Knowledge graphs in search engines

E. Della Valle – http://emanueledellavalle.org - @manudellavalle

Knowledge Graphs in search engines like Google

Emanuele Della ValleDEIB - Politecnico di Milanohttp://emanueledellavalle.org @manudellavalle


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Me

• Assistant Professor at DEIBPolitecnico di Milano

• Expert in semantic technologies and stream computing

• Brander of stream reasoning: an approach to master the velocity and variety dimension of Big Data• https://scholar.google.com/scholar?

hl=en&q="stream+reasoning"

• 17 years of experience in research and innovation projects

• Startupper: • http://www.fluxedo.com

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[email protected]

@manudellavalle

http://emanueledellavalle.org

http://streamreasoning.org

http://fluxedo.com


• The interoperability problem• The standardization dilemma• One standard does not fit all• Embrace change with semantic technologies• Demo time for Google Knowledge Graph• How this become possible

Agenda

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Definitions of Interoperability

• Interoperability• the ability of information and communication technology (ICT) systems

to exchange data and to enable sharing of information and knowledge • Functional interoperability

• Information has to be transmitted reliably between heterogeneous applications

• Semantic interoperability• Transmission must occur without loss of meaning, and thus without

loss of computability• E.g., Semantic Interoperability in healthcare information systems

• It is the ability to share information without loss of computable meaning, across multiple applications concerned with clinical (primary use) and related administrative, financial, and research domains (secondary uses).

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Once upon a time …

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…, in an happy organization, users were happy of the application the IT department prepared for them, but …

application

[…]

… the organization was not alone. Another organization developed a complementary application …

complementary application

[…]

… so, one day, the two organizations decided to integrate the two applications.

Organizationalboundaries

application

[…]


[…]


application

[…]

?

Having much to gain the happy organization decided to invest in a bi-lateral solution


[…]


application

[…]

adapter!


… this went on for a while, but …

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[…]

!

… the more bi-lateral integrations, the sadder the organizations became.

[…]

[…]

[…]

[…]

[…]

[…]

!

!

!!

!!

!!

!?!

!!!!!!

!?!?!?

?!?

?!?! OK!! Good!!! Very Good

!?! Very Good …

?!? Have I done the right thing?

??? Does it make sence??#@ Why am I doying it!!!

Legend


… So, they standardized and …

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[…]

[…]

[…]

[…]

[…]

[…]

[…]

standard

… and they lived happily ever after!


Well, not really :-( Actually …

9

[…]

[…]

[…]

[…]

[…]

[…]

[…]

??? KEEP CALM

AND

WAIT FOR 1 YEARS 10100


Why? The Standardization dilemma!

ComprehensiveHandles all use cases

GoodHigh quality

TimelyCompleted quickly

Pick two!

Pick two!

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There are a variety of them

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Standards are like plumbs


Over 100 in the Healthcare domain!

AIR ALT AOD AOT BI CCC CCPSS CCS CDT CHV COSTAR CPM CPT CPTSP CSP CST DDB DMDICD10 DMDUMD DSM3R DSM4 DXP FMA

HCDT HCPCS HCPT HL7V2.5 HL7V3.0 HLREL ICD10 ICD10AE ICD10AM ICD10AMAE ICD10CM ICD10DUT ICD10PCS ICD9CM ICF ICF-CY ICPC ICPC2EDUT ICPC2EENG ICPC2ICD10DUT ICPC2ICD10ENG ICPC2P ICPCBAQ ICPCDAN ICPCDUT ICPCFIN ICPCFRE ICPCGER ICPCHEB

