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Taxonomies for Publishing: Enhancing the User Experience August 31, 2011 11:30am-12:30pm Eastern Marjorie Hlava, President [email_address] Access Innovations, Inc. www.accessinn.com

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Abstract <ul><li>In the modern environment of Web-hosted content, where users can instantly find and access vast numbers of works, the competitive value of a journal article, a book, or a collection is increasingly derived from users’ ability to connect the information contained within the works themselves with other content that is important to them. This ability to create instant connections between works that have been heretofore kept separate or “siloed” – by journal title, content type, or publishing house – represents a revolution in the way users search for, consume, and pay for information. This trend has been happening for several years, often to the commercial disadvantage of publishers: by indexing every page on the Web, Google has changed the economy of publishing to one that is increasingly based around the article or the chapter, rather than the journal or the book. Instead of starting at a journal’s home page, users go directly to articles, bypassing the publisher’s home page branding and revenue-generating advertising . Google has effectively become the “hub” connecting all content on the Web. Nearly all of the major publishing organizations are discovering that in order to protect their brands and preserve the value of subscription sales, they need to become more active participants in this process and create new paths that enable users to find additional value within their content collections. </li></ul>

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The Publisher Challenge: Google is a one stop shop and they index your content Information-rich assets, unconnected from each other, leave the total organization less than the sum of its parts <ul><li>Information in Silos </li></ul><ul><li>Disjointed content </li></ul><ul><li>Untapped value within archives – new products </li></ul><ul><li>Points of contact vary </li></ul>Content People Programs

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The Taxonomy Solution not just to be discovered ….. Subjects: Concepts Entities: People, Places, Things

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Fight back! Index your content yourself <ul><li>Google indexes it – for the world </li></ul><ul><li>You need to index it for your community </li></ul><ul><li>Use the language your users use </li></ul><ul><li>Set the context for your content </li></ul><ul><li>Leverage the access to that content </li></ul><ul><li>Maximize the Google “hub” </li></ul>

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Create a new roadmap <ul><li>Link the content </li></ul><ul><li>Link the people </li></ul><ul><li>Link the terms </li></ul><ul><li>Take charge of the terminology used </li></ul><ul><li>Manage your community </li></ul><ul><li>Let’s look at some options </li></ul>

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The Semantic Roadmap: K nowledge Organization Systems <ul><li>Semantic network </li></ul><ul><li>Ontology </li></ul><ul><li>Thesaurus </li></ul><ul><li>Taxonomy </li></ul><ul><li>Controlled vocabulary </li></ul><ul><li>Synonym set/ring </li></ul><ul><li>Name authority file </li></ul><ul><li>Uncontrolled list </li></ul><ul><li>Unrelated Entities </li></ul><ul><li>Ambiguity </li></ul><ul><li>Simple </li></ul><ul><li>Low Value </li></ul><ul><li>Linked Entities </li></ul><ul><li>Contextual Specificity </li></ul><ul><li>Complex </li></ul><ul><li>High value </li></ul>

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<ul><li>Semantically enrich content </li></ul><ul><li>Organize it well </li></ul>

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For search all publications Search database for Journals and pubs Bookstore search Search of 53 crawled sites including journals, books, web site, conference sites, etc. Site search Navigation Here is an old fashioned approach Data is silo-ed and hard to find It is easier to use Google to search this site

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web sites mobile apps, social networks, author networks, Etc. Once tagged, the data can be used in many different ways

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Data can be fed to the web site or to publications from the same interface. Repurpose the data Use for Database distribution

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More Task 2 Key Points Take-away. And on the website

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<ul><li>Improve the overall user experience. </li></ul>

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Semantics = Words + = Taxonomy

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Supporting the user experience

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A highly trusted source Taxonomies support social technologies and the utility of long-trusted sources

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Add a DC:Subject area for all linking options

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Your Taxonomy

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<ul><li>Power content links to enable discovery </li></ul>

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Domain-based connections

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IEEE Subject Browsing Note broad categories as well as deep indexing

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Again the user goes to Google and finds the resource faster

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Target resources by subject or user role CONFIDENTIAL Double approach to find data user or subject role

