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ILTA 08 – Search as Strategy

Creating “Information Gravitation” in the Firm

Derek Schueren - Vice President of Business Development, Recommind

Felicity Badcock – Online Services Manager, Mallesons Stephen Jaques

August 2008

Aristotle’s Fantasy

“suppose that every tool we had could perform its task, either at our bidding or itself perceiving the need…that shuttles in a loom could fly to and fro…and a plucker play a lyre of its own accord”

Aristotle

Information Gravitation

Web 2.0Content Linking

The Future of Information Retrieval

Personalization

Visualization

CollaborativeFiltering

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Search

The Basics of Search: Relevancy

The ability (of an information retrieval system) to retrieve material that satisfies the needs

of the user

Google – Relevancy as a Popularity Contest

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Google – Page Rank Algorithm

PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))

Most popular web pages given highest rank based on 2 inputs:The number of incoming links: The more the betterThe number of outgoing links on the page which points at your page: The less the better

Consumer Search and the Enterprise

Consumer search tools have re-defined what people expectGap between the consumer experience and the enterprise

although the gap is closing in some casesin other cases web search needs to catch up

Attorneys want to “Google it” but expect much more from search in Attorneys want to Google it but expect much more from search in the enterprise than with Google

Questions?

What about the User?Google does not take into account who the user is when determining relevancy of results

What about the content of the query?Google uses Hypertext-Matching Analysis, meaning it uses the text and metadata of the web pages to figure out whether a web page should even appear for your queryweb pages to figure out whether a web page should even appear for your query

How does this relate to search in the Enterprise?

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Web Search vs Search in Enterprise

The Web contains a huge store of simple content

Relevancy based on key word match over layered with popularity score

Enterprises by comparison have small content stores but much complexity

No link structures mean relevancy needs to be computed in a different way

Web Search Search in Enterprise

y p p y

Internet content typically lacks much context beyond what is linked within its pages

Unrestricted access - ‘public’ content

Non authoritative – near enough is good enough

computed in a different way

Content in the enterprise has many links to information outside of it both inside and outside the enterprise

Enterprise search tools must respect security

How does this relate to search in the Enterprise?

Google – Parallels in the Enterprise

consumer experienceenterprise experience

Google style search boxSearch returned in list formatInformation rich results listSearch terms highlightedAdvanced search & preferences available

Google – Differences in the Enterprise

Information linked together in contextMetadata much richerAbility to filter down post queryRelevancy based on sophisticated content analysis not link structuresRelevancy can extend beyond primary object

consumer experienceenterprise experience

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Relevancy – Beyond Google

Concept SearchSophisticated content analysis increase relevancy helping people find content even if all the keywords are not present

Content LinkingComplex object types being created through linking of common metadataObjects being fo nd thro gh rele anc joining Objects being found through relevancy joining

PersonalizationMy Search: Based on office, role, position, practice group, industry, etcUser click stream data being used to influence personal relevancy

Collaborative FilteringAggregate click stream data being used to influence general relevancyRecommendations of content based on users with similar interests

Evolution of Enterprise Search

Concept BasedSearch

Key Word Search

Pattern MatchingSearch

Concept Search Example

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Concept Based Search Systems Automatically Form an Understanding of the Content Being Searched

Concept 3miranda 79.31830

confession 78.94113

tape 74.29385

identification 69.24628

interview 64.72778

interrogation 58.11626

tapes 57.73819

Concept 4patent 99.44380

infringement 98.13741

uspto 90.92023

invention 86.88132

patents 75.83580

copyright 61.92028

software 60.24999

Concept 5environmental 96.64108

water 95.17682

epa 92.34616

waste 88.24619

hazardous 85.70676

pollution 84.56543

disposal 76.36809

photographs 54.45479

pornography 53.98799

conversation 50.49723

statements 49.25360

entrapment 47.14402

told 46.57599

fbi 43.13567

recording 42.54316

statement 41.21378

videotape 39.99082

agent 39.86646

specification 58.69289

equivalents 56.45938

art 54.11242

copyrighted 51.57011

uspq 50.41583

patentee 48.20264

works 47.88340

inventor 44.99235

pto 44.05206

copying 42.91004

patented 42.56361

copyrights 41.80928

infringing 40.52107

cercla 72.48301

clean 70.42545

emissions 52.13936

exxon 50.06532

nuclear 50.05781

cleanup 48.20259

toxic 48.00654

corps 47.04402

contamination 46.52463

asbestos 45.90027

solid 45.40522

sites 45.12626

chemical 44.24835

Content Linking

Importance of content linking in the law firm

Need to find and manage informationefficiency and productivityrisk - regulatory requirement for finding the right information quickly

Traditional systems are being underminedwikis and SharePoint team sites are encroaching on the DMS - increasingly used as repositories for documents storing the ‘working copy’repositories for documents, storing the working copy

Increase in the volume of contentRapidly increasing number of information silos

searching each system is not effective

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Content Linking Takes Enterprise’s Complexity & Simplifies it for the User

Democratisation of accessback end complexityfront end simplicity

complex back end

simple user interface

Benefits of a Linked Approach

Enterprise search blends content from diverse locations

enterprise search

“internal” collaboration

solutions

punify information silos

as content grows

“external” content

“core” internal systems

Linking Content Provides For a Complete View That is Easy to Get To

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Results have been filtered down by specific Citation

With Content Linking Both Internal & External Sources

West KM filter allows results to be filtered by citation

All Citations within the document are displayed in the preview screen

For a Much Richer User Experience

Status Flag External Hyperlink

Internal Reference

Personalization

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Google – Relevancy as a Popularity Contest

Google – What if Relevancy Was All About You?

