Joe PairmanLead Consultant, Mekon Ltd.

Andreas BlumauerCEO, Semantic Web Company

WEBINAR

Structured Content Meets Taxonomy

1

2AGENDA

Structured Content Meets Taxonomy

▸ Introduction▸ Why Embedded Semantics?▸ What is Structured Content?▸ Why does structured content need taxonomies &

semantic technologies?▸ Q&A Engines: Benefiting from Knowledge Graphs▸ Creating Knowledge Graphs with PoolParty 6.0

INTRODUCTIONMekon & Semantic Web Company:

When clients benefit from complementary partners

3

INTRODUCTION

4Semantic Web

Company

founder & CEO of

Andreas Blumauer

developer and vendor of

2004founded

6.0

current Version

active at

based on

Vienna

located

part ofTaxonomies Knowledge

Graphs

manages

standard for part of

is a

>200serves customers

Introduction: Joe Pairman

Was at HTC, doing:▸ Structured content for

user education:

▹ business case

▹ information model,

▹ CCMS

implementation

▹ Training

▸ Mobile content delivery

platform

▸ Localization / web

delivery

▸ Internal knowledge

management

Now at Mekon:Lead consultant:

▸ Structured content

consulting and coaching

▸ Requirements gathering

& solution design

▸ Pilots & proofs of

concept

▸ Applied taxonomy

5

EMBEDDED SEMANTICS

From Structured to Semantic Content Authoring

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Fundamental assumption

People actually do not search for documents only,

they need facts and smaller chunks of information.

Machines should help to create links between those to give

answers to concrete questions.

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8Benefiting from Semantics alongside the Content Life Cycle

Four-layered Content Architecture

9

And what’s it good for?

What is structured content?

Non-structured content• Whole pages, with a “body” blob

• Documents

• Publications

Structured content is made of sub-publication chunks• Sections with a heading

or sub-heading

• Paragraphs, tables,

figures

Structured content is made of semantic chunksSections, paragraphs, tables,

phrases, tagged according to the

type of information they contain

Structured content is made of semantic chunksMaybe

this:

Structured content is made of semantic chunksNot

this:

Consistent, predictable answer structure

Readers expect consistency

Structure helps authors

Structure helps authors

Other benefits: multichannel output

“Show Me” app on phone

Support content on desktop

PDF user guide

Other benefits: multichannel output

Other benefits: tailoring to context

?

Tailoring to context (needs more metadata)

http://mekon.poolparty.biz/Demoresetterms/ZoomBar

http://mekon.poolparty.biz/Demoresetterms/AutoFocusIndicator

http://mekon.poolparty.biz/Demoresetterms/ShakeDetectionIndicator

http://mekon.poolparty.biz/Demoresetterms/PhotoVideoModeSwitch

http://mekon.poolparty.biz/Demoresetterms/FlashButton

Tailoring to context (needs more metadata)

Tailoring to context (needs profiles or rules)

Not only filtering — you can also pull out relevant chunks of information independently

Shortdesc is a very important chunk of info~ SERP link previews tend to use it

~ It may improve ranking in the first place!

~ For site search, link previews are just as usefulApparently no shortdescs or equivalent

Shortdescs (as meta description & in page content)

Word choice is critical

Why does structured content need taxonomy & semantic technologies?

What are we still missing?Structured content helps us:

~ Formulate complete, well sequenced answers

~ Personalize the answers

~ Label individual snippets & facts within answers so they can be used independently

In itself, structured content doesn’t:

~ Provide a central location for all labels and names

~ Tell other machines what content is about in a way that they can use effectively

Taxonomies help us connect related labels (helping authors use relevant language)

Taxonomies relate concepts to each other

A concept is (minimum):

Concepts can tag whole topics/pages

https://mekon.poolparty.biz/mekonchef3/164

Each site/platform reads the taxonomy

https://mekon.poolparty.biz/mekonchef3/164

Filter results by:Preparation method Chop (23) Combine (2) Mince (3) Shaved ice (1) Shred (8)

Dietary suitability Gluten-free Halal▸ More…

Type of dish Main meal Side dish▸ More…

By using the URI, label changes are picked up

https://mekon.poolparty.biz/mekonchef3/164

Filter results by:Preparation method Chop (23) Combine (2) Mince (3) Shave (ice) (1) Shred (8)

