ENG: Semantic technologies & how to make your data talk (aexea@ebcongress Medellin)

Juliana Méndez.

How to make your data talk … get ready for semantic technologies!

That´s me: Juliana Méndez ¡  born in Germany, living in Indonesia, Colombian

roots

¡  Business Development APAC and LATAM

¡  aexea: German semantic technology company which developped AX semantics

¡  Economist, Marketing and Communication science

¡ Global Marketing Manager Robert Bosch GmbH

Juliana Méndez.

[email protected] #followme @JulianitaM #axsemantics

juli.mendez

id.linkedin.com/in/Julianamendez/ +62 812 37 453 687 Denpasar I Indonesia; Stuttgart I Germany www.ax-semantics.com

www.ax-semantics.com

Let´s stay in touch!

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- Let us do the writing for you. Better. Faster. Automatic.by aexea GmbH

Jl Persada | Denpasar | IndonesiaM. +62 81237 453 687 | skype: juli.mendeztwitter: @[email protected] | www.ax-semantics.com

Juliana MéndezArea Manager Asia Pacific

copyright: Juliana Méndez, aexea Gmbh

We have a problem... ¡  less time but need to create more and more

content.

¡  too much information available, not the right one

¡ Quality content is king, but time consuming, expensive and difficult to produce.

Juliana Méndez.

Welcome to the future... ...computers can write stories, by itself, synthesizing language, interpret and form meaningful information out of data as if it could really „speak“

Juliana Méndez.

“If you want to go fast, go alone. If you want to go far, go together”

- African Proverb -

Why am I telling you this?

Juliana Méndez.

After this you will know... ¡ What are semantic technologies & how they

work

¡ Why are they important for the digital world

¡ Why is semantic data smart and not just BIG

¡  How to make your data fit for linguistic applications

...and why you should start now

Juliana Méndez.

This is your reward ...If you do your homework right

Juliana Méndez.

Publishing: Automated Celebrity News Thumbs up: Bloom lams Bieber A mobile phone video released on the internet platform TMZ shows actor Orlando Bloom suddenly throwing a punch at singer Justin Bieber. This all happened on Ibiza in the early hours of Wednesday morning in a restaurant called Cipriani. Just before the fight, Bieber is reported to have said the words “what’s up bitch” and “she was good” to Bloom. Jealousy may be the main reason for the dispute, possibly even Bieber’s affair with Bloom’s ex-girlfriend Miranda Kerr. Celebrity blogger Perez Hilton remarked – and quite rightly too if you ask us – “Looks like Bloom doesn’t take shiz from anybody.“.

Juliana Méndez. Source:aexea


Ecommerce: Automated Product description

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= Data Input from customer Juliana Méndez. Source:aexea


Ecommerce: Automated Product descriptions This is an example for TV set data:

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Overview What is semantic technologies?

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Semantic technologies ¡  refer to a variety of algorithms & solutions that

bring meaning to information

¡  The writing robot combines various semantic technologies

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Why to teach a machine to write? Automation benefits:

¡  Endlessly scalable

¡  100 % reliable

¡ Accelerates growth

Influence consumer decisions

¡  Userorientation

¡ Meaning & Knowledge

¡  Individual conclusion

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Juliana Méndez.

Consumer

Juliana Méndez. Source: S. M. Hercovich, Universidad del Desarollo Chile

Why we do need semantics

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This may be correct, but doesn´t mean anything to most people...

„Women between 91 and 99 years will enjoy the fine aromas of this perfume“

Juliana Méndez.

Smart Data vs. Big Data

Big data: Exponential increase in data volumes & the

growth in our ability to transfer, store & analyze data

Most Big data is dumb: a lot, hard to find, hard to

understand, hard to combine = no value

Smart data is not dumb: has meaning, is easy to find

and reuse, is connected, consumeable = value

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Juliana Méndez.

a)  Meaning = Semantics

b)  SEO & Usability = Structure & Design rules

c)  Speech = Syntax & language algorithms

STORIES STORIES


Functionality of a writing robot

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Juliana Méndez.

a) How to add meaning to Data

Define Relationships:

¡  Categorization:

IF shoe has a heel > 7 cm it´s a Partyshoe

¡  Relations & hierarchies:

bigger, higher, better

IF screen is > xx cm, it is large

¡  Context: IF Adress D is between A – G, then it is

in barrio XYZ, IF THEN vegetarian is TRUE, output

= list of all vegetarian restaurants in CITY XYZ .