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Targeted resources based on subject or user role CONFIDENTIAL Quick access to special areas based on the taxonomy

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Taxonomy Driven Search Presentation

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Copyright © 2005 - Access Innovations, Inc. E-commerce drill down Expanded categories & additional information Taxonomy Top Categories

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Enable links to ideas and data sets outside the article

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Link to Society Resources Journal Article on Topic A Other Journal Articles on Topic A Upcoming Conference on Topic A Podcast Interview with Researcher Working on Topic A Grant Available for Researchers Working on Topic A CME Activity on Topic A Job Posting for Expert on Topic A Author Networks Social Networking

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Link to Society Resources Cancer Epidemiology Biomarkers & Prevention Vol. 12, 161-164, February 2003 © 2003 American Association for Cancer Research Short Communications Alcohol, Folate, Methionine, and Risk of Incident Breast Cancer in the American Cancer Society Cancer Prevention Study II Nutrition Cohort Heather Spencer Feigelson 1 , Carolyn R. Jonas, Andreas S. Robertson, Marjorie L. McCullough, Michael J. Thun and Eugenia E. Calle Department of Epidemiology and Surveillance Research, American Cancer Society, National Home Office, Atlanta, Georgia 30329-4251 Recent studies suggest that the increased risk of breast cancer associated with alcohol consumption may be reduced by adequate folate intake. We examined this question among 66,561 postmenopausal women in the American Cancer Society Cancer Prevention Study II Nutrition Cohort. <ul><li>Related Press Releases </li></ul><ul><li>How What and How Much We Eat (And Drink) Affects Our Risk of Cancer </li></ul><ul><li>Novel COX-2 Combination Treatment May Reduce Colon Cancer Risk Combination Regimen of COX-2 Inhibitor and Fish Oil Causes Cell Death </li></ul><ul><li>COX-2 Levels Are Elevated in Smokers </li></ul><ul><li>Related AACR Workshops and Conferences </li></ul><ul><li>Frontiers in Cancer Prevention Research </li></ul><ul><li>Continuing Medical Education (CME) </li></ul><ul><li>Molecular Targets and Cancer Therapeutics </li></ul><ul><li>Related Meeting Abstracts </li></ul><ul><li>Association between dietary folate intake, alcohol intake, and methylenetetrahydrofolate reductase C677T and A1298C polymorphisms and subsequent breast </li></ul><ul><li>Folate, folate cofactor, and alcohol intakes and risk for colorectal adenoma </li></ul><ul><li>Dietary folate intake and risk of prostate cancer in a large prospective cohort study </li></ul><ul><li>Related Working Groups </li></ul><ul><li>Finance </li></ul><ul><li>Charter </li></ul><ul><li>Molecular Epidemiology </li></ul>Related Education Book Content Oral Contraceptives, Postmenopausal Hormones, and Breast Cancer Physical Activity and Cancer Hormonal Interventions: From Adjuvant Therapy to Breast Cancer Prevention <ul><li>Related Awards </li></ul><ul><li>AACR-GlaxoSmithKline Clinical Cancer Research Scholar Awards </li></ul><ul><li>ACS Award </li></ul><ul><li>Weinstein Distinguished Lecture </li></ul>Webcasts Related Webcasts Think Tank Report Related Think Tank Report Content

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HTML Headers META NAME KEYWORD Use the taxonomy here

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Connect people, places, events, products

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Search ORCID DOI keyword Search Keyword

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… or by location…

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… Or in the Document itself: http://dx.doi.org/10.1371/journal.pntd.0000228.x001

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Authors at a Place

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Create networks of authors, peer reviewers, and society members

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Integrating Identity into Publisher Systems

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Editorial Workflow Integration Author Submission Module The author fills in the data to the document template, attaching images and graphs as necessary. An API calls Data Harmony and generates a list of indexing terms based on the content.

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Editorial Workflow Integration Author Submission Module Authors review the indexing and may change it. Content is stored into a data repository as HTML, XML, etc.

