Smart Content = Smart Business
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Presentation by Seth Grimes at the IKS Semantic Workshop, July 6, 2011.

Presentation by Seth Grimes at the IKS Semantic Workshop, July 6, 2011.

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Smart Content = Smart Business Presentation Transcript

  • 1. Smart Content = Smart Business
    Seth Grimes
    Alta Plana Corporation
    +1 301-270-0795
    @sethgrimes
    July 6, 2011
  • 2. Table of Content:
    Perspective
    Semantics
    Content analytics
    Smart Content
    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.
  • 3. Perspective changed Western art, for the artist and for the viewer.
    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
  • 4. Semantic computing changes our perspective.
    The Far Side
    by Gary Larson
    Ken Jennings, IBM Watson, and Brad Rutter play Jeopardy!
    https://secure.wikimedia.org/wikipedia/en/wiki/File:Watson_Jeopardy.jpg
  • 5. From here to there.
    http://www.businessweek.com/magazine/content/04_19/b3882029_mz072.htm
  • 6. The destination?
    2001: A Space Odyssey, Stanley Kubrick
  • 7. 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.
  • 8. 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.
  • 9. Intelligent computing involves:
    Big (and little) Data
    Analytics
    Semantics elements of Smart Content
    Integration
    Inference
    Smart Content has been analyzed, structured, tagged, and managed in a fashion that maximizessearch-findability, usability, and usefulness.
    }
  • 10. Analytics seeks structure in “unstructured” sources
    x(t) = t
    y(t) = ½ a (et/a + e-t/a)
    = acosh(t/a)
    http://www.tropicalisland.de/NYC_New_York_Brooklyn_Bridge_from_World_Trade_Center_b.jpg
    http://en.wikipedia.org/wiki/Seven_Bridges_of_K%C3%B6nigsberg
  • 11. Text analytics models text
    “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
  • 12. 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
  • 13. Where there’s text, there’s business value:
    • Customer service/support.
    • 14. Brand & reputation management.
    • 15. Marketing, market research & competitive intelligence.
    • 16. Intelligence, counter-terrorism & law enforcement.
    • 17. Life sciences including pharma drug discovery.
    • 18. Risk, fraud, compliance & e-discovery.
    • 19. Media & publishing including social-media analysis and contextual advertizing.
    • 20. Search, still online’s “killer app.”
    • 21. Semantic computing and the Semantic Web.
    Most of this is beyond-publishing analytics.
  • 22. 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.
    • 23. Extracting & integrating information.
    • 24. Managing and exploiting knowledge.
    We share online and on-social content goals.
  • 25. 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.
  • 26. 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 & Navigation
    Semantic Linking to related content & knowledge
    Visual Analytics
    • 57% to create new products& services
    Knowledge Bases
    Topic Pages
    Contextual Advertising
  • 27. Three perspectives – Shared goals.
    How to reach them?
    Content ConsumerContent Producer
    shopping selling
    learning informing
    speaking listening
    connecting engaging
    Content Publishing Platform
    semantics for structure + findability + usability
    CONVERSION
    STICKINESS
    RESPONSIVENESS
    SATISFACTION
  • 28. The goal is not to accelerate old approaches.
    We want to find a better way.
    “If I’d asked people what they wanted, they would have said a faster horse.” -- Henry Ford
    http://www.autolife.umd.umich.edu/Labor/L_Overview/Ford_Assembly_Lines.htm
  • 29. 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.
  • 30. Semantics enablesbetter content production, management & use.
    Semantics captures –
    Meaning
    Relationships
    Context
    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...
  • 31. Opinion
    Entities
    Anaphora / coreference: “They”
    Events
    Concepts
    New York Times,
    September 8, 1957
  • 32. My 2009 text-analytics market survey asked, [What information] do you need (or expect to need) to extract or analyze:
    Text Analytics 2009: User Perspectives on Solutions and Providers
  • 33. Semantic Search (eleven types):
    Faceted search.
    Related searches.
    Concept search.
    Reference-enriched results.
    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.
  • 34. Beyond search, content exploration.
    Decisive Analytics
    http://www.dac.us/
  • 35. Smart Content relies on:
    Semantic annotation and metadata extraction.
    Semantic integration, enrichment & analysis.
    Structuring & management to promote reuse.
    Smart Content provides:
    Workflow embedded delivery.
    Enhanced information access.
    Smart Content delivers:
    Customer satisfaction.
    Competitiveness.
    Profitability.
    Insight.
  • 36. 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.
  • 37. Innovation is essential. In content-analytics:
    • Advanced sentiment analysis: emotions, opinions & intent.
    • 38. Question answering.
    • 39. Entity/identity resolution & profile extraction.
    • 40. Online-social-enterprise data integration.
    • 41. Speech analytics.
    • 42. Discourse analysis.
    • 43. Rich-media content analytics.
    • 44. Augmented reality; new human-computer interfaces.
    • 45. Semantic search
    • 46. Web 3.0 & the Semantic Web.
  • A few references:
    Six Definitions of Smart Content, InformationWeek, September 24, 2010.
    This is Content Intelligence, According to 4 Experts, CMSwire, October 7, 2010.
    Content Management Finds Meaning, EContent, October 12, 2010.
    Smart Content Conference videos, October 2010: http://vimeo.com/SethGrimes
    What’s your vision of Smart Content?