Smart Content = Smart Business

Smart Content = Smart Business

Seth GrimesAlta Plana Corporation

+1 301-270-0795@sethgrimes

July 6, 2011


Table of Content:1. Perspective2. Semantics3. Content analytics4. Smart Content5. Business

Warning: This is going to be a big-picture talk, and my personal primary focus is not CMS.

Also, I don’t plan to talk about RDF, RDFa, microformats, Schema.org, etc., but we can discuss that stuff in Q&A.


http://upload.wikimedia.org/wikipedia/commons/d/de/Reconstruction_of_the_temple_of_Jerusalem.jpg http://upload.wikimedia.org/wikipedia/commons/thumb/3/31/La_scuola_di_Atene.jpg/800px-

La_scuola_di_Atene.jpg

Perspective changed Western art, for the artist and for the viewer.


Ken Jennings, IBM Watson, and Brad Rutter play Jeopardy!

https://secure.wikimedia.org/wikipedia/en/wiki/File:Watson_Jeopardy.jpg

Semantic computing changes our perspective.

The Far Side by Gary Larson


http://www.businessweek.com/magazine/content/04_19/b3882029_mz072.htm

From here to there.


The destination?

2001: A Space Odyssey, Stanley Kubrick


I see three categories of data:Quantities, whether measured, observed, or computed.

Content, which I’ll characterize as non-quantitative information.

Metadata describing quantities and content.

Structured/unstructured is a false dichotomy.


In the CMS/KMS context, content =Stuff your community creates.Stuff you publish.Stuff your community/stakeholders see.

Stuff =Documents and messages.Networks.Knowledge.???

Form is text, media, multi-media, metadata.


Intelligent computing involves:Big (and little) DataAnalyticsSemantics elements of Smart Content

IntegrationInference

Smart Content has been analyzed, structured, tagged, and managed in a fashion that maximizes search-findability, usability, and usefulness.

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http://www.tropicalisland.de/NYC_New_York_Brooklyn_Bridge_from_World_Trade_Center_b.jpg

x(t) = t

y(t) = ½ a (et/a + e-t/a)

=acosh(t/a)

http://en.wikipedia.org/wiki/Seven_Bridges_of_K%C3%B6nigsberg

Analytics seeks structure in “unstructured” sources

http://en.wikipedia.org/wiki/Image:Konigsberg_bridges.png

http://en.wikipedia.org/wiki/Image:7_bridges.svg

http://en.wikipedia.org/wiki/Image:Konigsburg_graph.svg


“Statistical information derived from word frequency and distribution is used by the machine to compute a relative measure of significance, first for individual words and then for sentences.”

-- H.P. Luhn, The Automatic Creation of Literature Abstracts, IBM Journal, 1958.

http://wordle.net

Text analytics models text

Document input and processing

Knowledge handling is key

Desk Set (1957): Computer engineer Richard Sumner (Spencer Tracy) and television network librarian Bunny Watson (Katherine Hepburn) and the "electronic brain" EMERAC.

Hans Peter Luhn “A Business Intelligence

System”IBM Journal, October 1958


Where there’s text, there’s business value:• Customer service/support.• Brand & reputation management.• Marketing, market research & competitive

intelligence.• Intelligence, counter-terrorism & law

enforcement.• Life sciences including pharma drug

discovery.• Risk, fraud, compliance & e-discovery. • Media & publishing including social-media

analysis and contextual advertizing.• Search, still online’s “killer app.”• Semantic computing and the Semantic

Web.Most of this is beyond-publishing analytics.


Everyone is a content consumer.… at home, at work, and on the move

(mobile).

Anyone can be a content producer.… thanks to computers, devices, the Web,

and social content publishing platforms.

We share technical needs – Usable tools to automate the jobs of:• Producing, publishing & finding

content.• Extracting & integrating information.• Managing and exploiting knowledge.

We share online and on-social content goals.


Content consumers want fast, direct information access.

Content producers – online, social, enterprise – seek voice, visibility, authority, and profit.

http://blog.hubspot.com/blog/tabid/6307/bid/14953/What-Do-76-of-Consumers-Want-From-Your-Website-New-Data.aspx, courtesy of Mike Volpe.


