Featured Presentation: Enhancing Customer Experiences With Intelligent Content with Dr. Robert J. Glushko
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In this talk, Professor Robert J. Glushko briefly traces the evolution of the intelligent content idea through four different areas where his career has taken him as a researcher, consultant, and entrepreneur. The idea was born about twenty-five years ago in technical publications, where intelligent content enabled product documents could be customized by format or document type. It evolved to transactional publishing in supply chains and business-to-business transactions, where it supported content aggregation and easier integration and interoperability. It further matured in information-intensive services, where it facilitated personalization and the prediction of unexpressed customer preferences and requests.
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Featured Presentation: Enhancing Customer Experiences With Intelligent Content with Dr. Robert J. Glushko
- 1. Enhancing Customer Experiences With Intelligent Content (30+ years in 30 minutes) (plus ça change, plus c'est la même chose) Robert J. Glushko glushko@berkeley.edu, @rjglushko Information Development World, 2 October 2015 S C H O O L O F I N F O R M A T I O N U N I V E R S I T Y O F C A L I F O R N I A , B E R K E L E Y
- 2. Plan for the Talk A Personal Career Retrospective • Intelligent Content in Publications • Intelligent Content in Business-to-Business Transactions • Document Engineering • Intelligent Content in Personalized Services Back to the Future – Current Work on Intelligent E-Textbooks The More Things Change, the More They Stay The Same • Big ideas and themes that cut across all bodies of work
- 4. Intelligent Content in Publications
- 5. (pdf) 5
- 6. (pdf) 6
- 8. Intelligent Content Model for “Entry” in the Oxford English Dictionary (D. Raymond & F. Tompa, 1988)
- 9. 4 Different Dictionary Views - Filtering on Source Markup
- 11. Lobbies and Cubicles and the Need for Intelligent Content - 1997 HTML is OK here But you need XML here
- 13. Intelligent Content in Business-to- Business Transactions
- 17. EDI can provide the glue … it is not a Stupid Format for B2B, but it isn’t Intelligent
- 18. HTML is a Stupid Format for B2B XML is Intelligent
- 21. Paying the Conversion Cost from EDI to XML
- 25. Many Document Types Combine Narrative and Transactional Content
- 26. Narrative Document Types Can Be Made More “Transaction Like Moby Dick
- 27. The Document Type Spectrum – A Continuum Between Documents and Data
- 28. A Methodology For Designing Intelligent Documents that Applies to All Regions of the Document Type Spectrum
- 29. • Identify Document Components • Make them “Good” Components • Organize them for Reuse • Assemble them with Document Architectures
- 30. Intelligent Content in Service Personalization Glushko, Robert J., and Nomorosa, Karen J. "Substituting Information for Interaction: A Framework for Personalization in Service Encounters and Service Systems," Journal of Service Research, 16(1), 21-38, 2013 (pdf)
- 31. Services with Overlapping Content Models
- 32. Example: Hotel Request Content Model
- 33. Combining the Separate Content Models
- 34. Substituting Smart Information for Interaction
- 35. Intelligent Content in E-textbooks Glushko, Robert J. "Collaborative Authoring, Evolution, and Personalization for a 'Transdisciplinary' Textbook", Open Sym '15, 19-21 August 2015 (pdf)
- 36. Published by MIT Press (2013) as a printed book and as ebooks using Atlas single-source publishing system 2nd and 3rd “enhanced ebook editions” published by O’Reilly Media (2014, 2015) In use in nearly 70 courses in 25 countries as of September 2015 “Information Science Book of the Year” (2014) DisciplineOfOrganizing.org 36
- 37. atlas.oreilly.com •ASCIIdoc or HTMLbook markup editor front end •DocBook XML “under the hood” • git repository for version control • built-in transforms to pdf, html, epub, mobi (for Kindle) 37
- 38. • Libraries, museums, business information systems, zoos, vineyards, scientific data • Different types of documents • Personal information and artifacts • People We Organize…
- 39. A collection of resources intentionally arranged to enable some set of interactions They are all “Organizing Systems” 39
- 40. •A transdisciplinary synthesis of the disciplines that deal with “organizing” mandates a book with many authors •It must be a BROAD to represent all the disciplines that contribute to it •It must be DEEP to treat all the disciplines with appropriate rigor and nuance • How can it be deep and broad at the same time? The Mandate and Challenge with a Transdisciplinary Textbook 40
- 41. “Factoring” the Book into “Core” and “Supplemental” Content
- 42. •About 30% of the content in TDO was tagged by discipline, most as discipline- specific endnotes •This turns content depth into a choice rather than a distraction or confusion
- 43. •If the book design lets readers see which content is core and which is supplemental, readers can presumably use these tags to decide whether or not to read the latter • The decision to read the supplemental content is shaped by many factors To Read, or Not to Read Supplemental Content 43
- 47. •Could we publish books that include any mix of core and supplemental content? •With 11 disciplines the combinatorial possibilities create an extremely large “family of books” (2048) 47 The Combinatorial Explosion of Publish-Time Configuration
