Taxonomies for Publishing: Enhancing the User Experience

Taxonomies for Publishing: Enhancing the User Experience August 31, 2011 11:30am-12:30pm Eastern Marjorie Hlava, President [email_address] Access Innovations, Inc. www.accessinn.com

Abstract
In the modern environment of Web-hosted content, where users can instantly find and access vast numbers of works, the competitive value of a journal article, a book, or a collection is increasingly derived from users’ ability to connect the information contained within the works themselves with other content that is important to them. This ability to create instant connections between works that have been heretofore kept separate or “siloed” – by journal title, content type, or publishing house – represents a revolution in the way users search for, consume, and pay for information. This trend has been happening for several years, often to the commercial disadvantage of publishers: by indexing every page on the Web, Google has changed the economy of publishing to one that is increasingly based around the article or the chapter, rather than the journal or the book. Instead of starting at a journal’s home page, users go directly to articles, bypassing the publisher’s home page branding and revenue-generating advertising . Google has effectively become the “hub” connecting all content on the Web. Nearly all of the major publishing organizations are discovering that in order to protect their brands and preserve the value of subscription sales, they need to become more active participants in this process and create new paths that enable users to find additional value within their content collections.

The Publisher Challenge: Google is a one stop shop and they index your content Information-rich assets, unconnected from each other, leave the total organization less than the sum of its parts
Information in Silos
Disjointed content
Untapped value within archives – new products
Points of contact vary
Content People Programs

The Taxonomy Solution not just to be discovered ….. Subjects: Concepts Entities: People, Places, Things

Fight back! Index your content yourself
Google indexes it – for the world
You need to index it for your community
Use the language your users use
Set the context for your content
Leverage the access to that content
Maximize the Google “hub”

Create a new roadmap
Link the content
Link the people
Link the terms
Take charge of the terminology used
Manage your community
Let’s look at some options

The Semantic Roadmap: K nowledge Organization Systems
Semantic network
Ontology
Thesaurus
Taxonomy
Controlled vocabulary
Synonym set/ring
Name authority file
Uncontrolled list
Unrelated Entities
Ambiguity
Simple
Low Value
Linked Entities
Contextual Specificity
Complex
High value

Semantically enrich content
Organize it well

For search all publications Search database for Journals and pubs Bookstore search Search of 53 crawled sites including journals, books, web site, conference sites, etc. Site search Navigation Here is an old fashioned approach Data is silo-ed and hard to find It is easier to use Google to search this site

web sites mobile apps, social networks, author networks, Etc. Once tagged, the data can be used in many different ways

Data can be fed to the web site or to publications from the same interface. Repurpose the data Use for Database distribution

More Task 2 Key Points Take-away. And on the website

Improve the overall user experience.

Semantics = Words + = Taxonomy

Supporting the user experience

A highly trusted source Taxonomies support social technologies and the utility of long-trusted sources

Add a DC:Subject area for all linking options

Your Taxonomy

Power content links to enable discovery

Domain-based connections

IEEE Subject Browsing Note broad categories as well as deep indexing

Again the user goes to Google and finds the resource faster

Target resources by subject or user role CONFIDENTIAL Double approach to find data user or subject role

Targeted resources based on subject or user role CONFIDENTIAL Quick access to special areas based on the taxonomy

Taxonomy Driven Search Presentation

Enable links to ideas and data sets outside the article

Link to Society Resources Journal Article on Topic A Other Journal Articles on Topic A Upcoming Conference on Topic A Podcast Interview with Researcher Working on Topic A Grant Available for Researchers Working on Topic A CME Activity on Topic A Job Posting for Expert on Topic A Author Networks Social Networking

Link to Society Resources Cancer Epidemiology Biomarkers & Prevention Vol. 12, 161-164, February 2003 © 2003 American Association for Cancer Research Short Communications Alcohol, Folate, Methionine, and Risk of Incident Breast Cancer in the American Cancer Society Cancer Prevention Study II Nutrition Cohort Heather Spencer Feigelson 1 , Carolyn R. Jonas, Andreas S. Robertson, Marjorie L. McCullough, Michael J. Thun and Eugenia E. Calle Department of Epidemiology and Surveillance Research, American Cancer Society, National Home Office, Atlanta, Georgia 30329-4251 Recent studies suggest that the increased risk of breast cancer associated with alcohol consumption may be reduced by adequate folate intake. We examined this question among 66,561 postmenopausal women in the American Cancer Society Cancer Prevention Study II Nutrition Cohort.
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Webcasts Related Webcasts Think Tank Report Related Think Tank Report Content

