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6/16/2009, SemTech’09, San Jose, CA
Yu Su, Gang Wang
User Contribution in Knowledge Management
--A Journey to Semantic Tec...
Intuit Proprietary & Confidential2
Intuit
Intuit Proprietary & Confidential
The Semantic Technology Vision
3
"The Semantic Web is an extension of the
current web in...
Intuit Proprietary & Confidential
Semantic Technology and Intuit
4
Intuit Proprietary & Confidential
Intuit
55
Intuit Proprietary & Confidential
QuickBooks Support Website http://www.quickbooks.com/support
6
Intuit Proprietary & Confidential
Content Management System
7
Intuit Proprietary & Confidential
User Tagging & Folksonomy
http://support.quickbooks.intuit.com/support/pages/knowledgeba...
Intuit Proprietary & Confidential
User Tags  Social Semantics?
9
1603
download
Error 1321
multi-user
vista
Intuit Proprietary & Confidential10
User Tags  Social Semantics?
Intuit Proprietary & Confidential11
User Tags  Social Semantics?
Intuit Proprietary & Confidential
Benefits and Next Steps
Immediate Benefits
– Cross promotion of articles with shared tag...
Intuit Proprietary & Confidential13
Next Step: A Social Semantic Web
Intuit Proprietary & Confidential
Quicken
Intuit Proprietary & Confidential15
Problem #1: Payee Identification
Our Favorites:
 DIOCESE OF SJ DES:REG SALARY
ID:RGD0...
Intuit Proprietary & Confidential
 SAFEWAY STORE 05-03 CUSTOMER
1114 PURCHASE #934054 FREMONTCA
 FRESH CHOICE #4 04/30 C...
Intuit Proprietary & Confidential17
Problem #2: Categorization
04/20/08 CHEF CHU'S $23.67
04/19/08 CHEVY'S $11.34
03/18/08...
Intuit Proprietary & Confidential18
Quicken ACE: Automatic Categorization Engine
• Quicken ACE collects information from a...
Intuit Proprietary & Confidential19
1. Seeded with large static merchant list
2. Personalized category and payee renaming ...
Intuit Proprietary & Confidential20
Tax Time!
• ACE can map every
expense to a tax line item
– Itemized deductions are not...
Intuit Proprietary & Confidential
Lessons Learned
• User want to contribute when
– it is easy to make such contribution
– ...
Intuit Proprietary & Confidential
View Points
• Knowledge is a living breathing thing
–Ivory tower approach for building s...
Intuit Proprietary & Confidential23
Thank You!
Questions and Conversations
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User Contribution in Knowledge Management – A Journey to Semantic Technology

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Conference session by Yu Su and Gang Wang at the Semantic Technology Conference 2009 in San Jose, California.

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  • Intuit.Semantic Technology in a software company?Intuit as a content management organization.
  • The semantic web is envisioned to be a universal medium for data, information, and knowledge exchange.The semantic web comprises a set of design principles, collaborative working groups, and a variety of enabling technologies. A variety of data exchange formats provide a formal description of concepts, terms, and relationships within a given knowledge domain.Applications: Search, data reconciliation
  • Intuit’s roles in content management: Publisher, consumer, aggregatorIdeal: Intuitive connection among all documents of our entire financial life.How?The Semantic Technology vision.Implementation dilemma: Are we dead in the water?
  • Simple example.Introduction of QuickBooks.Overview of the support content model.
  • Review of QuickBooks support site.Knowledge management ecosystem for a growing business.
  • The irony: Standardization and usability.Lacking: Labor intensive cataloging effort; timeliness; flexibility.
  • Our implementation of the user tagging system.Folksonomy and Web 2.0.How it works.
  • Early adoption.Funny tags.Two takeaways: Unmet user need; Semantic Technology opportunity with user contribution.Revisit the question: Are we dead in the water?Proposal: user generated semantic grid.Zoom in on some early forms of user triple statements.
  • Examples for analysis:http://support.quickbooks.intuit.com/support/pages/knowledgebasearticle/1002282http://support.quickbooks.intuit.com/support/pages/knowledgebasearticle/1011293http://support.quickbooks.intuit.com/support/pages/knowledgebasearticle/1000335
  • Message: Social as an easy way (maybe the only way) that the Semantic Web can happen.Technology gap between Web 2.0 and Web 3.0.Efforts underway: CommonTag initiative; OpenMind initiative.Call for joining force: Immediate steps.Asking for help: Adoption of Semantic Technology in our partnering institutions.Closing remarks: A living and breathing knowledge management eco-system.
  • Yet another example on leveraging crowd in semantic knowledge.Background about Quicken: personal finance management -- aggregate all your spendings/incomes in one place with an intuitive interface -- Automated (download info from Financial Institutions) -- classify your spending into It looks neat and easy and nice, right? Not so actually if you have peek at the internal.
  • Two problem:Payee identifications ( each CC has its own way to identify merchants) Categorization problem
  • What ACE does: Realize that it will take forever for all the FI to adopt any standardized semantic description of expendituresRealize that Quicken is a great platform for creating semantic rich features because of its large user base Leverage user contribution to solve both the payee identification problem and categorization problem Easy user participation Talk about Quicken ACE/iPhone?Talk about the airplane/twitter thingy?
  • 80 categories of spending in Quicken, based on user contribution
  • Transcript of "User Contribution in Knowledge Management – A Journey to Semantic Technology"