Dietary suitability Gluten-free Halal▸ More…

Type of dish Main meal Side dish▸ More…

Hierarchy changes work too

https://mekon.poolparty.biz/mekonchef3/164

Filter results by:Preparation method Flavoring / tenderizing Marinate (5) Dry rub (3)

Food processing Chop (23) Combine (2) Mince (3) Shave (ice) (1) Shred (8)

Dietary suitability Gluten-free Halal▸ More…

Type of dish Main meal Side dish▸ More…

To get the most from structured content, tag chunks of content with concepts

Example from content modeling / taxonomy dev client

Taxonomy-sourced conditions: SKOS source

Taxonomy-sourced conditions: applied in editor

Taxonomy-sourced conditions: reader view

Taxonomy-sourced conditions: reader view

To get the most from structured content, tag inline entitiesContent marketing proof of concept, with input from:

Content Marketing proof of concept

Starting with a recipe taxonomy

Tech writers create tech docs

BENEFITING FROM KNOWLEDGE GRAPHS

Towards a Q&A engine based in knowledge graphs

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50What’s the problem with Structured Content (like DITA), especially in large content repositories?

<party> <name>Social Democratic Party </name> <abstract> The Social Democratic Party of Germany is a social-democratic political party in Germany. The party, led by Chairman Martin Schulz since 2017, has become one of the two major contemporary political parties in Germany, along with the Christian Democratic Union (CDU). </abstract> <altname>SPD</altname> <founded>1863</founded> <country>Germany</country></party>

<mayor> <name>Michael Müller </name> <bio> Michael Müller (born 9 December 1964 in West Berlin) is a German politician of the SPD. He has been the Mayor of Berlin since 11 December 2014. </bio> <city>Berlin</city> <party>SPD</party> <year>2014</year> <profession>Printer</profession> <religion>Lutheran</religion></mayor>

▸ Use names for things consistently▸ Allow synonyms▸ Keep all names up to date▸ Include relations between things▸ Relate and link documents to

each other dynamically▸ Filter and aggregate documents,

also along hierarchies▸ Extract machine-processable

facts from document repositories▸ Do automatic content quality

checks▸ Provide answers to complex

questions

51Structured content can be the raw material for a knowledge base, help desk, or Q&A machines

Sadiq KhanSadiq Khan is the current Mayor of London since 2016. He is a lawyer and member of the Labour Party. Khan is a practicing Sunni Muslim.

Michael MüllerMichael Müller is a politician of the SPD. He has been the Mayor of Berlin since 2014. Müller is printer by profession and member of the Lutheran church.

Virginia RaggiVirginia Raggi is the current Mayor of Rome, who was elected in 2016. Raggi represents the Five Star Movement. She is Roman Catholic and studied law.

?Corine MauchCorine Mauch is a Swiss Social Democrat politician who serves as mayor of Zurich since 2009. Mauch studied agricultural economics.

Kadir TopbaşKadir Topbaş is a Turkish architect and the current mayor of Istanbul since 2004. He is member of AKP and is Sunni Muslim.

- Which mayors in capital cities of the EU belong to social democratic parties?

- Which mayors in European cities with more than 500,000 inhabitants are female?

- Which mayors have a background in social sciences?

- Which female mayors belong to a conservative party?

- Which mayors believe in Christianity, which believe in Islam?

- Which mayors belong to parties that have existed for more than 20 years?

52How to link (structured) content to background knowledge?

<mayor> <name>Sadiq Khan </name> <city>London</city> <party>Labour Party </party> <year>2016</year> <profession>Lawyer</profession> <religion>Sunni Islam </religion></mayor>

- Which mayors in capital cities of the EU belong to social democratic parties?

- Which city is a capital city?- Which city belongs to which country?- Which country belongs to the EU?- Which party is a social democratic party?

- Which mayors in European cities with more than 500,000 inhabitants are female?

- Which city is based in Europe?- How many inhabitants has a city?- Which mayor is male or female?

- Which mayors have a background in social sciences?- On which science is a profession based?

- Which female mayors belong to a conservative party?- Which mayor is male or female?- Which party is a conservative party?

- Which mayors believe in Christianity, which believe in Islam?

