user contribution in knowledge management – a journey to semantic technology

6/16/2009, SemTech’09, San Jose, CA

Yu Su, Gang Wang

User Contribution in Knowledge Management

--A Journey to Semantic Technology

Intuit Proprietary & Confidential2

Intuit

Intuit Proprietary & Confidential

The Semantic Technology Vision

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"The Semantic Web is an extension of the

current web in which information is given well-

defined meaning, better enabling computers

and people to work in cooperation.“

--Tim Berners-Lee, James Hendler, Ora Lassila

(2001)


Semantic Technology and Intuit

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Intuit

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QuickBooks Support Website http://www.quickbooks.com/support

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Content Management System

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User Tagging & Folksonomyhttp://support.quickbooks.intuit.com/support/pages/knowledgebasearticle/1011011

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http://support.quickbooks.intuit.com/support/pages/knowledgebasearticle/1011011


User Tags Social Semantics?

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1603

download

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multi-user

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Benefits and Next Steps

Immediate Benefits– Cross promotion of articles with shared tags– Provides better help to call-center agents

Next Steps– Experiment with more advanced tagging: User generated

triples– Use Common Tag to link concepts and deal with synonyms

Outcome: Leverage user contributed data to – Improve knowledge base taxonomy: Better semantic graphs

that complements the directory tree–Quicker and more relevant information for decision making

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Next Step: A Social Semantic Web

http://commontag.org/Image:CommonTag-users.png


Quicken


Problem #1: Payee Identification

Our Favorites: DIOCESE OF SJ DES:REG SALARY ID:RGD000000970668 INDN:RUKONIC,ALEKSANDRA CO ID:1942734503 PPD REF:00014431794612110825000702901626031607013122

PAYPAL DES:INST XFER ID:5XD222SDHQ582 INDN:MARKO RUKONIC CO ID:PAYPALSI66 WEB REF:00014431794612110825000703100132137607013127


SAFEWAY STORE 05-03 CUSTOMER 1114 PURCHASE #934054 FREMONTCA

FRESH CHOICE #4 04/30 CARD #6312 PURCHASE #24210737120286180800552 SAN JOSE, CA

PARAMOUNT'S GR AMERICA 04/28 CARD #1114 PURCHASE #24610437119004024018539 SANTA CLARA, CA

DIOCESE OF SJ DES:REG SALARY ID:RGD000000970668 INDN:RUKONIC,ALEKSANDRA CO ID:1942734503 PPD REF:00014431794612110825000702901626031607013122

PAYPAL DES:INST XFER ID:5XD222SDHQ582 INDN:MARKO RUKONIC CO ID:PAYPALSI66 WEB REF:00014431794612110825000703100132137607013127

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From: To

• Safeway• Fresh Choice • Great America• MY PAYCHECK• Paypal Income

Quicken User Contributed Payee Identification


Problem #2: Categorization04/20/08 CHEF CHU'S $23.6704/19/08 CHEVY'S $11.3403/18/08 STARBUCKS $3.7802/01/08 FRESH CHOICE $17.22

How much did I spend this year on lunch? Coffee?

The chore of repetitious work: Average customer has a checking and a credit card account They have 50 transactions per month Most of them are recurring – keep shopping at favorite stores

It takes a lot of time to categorize all those Imagine 1000s of customers doing this work all the time, all

over again

- LUNCH- LUNCH- COFFEE- DINING


Quicken ACE: Automatic Categorization Engine

• Quicken ACE collects information from all its users and builds up its knowledge database.

• Some databases:– Payee recognition – Transaction categorization– Bill and check recognition– Personalized category management– Popular categories for a payee– Payee name completion, Quicken style

Every time a user categorizes a transaction or renames a payee, we store that.

Lots of data – our valuable asset


1. Seeded with large static merchant list

2. Personalized category and payee renaming (with new category, new merchant)

3. User contributed data is used to improve/enrich the seed knowledge base

4. Community voting as the guardian

5. Statistics of different semantic attributes is reflected in GUI

Quicken ACE: Evolve Semantics with User Contributed Data


Tax Time!

•ACE can map every expense to a tax line item

– Itemized deductions are not a chore any more

–Where there is a link between category and tax line item

–Small businesses and rental property owners win!

–ACE supports any number of category sets


Lessons Learned

•User want to contribute when– it is easy to make such contribution – there is pain/value

•Tagging is a powerful way–How complicated can we push it?–Common Tags

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View Points

•Knowledge is a living breathing thing– Ivory tower approach for building semantic webs won’t work

•User contribution will stay–As an iconic feature of Web 2.0, user contribution will stay and will pave the way to Web 3.0

•Call for user centric tool design–Need tools to enable, improve, and fuse user contributed data with expert maintained ontology/semantics.

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Thank You!

Questions and Conversations

user contribution in knowledge management – a journey to semantic technology

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