ICPCHUN ICPCITA ICPCNOR ICPCPOR ICPCSPA ICPCSWE JABL KCD5 LCH LNC_AD8 LNC_MDS30 MCM MEDLINEPLUS MSHCZE MSHDUT

MSHFIN MSHFRE MSHGER MSHITA MSHJPN MSHLAV MSHNOR MSHPOL MSHPOR MSHRUS MSHSCR MSHSPA MSHSWE MTH MTHCH

MTHHH MTHICD9 MTHICPC2EAE MTHICPC2ICD10AE MTHMST MTHMSTFRE MTHMSTITA NAN NCISEER NIC NOC OMS PCDS PDQ PNDS PPAC PSY QMR RAM RCD RCDAE RCDSA RCDSY SNM SNMI

SOP SPN SRC TKMT ULT UMD USPMG UWDA WHO WHOFRE WHOGER WHOPOR WHOSPA

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[source: dbooth.org/2014/yosemite/yosemite-project-slides.pdf]


And they keep changing :-(

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[Credits: Rafael Richards]


Why?

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[source http://xkcd.com/927/ ]


… sometime the variety is required

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standards are like plumbs


One standard does not fit all

Different use cases need need different data, granularity and representations

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[source: dbooth.org/2014/yosemite/yosemite-project-slides.pdf]


… thus translation is needed

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And counting on translation between standards is even convenient while working on increasing the comprehensiveness of a standard over time

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Translation is unavoidable!

Co

mp

reh

en

siv

e

0%

100%

Time

Translation

Standard


But be aware of the cost of ad hoc translation!

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…in healthcare costs $30000 Million per year in USA

[source: http://www.calgaryscientific.com/blog/bid/284224/Interoperability-Could- Reduce-U-S-Healthcare-Costs-by-Thirty-Billion]

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The luck of interoperability …


So What?!?

“It is not necessarily the strongest of the

species that survives nor the most intelligent,

but the one that is most responsive to change.”

--- Charles Darwin“The Origin of Species”

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Embrace change!

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Semantic Technologies embrace change

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subject objectobjectproperty

Proposing a simple data model: RDF

E.g.,

Flexible enough to represent: Tables

Amoxi-cillin

bacterial disease

bacterial disease

treats

Trees Graphs


Providing a powerful query language: SPARQLE.g., what does Amoxicillin treat?

?x={Bacterial disease, Urinary tract infection, Sinus infection, …}

Flexible enough to query RDF data even without knowing the schemaE.g., can you describe Amoxicillin ?

?p={treats} ?x={Bacterial disease, Urinary tract infection, Sinus infection, …}?p={hasSideEffects} ?x={Diarrhoea}?p={belongsTo} ?x={β-Lactam antibiotic, Penicillin-class Antibacterial}…


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Amoxi-cillin ?x?x

treats

Amoxi-cillin ?x?x

?p


Providing a formal language for conceptual modelling: OWLE.g., Heart

Heart is a muscularorgan that is part ofthe circulatory system

∀x.[ Heart(x)→ MuscolarOrgan(x)∧ ∃y.[isPartOf(x,y )∧ CirculatorySystem(y)]]

OWL is a modular standard that offers different trade-offs OWL-QL OWL-RL OWL-EL


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TermsData

Terms

Data Terms

Data



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Standard in OWL

[…]

Ontology Based Data Access as a prototypical solution to interoperability problems

<XML><XML>

Translator Translator Translator



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Standard in OWL

[…]

SPARQL Queries


RDBMS <XML><XML>




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Standard in OWL

Results{ , , }


[…]RDBMS <XML><XML>


E. Della Valle – http://emanueledellavalle.org - @manudellavalle 29


DEMO TIM

E


Search for Galileo and look to the right

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Galileo Galilei AstronomerAstronomer

type

February 15, 1564

February 15, 1564

when born

CallistoCallisto

GanimedeGanimede

discovered


Let's try a more complex query

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Galileo Galilei

discovered?x?x


Try and enjoy!

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“The Semantic Web is not a separate Web, but an extension of the current one, in which information is given well-defined meaning, better enabling computers and people to work in cooperation.”