From a 2011 study on Journal Article Mining by the Publishing Research Consortium (via TEMIS), of Publishers of Scientific Journals, 46% semantically enrich content.• 82% to make content more compelling

Improved Search & NavigationSemantic Linking to related content & knowledgeVisual Analytics

• 57% to create new products& servicesKnowledge BasesTopic PagesContextual Advertising


Three perspectives – Shared goals.

How to reach them?

Content ConsumerContent Producer

shopping sellinglearning informingspeaking listeningconnecting engaging

Content Publishing Platformsemantics for structure + findability +

usability

CONVERSIONSTICKINESS

RESPONSIVENESS

SATISFACTION


“If I’d asked people what they wanted, they would have said a faster horse.”

-- Henry Ford

The goal is not to accelerate old approaches.

We want to find a better way.

\http://www.autolife.umd.umich.edu/Labor/L_Overview/Ford_Assembly_Lines.htm


Smart Content business & technical challenges –Semanticize content.Use – and allow use of – semanticized content.

Open systems to use of external, semanticized content.

Align your content strategy with existing and emerging business needs.


Semantics enables better content production, management & use.

Semantics captures –Meaning

RelationshipsContext

Understanding– the sense of “unstructured” online, social, and enterprise information, for content consumers and publishers.

But there’s much more to semantics than just entities and URIs...

New York Times,September 8, 1957

Anaphora / coreference: “They”

Entities

Opinion

Events

Concepts


Named entities – people, companies, geographic locations, brands, ticker symbols, etc.

Topics and themes

Sentiment, opinions, attitudes, emotions

Concepts, that is, abstract groups of entities

Events, relationships, and/or facts

Metadata such as document author, publication date, title, headers, etc.

Other entities – phone numbers, e-mail & street addresses

Other

0% 10% 20% 30% 40% 50% 60% 70% 80%

71%

65%

60%

58%

55%

53%

40%

15%

Text Analytics 2009: User Perspectives on Solutions and Providers

My 2009 text-analytics market survey asked, [What information] do you need (or expect to need) to extract or analyze:


Semantic Search (eleven types):1. Faceted search.2. Related searches.3. Concept search.4. Reference-enriched results.5. Semantically annotated results.Breakthrough Analysis: Two + Nine Types of Semantic Search,

http://informationweek.com/news/software/bi/222400100

6. Full-text similarity search; 7. Search on annotations; 8. Ontology-based search; 9. Semantic Web search; 10. Clustered results; 11. Natural language search.

Top 5 are the key to a better user experience (UX) and to stickiness and conversion.


Decisive Analyticshttp://www.dac.us/

Beyond search, content exploration.


Smart Content relies on:1. Semantic annotation and metadata

extraction.2. Semantic integration, enrichment &

analysis. 3. Structuring & management to promote

reuse.

Smart Content provides:4. Workflow embedded delivery.5. Enhanced information access.

Smart Content delivers:6. Customer satisfaction.7. Competitiveness.8. Profitability.9. Insight.


So a couple of beyond-CMS/KMS business challenges –

Facilitate the inclusion & integration of enterprise & Web content, and social & enterprise data, into the ensemble of systems your organization supports and uses.

Innovate.


Innovation is essential. In content-analytics:• Advanced sentiment analysis: emotions,

opinions & intent.• Question answering.• Entity/identity resolution & profile extraction.• Online-social-enterprise data integration.• Speech analytics.• Discourse analysis.• Rich-media content analytics.• Augmented reality; new human-computer

interfaces.• Semantic search• Web 3.0 & the Semantic Web.


A few references:1. Six Definitions of Smart Content,

InformationWeek, September 24, 2010.2. This is Content Intelligence, According to

4 Experts, CMSwire, October 7, 2010. 3. Content Management Finds Meaning,

EContent, October 12, 2010.4. Smart Content Conference videos,

October 2010: http://vimeo.com/SethGrimes

What’s your vision of Smart Content?

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