Mashup Mindset Moving Mashups to Next Level Tom Reamy Chief Knowledge Architect KAPS Group Knowledge Architecture Professional Services .
Post on 27-Dec-2015
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Mashup MindsetMoving Mashups to Next Level
Tom ReamyChief Knowledge Architect
KAPS Group
Knowledge Architecture Professional Services
http://www.kapsgroup.com
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Agenda
Introduction Mashups: Essential Features & Current State
– What’s new, what’s not
Mashups in Context: Creating Value– Content Aggregation, Facets, Business Value
Moving Mashups to the Next Level – Semantic Infrastructure and Complexity Theory
Conclusion
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KAPS Group: General
Knowledge Architecture Professional Services Virtual Company: Network of consultants – 12-15
– Partners – Convera, Inxight, FAST, etc. Articles and Presentations: Knowledge Architecture, Taxonomy Boot
Camp, Enterprise Search, Complexity Theory, Intranets Consulting, Strategy, Knowledge architecture audit Taxonomies: Enterprise, Marketing, Insurance, etc. Services:
– Taxonomy development, consulting, customization– Technology Consulting – Search, CMS, Portals, etc.– Metadata standards and implementation– Knowledge Management: Collaboration, Expertise, e-learning– Information Architecture, Web Development
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Essential Features of MashupsWhat is Mashup?
“A mashup is a website or application that uses content from more than one source to create a completely new service.”
Uses a public interface, RSS feed, or API. Original use was music – combining tracks from different
sets and artists. (Bastard Pop or Bootys) Example – CraigsList and Google Maps to create a
dynamic map of rentals by neighborhoods
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Essential Features of Mashups
Simple API– Anyone can create one
Content from 2 or more sites– Issues of info quality, control
Current emphasis on presentation – visual maps– Simple 2 dimension maps
Content structure, data– Issues of compatibility– Every mashup a unique job
Self Service – embed variety of mashups
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Current State of MashupsIs this a Revolution?
“Much the way blogs revolutionized online publishing, mashups are revolutionizing web development by allowing anyone to combine existing data from sources…in innovative ways.”
Focus on technology is misplaced– Structure and standards as important as API
Not another revolution! – Mapping data has been around a long time– Most Mashups are simple & limited value
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Current State of MashupsIs this a Revolution?
It’s not a Mashup, it’s an integration of content.– Music – based on standard musical structures– Richer, standard structures allow art form integration
90% of Mashup examples use Google Maps.– Maps are based on a standard Taxonomy / Partonomy
Mashups need taxonomies and metadata.– Crime watch – map crime database with neighborhoods –
need geography taxonomy and crime database needs metadata that refers to same geographical units.
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Current State of MashupsIs this a Revolution?
Talis Library Mashup Competition: Criteria– coolness
ease of useease of deploymentutilityportability/ relevance to other librariesoverall
Mashups are still in the realm of cool Irrational Exuberance!
– How to create more than cool mashups:• Mashups in Context
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Mashups in ContextContent Aggregation
Using content from 2 or more sites = Content Aggregation Traditional content aggregation offers more than more
mashups Text mining, alerts, dynamic categorization Information not data Richer, semantic relationships Content from 100’s or 1,000’s of sites Mash ups are still largely about presentation
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Mashups in ContextFaceted Navigation / Dynamic Classification Mashups are variant of Faceted navigation – dynamically
mapping two dimensions together. Facets are orthogonal dimensions of metadata attributes
– A place is not an event is not a person Facet structure can be range (price), alphabetical,
hierarchical (taxonomy) Faceted navigation is dynamic intersection of two or more
facets (map dimensions, filter search results) A terrorism taxonomy mapped to a geography partonomy =
a map of terrorist activities by region and range of activities within each region
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Mashups in ContextQuestions of Value
Business of Mashups– E-commerce Sites – another mechanism for targeted
advertising
Mashups within the Enterprise– Combine Internet content with internal content
Mashups and Library– Talis Competition – open up Library content to variety of users– Maps of libraries– “Map” of library catalog?– Amazon Library Service
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Platform for MashupsIntegrated Semantic Solutions
Integrated: To move beyond individual mashups to a platform for integration of variety of dynamic sources
Semantics: Taxonomy, metadata, controlled vocabularies, Personas, Facets, Natural Categories
Semantic Infrastructure - allows the meaningful integration of content with a minimal technological element (XML)
– Deeper integration – knowledge, not just data– Combination of technology (API’s) and semantics
Platform to add unstructured content to Mashups
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Taxonomies, Metadata, and Mashups
Taxonomies are an Infrastructure Resource– Search and Browse
• Categorization & related content
– Text mining, Alerts, Competitor Intelligence– And Mashups
Metadata – Mashups based on metadata – content structure
– Need Taxonomy and Standards – generalize Mashups – Standard format – People, companies, events
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Mashups and Standards
Geography is early application because there are existing standards and/or easy to develop
Need other standard or easy to map content structures– To allow more than two content sources– To allow exchange of more meaningful information
Facets are relatively easy to develop – Dimensions – Location, people, companies, jobs, rental
properties, events (crime to festivals)
Publish Content structures and format rules, not just API
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Mashups and Ontologies
Ontology – model of the relationships of a dimension – example a business
Develop rules to govern interactions of content sources Example of Maps, People (LinkIn), Payscales, Location Next – build in some intelligence – know how much VP in
industry X usually makes – flag any that are higher than average?