“The Semantic Web”, Scientific American Magazine,

Maggio 2001

Semantic interoperability on the functionally interoperable Web

2001In the begging was the Semantic Web

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2008It gained popularity when Linked Data became standards

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View the full talk at http://www.ted.com/talks/view/id/484 !


2008it was funded by USA, UK and …

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2008… and EU


2008Search engine created incentives

[source https://developer.yahoo.com/searchmonkey/siteowner.html ]

https://developer.yahoo.com/searchmonkey/siteowner.html


2008Search engine created incentives

Emanuele Della Valle -

@manudellavalle - http://emanueledellavalle.

org

[source https://developers.google.com/structured-data/rich-snippets/ ]

https://developers.google.com/structured-data/rich-snippets/


•Since Fall 2009•450.000 products •Using RDFa (= RDF embedded in HTML)•Pages with RDFa higher in Google ranking•BestBuy claims 30% more traffic!•Yahoo reports 15% higher click-through rat

2009Best Buy picked them up


© 2012 Politecnico di Milano, Emanuele Della Valle


<div rel="v:hasReview"><span property="v:rating" datatype="xsd:string"> 4.8</span> of <span property="v:best">5</span>

<div rel="v:hasReview"><span property="v:rating" datatype="xsd:string"> 4.8</span> of <span property="v:best">5</span>

RDFa


Google for Nikon+12.3-Megapixel+Digital+SLR+Camerahttps://www.google.com/search?q=Nikon+12.3-Megapixel+Digital+SLR+Camera


enriche

d pages//43

Sponsored Links

https://www.google.com/search?q=Nikon+12.3-Megapixel+Digital+SLR+Camera


• Who: Richard MacManus • When: April 15th, 2010• Context: Modigliani’s painting are

scattered all other the world• The challenge: If all museums would have

published their collections as linked data, will it be possible to know the locations of allthe original paintings of Modigliani?

• http://readwrite.com/2010/04/15/the_modigliani_test_semantic_web_tipping_point

2010The Modigliani test for Linked Data

http://readwrite.com/2010/04/15/the_modigliani_test_semantic_web_tipping_point


The Results of Modigliani test for Linked Data• Who: Atanas Kiryakov (Ontotext AD)• When: April 25th, 2010• How: http://factforge.net/ a “reason-able” view to the web of data• Results: http://bit.ly/ModiglianiTest

http://readwrite.com/2010/04/25/the_modigliani_test_for_linked_data

2010The Modigliani test for Linked Data

Part of my LarKC project http://www.larkc.org/

http://factforge.net/

http://bit.ly/ModiglianiTest


Use RDFa with some FB specific vocabulary

og:title - The title of your object, e.g., "The Rock".

og:type - The type of your object, e.g., "movie".

og:image - An image URL

og:url - The permanent ID of your object

og:description - A one to two sentence description of your object.

og:site_name - If your object is part of a larger web site, the name which should be displayed for the overall site. e.g., "IMDb".

2010It went main stream with Facebook Open Graph

http://ogp.me/

http://ogp.me/


Open Graph Usage Statistics

15 millions sites are using Open Graph! 39% of the top 10,000 sites

2010It went main stream with Facebook Open Graph

[Source: http://trends.builtwith.com/docinfo/Open-Graph-Protocol]

%

40

30

202010 2011 2012 2013 2014 2015


•The core vocabulary currently consists of •597 Types•867 Properties•114 Enumeration values

[So

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rg/2

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11/s

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]

2011It reached its full potential with schema.org

http://blog.schema.org/2015/11/schemaorg-whats-new.html


Thanks to schema.org also recipe are in the Knowledge Graphs

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Google Knowledge Graph (powered by Semantic Technologies) passes the Modigliani Test

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Knowledge Graphs in search engines like Google

Emanuele Della ValleDEIB - Politecnico di Milanohttp://emanueledellavalle.org @manudellavalle

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Knowledge graphs in search engines