- 48. •Publish-time configuration assumes a lot of homogeneity of the intended readers •TDO’s target readers are mostly in multidisciplinary programs that attract students with different backgrounds •Ideally, we would publish any edition that any reader might want 48 More Fundamental Limitations of Publish-Time Configuration
- 49. The “Endpoints” of the “Book Family” No discipline-specific content All the content • Other than Kindle + Epub, publishers don’t want to publish platform-specific ebooks • Publishers don’t often publish multiple books with most of the same content (and certainly not 2048 of them) • So we settled for a short-term fix – publishing 2 editions 49
- 50. •Convert the discipline tags in the XML source files to class attributes in the generated epub HTML •Modify the build process to analyze the disciplinary distribution of supplemental content (and save it in the generated HTML) •Visualize this distribution so readers decide what to read •Give the same configuration control to readers by making the visualizations interactive to include and exclude content • WE WANT: Dynamic, Reader-Controlled Publishing: Polyvalent Ebooks 50
- 51. Visualization for the Entire Book 51
- 52. Visualization of “Resource Description” Chapter 52
- 53. •Transdisciplinary books can balance the competing goals of breadth and depth by marking text by audience, complexity, or other attributes •If done carefully, this creates a “mother of all books” from which many different books can be generated •With appropriate information visualizations and user interface controls for specifying content to be included and excluded, readers can personalize their reading experience with any configuration of disciplines Summary of Ebooks with Active Personalization 53
- 54. •Any instructor or institution should be able to create supplemental content •An XML-savvy instructor should be able to publish a local edition with this supplemental content by configuring the “build instructions” in an XML editor •Supplemental content should be discoverable from anywhere in the “network textbook” at any time • 54 We’re Not Done Yet – “The Network Textbook”
- 56. •The book should adapt itself by anticipating the content the reader most needs •In instructional contexts, much of the “user model” about background knowledge and training is known •Logging of reading behavior is easy (technically) •Embedded quizzes can assess comprehension •Disciplinary and reading-level content tagging could “prune” or “grow” the book dynamically And We’re Still Not Done: Adaptive Personalization 56
- 57. The More Things Change, the More They Stay The Same
- 58. • “Intelligent content" has some core concepts, design methods, and benefits whose manifestations depend on the domain or industry in which they are applied • More flexible interaction and navigation • More flexible automation of publishing process • More flexible automation of business document exchanges • Intelligent content has great value when applied at "design time" but can have even greater value when applied at "run time" because it can enable more context-sensitivity and personalization After 30 Years of Intelligent Content, We’re Still Learning the Same Lessons
- 59. 59 Acknowledgments It is impossible to enumerate 30+ years of colleagues, collaborators, co-founders, co- authors, students, and everyone else who I’ve worked with, learned from, failed with, succeeded with to get here So I will just thank everyone… Thanks everyone!
Notas do Editor
- Thanks for inviting me…
- In this talk I’m going to look back at over 30 years of work on “Intelligent Content” – I have been working on it long before we called it that. I’ve talked about all of this work many times but never in the same talk, and looking at the overall body of work here in this way for the first time has been interesting and enlightening for me. But trying to cover 30 years in 30 minutes is going to be challenge. Here we go…
- Intelligent content? You might chuckle a bit when you first hear or read this term, because what's the alternative? Dumb content? Stupid content? I think it is important to note that intelligence in content isn’t an all or none measure, and it can be usefully deconstructed on two dimensions - the degree to which the content format separates semantic or "what it means" information from presentation or "how it looks" information, and the explicitness of the structure and organization in the format. Years ago I proposed the term "Information IQ" to capture this idea, but many people misunderstood and thought that I was talking about digital or computer literacy. I think that "Intelligent Content" will and should win out.
- About 35 years ago I first began working on making content intelligent at Bell Labs.. At Bell Labs we asked “what if we treat documents for software systems like software” – and we ended up developing and delivering them in digital formats and invented document management along way – because we copied software management. We delivered our online documents to dial-up terminals at a blazing speed – 1200 baud – which is a couple hundred words a second. But to the people who were our customers, mostly people using software that managed the last mile of telephone service, it was an amazing experience.