Joe – Computer Programmer interested in Computer

NetworkingJane – Executive Director interested in

Business Networking

Collaborative Filtering

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Amazon – Collaborative Filtering

How does Amazon make it easy for me to find what I want?Amazon knows about my past interactions

and the interactions of users who performed similar searches

and ‘hot’ or popular items

Parallels in the Enterprise

Passive presentation of filtered informationDecisiv Email at

Parallels in the Enterprise

System anticipates the user’s needs (Push vs Pull)

Decisiv Email at

filing suggestionscontext sensitive searches

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Parallels in the Enterprise

Decisiv Email at

filing information

Web 2.0

Content Rating and Social Bookmarking

Yahoo SearchMonkey - ratings for movies, recipes etc – from StumbleUpon

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Content rating and tagging in the enterpriseMallesons’ Scotty solution – in betapublishes RSS Know How current awareness 'feeds' uses open source technology Drupal as a feed aggregatorincludes tagging and digging

Scotty

items tagged “enterprise 2.0”

Scotty

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visualization

The visualization of search

Mallesons’ business intelligence systemUser Support call stats

Visualisation – business intelligence

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Maps - Google ride finder

search for available shuttles, taxis and li i i limousines in your areashows you the actual location of each vehicleonce you have located a vehicle, call the provider to reserve itavailable in 10 US cities

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Information Gravitation Case StudyInformation Gravitation Case Study

Information gravitation case studyMallesons Find > PeopleFinder

simplein task bar – always thereprefix defines search 1.7 million searches in last 12 months7,000 searches per day

PeopleFinder

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PeopleFinder pages update in real-time (no manual refresh is required)when a handset is picked up the presence icon changes tousers can control presence information using Office Communicatoricons in use

PeopleFinder presence featuresQuickly scan presence icons to determine availability

PeopleFinder presence featuresHover the mouse on a name to show a rolling 7 day calendar view

a quick glance to check someone’s availabilitycalendar view shows Outlook appointments, flexible working arrangements, training dates/times, leave status and public holidaysno ‘drill down’ into the detail of calendar entriesintegrated time zone support e.g. Sydney / Hong Kongshows if a person is logged into IM on their BlackBerryCommunicator note and Outlook out-of-office messages shownnext available time is highlightedPC idle time is another useful indicator of ‘presence’simple opt-out

PeopleFinder presence featuresRight click on a name for communication options and contact information

send an emailstart an Office Communicator chatdial an extension or mobile phone numberuse camp-onsend a SMS text messageview profile information and office locationdd th t i k t t li tadd the person to your quick contacts list

click on any phone number in PeopleFinder or quick contacts list to make a callsupports extension mobility

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PeopleFinder presence featuresCamp-on

feature popular in legacy PABX systemsleverages presence information in addition to telephone status e.g. alert triggered by ‘available’ calendar statussimple browser-based popup windowwhen alert is triggered pop-up comes to the foremultiple camp-on requests can be active at oncemultiple camp on requests can be active at once

PeopleFinder presence featuresFloor plans and quick contacts

printable floor plans show office locationdata drawn from ‘moves’ workflow process

PeopleFinder presence featuresPeopleFinder integrated with Cisco Customer Response Application

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PeopleFinder presence featuresMobile device support

quickly search for staffpresence icon integrationclick to dial any phone numberclick to create new email

PeopleFinder code used to exploit Cisco AXL APIresulted in BlackBerry application to manage call forwarding on VoIP handsets from mobile devices

PeopleFinder presence technologyReal-time Web 2.0 application

Integration ofCisco CallManagerMicrosoft ExchangeMicrosoft Active DirectoryMicrosoft Live Communication Server LCSPeopleSoft (staff data and working hours)Metastorm Workflows (staff leave, public holidays, training, moves, and secondments)Metastorm Workflows (staff leave, public holidays, training, moves, and secondments)SQL Server / Oracle database repositories (eg Cisco CRA, Premises database)Keystone

Information delivered in real-time through web browseruses standards compliant technology – XHTML, AJAX, XML, JSON-Pimplemented as abstract API for use in any web pagedeployed to intranet corporate directory and homepage

Serving 2,200+ users 2 million telephony data feeds generated per day42,000 presence feeds generated per hour

PeopleFinder II - in beta

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Next steps - extending PeopleFinder to the client

desktop agent

Information Gravitation Trends

Information Gravitation Trends

Breakdown of Information BoundariesEnterprise content & Internet content melding together (LinkedIn, Facebook, Google, Yahoo, Microsoft, etc)

Forging Deeper Client RelationshipsInstant Message, Text, E-mail, Beyond Extranets, etc

Information Gravitation around Information Objects (e.g. Client/Matter)Information Gravitation around Information Objects (e.g. Client/Matter)Client/Matter Gravitation (Docs, People, Orgs, Work Done, News...)

Information AwarenessSystem aware of and anticipates user’s needs (Push vs Pull)

The Importance of the CloudInformation/Applications increasingly moving to the CloudThe Cloud allows for vastly more connections and interactions to occurInformation/Knowledge delivered as a service, anywhere, anytime

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Aristotle’s Fantasy?