engines on the web may use this to enhance search results. – FIND, rather than SEARCH. • Searching directly on the metadata directly can yield specific answers or results as demonstrated in the following example: Query “Barack Obama Birthday” Results on
  • 5. Google  acquires  Metaweb
  • 6. Defini+ve  Answer  on  Top
  • 7. Bing Definitive Answer Note: Freebase part of Metaweb acquisition by Google
  • 8. Bing leveraged  this  for  quite  some  +me Definitive answer & enhanced display
  • 9. What  is  Seman+c  Search  (cont) • Semantic Search is basically the notion of improving search by using metadata or searching on that metadata. • There are several ways that the Search engines on the web may use this to enhance search results. – FIND, rather than SEARCH. • Searching directly on the metadata directly can yield specific answers or results as demonstrated in the following example: • Ran the query “Barack Obama Birthday” on both google, and bing. Obtained the following: – Answer  engines  rather  than  Search  Engines?
  • 10. What  is  Seman+c  Search  (Cont) • Semantic Search is basically the notion of improving search by using metadata or searching on that metadata. • There are several ways that the Search engines on the web may use this to enhance search results. – FIND, rather than SEARCH. – Another aspect of using metadata such as embedding metadata or semantic markup in web pages could be demonstrated by enhanced displays in search results (e.g. rich snippets  in  google).    Both  Google  and   Yahoo  support  enhanced  displays  for  RDFa  markup.    
  • 11. Rich  Snippets • Google  now  supports  Rich  snippets  for – People – Events – Businesses  and  organiza+ons – Reviews – Recipes – Products  when  related  to  a  review – Breadcrumbs – Local  Search h[p://rdf.data-­‐vocabulary.org/#
  • 12. Events
  • 13. Recipes 14
  • 14. Sept  2,  2010 now  see  more  than  twice  as  many  searches  with  rich  snippets  in  the  results  in  the  US,  and  a   four-­‐fold  increase  globally,  compared  to  one  year  ago.
  • 15. Single  Events  –  Sept  2,  2010
  • 16. Social  Networks • While  search  engines  can  benefit  from  access   to  social  networks,  social  networks  can  benefit   from  seman+c  metadata  in  web  pages – Example  is  Facebook’s  Open  Graph  Protocol  (also   supports  RDFa)  which  allows  users  to  share  &  like   objects  (such  as  products)  as  opposed  to  web   pages.  Enables  “Seman+c  Profiling”  of  the  users   by  facebook.    (Japanese  MIXI  now  using  it)
  • 17. Web  Benefits  /  Uses • Yahoo stated 15% increase in CTR as a result of enhanced displays, rich snippets in Google • Definitive answers enabled by understanding and leveraging how search engines are searching directly on metadata • Embedding semantic markup in web pages and product pages ultimately makes information “findable” by search engines, enabling them to provide improvements such as definitive answers, enhanced displays, etc • Semantic Profiling and adoption by social networks
  • 18. RDFa  produc+on • Drupal  7  now  produces  RDFa  (previous   meetup) • Many  CMS  publishers
  • 19. Consuming  RDFa • Previously  indicated  increase  of  RDFa  in   general  and  produc+on  of  RDFa • Available  consumers/parsers – Sindice  (any23) – Rdfa  dis+ller Sindice.com
  • 20. Handy  Validators • RDFA  VALIDATORS  AND  TESTERS • New  RDFa  Validator:  h[p://check.rdfa.info/ • Sindice  Inspector:  h[p://inspector.sindice.com/ • Yahoo  Objeclinder:  h[p:// developer.search.yahoo.com/help/objeclinder • Google  rich  snippets  tester:  h[p:// www.google.com/webmasters/tools/richsnippets