- A few years later, after the Bell System was broken up, I worked at what would be today be called a UX consulting firm I led a team to build one of the first ever CD-ROM encyclopedias. we developed concepts and methods for turning books into ebooks that still are relevant today
- A key idea in this project was to analyze the print encyclopedia and deconstruct in into content, structure, and presentation layers so we could reconstruct it in flexible ways and provide different views of each entry by filtering on content tags.
- Our CD encyclopedia didn’t get past the prototype phase, but about the same time a really interesting document conversion did – to convert the OED to digital format. They had a very challenging task between dictionary entries range from about 5 words in length to about 20000, and the content model is extremely complex with of course a great deal of optionality.
- But this very granular content markup made it possible to do what we wanted to do, to create many different views of an entry, from very simple ones that do little more than pronunciation and short definitions to the complete ones that have all the etymology and sample quotations.
- Anyone old enough to remember the days before the web probably also remembers that many of us thought that the web’s HTML format was a step backwards from the intelligent content format of SGML that we were using for projects like the encyclopedia and dictionary to a much dumber, presentation oriented format. I often found myself trying to explain this to people because the web was such a revolutionary idea about information distribution and access that people couldn’t see how limited an HTML-only web was and would be unless we make its content more intelligent. (Yes, this slide is from 1997 – like the clip art for the big desktop computer?) (but we were already using the cloud metaphor for the internet)
- If that last slide was too abstract for someone to understand, I’d try a more concrete story by making an analogy that HTML was the lobby to your business and XML was in the cubicles
- Lobbies are artistic, carefully hand-designed… but no work gets done there There are lots of cubicles hidden away where work gets done. So go ahead and use HTML and flash on your company home page, but your product catalogs and transactions need to use XML.
- The emergence of the web made me realize that it was time to shift from working in publishing to business-to-business transactions. So I became a co-founder of a company that applied the same ideas about intelligent content in a different domain that was taking off – web-based business and commerce
- Big idea was had there was to conceive of business models as “choreographies” of document exchanges - I send you a catalog, you send me an order , I send you an invoice, you send me a payment
- Here’s a slide from about 20 years ago, showing the “drop shipment” business model – used by amazon and most retailers – where there’s a catalog, a warehouse, a delivery service, and a payment service – choreographed by the exchange of documents
- Another big idea we had was to recognize that the choreography – the glue between the different business processes – was the overlapping content in the documents. So the item listed in the catalog becomes the item being bought in the purchase order, the item being shipped by the warehouse
- So the key to making business processes work well is having good glue. Most businesses until the late 1990s used EDI, an old format for “electronic document exchange. Has a kind of punch card format, position-sensitive syntax, other aspects that make it hard to parse out the overlapping glue content in business processes
- Some people tried to replace EDI with HTML – which is good on one dimension of the Information IQ slide I showed you because it is explicit about the content components – but it is terrible on the other because it doesn’t separate presentation from structure in that content. B2B commerce required XML to take off, and that’s we introduced xml to b2b.. And that’s how I ended up with a bmw with license plate B2BXML
- A third really good idea we had at this time was to create a standard library of semantic components that could be reused to glue together the business documents. We called this the Common Business Language and over time it evolved into what is now called the Universal Business language, the most widely used B2B xml vocabulary in the world, especially important in Europe where its use is mandated by law (something that will never happen in the US)
- A final big idea we had at the same about intelligent content for Business to business transaction is that it isn’t enough for the pieces of information content to be smart. You also have to assemble them in smart ways, So when we developed the first XML standard vocabulary for b2b we also developed a set of standard documents, and showed how you’d customize something like purchase order for a particular industry or customer. Doing this in standard ways meant you could make transactions across industries work,
- Earlier I showed a clip art slide saying that was how I explained the idea of intelligent content to nontechnical folks. Here’s a slide I used about 15 years ago to show how you should adopt intelligent content in b2b . There is no free lunch – if Edi is working, you have to pay the cost to convert to XML, with the cost being lower if you adopt standard XML vocabularies
- But once you’ve done it, it pays off forever, because look at way I’ve cleverly drawn the lines as they head to forever,
- These first two phases of my intelligent content work – in publishing and b2b – turned out to be part of the same story at the end
- It turns out that almost every business does both publishing and transactions, and their publishing and transactional processes and documents are interconnected
- They are so interconnected that sometimes the documents are hybrids like this catalog that combine narrative – publishing content with transactional, database like content
- And even documents like novels – Moby Dick here – which seems like the typical thing you’d publish – can be made more transactional if its content is made more intelligent by marking up its semantic content nuggets with “mixed content’ models, or as is happening a lot now in digital humanities work, these important bits of content in the text are extracted by Natural Language processing techniques.