    1. 1. 6/16/2009, SemTech’09, San Jose, CA Yu Su, Gang Wang User Contribution in Knowledge Management --A Journey to Semantic Technology
    2. 2. Intuit Proprietary & Confidential2 Intuit
    3. 3. Intuit Proprietary & Confidential The Semantic Technology Vision 3 "The Semantic Web is an extension of the current web in which information is given well- defined meaning, better enabling computers and people to work in cooperation.“ --Tim Berners-Lee, James Hendler, Ora Lassila (2001)
    4. 4. Intuit Proprietary & Confidential Semantic Technology and Intuit 4
    5. 5. Intuit Proprietary & Confidential Intuit 55
    6. 6. Intuit Proprietary & Confidential QuickBooks Support Website http://www.quickbooks.com/support 6
    7. 7. Intuit Proprietary & Confidential Content Management System 7
    8. 8. Intuit Proprietary & Confidential User Tagging & Folksonomy http://support.quickbooks.intuit.com/support/pages/knowledgebasearticle/1011011 8
    9. 9. Intuit Proprietary & Confidential User Tags  Social Semantics? 9 1603 download Error 1321 multi-user vista
    10. 10. Intuit Proprietary & Confidential10 User Tags  Social Semantics?
    11. 11. Intuit Proprietary & Confidential11 User Tags  Social Semantics?
    12. 12. Intuit Proprietary & Confidential Benefits and Next Steps Immediate Benefits – Cross promotion of articles with shared tags – Provides better help to call-center agents Next Steps – Experiment with more advanced tagging: User generated triples – Use Common Tag to link concepts and deal with synonyms Outcome: Leverage user contributed data to – Improve knowledge base taxonomy: Better semantic graphs that complements the directory tree – Quicker and more relevant information for decision making 12
    13. 13. Intuit Proprietary & Confidential13 Next Step: A Social Semantic Web
    14. 14. Intuit Proprietary & Confidential Quicken
    15. 15. Intuit Proprietary & Confidential15 Problem #1: Payee Identification Our Favorites:  DIOCESE OF SJ DES:REG SALARY ID:RGD000000970668 INDN:RUKONIC,ALEKSANDRA CO ID:1942734503 PPD REF:000144317946121108250007029016260316 07013122  PAYPAL DES:INST XFER ID:5XD222SDHQ582 INDN:MARKO RUKONIC CO ID:PAYPALSI66 WEB REF:000144317946121108250007031001321376 07013127
    16. 16. Intuit Proprietary & Confidential  SAFEWAY STORE 05-03 CUSTOMER 1114 PURCHASE #934054 FREMONTCA  FRESH CHOICE #4 04/30 CARD #6312 PURCHASE #24210737120286180800552 SAN JOSE, CA  PARAMOUNT'S GR AMERICA 04/28 CARD #1114 PURCHASE #24610437119004024018539 SANTA CLARA, CA  DIOCESE OF SJ DES:REG SALARY ID:RGD000000970668 INDN:RUKONIC,ALEKSANDRA CO ID:1942734503 PPD REF:0001443179461211082500070290 1626031607013122  PAYPAL DES:INST XFER ID:5XD222SDHQ582 INDN:MARKO RUKONIC CO ID:PAYPALSI66 WEB REF:0001443179461211082500070310 0132137607013127 16 From: To • Safeway • Fresh Choice • Great America • MY PAYCHECK • Paypal Income Quicken User Contributed Payee Identification
    17. 17. Intuit Proprietary & Confidential17 Problem #2: Categorization 04/20/08 CHEF CHU'S $23.67 04/19/08 CHEVY'S $11.34 03/18/08 STARBUCKS $3.78 02/01/08 FRESH CHOICE $17.22  How much did I spend this year on lunch? Coffee?  The chore of repetitious work:  Average customer has a checking and a credit card account  They have 50 transactions per month  Most of them are recurring – keep shopping at favorite stores  It takes a lot of time to categorize all those  Imagine 1000s of customers doing this work all the time, all over again - LUNCH - LUNCH - COFFEE - DINING
    18. 18. Intuit Proprietary & Confidential18 Quicken ACE: Automatic Categorization Engine • Quicken ACE collects information from all its users and builds up its knowledge database. • Some databases: – Payee recognition – Transaction categorization – Bill and check recognition – Personalized category management – Popular categories for a payee – Payee name completion, Quicken style  Every time a user categorizes a transaction or renames a payee, we store that.  Lots of data – our valuable asset
    19. 19. Intuit Proprietary & Confidential19 1. Seeded with large static merchant list 2. Personalized category and payee renaming (with new category, new merchant) 3. User contributed data is used to improve/enrich the seed knowledge base 4. Community voting as the guardian 5. Statistics of different semantic attributes is reflected in GUI Quicken ACE: Evolve Semantics with User Contributed Data
    20. 20. Intuit Proprietary & Confidential20 Tax Time! • ACE can map every expense to a tax line item – Itemized deductions are not a chore any more – Where there is a link between category and tax line item – Small businesses and rental property owners win! – ACE supports any number of category sets
    21. 21. Intuit Proprietary & Confidential Lessons Learned • User want to contribute when – it is easy to make such contribution – there is pain/value • Tagging is a powerful way –How complicated can we push it? –Common Tags 21
    22. 22. Intuit Proprietary & Confidential View Points • Knowledge is a living breathing thing –Ivory tower approach for building semantic webs won’t work • User contribution will stay –As an iconic feature of Web 2.0, user contribution will stay and will pave the way to Web 3.0 • Call for user centric tool design –Need tools to enable, improve, and fuse user contributed data with expert maintained ontology/semantics. 22
    23. 23. Intuit Proprietary & Confidential23 Thank You! Questions and Conversations
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