From the semantic interoperability problem to Google's knowledge graph passing from the Semantic Web, Linked Data, Yahoo! search monkey, Facebook Open Graph, and schema.org.
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Knowledge graphs in search engines
1. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Knowledge Graphs
in search engines like Google
Emanuele Della Valle
DEIB - Politecnico di Milano
http://emanueledellavalle.org
@manudellavalle
2. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
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2
3. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Me
• Assistant Professor at DEIB
Politecnico 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
3
emanuele.dellavalle@poli
mi.it
@manudellavalle
http://emanueledellavalle.o
rg
http://streamreasoning.org
http://fluxedo.com
4. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
• 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
4
5. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
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).
5
6. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Once upon a time …
6
…, 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.
Organizational
boundaries
application
[…]
complementary application
[…]
Organizational
boundaries
application
[…]
?
Having much to gain the happy
organization decided to invest in a
bi-lateral solution
complementary application
[…]
Organizational
boundaries
application
[…]
adapter
!
7. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
… this went on for a while, but …
7
[…]
!
… 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
8. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
… So, they standardized and …
8
[…]
[…]
[…]
[…]
[…]
[…]
[…]
standard
… and they lived happily ever after!
9. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Well, not really :-( Actually …
9
[…]
[…]
[…]
[…]
[…]
[…]
[…]
??? KEEP
CALM
AND
WAIT FOR
1 YEARS10100
10. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Why? The Standardization dilemma!
Comprehensive
Handles all use cases
Good
High quality
Timely
Completed quickly
Pick two!
Pick two!
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11. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
There are a variety of them
11
Standards are like plumbs
13. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
And they keep changing :-(
13
[Credits: Rafael Richards]
14. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Why?
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[source http://xkcd.com/927/ ]
15. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
… sometime the variety is required
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standards are like plumbs
16. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
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]
17. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
… thus translation is needed
17
standards are like plumbs
18. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
And counting on translation between standards is even convenient while
working on increasing the comprehensiveness of a standard over time
18
Translation is unavoidable!
Comprehensive
0%
100%
Time
Translation
Standard
19. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
But be aware of the cost of ad hoc translation!
19
standards are like plumbs
20. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
…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 …
21. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
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”
21
22. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Embrace change!
22
23. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Semantic Technologies embrace change
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subject objectobject
property
Proposing a simple data model: RDF
E.g.,
Flexible enough to represent:
Tables
Amoxi-
cillin
bacterial
disease
bacterial
disease
treats
Trees Graphs
24. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Providing a powerful query language: SPARQL
E.g., what does Amoxicillin treat?
?x={Bacterial disease, Urinary tract infection, Sinus infection, …}
Flexible enough to query RDF data even without knowing the schema
E.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}
…
Semantic Technologies embrace change
24
Amoxi-
cillin
?x?x
treats
Amoxi-
cillin
?x?x
?p
25. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Providing a formal language for conceptual modelling: OWL
E.g., Heart
Heart is a muscular
organ that is part of
the 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
Semantic Technologies embrace change
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TermsData
Terms
Data Terms
Data
26. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Semantic Technologies embrace change
26
Standard in OWL
[…]
Ontology Based Data Access as a prototypical solution to interoperability
problems
<XML><XML>
Translator Translator Translator
27. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Semantic Technologies embrace change
27
Standard in OWL
[…]
SPARQL Queries
Ontology Based Data Access as a prototypical solution to interoperability
problems
RDBMS <XML><XML>
Translator Translator Translator
28. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Semantic Technologies embrace change
28
Standard in OWL
Results
{ , , }
Ontology Based Data Access as a prototypical solution to interoperability
problems
[…]
RDBMS <XML><XML>
Translator Translator Translator
29. E. Della Valle – http://emanueledellavalle.org - @manudellavalle 29
30. E. Della Valle – http://emanueledellavalle.org - @manudellavalle 30
DEM
O
TIM
E
31. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Search for Galileo and look to the right
31
Galileo
Galilei
AstronomerAstronomer
type
February
15, 1564
February
15, 1564
when born
CallistoCallisto
GanimedeGanimede
discovered
32. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Let's try a more complex query
32
Galileo
Galilei
discovered
?x?x
33. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Try and enjoy!
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34. E. Della Valle – http://emanueledellavalle.org - @manudellavalle 34
35. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
“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
2001
In the begging was the Semantic Web
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36. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
2008
It gained popularity when Linked Data became standards
36
View the full talk at http://www.ted.com/talks/view/id/484 !
37. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
2008
it was funded by USA, UK and …
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38. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
2008
… and EU
39. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
2008
Search engine created incentives
[source https://developer.yahoo.com/searchmonkey/siteowner.html ]
40. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
2008
Search engine created incentives
[source https://developers.google.com/structured-data/rich-snippets/ ]
41. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
•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
2009
Best Buy picked them up
43. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Google for Nikon+12.3-Megapixel+Digital+SLR+Camera
https://www.google.com/search?q=Nikon+12.3-Megapixel+Digital+SLR+Camera
2009
Best Buy picked them up
en
Sponsored
Links
44. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
• 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 all
the original paintings of Modigliani?
• http://readwrite.com/2010/04/15/the_modigliani_test_semantic_web_tipping_
2010
The Modigliani test for Linked Data
45. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
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
2010
The Modigliani test for Linked Data
Part of my LarKC project
http://www.larkc.org/
46. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
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".
2010
It went main stream with Facebook Open Graph
http://ogp.me/
47. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Open Graph Usage Statistics
15 millions sites are using Open Graph! 39% of the top 10,000 sites
2010
It went main stream with Facebook Open Graph
[Source: http://trends.builtwith.com/docinfo/Open-Graph-Protocol]
%
40
30
20
2010 2011 2012 2013 2014 2015
48. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
•The core vocabulary currently consists of
•597 Types
•867 Properties
•114 Enumeration values
[Sourcehttp://blog.schema.org/2015/11/schemaorg-whats-new.html]
2011
It reached its full potential with schema.org
49. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Thanks to schema.org also recipe are
in the Knowledge Graphs
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50. E. Della Valle – http://emanueledellavalle.org - @manudellavalle 50
51. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Google Knowledge Graph (powered by
Semantic Technologies) passes the Modigliani Test
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52. E. Della Valle – http://emanueledellavalle.org - @manudellavalle
Knowledge Graphs
in search engines like Google
Emanuele Della Valle
DEIB - Politecnico di Milano
http://emanueledellavalle.org
@manudellavalle