IBM – “Ultimate mashup” – creating a mashup application with intelligence – users can add and remove web services
– System can use semantic reasoning to understand services and their relationships (RDF and OWL)
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Mashups and FolksonomiesEvolving “standard” taxonomies
Wikipedia: A folksonomy is an Internet-based information retrieval methodology consisting of collaboratively generated, open-ended labels that categorize content such as Web pages, online photographs, and Web links.
A folksonomy is most notably contrasted from a taxonomy – done by users, not professionals,
Example sites – Del.icio.us and Flickr (not really – no feedback)
It is just metadata that users add Key – social mechanism for seeing other tags
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Advantages of Folksonomies
Simple (no complex structure to learn) Lower cost of categorization Open ended – can respond quickly to changes Quality – “compare favorably with professional”? Relevance – SME generated, close to content Aboutness – qualitative judgments Multiple dimensions – “communities” of like minded taggers Better than no tags at all
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Disadvantages of Folksonomies
They don’t work very well – polysemy, synonyms, etc. Compare favorably with no tags, not controlled vocabularies No structure, no conceptual relationships
– Flats lists do not a onomy make
Jargon – SME’s talking to themselves or each other SME’s are not info professional – different skill Based on popularity only, no quality control Wikipedia article – very shallow, “wrong”? – not a taxonomy at all Fatal flaw – how improve tags – none of the schemes work
– (and then a miracle – users care about tags)
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Complexity Theory (abridged)History
An interdisciplinary method– Applied to math, model systems, economics, ecology, etc.
Initial Hype Period – 1980’s-1990’s– Chaos theory, Catastrophe theory, AI, etc.
Current – half way between hype and practical– Beware articles that focus on one aspect – self-organizing
Santa Fe Institute, social research The Center for Complex Systems Research
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Complexity Theory (abridged)Examples Complex Systems (not complicated)
– Large number of independent relatively dumb elements interact according to a small set of rules.
– Self-organizing – Local rules, local interactions – global order emerges
Definition by Example– Ant Colonies – clear tunnels with no idea of how to clear a tunnel– Neighborhoods – create a structure with no central planning
Complexity – need right level of structure and disorder No evolution without:
– Initial complex structure– Evolutionary mechanisms – feedback with consequences
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Complexity Theory and Folksonomies Evolutionary Mechanisms
Initial structures – folksonomies, Tag Clouds Rules and evolutionary mechanisms
– Feedback with consequences – you die– Define success within and for a category – more than
popularity
Rank everything – content & categories, taggers and categorizers
Software – reverse relevance, auto taxonomy Social Community – focus like Wikipedia, multiple roles
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Mashups and EvolutionMashups, Feedback, and Evolution
Social Features – easy to build– Large numbers with evolutionary mechanisms
Evolve better structures– Standard taxonomies– Process of refining taxonomies / folksonomies
Evolve better mashups– Feedback about quality of mashups– Embed feedback into mashup – evolve higher life form
Talis Library mashup competition– Also community to provide ongoing ranking– Need a Del.icio.us for Mashups
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Summary
Mashups – dynamic content from 2 or more sources Need simple API – enables social collaboration Use & build on content aggregation & faceted navigation Need content structure – metadata, standard taxonomies,
ontologies If not available – evolve folksonomies into standard
taxonomies – feedback and power of social networks (WIKI)
Same mechanism can evolve better mashups
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Conclusions
Mashups are not mashed up.– Could we have a new name? Unlikely.
Mashups are not revolutionary, they are evolutionary– Ease of development can be positive and negative– Evolution is one way to accentuate the positive.
Mashups can be useful– Need semantic infrastructure.– Emphasis on structure, metadata, standards
Infrastructure is cool! No Really.
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