  • 21. Adopters? • UK  Government • US  Government • BBC  (FIFA  world  cup  site  dynamically  generated  using  linked  data) • Thomson  Reuters • Freebase • NY  Times • Best  Buy • Google  (More  to  follow  h[p://rdf.data-­‐vocabulary.org/#) • Yahoo • Facebook • Mixi • Oracle • Overstock • Drug  research  and  discovery  companies,  pfizer,  …. • Tons  more  –  Just  look  at  the  diversity  in  the  LOD  data  cloud  (genng  there)
  • 22. Spectrum  of  Applica+ons • Seman+c  Wiki’s  (Seman+c  media  Wiki) • Seman+cs  as  a  Service  (e.g.  SIRI)  –  interoperability  of  web   services,  underlying  service  Ontologies • Enterprise  data  integra+on  (Anzo, • Seman+cs  in  publishing – Open  Calais  now  has  Openpublish – Zemanta,  primal  pages – Drupal  and  other  CMS  systems • Contextual  Adver+sing • Sen+ment  Analysis  (COGITO) • Seman+c  Search  (documents  &  structured  data  sources) • Seman+c  Social  Networks
  • 23. LOD  Cloud  Evolu+on The  rate  of  growth  has  been   remarkable Source  maintained  by:  Richard  Cygniak  and  Anja  Jentsch.  h[p://lod-­‐cloud.net
  • 24. Oct  2007
  • 25. Nov  2007  (1)
  • 26. Nov  2007  (2)
  • 27. Feb  2008
  • 28. Mar  2008
  • 29. Sept  2008
  • 30. Mar  2009  (1)
  • 31. Mar  2009  (2)
  • 32. March  5  -­‐  2009 Sem- Wiki- Surge Web- company Radio LIBRIS Central RDF ohloh Doap- Music- space Semantic Resex brainz Audio- Eurécom Flickr Web.org MySpace Scrobbler QDOS SW exporter Wrapper Conference IRIT Corpus Toulouse RAE BBC BBC Crunch 2001 FOAF SIOC ACM BBC Later + John Base Revyu Jamendo Peel profiles Sites Playcount TOTP Open- Buda- Data Guides pest DBLP BME flickr RKB Project Pub Geo- Euro- wrappr Explorer Guten- Virtuoso Guide names stat berg Pisa BBC Sponger eprints Programm Open es Calais New- riese World Linked ECS castle Fact- MDB South- IEEE book ampton Magna- Gov- tune RDF Book Track Mashup DBpedia lingvoj Freebase IBM US CiteSeer LAAS- Census W3C DBLP CNRS Data WordNet Hannover UniRef GEO UMBEL Species DBLP Berlin Reactome LinkedCT UniParc Open Taxonomy Cyc Yago Drug PROSITE Daily Bank Med Pub GeneID Homolo Chem Gene KEGG UniProt Pfam ProDom Disea- CAS Gene some ChEBI Ontology Symbol OMIM Inter Pro UniSTS PDB HGNC MGI PubMed As of March 2009
  • 33. March  27  -­‐  2009 ECS South- Sem- Wiki- Surge ampton LIBRIS Web- company Radio Central RDF ohloh Resex Doap- Buda- Music- space Semantic ReSIST brainz Audio- pest Eurécom Project Flickr Web.org MySpace Scrobbler QDOS SW BME Wiki exporter Wrapper Conference IRIT Corpus Toulouse RAE National BBC BBC Crunch 2001 Science FOAF SIOC ACM BBC Later + John Base Revyu Foundation Jamendo Peel profiles Sites Playcount TOTP Open- Data Guides DBLP flickr RKB Project Pub Geo- Euro- wrappr Explorer Guten- Virtuoso Guide names stat Pisa CORDIS berg Sponger eprints BBC Programm Open es Calais RKB riese World Linked ECS Fact- MDB IEEE New- South- Magna- book ampton castle Gov- tune RDF Book Track Mashup DBpedia lingvoj Freebase LAAS- US CiteSeer CNRS Census W3C DBLP IBM Data WordNet Hannover UniRef GEO UMBEL Species DBLP Berlin Reactome LinkedCT UniParc Open Taxonomy Cyc Yago Drug PROSITE Daily Bank Med Pub GeneID Homolo Chem Gene KEGG UniProt Pfam ProDom Disea- CAS Gene some ChEBI Ontology Symbol OMIM Inter Pro UniSTS PDB HGNC MGI PubMed As of March 2009
  • 34. July  14  -­‐    2009
  • 35. Sept  22  -­‐  2010 Sussex St. Reading Andrews NDL Audio- Lists Resource subjects t4gm MySpace scrobbler Lists Moseley (DBTune) (DBTune) RAMEAU Folk NTU SH lobid GTAA Plymouth Resource Lists Organi- Reading Lists sations Music The Open ECS Magna- Brainz Music DB tune Library LCSH South- (Data Brainz LIBRIS ampton Tropes lobid Ulm Incubator) (zitgist) Man- EPrints Resources chester Surge Reading biz. Music RISKS Radio Lists The Open ECS data. John Brainz Discogs Library PSH Gem. UB South- gov.uk Peel (DBTune) FanHubz (Data In- (Talis) Norm- Mann- ampton (DB cubator) Jamendo datei heim RESEX Tune) Popula- Poké- DEPLOY Last.fm tion (En- pédia