Knowledge graphs in search engines

E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Knowledge Graphs
in search engines like Google
Emanuele Della Valle
DEIB - Politecnico di Milano
http://emanueledellavalle.org
@manudellavalle

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2

Me
• Assistant Professor at DEIB
Politecnico di Milano
• Expert in semantic technologies
and stream computing
• Brander of stream reasoning: an
approach to master the velocity
and variety dimension of Big Data
• https://scholar.google.com/scholar?
hl=en&q="stream+reasoning"
• 17 years of experience in
research and innovation projects
• Startupper:
• http://www.fluxedo.com
3
emanuele.dellavalle@poli
mi.it
@manudellavalle
http://emanueledellavalle.o
rg
http://streamreasoning.org
http://fluxedo.com

• The interoperability problem
• The standardization dilemma
• One standard does not fit all
• Embrace change with semantic technologies
• Demo time for Google Knowledge Graph
• How this become possible
Agenda
4

Definitions of Interoperability
• Interoperability
• the ability of information and communication technology (ICT) systems
to exchange data and to enable sharing of information and knowledge
• Functional interoperability
• Information has to be transmitted reliably between heterogeneous
applications
• Semantic interoperability
• Transmission must occur without loss of meaning, and thus without
loss of computability
• E.g., Semantic Interoperability in healthcare information systems
• It is the ability to share information without loss of computable
meaning, across multiple applications concerned with
clinical (primary use) and related administrative, financial, and
research domains (secondary uses).
5

Once upon a time …
6
…, in an happy organization, users
were happy of the application the IT
department prepared for them, but …
application
[…]
… the organization was not alone.
Another organization developed a
complementary application …
complementary application
[…]
… so, one day, the two organizations
decided to integrate the two
applications.
Organizational
boundaries
application
[…]
[…]
Organizational
boundaries
application
[…]
?
Having much to gain the happy
organization decided to invest in a
bi-lateral solution
[…]
Organizational
boundaries
application
[…]
adapter
!

… this went on for a while, but …
7
[…]
!
… the more bi-lateral integrations, the sadder the organizations
became.
[…]
[…]
[…]
[…]
[…]
[…]
!
!
!!
!!
!!
!?!
!!!
!
!!
!?!?!?
?!?
?!? ! OK
!! Good
!!! Very Good
!?! Very Good …
?!? Have I done the
right thing?
??? Does it make
sence?
?#@ Why am I
doying it!!!
Legend

… So, they standardized and …
8
[…]
[…]
[…]
[…]
[…]
[…]
[…]
standard
… and they lived happily ever after!

Well, not really :-( Actually …
9
[…]
[…]
[…]
[…]
[…]
[…]
[…]
??? KEEP
CALM
AND
WAIT FOR
1 YEARS10100

Why? The Standardization dilemma!
Comprehensive
Handles all use cases
Good
High quality
Timely
Completed quickly
Pick two!
Pick two!
10

There are a variety of them
11
Standards are like plumbs

Over 100 in the Healthcare domain!
AIR ALT AOD AOT BI CCC CCPSS CCS CDT CHV COSTAR CPM CPT
CPTSP CSP CST DDB DMDICD10 DMDUMD DSM3R DSM4 DXP FMA
HCDT HCPCS HCPT HL7V2.5 HL7V3.0 HLREL ICD10 ICD10AE ICD10AM
ICD10AMAE ICD10CM ICD10DUT ICD10PCS ICD9CM ICF ICF-CY ICPC
ICPC2EDUT ICPC2EENG ICPC2ICD10DUT ICPC2ICD10ENG ICPC2P
ICPCBAQ ICPCDAN ICPCDUT ICPCFIN ICPCFRE ICPCGER ICPCHEB
ICPCHUN ICPCITA ICPCNOR ICPCPOR ICPCSPA ICPCSWE JABL KCD5
LCH LNC_AD8 LNC_MDS30 MCM MEDLINEPLUS MSHCZE MSHDUT
MSHFIN MSHFRE MSHGER MSHITA MSHJPN MSHLAV MSHNOR
MSHPOL MSHPOR MSHRUS MSHSCR MSHSPA MSHSWE MTH MTHCH
MTHHH MTHICD9 MTHICPC2EAE MTHICPC2ICD10AE MTHMST
MTHMSTFRE MTHMSTITA NAN NCISEER NIC NOC OMS PCDS PDQ
PNDS PPAC PSY QMR RAM RCD RCDAE RCDSA RCDSY SNM SNMI
SOP SPN SRC TKMT ULT UMD USPMG UWDA WHO WHOFRE WHOGER
WHOPOR WHOSPA
12
[source: dbooth.org/2014/yosemite/yosemite-project-slides.pdf]

And they keep changing :-(
13
[Credits: Rafael Richards]

Why?
14
[source http://xkcd.com/927/ ]

… sometime the variety is required
15
standards are like plumbs

One standard does not fit all
Different use cases need need different data, granularity and representations
16
[source: dbooth.org/2014/yosemite/yosemite-project-slides.pdf]

… thus translation is needed
17

And counting on translation between standards is even convenient while
working on increasing the comprehensiveness of a standard over time
18
Translation is unavoidable!
Comprehensive
0%
100%
Time
Translation
Standard

But be aware of the cost of ad hoc translation!
19

…in healthcare costs $30000 Million per year in USA
[source: http://www.calgaryscientific.com/blog/bid/284224/Interoperability-Could-
Reduce-U-S-Healthcare-Costs-by-Thirty-Billion]
20
The luck of interoperability …

So What?!?
“It is not necessarily
the strongest of the
species that survives
nor the most intelligent,
but the one that is
most responsive to change.”
--- Charles Darwin
“The Origin of Species”
21

