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THAT Conference 2021 - State-of-the-art Search with Azure Cognitive Search

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THAT Conference 2021 - State-of-the-art Search with Azure Cognitive Search

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In person at THAT Conference 2021 - How to add AI / machine Learning to your website search through Azure Cognitive Services with it's brand new semantic search. Join the session to why semantic AI-powered search improves the quality of search results.

In person at THAT Conference 2021 - How to add AI / machine Learning to your website search through Azure Cognitive Services with it's brand new semantic search. Join the session to why semantic AI-powered search improves the quality of search results.

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THAT Conference 2021 - State-of-the-art Search with Azure Cognitive Search

  1. 1. State-of-the-art Search with Azure Cognitive Search Brian McKeiver
  2. 2. About Me • Co-Owner, BizStream, Grand Rapids, MI • .NET developer since Classic ASP and Visual InterDev • Azure developer since Windows Azure was powered by Silverlight • Focus is on enterprise websites powered by CMS • Kentico Xperience MVP (Traditional CMS) • Kentico Kontent MVP (Headless CMS) @mcbeev
  3. 3. Expectation is the root of all heartache Isn’t it just like Google?
  4. 4. Search is Hard  It’s Complex  Requires constant rebuilding / tuning / Love and Care  Needs to be industry / site / context Specific  Difficult to predict load  If it doesn’t work, you’ll know Really Fast  Anyone have anything else?
  5. 5. “ Hey Someone mentioned Search is being ‘weird’ ” …Ok, I’ll bite. Hold my beer…
  6. 6. Funny Meme here
  7. 7. It’s gonna be a long night …
  8. 8. Search Result Accuracy / Lack of • 31% of all searches end in vain, returning useless, non- relevant results or (even worse) returning no results at all. • People who use search are twice more likely to convert, compared to people who browse through the menus. • 60% of the time, it works every time.
  9. 9. Presenting a Solution Enter the next generation of Search
  10. 10. https://azure.microsoft.com/en-us/services/search/
  11. 11. New to it? • PaaS solution offering in Azure • Allows you to add sophisticated search into your Apps and Sites • Quickly ingest, enrich, and explore structured and unstructured content
  12. 12. The Basics • API / SDK based • Relevance (Scoring Profiles) • Location Based Search (Geo Proximity) • Dynamic Facets (Filters to narrow results by) • Autocomplete (Predicative type ahead) • Search Suggestions (actual results in the index, not just other terms) • Synonyms (associate equivalent terms) • Highlights (yellow highlighter via markup) • Automatic UI • Sorting/Paging
  13. 13. Enter Azure Search
  14. 14. Ingest Data Structured Data Unstructured Data Characteristics • Defined Content Models • Usually, text only • Easy to Search • No defined data model • Maybe text, images, sound, others • Difficult to Search Lives in • Relational databases • Data warehouses • XML, JSON • Applications • NoSQL databases • Data warehouses • Physical format Typical Applications • CMS, CRM, ERP • Business Apps • Word processing • Email • Tools for editing media Examples • Dates • Phone Numbers • Customer Names • Addresses • Product info • Transactions • Text files • Reports • Email messages • Video files • Images
  15. 15. Demo: Import Data
  16. 16. AI Enrichment Image Analysis
  17. 17. Entity Recognition
  18. 18. Keyword Extraction
  19. 19. DEMO: Enrich Data
  20. 20. By the Way Kentico Xperience… Kentico Xperience is the award-winning digital experience platform that combines content management, digital marketing, and commerce, on-premises or in the cloud.
  21. 21. Demo: Mcbeev.com
  22. 22. But why am I here? Not just a software demos right?
  23. 23. Have you heard about it?
  24. 24. Lexical vs. Semantic Lexical is “keyword density”, break apart content by white space and see how many times it appears. Semantic is relating to meaning in language or logic or context.
  25. 25. Heart stress test results Performance test Regression testing Test data Tested positive for drugs And many more… Test Explain Semantic 1 Practice test Certification test What is a unit test UI Testing Font-end test framework A/B Tests Isolated Integration Test Pass final exam test
  26. 26. Explain Semantic 2
  27. 27. Pop Quiz Hotshot
  28. 28. Transaxle
  29. 29. ASM
  30. 30. Mcbeevcom
  31. 31. Semantic Relevance • Most Search engines have a default Similarity ranking for relevance • Semantic ranking for relevance: • Re-ranks the top matches of an initial result set • backed by large transformer-based networks, trained for capturing the semantic meaning of query terms (powered by Bing) • uses the context and meaning of words
  32. 32. Pre-processing • Content reduction begins with the initial results based on similarity (~ top 50 results) • String reduction (~ 128 words) Extraction • Pass the reduced inputs to Machine Learning • Long strings summarized into Captions • Answers to questions Semantic Ranking • Captions are evaluated for conceptual and semantic relevance How?
  33. 33. Semantic Captions • The semantic subsystem determines what part of your content has the characteristics of a caption or answer.
  34. 34. Search Answers •What is …? •How does …? •Restaurants near me … Search: What isKentico?
  35. 35. Spelling Correction
  36. 36. Demo: Semantic Search
  37. 37. Try it yourself • Get Started with Azure Cognitive Search • aka.ms/SemanticPreview • aka.ms/SemanticGetStarted • Azure Maps • xperience.io
  38. 38. Pricing Pricing page • Azure Cognitive Search: • Free, Basic, Standard,… • Starts at about $73.00 / mn • Real World Recommendation • Standard 1
  39. 39. Search is Still Hard, but…  Offloading of indexing Saves compute resources  Search as a Service is Fast and reusable  More and more AI is going into Search Results  Semantic Search can help answer questions, gain better accuracy of results  Dynamic Facets are easier than ever to achieve  Federated search is now possible (multiple datasets, not just content on the website)
  40. 40. Questions?
  41. 41. Thank you @mcbeev www.mcbeev.com mcbeev@gmail.com

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