Welcome to the future! On Stage at webcongress Medellin: What is semantic technologies and why do we need it? How does a writing robot work and how can we teach a machine to "speak". Learn about this and how you can make your own data bases fit for semantic technologies.

1. Juliana Méndez.
How to make your data talk
… get ready for semantic technologies!

2. 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.

3. Juliana.mendez@aexea-global.com
#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 | Indonesia
Juliana Méndez
Area Manager Asia Pacific
copyright: Juliana Méndez, aexea Gmbh

4. 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.

5. 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.

6. “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.

7. 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.

8. This is your reward
...If you do your homework right
Juliana Méndez.

9. 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

10. www.ax-semantics.com
Ecommerce: Automated
Product description
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= Data Input from customer
Juliana Méndez.Source:aexea

11. www.ax-semantics.com
Ecommerce: Automated
Product descriptions
This is an example for TV set data:
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Juliana Méndez.
Source:aexea

12. www.ax-semantics.com
Overview
What is semantic technologies?
12Juliana Méndez.

13. 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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www.ax-semantics.com
Juliana Méndez.Source:aexea

14. www.ax-semantics.com
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.

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

16. Why we do need semantics
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www.ax-semantics.com
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.

17. 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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www.ax-semantics.com
Juliana Méndez.

18. a) Meaning = Semantics
b) SEO & Usability = Structure & Design rules
c) Speech = Syntax & language algorithms
STORIES
STORIES
www.ax-semantics.com
Functionality of a writing
robot
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Juliana Méndez.

19. 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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www.ax-semantics.com
Juliana Méndez.

20. 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
www.ax-semantics.com
Juliana Méndez.

21. 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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www.ax-semantics.com
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.

22. www.ax-semantics.com
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.

23. www.ax-semantics.com
How to make your
data talk
7 tips to start with NOW...
23Juliana Méndez.

24. 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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www.ax-semantics.com
Juliana Méndez.

25. Tips on how to make your
data talk
2. Don’t keep data, that doesn’t make a point!
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www.ax-semantics.com
„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.

26. Tips on how to make your
data talk
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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www.ax-semantics.com
Juliana Méndez.

27. www.ax-semantics.com
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

28. Tips on how to make your
data talk
4. Use the right data architecture & use it right
Structure is precondition for a computer to “understand” data
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www.ax-semantics.com
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.

29. Tips on how to make your
data talk
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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www.ax-semantics.com
Samsung Sam´s gun
Juliana Méndez.

30. Tips on how to make your
data talk
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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www.ax-semantics.com
Pool Features
-Number of pools 1
-Outdoor pool True
-Saltwater pool True
-Freshwater pool True
-Landscape pool -
-Indoor pool True
Juliana Méndez.

31. Tips on how to make your
data talk
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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www.ax-semantics.com
Juliana Méndez.

32. 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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www.ax-semantics.com
Juliana Méndez.
Source:123rf.com/
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