Embrace change!
22

Semantic Technologies embrace change
23
subject objectobject
property
Proposing a simple data model: RDF
E.g.,
Flexible enough to represent:
Tables
Amoxi-
cillin
bacterial
disease
bacterial
disease
treats
Trees Graphs

Providing a powerful query language: SPARQL
E.g., what does Amoxicillin treat?
?x={Bacterial disease, Urinary tract infection, Sinus infection, …}
Flexible enough to query RDF data even without knowing the schema
E.g., can you describe Amoxicillin ?
?p={treats} ?x={Bacterial disease, Urinary tract infection, Sinus infection, …}
?p={hasSideEffects} ?x={Diarrhoea}
?p={belongsTo} ?x={β-Lactam antibiotic, Penicillin-class Antibacterial}
…
24
Amoxi-
cillin
?x?x
treats
Amoxi-
cillin
?x?x
?p

Providing a formal language for conceptual modelling: OWL
E.g., Heart
Heart is a muscular
organ that is part of
the circulatory system
∀x.[ Heart(x)→
MuscolarOrgan(x)∧
∃y.[isPartOf(x,y )∧
CirculatorySystem(y)]]
OWL is a modular standard that offers different trade-offs
OWL-QL OWL-RL OWL-EL
25
TermsData
Terms
Data Terms
Data

26
Standard in OWL
[…]
Ontology Based Data Access as a prototypical solution to interoperability
problems
<XML><XML>
Translator Translator Translator

27
Standard in OWL
[…]
SPARQL Queries
problems
RDBMS <XML><XML>

28
Standard in OWL
Results
{ , , }
problems
[…]
RDBMS <XML><XML>

E. Della Valle – http://emanueledellavalle.org - @manudellavalle 29

DEM
O
TIM
E

Search for Galileo and look to the right
31
Galileo
Galilei
AstronomerAstronomer
type
February
15, 1564
February
15, 1564
when born
CallistoCallisto
GanimedeGanimede
discovered

Let's try a more complex query
32
Galileo
Galilei
discovered
?x?x

Try and enjoy!
33

“The Semantic Web is not a
separate Web, but an
extension of the current one,
in which information is given
well-defined meaning, better
enabling computers and
people to work in
cooperation.”
“The Semantic Web”,
Scientific American Magazine,
Maggio 2001
Semantic interoperability
on the functionally
interoperable Web
2001
In the begging was the Semantic Web
35

2008
It gained popularity when Linked Data became standards
36
View the full talk at http://www.ted.com/talks/view/id/484 !

2008
it was funded by USA, UK and …
37

2008
… and EU

2008
Search engine created incentives
[source https://developer.yahoo.com/searchmonkey/siteowner.html ]

2008
Search engine created incentives
[source https://developers.google.com/structured-data/rich-snippets/ ]

•Since Fall 2009
•450.000 products
•Using RDFa
(= RDF embedded in HTML)
•Pages with RDFa higher in Google
ranking
•BestBuy claims 30% more traffic!
•Yahoo reports 15% higher click-
through rat
2009
Best Buy picked them up

© 2012 Politecnico di Milano, Emanuele Della
Valle
2009
<div rel="v:hasReview">
<span property="v:rating"
datatype="xsd:string"> 4.8</span>
of <span property="v:best">5</span>
<div rel="v:hasReview">
<span property="v:rating"
datatype="xsd:string"> 4.8</span>
of <span property="v:best">5</span>
RDFa

Google for Nikon+12.3-Megapixel+Digital+SLR+Camera
https://www.google.com/search?q=Nikon+12.3-Megapixel+Digital+SLR+Camera
2009
en
Sponsored
Links

• Who: Richard MacManus
• When: April 15th, 2010
• Context: Modigliani’s painting are
scattered all other the world
• The challenge: If all museums would have
published their collections as linked data,
will it be possible to know the locations of all
the original paintings of Modigliani?
• http://readwrite.com/2010/04/15/the_modigliani_test_semantic_web_tipping_
2010
The Modigliani test for Linked Data

The Results of Modigliani test for Linked Data
• Who: Atanas Kiryakov (Ontotext AD)
• When: April 25th, 2010
• How: http://factforge.net/ a “reason-able” view to the web of data
• Results: http://bit.ly/ModiglianiTest
http://readwrite.com/2010/04/25/the_modigliani_test_for_linked_data
2010
The Modigliani test for Linked Data
Part of my LarKC project
http://www.larkc.org/

Use RDFa with some FB specific vocabulary
og:title - The title of your object, e.g., "The Rock".
og:type - The type of your object, e.g., "movie".
og:image - An image URL
og:url - The permanent ID of your object
og:description - A one to two sentence description of your object.
og:site_name - If your object is part of a larger web site, the name which
should be displayed for the overall site. e.g., "IMDb".
2010
It went main stream with Facebook Open Graph
http://ogp.me/

Open Graph Usage Statistics
15 millions sites are using Open Graph! 39% of the top 10,000 sites
2010
It went main stream with Facebook Open Graph
[Source: http://trends.builtwith.com/docinfo/Open-Graph-Protocol]
%
40
30
20
2010 2011 2012 2013 2014 2015

•The core vocabulary currently consists of
•597 Types
•867 Properties
•114 Enumeration values
[Sourcehttp://blog.schema.org/2015/11/schemaorg-whats-new.html]
2011
It reached its full potential with schema.org

Thanks to schema.org also recipe are
in the Knowledge Graphs
49

Google Knowledge Graph (powered by
Semantic Technologies) passes the Modigliani Test
51

Knowledge graphs in search engines

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