Artists Last.FM Linked RDF AKTing) research EUTC (DBTune) (rdfize) LCCN VIAF Book Wiki data.gov Produc- Pisa Eurécom P20 Mashup semantic NHS .uk tions classical web.org (EnAKTing) Pokedex (DB Mortality Tune) PBAC ECS (En- AKTing) BBC MARC (RKB Budapest Program Codes Explorer) Energy education OpenEI BBC List Semantic Lotico Revyu OAI (En- CO2 data.gov mes Music Crunch SW AKTing) (En- .uk Chronic- Linked Dog NSZL Base AKTing) ling Event- MDB RDF Food IRIT America Media Catalog ohloh BBC DBLP ACM IBM Good- BibBase Ord- Wildlife (RKB Openly Recht- win nance Finder Explorer) Local spraak. Family DBLP legislation Survey Tele- New VIVO UF .gov.uk nl graphis York flickr (L3S) New- VIVO castle Times URI wrappr OpenCal Indiana RAE2001 UK Post- Burner ais DBLP codes statistics (FU VIVO CiteSeer Roma data.gov LOIUS Taxon iServe Berlin) IEEE .uk Cornell Concept Geo World data ESD Fact- OS dcs Names book dotAC stan- reference Project Linked Data NASA (FUB) Freebase dards data.gov Guten- .uk for Intervals (Data GESIS Course- transport DBpedia berg STW ePrints CORDIS Incu- ware data.gov bator) (FUB) Fishes ERA UN/ .uk of Texas Geo LOCODE Uberblic Euro- Species The stat dbpedia TCM SIDER Pub KISTI (FUB) lite Gene STITCH Chem JISC London Geo KEGG DIT LAAS Gazette TWC LOGD Linked Daily OBO Drug Eurostat Data UMBEL lingvoj Med (es) Disea- YAGO Medi some Care ChEBI KEGG NSF Linked KEGG KEGG Linked Drug Cpd GovTrack rdfabout Glycan Sensor Data CT Bank Pathway US SEC Open Reactome (Kno.e.sis) riese Uni Cyc Lexvo Path- totl.net way Pfam PDB Semantic HGNC XBRL WordNet KEGG KEGG Linked Taxo- CAS Reaction Twarql (VUA) UniProt Enzyme rdfabout EUNIS Open nomy US Census Numbers PRO- ProDom SITE Chem2 UniRef Bio2RDF Climbing WordNet SGD Homolo Linked (W3C) Affy- Gene Cornetto GeoData metrix PubMed Gene UniParc Ontology GeneID Airports Product DB UniSTS MGI Gen Bank OMIM InterPro As of September 2010
  • 36. LOD  cloud  –  Sept  22  2010 Sussex St. Reading Andrews NDL Audio- Lists Resource subjects t4gm MySpace scrobbler Lists Moseley (DBTune) (DBTune) RAMEAU Folk NTU SH lobid GTAA Plymouth Resource Lists Organi- Reading Lists sations Music The Open ECS Magna- Brainz Music DB tune Library LCSH South- (Data Brainz LIBRIS ampton Tropes lobid Ulm Incubator) (zitgist) Man- EPrints Resources chester Surge Reading biz. Music RISKS Radio Lists The Open ECS data. John Brainz Discogs Library PSH Gem. UB South- gov.uk Peel (DBTune) FanHubz (Data In- (Talis) Norm- Mann- ampton (DB cubator) Jamendo datei heim RESEX Tune) Popula- Poké- DEPLOY Last.fm tion (En- pédia Artists Last.FM Linked RDF AKTing) research EUTC (DBTune) (rdfize) LCCN VIAF Book Wiki data.gov Produc- Pisa Eurécom P20 Mashup semantic NHS .uk tions classical web.org (EnAKTing) Pokedex (DB Mortality Tune) PBAC ECS (En- AKTing) BBC MARC (RKB Budapest Program Codes Explorer) Energy education OpenEI BBC List Semantic Lotico Revyu OAI (En- CO2 data.gov mes Music Crunch SW AKTing) (En- .uk Chronic- Linked Dog NSZL Base AKTing) ling Event- MDB RDF Food IRIT America Media Catalog ohloh BBC DBLP ACM IBM Good- BibBase Ord- Wildlife (RKB Openly Recht- win nance Finder Explorer) Local spraak. Family DBLP legislation Survey Tele- New VIVO UF .gov.uk nl graphis York flickr (L3S) New- VIVO castle Times URI wrappr Open Indiana RAE2001 UK Post- Burner Calais DBLP codes statistics (FU VIVO CiteSeer Roma data.gov LOIUS Taxon iServe Berlin) IEEE .uk Cornell Concept Geo World data ESD Fact- OS dcs Names book dotAC stan- reference Project Linked Data NASA (FUB) Freebase dards data.gov Guten- .uk for Intervals (Data GESIS Course- transport DBpedia berg STW ePrints CORDIS Incu- ware data.gov bator) (FUB) Fishes ERA UN/ .uk of Texas Geo LOCODE Uberblic Euro- Species The stat dbpedia TCM SIDER Pub KISTI (FUB) lite Gene STITCH Chem JISC London Geo KEGG DIT LAAS Gazette TWC