- Which religions are Christian?- Which religions are Muslim?

- Which mayors belong to parties that have existed for more than 20 years?

- When was a party founded?

<mayor> <name>Michael Müller </name> <city>Berlin</city> <party>SPD</party> <year>2014</year> <profession>Printer</profession> <religion>Lutheran</religion></mayor>

<mayor> <name>Virginia Raggi </name> <city>Rome</city> <party>Five Star Movement </party> <year>2016</year> <profession>Lawyer</profession> <religion>Catholic</religion></mayor>

<mayor> <name>Corine Mauch </name> <city>Zurich</city> <party>SP</party> <year>2009</year> <profession>Economist</profession> <religion>unknown</religion></mayor><mayor> <name>Kadir Topbaş </name> <city>Istanbul</city> <party>AKP</party> <year>2004</year> <profession>Architect</profession> <religion>Sunni Islam </religion></mayor>

53Semantic Web Approach

Knowledge Graphs based on standards and explicit semantics

Things and URIs instead of Strings and Literals

<mayor> <name>Michael Müller </name> <city>Berlin</city> <party>SPD</party> <year>2014</year> <profession>Printer</profession> <religion>Lutheran</religion></mayor>

@prefix taxo: <http://marklogic.poolparty.biz/politics/> .@prefix skos: <http://www.w3.org/2004/02/skos/core#> .@prefix onto: <http://marklogic.poolparty.biz/Politics-ontology/> .

taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 a onto:Politician .taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 skos:prefLabel “Michael Müller” .taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:isLeaderOf taxo:0d1fe09c-6ee0-4af7-87f8-b62b2bfc7aa1 .taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:isMemberOf taxo:7177cd40-a01c-426d-b622-7b687f98f413 .taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:hasProfession taxo:aacd-53a0-49f7-92b4-72b8ecb1139e .taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:believesIn taxo:baeaa801-0829-478b-b969-d4350ec58c69 .

Michael Müller

SPD

Berlin Lutheran

Party

Politician

Place

Religion

54RDF as the base technology for Linked Data

<mayor> <name>Michael Müller </name> <city>Berlin</city> <party>SPD</party> <year>2014</year> <profession>Printer</profession> <religion>Lutheran</religion></mayor>

@prefix taxo: <http://marklogic.poolparty.biz/politics/> .@prefix skos: <http://www.w3.org/2004/02/skos/core#> .@prefix onto: <http://marklogic.poolparty.biz/Politics-ontology/> .

taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 a onto:Politician .taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 skos:prefLabel “Michael Müller” .taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:isLeaderOf taxo:0d1fe09c-6ee0-4af7-87f8-b62b2bfc7aa1 .taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:isMemberOf taxo:7177cd40-a01c-426d-b622-7b687f98f413 .taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:hasProfession taxo:aacd-53a0-49f7-92b4-72b8ecb1139e .taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:believesIn taxo:baeaa801-0829-478b-b969-d4350ec58c69 .taxo:7177cd40-a01c-426d-b622-7b687f98f413 a onto:Party .taxo:7177cd40-a01c-426d-b622-7b687f98f413 skos:prefLabel “Social Democratic Party” .taxo:7177cd40-a01c-426d-b622-7b687f98f413 skos:altLabel “SPD” .taxo:7177cd40-a01c-426d-b622-7b687f98f413 onto:locatedIn taxo:fcc75dc0-eca4-4c04-a065-b6b2fb39329f .taxo:7177cd40-a01c-426d-b622-7b687f98f413 onto:foundedIn “1863” .

<party> <name>Social Democratic Party </name> <altname>SPD</altname> <founded>1863</founded> <country>Germany</country></party>

Michael Müller

SPD

Berlin Lutheran

Party

Politician

Place

Religion

Germany

1863

55Knowledge Graphs can be extended continuously and can be enriched by other Linked Data sources

<mayor> <name>Michael Müller </name> <city>Berlin</city> <party>SPD</party> <year>2014</year> <profession>Printer</profession> <religion>Lutheran</religion></mayor>

@prefix taxo: <http://marklogic.poolparty.biz/politics/> .@prefix skos: <http://www.w3.org/2004/02/skos/core#> .@prefix onto: <http://marklogic.poolparty.biz/Politics-ontology/> .

taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 a onto:Politician .taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 skos:prefLabel “Michael Müller” .taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:isLeaderOf taxo:0d1fe09c-6ee0-4af7-87f8-b62b2bfc7aa1 .taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:isMemberOf taxo:7177cd40-a01c-426d-b622-7b687f98f413 .taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:hasProfession taxo:aacd-53a0-49f7-92b4-72b8ecb1139e .taxo:2bde4d8c-e354-4b2b-a7d8-a488f6605b12 onto:believesIn taxo:baeaa801-0829-478b-b969-d4350ec58c69 .taxo:7177cd40-a01c-426d-b622-7b687f98f413 a onto:Party .taxo:7177cd40-a01c-426d-b622-7b687f98f413 skos:prefLabel “Social Democratic Party” .taxo:7177cd40-a01c-426d-b622-7b687f98f413 skos:altLabel “SPD” .taxo:7177cd40-a01c-426d-b622-7b687f98f413 onto:locatedIn taxo:fcc75dc0-eca4-4c04-a065-b6b2fb39329f .taxo:7177cd40-a01c-426d-b622-7b687f98f413 onto:foundedIn “1863” .

<party> <name>Social Democratic Party </name> <altname>SPD</altname> <founded>1863</founded> <country>Germany</country></party>

Michael Müller

SPD

Berlin Lutheran

Party

Politician

Place

Religion

Germany

Berlin3.6m

European Union

1863

56schema.org

57schema.org

CREATING KNOWLEDGE GRAPHS

Creation and Maintenance with PoolParty 6.0

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59Create Semantics

PoolParty supports various methods to create consistent semantic metadata

PoolParty Thesaurus ServerTaxonomy, ontology, and

graph management; linked data harvesting, taxonomy linking

PoolParty PowerTaggingAutomatic content classification

and semantic enrichment

Corpus Analysis & Machine LearningFully automated generation of graph

providing language statistics and co-occurences

PoolParty Unified ViewsTriplification of structured and

semi-structured content; schema mapping, anything2RDF

Graphs + Machine Learning

PoolParty as a supervised learning system

60Content Manager

Integrator

Taxonomist/Ontologist

ThesaurusServer

Extractor

PowerTagging

uses API

is user of

is user of

is basis of

is basis of

Index

annotates

enriches

Corpus Learning/ Semantic Analysis

CMS

extends

is basis of

analyzesuses API

proposesextensions

Demo

Semi-automatic creation and maintenance of knowledge graphs with PoolParty

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TWO INTEGRATIONSCENARIOS

62DAM/CMS

Option 1:Concepts are derived from taxonomy and tagging is stored together with the asset in the DAM/CMS

http://apple.com/macmini.jpg

http://apple.com/graph/1234PoolParty

API

Option 2:Concepts are derived from taxonomy, and tagging event is stored in a triple store by tying together assets with concepts from graph.

DAM/CMS

http://apple.com/macmini.jpg

http://apple.com/graph/1234PoolParty

API

http://apple.com/macmini.jpg

http://apple.com/macmini.jpg

http://apple.com/graph/1234

RDF Store

Wed 3 May, 2017User4711

DAM/CMS API

PoolParty

PoolParty

Beyond Semantic Search

Link unstructured information to semantic graphs with PoolParty

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PoolParty GraphSearch

Linked Data Warehouse

Unstructured Information (e.g. SharePoint)

RDF TripleStore (Taxonomies,

Annotations and Graphs)

64Q&A and Graph-based Search with MarkLogic

Structured Content Audit & Semantic Web Starter Kit

65

GET STARTED

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CONNECT

Joe PairmanLead Consultant, Mekon

▸ joe.pairman@mekon.com▸ http://www.mekon.com▸ https://www.linkedin.com/in/joepairman▸ https://twitter.com/joepairman

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© Mekon - http://www.mekon.com

CONNECT

Andreas BlumauerCEO, Semantic Web Company

▸ andreas.blumauer@semantic-web.com▸ https://www.semantic-web.com ▸ https://www.linkedin.com/in/andreasblumauer▸ https://twitter.com/semwebcompany ▸ https://ablvienna.wordpress.com/

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© Semantic Web Company - http://www.semantic-web.com and http://www.poolparty.biz/