HTML Headers META NAME KEYWORD Use the taxonomy here

Connect people, places, events, products

Search ORCID DOI keyword Search Keyword

… or by location…

… Or in the Document itself: http://dx.doi.org/10.1371/journal.pntd.0000228.x001

Authors at a Place

Create networks of authors, peer reviewers, and society members

Integrating Identity into Publisher Systems

Editorial Workflow Integration Author Submission Module The author fills in the data to the document template, attaching images and graphs as necessary. An API calls Data Harmony and generates a list of indexing terms based on the content.

Editorial Workflow Integration Author Submission Module Authors review the indexing and may change it. Content is stored into a data repository as HTML, XML, etc.

Expert Reviewer Identification
American Chemical Society had separate reviewer lists for all journals
Difficult to find the expertise to review articles
Paper-based
Can use the taxonomy, reviewers, and member profiles used to quickly find appropriate experts

Member Profiles
Members can choose from a list of terms
Browse it
Use synonyms
Have automatic suggestions from their controlled vocabulary

Corporate Profile Tagging User pastes or uploads CV Button to auto-extract taxonomy attributes

Author Authority Database
Create full author records
Use author linking
Identify authors in all name forms
Find co-authors
Find authors in a place
Find potential collaborators
Find new employees
Add Taxonomy terms to build a full system to ….

One Person, Many Representations VIAF : Virtual International Authority File http://viaf.org/viaf/95216565/

Creating an Author Authority Database
Tag all articles in the repository with standard subjects
Export author names, subjects, institutions, locations, etc.
Disambiguate authors with the same or similar names

Many Repositories for Names

Enable Collaboration Links Double connection and fish eye views available from prefuse.org

VIAF : Virtual International Authority File http://viaf.org

Use Subject Headings (Taxonomy) or go back to Google

Deep tag data
for direct access

Inline Tagging - HTML View Show the exact point where the concept is mentioned. Mouse-over to view the term record Statistical summary , showing the number of times each term is mentioned in the article

XML View for Inline Tagging

Find more like these… based on
taxonomy terms

More like these

More like these using taxonomy Recommendations: People who liked this also liked

Forecast directions from your data…
A higher level view

Term Analytics (not text)
Where are your publication strengths?
What are the emerging topics?
Use your own data to address these question

1. Select related corpus Term Analytics 2. Identify related terms 3. Resulting term set 4. Term:Term Matrix IEEE 2k terms 1.2M documents 14k DTIC 475k patents 24k MeSH PubMed 525k docs IEEE 2k terms 1.2M documents IEEE 2k terms 1.2M documents

Simplified Top Three Levels

ALL terms (9 levels)

Red lines show T-BT links

Gray lines show Term – Related Term Links

Use Case 10: Data Visualization Matrix Visualization Software

About Access Innovations The Access Innovations team are experts in content creation, enrichment and conversion services. We provide services to semantically enrich and tag and raw text into highly structured data. We deliver clean, well formed, metadata enriched data so our clients can reuse repurpose, store, and find their knowledge assets. We go beyond the standards to build taxonomies and other data control structures as a solid foundation for data. Our services and software allow organizations to use and present their information to both internal and external constituents by leveraging search, presentation, e-commerce . We change search to found!
Founded in 1978
Headquartered in Albuquerque
Privately held
Delivered more than 2000 engagements

What we covered
You can take control - Remove the silos
Leverage Web-hosted content
Getting users to direct connect gives competitive value.
Join the revolution in users search
Make Google indexes a commercial advantage
Take users to the article and author
Become active participants - create instant connections
Create new paths, enable users to find additional value from your collection
Manage the language - use a taxonomy!

Thank you for your attention! Slides will be available on Access Web site tomorrow Or send me an email Marjorie M. K. Hlava Access Innovations / Data Harmony [email_address] +505.998.0800 Questions?

Taxonomies for Publishing: Enhancing the User Experience

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Taxonomies for Publishing: Enhancing the User Experience — Presentation Transcript