Portals as Knowledge Routers Challenges of Content, Connectivity, and Communication Dr. David A....

Portals as Knowledge Routers

Challenges of Content, Connectivity,

and Communication

Dr. David A. Evans

CLARITECH Corporation

June 6, 2000

Portals as Knowledge Routers © 2000, Dr. David A. Evans, CLARITECH Corporation 2June 2000

Topics

• Background: The Information Landscape

• Portals as Gateways— Pathways to Information

• Portals as Switchboards— Information Routers

• Portal Technology

• Thoughts on Functionality

The Information Landscape


Information Everywhere

• The Web (and Portals) represent only one aspect of the information explosion

• The number of electronic messages is increasing relentlessly

• The number of devices generating and sending messages is increasing steadily

• The number of people using devices is growing worldwide


Industry TrendsMessages are the communications infrastructure.

Message traffic is growing relentlessly.

Number of E-Mail Messages(in billions)

1B4B

7B9B

2B

5B

12B

18B

26B

12B

0

5

10

15

20

25

30

1997 1999 2001 2003 2005

U.S.Global

Number of Internet Wireless Devices in U.S.

(in millions)

9B17B

44B

78B

102B

0

20

40

60

80

100

120

1999 2000 2001 2002 2003

Source: IDC Source: Jupiter Communications

• Free text (e-mail, documents) represent 80+% of corporate information

• Free text is difficult to analyze and manage because it is unstructured


Industry ResponseCorporations are spending billions of dollars on software and devices to help them manage the growth in message traffic.

U.S. Sales of Customer Communications Management Software

(billions of dollars)

$0.8B

$7.5B

$0

$1

$2

$3

$4

$5

$6

$7

$8

1997 2003

U.S. Sales of Enterprise Portal Software

(billions of dollars)

$4.4B

$14.4B

$0

$2

$4

$6

$8

$10

$12

$14

$16

1998 2002

Source: AMR Source: Merrill Lynch

Companies that fail to manage messages…will fail…


The Portal Sector• Internet

– Public = Available to anyone– Consumer-oriented

• Extranet– Semi-Public = Available to closed group– Business-oriented

• Intranet– Private– Productivity-oriented Process-oriented


World-Wide Web-to-Host Revenue Share

1998 Total = $112.4M

Internet4%

Extranet27%

Intranet69%

2003 Total = $1,250.0M

Internet32%

Extranet34%

Intranet34%

Enterprises will touch the whole pie


The Portal SectorUpdated

• Internet

• Extranet

• Intranet

• B2B Portal

• B2C Portal

• B2E Portal

• Vortal

• …

Trend Toward Specialization…


General Business Functions

CRMCI

Marketing

E-Commerce

Purchasing

RecordsManagement

Work Force Automation

Inventory Control

Trend Toward Convergence…


New Challenge:Micro-Messages

• Point-to-point information in an “envelope”• Encompassing

– E-Mail– Customer (Call-Center) Notes– Web Pages– News– Reports– more


Call Center

Transcription

Telephony

Info (News) Feed

Archives

WorkgroupMessages

Databases

Web-Mail

E-Mail CResponse

Service

Personal Info

Portal

Reports

Wireless

Map of Enterprise Micro-Messages

Micro-MessageManagement

M3

Portals as GatewaysPathways to Information


The Portal Gateway

• Model of the 1990s

• Passive

• User does the work


Web Pages

Portal

Map of InformationGateway


Info (News) FeedArchives

Databases

Web Pages

Portal




Databases

Web Pages

Portal

Service

Reports




WorkgroupMessages

Databases

Web Pages

Portal

Service

Reports


Portals as SwitchboardsInformation Routers


The Portal Switchboard

• New Model

• Active

• System does the work



WorkgroupMessages

Databases

Web Pages

Portal

Service

Reports

Map of InformationSwitchboard (1)



WorkgroupMessages

Databases

Web Pages

Portal

Service

Reports


Call Center

Transcription

Telephony

Web-Mail

E-Mail

Personal Info

Wireless



WorkgroupMessages

Databases

Web Pages

Portal

Service

Reports


Call Center

Transcription

Telephony

Web-Mail

E-Mail

Personal Info

Wireless

PortalPortal

Portal Technology


The Envelope vs. The Letter

• Technology has been focused on managing the envelope—making sure the package can be found and delivered

• New technology must focus on managing the letter—making sure the content is understood and available to those who need it


Emphasis on ManagementWhile the market for simple text retrieval applications is limited,there will be a growing demand for integrated content management systems. The rapid deployment of corporate portals intensifies the need for a single point of access to multiple data stores both within and outside the company.

Full text retrieval, coupled with tools for searching non-text and structured databases, a corporate portal enables users to aggregate, manage, and deliver targeted content over the Internet, intranets, and extranets. These new systems manage information categorization and access as well as content to become a new generation of content management systems. They will combine features of several technologies that have been developing in parallel: content management, automatic categorization, security, rights and permissions management, interactive interface design, and linguistically based tools to improve retrieval.

(Source: IDC)


Emphasis on ManagementWhile the market for simple text retrieval applications is limited,there will be a growing demand for integrated content management systems. The rapid deployment of corporate portals intensifies the need for a single point of access to multiple data stores both within and outside the company.

Full text retrieval, coupled with tools for searching non-text and structured databases, a corporate portal enables users to aggregate, manage, and deliver targeted content over the Internet, intranets, and extranets. These new systems manage information categorization and access as well as content to become a new generation of content management systems. They will combine features of several technologies that have been developing in parallel: content management, automatic categorization, security, rights and permissions management, interactive interface design, and linguistically based tools to improve retrieval.