- The point is that there is no clear line between documents and data, between narrative and transactional content, or between publishing and transactions. We need to think of document types falling on a continuous spectrum
- A clear implication of that is that we shouldn’t attack the challenge of making content intelligent in different ways just because the content seems like publishing content or transactional content. We need a methodology that applies to both at the same time.
- So that’s how I spend several years a decade ago , systematizing the methodology of document engineering. Many of you own this book because Scott abel loves it and has relentlessly promoted it for a long time.
- In 2002 I retired from Silicon Valley and became a Berkeley professor. I started getting interested in the design of information-intensive services, and especially in the design of complex service systems like schools or hospitals or stores or banks where there was an interesting mix of face to face and self-service encounters, often multichannel where there were interconnected physical and online parts, and so on. I decided to apply the ideas of intelligent content I’d used in publishing and business to this new area.
- In many domains, the services that a customer would want have overlapping content models for the obvious reason that they might want related services at more or less the same place or time. So if I have to travel to Toronto, I’ll need a flight, a hotel, a restaurant reservation, and maybe some entertainment. But each of the service providers interacts with the customer separately so this overlap is not taken advantage of
- Here’s an example. You want to book a hotel. So you search for hotels with location and date information, and a class of service, and so on
- If you analyze these overlapping content models for each of the separate services you can combine them to ask only once, and if you analyze the transaction records for any particular customer, you can create a template with default of predicted values. Here’s such a template for planning my trips – it says my origin airport is defaulted to SFO, I like to fly nonstop in first class, I like fancy hotels, I prefer a scheduled car service rather than a taxi or rental car, and I like Italian restaurants that I can walk to from the hotel.
- Because we have both intelligent content about the services, and intelligent content about the user, we can have a very efficient and responsive answer to the travel planning request. The service system makes a proposal, and can qualify the degree to which it can be simplified by substituting information that it knows or can infer or predict. Three kinds of smart substitution shown here: A Level 1 substitution replaces a choice that would be unconstrained in the generic service encounter with a reminder that shows the user ’s last choice, but with the other feasible alternatives still available as choices A Level 2 substitution is a request for confirmation in which the user’s previous choice is shown, but other choices are no longer presented Finally, a Level 3 substitution is the complete elimination of any interaction with respect to a choice or touch point in the generic service encounter
- Final area in which I have applied and invented with intelligent content is a combination of the first and the last ones I have just talked about – publishing and personalization. Case study about a textbook I wrote and which I use in my teaching at Berkeley
- The book is called the discipline of organizing. I will only briefly talk about the discipline because most of what’s important today is about the intelligent content architecture and how it enables customization and personalization.
- We used Oreilly’s Atlas single-source publishing system – which of course implies intelligent content – but we’ve already talked about that story so I will focus on the other ways in which we are exploiting intelligent content
- Book is based on a simple but powerful idea – that even though we organize all sorts of different things – we can take a more general perspective and see commonalities and design patterns rather than focus on their differences
- We can emphasize how all of these domains and types of collections differ… or we can emphasize what they have in common
- Here’s the key challenge. A book that sits at the intersection of lots of discipline should have an authoring process and book architecture that reflects that intellectual architecture
- How emphasize the transdisciplinary core while preserving the disciplinary identity of the content contributions to it? Edit each chapter to focus on transdisciplinary content, and extracting discipline-specific content as supplemental paragraphs or endnotes
- The reader chooses, and learns by trial and error whether the supplemental content is relevant How easy this is depends on the mechanisms the reader has for identifying and reading the supplemental content
- the proportion of supplemental content to core content the disciplinary mix of the supplemental content the nature of the core content
- Extend the familiar mechanism of endnote superscripts with a disciplinary tag But research shows – including our own surveys and studies – that readers don’t like hypertext links that change context, and so we tested some alternatives. Pop-up links were one
- Readers tolerate pop-ups and they strongly prefer transclusion, but of course no standard ebook reading platform supports this – this is our custom javascript enhanced version
- : Even if we apply strong reasonableness or familiarity constraints it is still easy to imagine many appealing configurations of disciplines Memory Institutions, Informatics, Information Architecture, Sensemaking…
- Different chapters and topics in TDO inherently differ in their disciplinary mix
- We have invented the machinery to do this but most ebook platforms are not capable enough to handle what we do with intelligent content. They don’t run javascript or CSS. When we can detect CSS and JavaScript, we insert controls that allow readers to selectively include and exclude content
- So instead we put static visualizations in our ebooks
- Readers should be able to save configurations for different contexts (e.g., first time vs. studying for exam)
- This content can be submitted for incorporation in new standard editions published on a regular cycle