aol dam taxonomy
DESCRIPTION
TRANSCRIPT
![Page 1: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/1.jpg)
Month XX, 20XXPresented to [Client]-optional
Taxonomy at AOLClassifying the parts of a whole
Noel Agnew (@noelagnewny)Ashley Marty (@ashleykmarty)
June 09, 2011
![Page 2: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/2.jpg)
The problem:
Aol did not have a common vocabulary
![Page 3: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/3.jpg)
56+ Media brands, including:
DAM New York 2011
Page 3
![Page 4: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/4.jpg)
Multiple ad systems and content platformsContent platforms:BlogsmithHuffington Post (Movable type)5minTruveoStudioNow
DAM New York 2011
Page 4
Some ad systems:AdTechAdvertising.comFeedpoint/Dynamic Banners
![Page 5: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/5.jpg)
All speaking different languages…
DAM New York 2011
Page 5
Tag.aol.com “beyonce”Tag… “beyonce knowles”AOL Music “beyonce”AOL music “beyonce knowles”Moviefone “beyonce knowles”Huffington Post “beyonce”H… Post “beyonce knowles”
![Page 6: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/6.jpg)
What we were asked to doEffectively and granularly classify content: For improved ad sales To relate content within and between the brands In some cases, to assist editors with external-facing tags All sorts of other bits of magic (which will be touched on later)
DAM New York 2011
Page6
![Page 7: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/7.jpg)
The solution:Classify all AOL content in the same way
![Page 8: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/8.jpg)
Faceted Ontology
DAM New York 2011
Page 8
“…structural frameworks for organizing information on the semantic Web and within semantic enterprises. They provide unique benefits in discovery, flexible access, and information integration due to their inherent connectedness; that is, their ability to represent conceptual relationships. ”
-M.K. Bergman, “An Executive Intro to Ontologies” http://www.mkbergman.com/900/an-executive-intro-to-ontologies/
![Page 9: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/9.jpg)
SubjectsWe have approx. 6800 subjectsGenerally hierarchical, but some associative relationshipsIterative process with editors (subject specialists)
12 Top levels (or classes)
DAM New York 2011
Page 9
Arts and HumanitiesEducationEntertainmentHealth and MedicineLifestyleMoney and Finance
News and PoliticsScience and TechSocial SciencesSportsTransportationTravel and Tourism
![Page 10: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/10.jpg)
Entities
Named Things (includes persons)LocationsWorksEventsGroupsBrandsProducts
DAM New York 2011
Page 10
Proper nouns (specific persons, places, things)Not hierarchical, but rather associative relationships
7 Entities Vocabularies
![Page 11: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/11.jpg)
Taxonomy/ontology mashup
Technology
Electronics
Consumer Electronics
Smart Phones
Computing
Operating Systems
DAM New York 2011
Page 11
iPhone
Apple
HTC Evo 4GOSX
AT&T
Verizon
Sprint
![Page 12: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/12.jpg)
Making it work
![Page 13: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/13.jpg)
HELLO TEL AVIV!When we were tasked with this, we had very little direct communication with the team in Tel Aviv that runs the classification engine…
We also were under the impression that auto-classification was their issue and they’d just have to classify with whatever we gave them. This was WRONG!
DAM New York 2011
Page 13
![Page 14: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/14.jpg)
Train in vain?
DAM New York 2011
Page 14
‘Women's Shoes’We had to find training data for each subject in the taxonomy… and are continually doing so to improve classification.
![Page 15: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/15.jpg)
DAM New York 2011
Page 15
More Contact with the Classification TeamProviding Feedback on tagging resultsCollaborating on prioritiesWhat data is most valuable to the tagger?
Getting to Know You
![Page 16: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/16.jpg)
Turning large amounts of data into an ontology
DAM New York 2011
Page 16
Name: Beyoncé
More data sources means multiple records for the same Entity
After Merge, one record remains with metadata and relationships from all sources
More sources = More effort required in Merging records
More sources = More valuable records
MusicPersonMoviePersonAlias (synonym): Beyonce KnowlesAlias (synonym): BeyonceSource:WikipediaSource: AolMusicDBSource: AolMovieDB
![Page 17: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/17.jpg)
Where we are now
![Page 18: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/18.jpg)
DAM New York 2011
Page 18
Integrating with Advertising systems
Page 18
Product Category Our SubjectBags, Wallets and Luggage > Laptop Bags > Laptop Cases Laptops
Bags, Wallets and Luggage > Luggage > Luggage Travel and Tourism
Home & Garden > Kitchen > Organization & Storage > Cookie Jars Cooking
Our subjects can be mapped to Advertising categories to serve ads for related products
Current Department Store campaign:
![Page 19: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/19.jpg)
Recommending Tags for Editorial
DAM New York 2011
Page 19
![Page 20: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/20.jpg)
Where we’re going
![Page 21: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/21.jpg)
On the Roadmap…More projects with Advertising teamsMore data in our ontology to make classification betterRefining the ontology- because it’s a living thing
DAM New York 2011
Page 21
![Page 22: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/22.jpg)
Lessons learned
![Page 23: Aol dam taxonomy](https://reader034.vdocument.in/reader034/viewer/2022051817/5479ef45b4af9f0c618b4e8b/html5/thumbnails/23.jpg)
Life lessons…Keep your eye on the prizeExpect people to think this is a much smaller task than it isDon’t reinvent the wheelNever underestimate the power of the ability to manipulate data
DAM New York 2011
Page 23