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Expert Reviewer Identification <ul><li>American Chemical Society had separate reviewer lists for all journals </li></ul><ul><li>Difficult to find the expertise to review articles </li></ul><ul><li>Paper-based </li></ul><ul><li>Can use the taxonomy, reviewers, and member profiles used to quickly find appropriate experts </li></ul>

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Member Profiles <ul><li>Members can choose from a list of terms </li></ul><ul><li>Browse it </li></ul><ul><li>Use synonyms </li></ul><ul><li>Have automatic suggestions from their controlled vocabulary </li></ul>

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Corporate Profile Tagging User pastes or uploads CV Button to auto-extract taxonomy attributes

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Author Authority Database <ul><li>Create full author records </li></ul><ul><li>Use author linking </li></ul><ul><li>Identify authors in all name forms </li></ul><ul><li>Find co-authors </li></ul><ul><li>Find authors in a place </li></ul><ul><li>Find potential collaborators </li></ul><ul><li>Find new employees </li></ul><ul><li>Add Taxonomy terms to build a full system to …. </li></ul>

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One Person, Many Representations VIAF : Virtual International Authority File http://viaf.org/viaf/95216565/

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Creating an Author Authority Database <ul><li>Tag all articles in the repository with standard subjects </li></ul><ul><li>Export author names, subjects, institutions, locations, etc. </li></ul><ul><li>Disambiguate authors with the same or similar names </li></ul>

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Many Repositories for Names

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Enable Collaboration Links Double connection and fish eye views available from prefuse.org

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VIAF : Virtual International Authority File http://viaf.org

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Use Subject Headings (Taxonomy) or go back to Google

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<ul><li>Deep tag data </li></ul><ul><li>for direct access </li></ul>

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Inline Tagging - HTML View Show the exact point where the concept is mentioned. Mouse-over to view the term record Statistical summary , showing the number of times each term is mentioned in the article

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XML View for Inline Tagging

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<ul><li>Find more like these… based on </li></ul><ul><li>taxonomy terms </li></ul>

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More like these

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More like these using taxonomy Recommendations: People who liked this also liked

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<ul><li>Forecast directions from your data… </li></ul><ul><li>A higher level view </li></ul>

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Term Analytics (not text) <ul><ul><ul><li>Where are your publication strengths? </li></ul></ul></ul><ul><ul><ul><li>What are the emerging topics? </li></ul></ul></ul><ul><ul><ul><li>Use your own data to address these question </li></ul></ul></ul>

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1. Select related corpus Term Analytics 2. Identify related terms 3. Resulting term set 4. Term:Term Matrix IEEE 2k terms 1.2M documents 14k DTIC 475k patents 24k MeSH PubMed 525k docs IEEE 2k terms 1.2M documents IEEE 2k terms 1.2M documents

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Simplified Top Three Levels

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ALL terms (9 levels)

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Red lines show T-BT links

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Gray lines show Term – Related Term Links

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Use Case 10: Data Visualization Matrix Visualization Software

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About Access Innovations The Access Innovations team are experts in content creation, enrichment and conversion services. We provide services to semantically enrich and tag and raw text into highly structured data. We deliver clean, well formed, metadata enriched data so our clients can reuse repurpose, store, and find their knowledge assets. We go beyond the standards to build taxonomies and other data control structures as a solid foundation for data. Our services and software allow organizations to use and present their information to both internal and external constituents by leveraging search, presentation, e-commerce . We change search to found! <ul><li>Founded in 1978 </li></ul><ul><li>Headquartered in Albuquerque </li></ul><ul><li>Privately held </li></ul><ul><li>Delivered more than 2000 engagements </li></ul>

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What we covered <ul><li>You can take control - Remove the silos </li></ul><ul><li>Leverage Web-hosted content </li></ul><ul><li>Getting users to direct connect gives competitive value. </li></ul><ul><li>Join the revolution in users search </li></ul><ul><li>Make Google indexes a commercial advantage </li></ul><ul><li>Take users to the article and author </li></ul><ul><li>Become active participants - create instant connections </li></ul><ul><li>Create new paths, enable users to find additional value from your collection </li></ul><ul><li>Manage the language - use a taxonomy! </li></ul>

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Thank you for your attention! Slides will be available on Access Web site tomorrow Or send me an email Marjorie M. K. Hlava Access Innovations / Data Harmony [email_address] +505.998.0800 Questions?