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Juliana Méndez.

a) Which data is meaningful?

Product Marketing

¡ What is it & what sets it apart

¡ Whose hearts & mind must we win?

¡ When to use and buy it?

¡  (reason) why is it better

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Journalism

¡  What has happened

¡  Who was involved

¡  When did it happen?

¡  Where did it happen

¡  Why did it happen

¡  How did it happen


Juliana Méndez.

b) How to teach a machine SEO & Usability

Effective online texts rank & converts. Classic criteria for SEO & CRO are transformed into rules :

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Conversion Optimized texts Search Engine Optimized texts

Page title & headlines Page Title & headlines

Keyword positioning Keyword positioning

Keyword densities Keyword densities

Uniqueness Uniqueness

Benefits & Reason why

Scanability & readability

Call to action

Text length Text length

Juliana Méndez.


c) How to connect meaning to speech

Meaning as boolean values are expressed speech & grammar,:

¡  „mouse“ or many „mice“?

¡  „a mouse“ or „an educated mouse“?

¡  „ser“ ó „estar“?

¡  When it is ok to say „sexy look“

¡  „amigo viejo“ ó „viejo amigo“?

¡  „No me quiero enfermar“ ó „no quiero enfermarme“, but will NOT say „no me gusta enfermar“

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„

Juliana Méndez.


How to make your data talk 7 tips to start with NOW...

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Tips on how to make your data talk 1.  Don’t keep data you don´t need or which is irrevelant

Filling unnecessary data fields costs time while

doing absolutely nothing for you!

Test:

How much time do you spend to type in “NO” in blank fields?

.

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Juliana Méndez.

Tips on how to make your data talk

2. Don’t keep data, that doesn’t make a point!

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„THIS TELEVISION SET HAS NO HDMI-INTERFACE, IS NOT SHIPPABLE AND DOES NOT PROVIDE 3D PLAYBACK. THE SHIPPING WEIGHT IS 66,9 LBS AND THE WOLE THING COMES IN A BROWN CARDBOARD HULL. IT COMES WITH ABSOLUTELY NO ELEPHANTS“

Juliana Méndez.


3. Enrich! Add meaning and context

¡  add relations, categorize, put in hierarchy,

¡ Combine & relate different data sources

¡ Describe data types, add min & max values …..

¡ And importantly: add context

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Juliana Méndez.


Context matters: Do you think like an Asian? Pick 2 that belong together Is the guy in the middle smiling

on both pictures?

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Juliana Méndez.

Source:R. Nisbett, The Georgraphy of thought: How asians and westerners think differently


4. Use the right data architecture & use it right

Structure is precondition for a computer to “understand” data

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CPU_FACTS

-CPU speed -

-CPU manufacturer Intel

-CPU series -

-CPU model -

-CPU number cores -

Additional information

Outstanding performance by 3rd gen. Intel Core I3 1550 CPU with 6 MB cache, 4 cores

Juliana Méndez.


5. Reduce freedom and automate your data input

¡  use dropdowns or radio buttons instead of a

textbox to reduce error sources

¡  define acceptable values

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Samsung Sam´s gun Juliana Méndez.


6. Check & re-check the logic

A robot speaks out ALOUD all flaws in the logic:

„What an amazing saltfreshwater-pool, two of which are insideoutside of the hotel…“

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Pool Features

-Number of pools 1

-Outdoor pool True

-Saltwater pool True

-Freshwater pool True

-Landscape pool -

-Indoor pool True

Juliana Méndez.


7. Your data will only pay if you pay for it

Invest in data maintenance:

¡  Infrastructure & Tools

¡ Data experts

¡  Service Level

¡ Qualification & Knowledge

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Juliana Méndez.

And it´s just the beginning Everyday more and more content is created intelligent technologies using data evolve..... ....now even your shoe speaks with you:

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Juliana Méndez. Source:123rf.com/ profile_colette2

ENG: Semantic technologies & how to make your data talk (aexea@ebcongress Medellin)

Technology

Transcript of ENG: Semantic technologies & how to make your data talk (aexea@ebcongress Medellin)