LOGD Linked Daily OBO Drug Eurostat Data UMBEL lingvoj Med (es) Disea- YAGO Medi some Care ChEBI KEGG NSF Linked KEGG KEGG Linked Drug Cpd GovTrack rdfabout Glycan Sensor Data CT Bank Pathway US SEC Open Reactome (Kno.e.sis) riese Uni Cyc Lexvo Path- way PDB Media Semantic totl.net Pfam HGNC XBRL WordNet KEGG KEGG Geographic Linked Taxo- CAS Reaction Twarql (VUA) UniProt Enzyme rdfabout EUNIS Open nomy US Census Publications Numbers PRO- ProDom SITE Chem2 UniRef Bio2RDF User-generated content Climbing WordNet SGD Homolo Linked (W3C) Affy- Gene GeoData Cornetto metrix Government PubMed Gene UniParc Ontology GeneID Cross-domain Airports Product DB UniSTS MGI Gen Life sciences Bank OMIM InterPro As of September 2010 latest  LOD  cloud
  • 37. Leveraging  Linked  Datasets     Pharmaceu+cal  example • There  are  many  ways  to  leverage  exis+ng   informa+on  and  to  perform  knowledge   discovery  within  them. • This  example  makes  use  of  the  allegrograph   plalorm  and  query  interface  supported  by   Franz  Inc,  A  web  3.0  database  provider. • Allegrograph  can  be  downloaded  from  their   website  at    h[p://www.franz.com
  • 38. Leveraging  Linked  Datasets     Pharmaceu+cal  example • Facilitates  informa+on  sharing  between   knowledge  bases  and  between  researchers • The  graphical  viewers  and  browsers  provide   by  Franz  enable  visualiza+on  of  rela+onships   between  en++es  (GRUFF  displays   rela+onships  between  en++es  as  well  as   providing  a  query  interface)
  • 39. Life  Sciences  Example  -­‐  Allegrograph • Drugs from Drug Bank • Looked them up in the text of the clinical trials LinkedCT • Looked up all side effects in SIDER and looked them up in the texts in the clinical trials. • Resulted in about a million new triples. • Ability to now search for a drug, find all the clinical trials that mention them and then also find all the side effects also mentioned in the same trials.
  • 40. Life  Sciences  Example  -­‐  Allegrograph
  • 41. Life  Sciences  Example  -­‐  Allegrograph Namely, we took a look at information dealing with: - drugs - targets - diseases - side-effects And ran a query to find all clinical trials for Atorvastatin where side effect of Atorvastatin (or lipitor) is type 2 diabetes
  • 42. Life  Sciences  Example  -­‐  Allegrograph SPARQL query: SELECT ?drug ?sideeffect ?trial WHERE { ?drug rdfs:label 'Atorvastatin' . ?sideeffect rdfs:label 'Type 2 Diabetes' . ?trial franz:discusses-drug ?drug . ?trial franz:discusses-side-effect ?sideeffect . } limit 10 Translated  into  English,  the  SPARQL  query  reads:      “find  every,  drug,  sideffect  and  clinical  trial  where   the  label  of  the  drug  is  Atorvasta+n,  the  side  effect   is  type  2  diabetes,  restrict  output  to  10  ” Example  by:  (Jans  Aasman  –  Franz  Inc)                                      Web  3.0’s  database
  • 43. Life  Sciences  Example  -­‐  Allegrograph
  • 44. Tools  for  more  profitable  eCommerce
  • 45. Online  Commerce • BEST  BUY  and  other  retailers  are  using   seman+c  technologies  to  improve  visibility  of   of  products  and  services  leveraging: – Goodrela+ons  Ontology  for  e-­‐Commerce – RDFa
  • 46. Other  major  online  retailers  also  leveraging  the  technology
  • 47. h[p://www.overstock.com/Home-­‐Garden/Hotel-­‐8-­‐ piece-­‐Comforter-­‐Set/367226/product.html
  • 48. Sindice  Inspector  -­‐  .nt  format
  • 49. Gruff  View
  • 50. Summary • Significant  adop+on  in  many  arenas  and  by  many   of  the  “major  players” • Growing  number  of  Vendor’s  providing  services   and  tools • Many  open  source  tools  &  resources  (“RDFizers”,   SPARQL  endpoints,  SINDICE  –  Seman+c  Web  index) • Technology  mature  enough  at  this  point  to  provide   compe++ve  advantage  in  many  arenas.