@prototypo
david@3RoundStones.com
David Wood, PhD
Why Your Next
Product Should Be
Semantic
Critical Business Benefits
• Better speed to market
• Lower running costs
• Increased market opportunities
Why Your Next Product Should be Semantic by Dr. David Wood
M A N N I N G
David Wood
Marsha Zaidman
Luke Ruth
WITH Michael Hausenblas
FOREWORD BY Tim Berners-Lee
Structured data on the Web
2
D
oorPrizes
YouTube HDTV
watch videos
watch Better
videos
Publish videos
Share videos
Rate videos
Discuss videos
Linked Data RDBMS
Use data Use data
Publish data
Share data
Rate data
Discuss data
Data is
easier and faster to
change than code
“(Software development) cost
estimation literally boils down to
"how long and how many people?"”	

-- Philippe Kruchten
0
10
20
30
40
50
60
70
Retail
Bars
BuildingFood
ServiceAccountingSoftw
are
(trad)Legal/TaxH
ealthcareEducation
C
hildcare
Softw
are
(rem
ote)
SHRM 2008US Census 2007 Survey 2014
Payroll,%ofTotal
0
10
20
30
40
50
60
70
Retail
Bars
BuildingFood
ServiceAccountingSoftw
are
(trad)Legal/TaxH
ealthcareEducation
C
hildcare
Softw
are
(rem
ote)
SHRM 2008US Census 2007 Survey 2014
Payroll,%ofTotal
Why Your Next Product Should be Semantic by Dr. David Wood
Why Your Next Product Should be Semantic by Dr. David Wood
“Computer Science is the only
discipline in which we view adding a
new wing to a building as being
maintenance.”	

-- Jim Horning
class Language < ActiveRecord::Base
!
has_many :examinations
has_many :project_languages
has_many :projects, :through => :project_languages
!
attr_accessible :source, :target, :price
!
validates :source, :target, :price, :presence => true
!
def self.source_languages
Language.find_by_sql("select * from languages group by source").map{|
lang| [lang.source, lang.source] }
end
!
def self.target_languages
Language.select(:target).uniq.map{|lang| [lang.target, lang.target]}
end
!
end
SQ
L
em
bedded
in
code
class Language < ActiveRecord::Base
!
has_many :examinations
has_many :project_languages
has_many :projects, :through => :project_languages
!
attr_accessible :source, :target, :price
!
validates :source, :target, :price, :presence => true
!
def self.source_languages
Language.find_by_sql("select * from languages group by source").map{|
lang| [lang.source, lang.source] }
end
!
def self.target_languages
Language.select(:target).uniq.map{|lang| [lang.target, lang.target]}
end
!
end
SQ
L
em
bedded
in
code
SQL
SQ
L
generators
client = Client.find(1, 10)
equivalent to:
SELECT * FROM clients WHERE (clients.id IN (1,10))
SQ
L
generators
client = Client.find(1, 10)
equivalent to:
SELECT * FROM clients WHERE (clients.id IN (1,10))
SQL!
generator
SQ
L
generators
client = Client.find(1, 10)
equivalent to:
SELECT * FROM clients WHERE (clients.id IN (1,10))
SQL!
generator
That’s good, right?
SQ
L
generators
class Amenity < ActiveRecord::Base
has_many :amenity_lists
!
named_scope :available, lambda {
|start_date, end_date| {
:select => 'amenities.*',
:order => 'id',
:conditions => ["
amenities.id NOT IN
(!
SELECT aa.id from amenities aa, amenity_lists al WHERE!
amenities.id = al.amenity_id AND!
(!
(? BETWEEN al.checkin AND al.checkout) OR!
(? BETWEEN al.checkin AND al.checkout)!
)!
)",
start_date,
end_date
]
}
}
Why?
Why?
• It is the tight coupling of DB+schema that causes
tight code integration.
Back
to
the
future
q = """SELECT ?x ?z ?y!
WHERE {!
course:%s course:termName ?x;!
?s ?t.!
?s ?d ?z.!
?t course:termName ?y.!
FILTER (regex(?z,'[^a-z0-9]','i') && isLiteral(?z) )!
}ORDER BY ASC(?s)
"""%var_value
schema
ontology
inference
schema
SPARQL
“Perfection is achieved, not when
there is nothing left to add, but when
there is nothing left to remove.”	

-- Antoine de Saint-Exupéry
N
ext
schema
ontology
Application relationships
Data structure
N
ext
schema
ontology
N
ext
inference
schema
ontology
N
ext
inference
schema
ontology
SPARQL!
generator
N
ext
generic
code
inference
schema
ontology
SPARQL!
generator
SQL
SQL
1960s
1970s
1980s
1990s
2000s
2010s
SQL!
generator
schema
ontology
inference
schema
SPARQL
SPARQL!
generator
schema
ontology
inference
generic
code
inference
schema
ontology
Bonobos!
Bonobos!
Why Your Next Product Should be Semantic by Dr. David Wood
Animal Pants
Label Label
Comment Comment
Depiction Depiction
Order page
Color
Gender pronoun
Address
Label
Comment
Depiction
Depiction
Label
Comment
Gender pronoun Address
Color Order page
Lack of Context
Required Context
Why Your Next Product Should be Semantic by Dr. David Wood
Why Your Next Product Should be Semantic by Dr. David Wood
carrelet@fr
plaice@en_gb sand dab@en_us
lemon dab@en_us
lemon sole@en_us
carrelet@fr
plaice@en_gb sand dab@en_us
lemon dab@en_us
lemon sole@en_us
limande@fr
calimande@fr
plie@fr
Dr. Chris Welty
“Semantic Technology is not an end in
itself, it is a means to an end, a set of
tools and techniques for supporting
modern data analytics. It goes
alongside other essential technologies
like machine learning, databases,
information retrieval, etc.”
IBM Watson Team
Why Your Next Product Should be Semantic by Dr. David Wood
M A N N I N G
David Wood
Marsha Zaidman
Luke Ruth
WITH Michael Hausenblas
FOREWORD BY Tim Berners-Lee
Structured data on the Web
2
D
oorPrizes
@prototypo
david@3RoundStones.com
David Wood, PhD
Why Your Next
Product Should Be
Semantic
This work is Copyright © 2011 3 Round Stones Inc.
It is licensed under the Creative Commons Attribution 3.0 Unported License

Full details at: http://creativecommons.org/licenses/by/3.0/
You are free:
to Share — to copy, distribute and transmit the work
to Remix — to adapt the work
Under the following conditions:
Attribution. You must attribute the work in the manner specified by the
author or licensor (but not in any way that suggests that they endorse
you or your use of the work).
Share Alike. If you alter, transform, or build upon this work, you may
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one.

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Why Your Next Product Should be Semantic by Dr. David Wood