Structured Content Meets Taxonomy

Joe Pairman
Lead Consultant, Mekon Ltd.
Andreas Blumauer
CEO, 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

INTRODUCTION
Mekon & Semantic Web Company:
When clients benefit from complementary partners
3

INTRODUCTION
4
Semantic Web
Company
founder &
CEO of
Andreas
Blumauer
developer and
vendor of
2004
founded
6.0
current
Version
active at
based on
Vienna
located
part of
Taxonomies
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
6

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.
7

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
chunks
Sections, paragraphs, tables,
phrases, tagged according to the
type of information they contain

chunks
Maybe
this:

chunks
Not
this:

Consistent, predictable answer structure

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/Demoresett
erms/ZoomBar
http://mekon.poolparty.biz/Demor
esetterms/AutoFocusIndicator
http://mekon.poolparty.biz/Demoresetter
ms/ShakeDetectionIndicator
ms/PhotoVideoModeSwitch
ms/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 useful
Apparently no
shortdescs or equivalent
Shortdescs (as meta
description & in page
content)

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

Concepts can tag whole topics/pages
https://mekon.poolparty
.biz/mekonchef3/164

Each site/platform reads the taxonomy
.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
.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
.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

applied in editor

reader view

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

Content Marketing proof of concept

Structured Content Meets Taxonomy

Starting with a recipe taxonomy

BENEFITING FROM
KNOWLEDGE GRAPHS
Towards a Q&A engine based in
knowledge graphs
49

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 Khan
Sadiq 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 Müller
Michael 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 Raggi
Virginia 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 Mauch
Corine Mauch is a Swiss Social
Democrat politician who serves as
mayor of Zurich since 2009. Mauch
studied agricultural economics.
Kadir Topbaş
Kadir 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>
<city>Berlin</city>
<party>SPD</party>
<year>2014</year>
</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>
<city>Berlin</city>
<party>SPD</party>
<year>2014</year>
</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>
<city>Berlin</city>
<party>SPD</party>
<year>2014</year>
</mayor>
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>
</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>
<city>Berlin</city>
<party>SPD</party>
<year>2014</year>
</mayor>
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>
</party>
Michael
Müller
SPD
Berlin Lutheran
Party
Politician
Place
Religion
Germany
Berlin
3.6m
European
Union
1863

CREATING
KNOWLEDGE GRAPHS
Creation and Maintenance with
PoolParty 6.0
58

59Create Semantics
PoolParty supports
various methods to
create consistent
semantic metadata
PoolParty Thesaurus Server
Taxonomy, ontology, and
graph management; linked data
harvesting, taxonomy linking
PoolParty PowerTagging
Automatic content classification
and semantic enrichment
Corpus Analysis & Machine Learning
Fully automated generation of graph
providing language statistics and
co-occurences
PoolParty Unified Views
Triplification of structured and
semi-structured content; schema
mapping, anything2RDF

Graphs +
Machine Learning
PoolParty as a
supervised
learning system
60 Content Manager
Integrator
Taxonomist/
Ontologist
Thesaurus
Server
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
analyzes
uses API
proposes
extensions

Demo
Semi-automatic
creation and
maintenance of
knowledge
graphs with
PoolParty
61

TWO
INTEGRATION
SCENARIOS
62
DAM/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/1234
PoolParty
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
PoolParty
API
RDF Store
Wed 3 May, 2017User4711
DAM/CMS
API
Pool
Party
Pool
Party

Beyond Semantic
Search
Link unstructured
information to
semantic graphs
with PoolParty
63
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
66
Get your test account at
www.poolparty.biz

PoolParty
Academy
Get certified!
67
https://www.poolparty.biz/academy/

CONNECT
Joe Pairman
Lead Consultant, Mekon
▸ joe.pairman@mekon.com
▸ http://www.mekon.com
▸ https://www.linkedin.com/in/joepairman
▸ https://twitter.com/joepairman
68
© Mekon - http://www.mekon.com

CONNECT
Andreas Blumauer
CEO, 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/
69
© Semantic Web Company - http://www.semantic-web.com and http://www.poolparty.biz/

Structured Content Meets Taxonomy

More Related Content

What's hot (15)

Similar to Structured Content Meets Taxonomy (20)

More from Semantic Web Company (20)

Recently uploaded (20)

Structured Content Meets Taxonomy