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Semantic Technologies in
Perspective: What Have We Learned,
and Where are We Going?
Steve Sieck
ASIDIC Spring Conference 2010
Agenda
• Some things we heard today
• Some things we didn’t hear today
• Some thoughts on the future
Where I’m coming from
The Territory
GE
NE
RA
LISTS
SPECIALISTS
Depth
Range
Source: adapted from drawing by Dave Gray (http://www.flickr.com/photos/davegray/1183652252/
Me
Questions I brought to today’s meeting
• How are the definitional relationships changing among the things we describe when we say “semantic web technologies,” “The Semantic Web,” and “smart content” changing?
• Where is the ROI on creating “smart content” occurring, and how is it being measured? And what’s next in terms of capturing and measuring business value?
• Where are semantic technologies “enabling” new offerings and business strategies, and where are they (more accurately) “enhancing” them?
• How is the explosion of social media content being incorporated in “smart content” solutions – and what additional opportunities does it present?
• How rapidly are the technologies and applications of smart content evolving? Is there anything (in practical terms) really new?
How are the (definitional) relationships changing?
“Smart Content”
“Semantic Web Technologies” “Linked Data”
“The Semantic Web”
“Semantic Content Technologies”
Where is the ROI? e.g.:
• Better discoverability (e.g., improved SEO, inbound contextual linking)
• Better product integration & customization (e.g. faceted browsing, contextual linking, workflow integration)
• More effective resource management (e.g., digital asset management, rights tracking)
• Better personalization (e.g. profiling, alerting, targeted advertising)
• Better product planning and development (content usage trends, topical coverage and gaps)
• New functionalities (e.g., creation of “instant social networks”)
• Enablement of (other) new products and/or new revenue streams
“Enhancement”/Existing or “Enablement”/New?
Products
Customers
New
NewExisting
Existing
Elsevier Illumin8IEEE?
AACR
APA
McGraw-Hill
IEEE?
IEEE?
McGraw-Hill (finer segments)
Semantic content technologies and applications: What’s really new?
“Semantic indexing was an algebraic model of document retrieval. The approach used singular value decomposition of the vector space of index terms.”
– conference speaker, quoted in White and Arnold, Successful Enterprise Search Management
Technologies/ApproachesTaxonomies/Ontologies/ThesauriXML repositoriesStatistical analysisKnowledge-basedRules-basedSyntactical analysis and parsingBayesian analysisNeural networks
ApplicationsSemantic SearchFaceted BrowsingEntity and fact extractionAuto-classificationAuto-summarizationRecommendation systemsText miningData visualizationTrendingSentiment Analysis
What’s next?
• Linked Data - “an infrastructure upgrade to the back-end of Web to make it work for data”
• Adoption led by industries with dense thickets of information to manage (e.g., drug discovery, healthcare, government/security)
• Making content accessible to the network – a key role for publishers
• Demand increased by flood of real-time data (social, sensors, transactions) in science, business, professions
• Consumer (esp. mobile) applications (e.g., Siri)• New business models emerge
• Challenges:– Confusing and conflicting messaging
– Standards to address privacy and trust issues
– Standards to facilitate applications (e.g., “semantic APIs”)
– Limited supply of needed skill setsSource: http://www.flickr.com/photos/dullhunk/303503677/
Semantic advertising and marketing
665 396 17
73,800
8,720
1,7900
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
"Semantic Advertising" "Semantic Marketing" "Semantic Branding"
March 2008
March 2010
# of Google search results
Search phrases
Source: Scott Brinker, chiefmartec.com, Google, SKS Advisors analysis
• Today:– Semantic ad networks
(e.g., Google Adsense, Peer39)
• Tomorrow:– Advertisers bid on
concepts and relationships (rather than keywords or phrases)?
– Advertisers pay to have Web content semantically delineated and fielded (RDF, etc.) for Linked Data exposure?
– Advertisers pay directory and review publishers for semantically enhanced listings?
Growth of interest in “semantic marketing” subjects (2008-2010)
Riding the Linked Data bandwagon
BBC
Best Buy
CNET
Data.gov.uk
The Guardian
New York Times
O’Reilly
Thomson Reuters
…
Good advice to publishers
• Start simply and improve functionality incrementally
• Expect greater things of your authors
• Exploit your existing in-house skills fully
• Use established standards wherever possible
• Publish raw datasets to the Web
• Release article metadata, particularly reference lists, in machine-readable form
Source: David Shotton, “Semantic Publishing: the coming revolution in scientific journal publishing”
Conclusion: Move forward with agility …and realism
Some differing bromides apply:
“Never mistake a clear view for a short distance”
“You can’t sell them the solution before they’ve bought the problem”
“Over-hyped in the short-term, under-hyped in the
long term”
The Semantic
Web
Smart content
solutions
Semantic techno-logies