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A (gentle) Introduction to 
Semantic Enrichment 
Jarred McGinnis, PhD 
BSI Presentation, June 2014
Some of the Problems in Publishing 
June 2014 #2 
This is NOT an atomic 
unit of information.
June 2014
The same word for different things. 
June 2014 
The Jordan problem
The different aspects of the same thing. 
June 2014 
The Schwarzenegger 
problem
The world is not static. Why is your content? 
June 2014 
The Prince problem 
The RiM/Blackberry problem 
The Yugoslavia problem
Semantics? 
June 2014
Another development stage of the Internet. 
Source: http://www.radarnetworks.com 
June 2014
Computers are Stupid. 
#9 
“Nigel Farage” 
June 2014
It’s all zeroes and ones. 
#10 
“Chris Huhne” 
June 2014
June 2014
June 2014
June 2014
June 2014
Semantic 
Enrichment 
June 2014 
• Multi-staged text-analysis 
pipeline to enrich existing 
content. 
• More than tags. 
Grounded in Semantics. 
• Disambiguation (e.g. 
different people with the 
same name.)
Semantic Annotation 
June 2014
This is creating context and from context... 
June 2014 #17
New information can be inferred. 
June 2014 #18
#19 
New information can be inferred. 
• A person is the president of a country. 
• Mr. Assad is the president of Syria. 
• Syria is a country. 
• Assad is a person. 
June 2014
Which leads to new information. 
#20 
• Would this chapter in this American textbook 
satisfy the expected learning objectives for the UK? 
Australia? 
• What supplemental materials can we offer this 
teacher given that a majority of her students are 
struggling with Algebraic problems in her Level 1 
physics? 
• Which one of my authors have written the most 
about ‘The Arab Spring’? What topics are my 
authors writing about? Is there a gap in coverage? 
What are my editors commissioning? 
June 2014
And new products. 
#21 
• Celebrity X is in the news, trending on 
twitter. What content do we have that 
mentions X or is written by X? Automatically 
generate a microsite on the imprint’s landing 
page. 
• Centennial of WW1. Automatically generated 
map of Europe hyperlinked to chapters in a 
book (or all the books in our catalogue). 
Filter by campaign, general, belligerents or a 
combination. 
June 2014
Examples of Semantics in Use 
June 2014
June 2014
E-commerce 
June 2014
June 2014
SEO 
Oct. 2014
Knowing What You Know 
• Better Search 
June 2014
June 2014
This slide should give a concrete example of one of our 
clients doing this. 
June 2014
June 2014
June 2014
June 2014
June 2014
June 2014
Article 
June 2014 
perform 
comments 
votes 
posts 
preview 
read 
contains leads to 
read 
leads to 
preview 
Search 
Action 
Result 
Date 
FTS Q. Tag 
Cat 
Tag set 
results 
cat 
taxonomy 
Search Log 
------------- 
------------- 
------------- 
------------- 
-------------
June 2014
Making Use of What Others Know 
• Making use of 
information and data 
from the ‘wilds’ of 
the internet safely. 
June 2014
2011 
Linked Data 
June 2014
Automated Product Enrichment 
June 2014
June 2014 
Automated Product Enrichment
June 2014
June 2014
June 2014
Dynamic, finer grained 
management of content 
June 2014 
Athlete (10000+), 
Team (200+), 
Discipline (400+) 
and venue pages.
June 2014
June 2014
Curation Becomes 
Smarter and Simpler 
June 2014
June 2014
An Example (Deckard Tool) 
June 2014
June 2014
Thank You 
jarred.mcginnis@ontotext.com 
June 2014

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Gentle Introduction to Semantic Enrichment