(Source: IDC)


Component Functionality

• Content Management

• Automatic Categorization

• Security

• Rights and Permissions Management

• Interactive Interface Design

• Linguistically Based Tools / Retrieval


Component Functionality

• Content Management

• Automatic Categorization

• Security

• Rights and Permissions Management

• Interactive Interface Design

• Linguistically Based Tools / Retrieval

Implications for Documents(Content)


Content-Processing Functionality

• For non-textual content

• For text

– Content mark-up (indexing, enhancement)

– Content analysis (Syntax, Semantics, Extra-Semantics)


Document Enhancement

• Mark-Up (XML)

• Dynamic Hypertext Linking

• Transformation– Message “Chunks”– Essential Parts

• Prioritization


Dates & Times

Names & Places

Amounts

Specific Issues

Affect

Implications for Processing(Core Technology)


Content-Management Functionality• Indexing, Search, Retrieval• Filtering (not IR!!)• Prioritization• Fact Extraction/Summarization• Transformation• Organization• Coordination• Decision Support (Event Detection, etc.)


“Knowledge Management” vs. Micro-Message Management

• The underlying model for KM is the database—a closed world of groups of documents, targeting no one in particular

• The underlying model for M3 is the stream—an open world of individual messages, targeting specific people and with a specific purpose (information transaction)


Retrieval Model

Q

tf idf

Goal: Optimizeover set of Docs,return top Docs


Classification Model

Goal: Assign alland only correctCs to Doc

C

C

C

tf idf


Filtering Model

Goal: Deliver Doc toeach individual setrepresented by P(optimizing assessmentof fit to each P)

P

P

P

tf idf

tfidf

tf idf

tfidf

LexiconsGrammarsRef. CorporaHistory SetsThresholdsUtilities


Retrieval Results

Doc1

Doc2

Doc7

Doc3

Doc6

Doc4

Doc5

98.9

92.3

87.4

79.6

77.9

53.1

44.2

If the process has beenoptimized, the likelihoodof relevance decreasesas one goes down theranked list...


Filtering Results

Doc98.9

Doc44.2

Doc53.1

Doc77.9

Doc79.6

Doc87.4

Doc92.3

Future “Now”

?

Accept

Reject

The process cannot be optimized withrespect to the future set of documents...


Ingredients:Data Structures & Algorithms


Filtering Profile

Terms

Constraints

Threshold

Natural Language

Example Documents

Reuse of Profile

Boolean Operators

Special Conditionson Fields

Term Count (K-of-N)

Weighted Term Count (WK-of-N)

Score Percentage

Delivery Ratio


Filtering ProcessSingle Doc, Single Profile

Scoring

Scoring

Scoring

CombinedScore

ThresholdTesting

True Delivery

WaitingDelivery

Discarded Docs

Threshold

Whole Doc

Accumulated

Overlap Subdoc

Ref Corpus

Moving WindowDecaying Model

Fixed

Subdoc

Profile-Specific

UserInterface

Sample“False”Docs

Sample“Marginal”Docs

“True”Docs


User Model / “Utility”

• The user must be modeled, minimally to provide a basis for updating based on feedback

• One approach is to use a “utility function”– Tolerance for false-positive– Desire to minimize false-negatives


Utility Function Example

F1 = 3R–2NDoc–

Doc+

Doc+

Doc–

Doc+

Doc+

F1 = 3(4)–2(2) = 8

F2 = R–3N

F2 = (4)–3(2) = –2

Implications for Applications(Process, Functionality)



WorkgroupMessages

Databases

Web Pages

Portal

Service

Reports

Information Switchboard

Call Center

Transcription

Telephony

Web-Mail

E-Mail

Personal Info

Wireless

PortalPortal


Range of Applications

• Application 0a: Linking to a Site• Application 0b: Searching• Application 1: “Policy Push”• Application 2: “Personalized Pull”• Application 3: Cross-Portal Coordination• Application 4: Information Optimization• Application 5: Automated Content Mining• Application 6: General Productivity

Enhancement


Personal Portal

• Each person has unique portal

• Each portal maintains unique identity Profiles, Resources, …

• System can distinguish each portal


“Policy Push”

• System sends you what it thinks you need to see

• Requirements:– System Policy– Indexing– Classification


“Personalized Pull”

• You tell system what you need/want and the system gets it for you

• Requirements:– System Policy– Indexing– Classification– Filtering

Local Profiles

– Feedback


Cross-Portal Coordination• Your portal knows about other portals

(and they know about your portal) and information is shared


Local Profiles

– Feedback

– Profile Clustering– Hierarchical Policy


Information Optimization• Your portal knows about how to display,

organize, abstract, interpret information from any source


Local Profiles

– Feedback

– Profile Clustering– Portal (Personal) Policy– Content Analysis

Concept/Entity ID Summarization


Automated Content Mining• Your portal knows what to do with

information from any source and how to use the information in decision support


Local Profiles

– Feedback

– Profile Clustering– Portal (Personal) Policy– Content Analysis

Concept/Entity ID Summarization

– General Text Mining


General Productivity Enhancement• Your portal knows how you work and how

to help you work more efficiently• Requirements:

– All of the Above + – Advanced User Models– Advanced Resource & Process Models

• Examples:– “Click to Contact”– “Track a Trend”– Automate E-Mail (& Other Communications)


Conclusions• Portals are evolving• Micro-Messages are a special challenge• Emphasis less on

knowledge management than on information transaction optimization

• Technology can transform portals into information routers

• The cost of failure is high!

The End

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