Data Strategy

Your data strategy What information to collect and what you can do with it Anthony Moor Deputy Managing Editor/Interactive The Dallas Morning News [email_address]

Web 3.0: The data-driven Web Source: Chicago Tribune SEO (Google) Domain name speculation (Netscape) Search Boost The entire Web (Google AdSense) A few large sites (DoubleClick) Ad Distribution Write/Contribute (Wikipedia, Flickr) Read (Britannica online) Engagement Web services (syndication) Client/Server Architecture Dynamic (XML, Ajax, RSS) Static (HTML) State Data (mashup, widget) Page (article) Unit of Content ,[object Object],[object Object],[object Object],Everyone Geeks Audience Web 3.0 The Semantic Web Web 2.0 (2003-2010) Web 1.0 (1993-2003)

Key features of a data-driven Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Chicago Tribune

Databases are hard to build ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Create image maps about your data

Property appraisal, home sale data

Police reports and crime statistics

Voter and election guides Powered by TheVoterGuide.org

Public employee salary databases

Mashups ,[object Object],[object Object]

Carefully consider what to database or map ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Of course our stories don’t mashup very well. They aren’t data! Yes they are. And we ignore that fact at our peril.

Our key competitive differentiator is the data we gather every single day ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

But it’s locked, hidden and unorganized ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

So how do we get it unlocked and organized? We need some data about this data

So how do we get it unlocked and organized? We need some data about this data metadata

Metadata tells us what an article is about

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1) So we first extract key entities and concepts

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2) Then filter them for relevance

3) And finally relate them to standard categories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The standard categories are… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Taxonomy is the card catalog of our content ,[object Object],[object Object],[object Object],A taxonomy organizes, classifies and relates our content Structuring our content just like data

So why do I need it?  Faceted navigation I can click in level by level to find something (Cuisine>Asian>Chinese>Szechwan )

So why do I need it?  Faceted navigation I can click in level by level to find something (Cuisine>Asian>Chinese>Szech-wan )  Much better site search by enabling search boxes that can restrict a search to terms of a particular type or context

So why do I need it?  Faceted navigation I can click in level by level to find something (Cuisine>Asian>Chinese>Szech-wan )  Much better search by enabling search boxes that can restrict a search to terms of a particular type or context  Related information that I may not have known about (articles, photo galleries, other listings)

So why do I need it?  Faceted navigation I can click in level by level to find something (Cuisine>Asian>Chinese>Szech-wan )  Much better search by enabling search boxes that can restrict a search to terms of a particular type or context  Related information that I may not have known about (articles, photo galleries, other listings)  Multiple attributes for listings (Parking, Ambience)

So why do I need it?  Faceted navigation I can click in level by level to find something (Cuisine>Asian>Chinese>Szech-wan )  Much better search by enabling search boxes that can restrict a search to terms of a particular type or context  Related information that I may not have known about (articles, photo galleries, other listings)  Multiple attributes for listings (BYOB, Outdoor Dining)  Higher search ranking (SEO) on search engines for topic subjects, listings, classified categories Source: Chicago Tribune

‘ Hot Topic’-driven content pages provide new opportunities for keyword-targeted advertising, boost SEO rankings, increase site traffic and drive more engagement

Embedded links increase page views and boost SEO, which generates more site traffic

Geographic terms can power data mapping

… or create customized alerts where you define the geography where you want notifications to come from

Whatever you call it… it’s about describing and classifying our content ,[object Object],[object Object],[object Object]

How do I get structured data? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Organizing for structured data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Reporting for structured data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Writing/editing for structured data ,[object Object],[object Object],[object Object]

Discussion http://www.slideshare.net/ajmoor

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