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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
Data centers provide utility
Databases are hard to build ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Acquire and build databases
Interactive school guides
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]
Data structure powers mashups
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]
Elements of a data strategy
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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Data Strategy

  • 1. 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]
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  • 6. Acquire and build databases
  • 8. Create image maps about your data
  • 10. Police reports and crime statistics
  • 11. Voter and election guides Powered by TheVoterGuide.org
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  • 16. Of course our stories don’t mashup very well. They aren’t data! Yes they are. And we ignore that fact at our peril.
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  • 19. So how do we get it unlocked and organized? We need some data about this data
  • 20. So how do we get it unlocked and organized? We need some data about this data metadata
  • 21. Metadata tells us what an article is about
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  • 28. So why do I need it?  Faceted navigation I can click in level by level to find something (Cuisine>Asian>Chinese>Szechwan )
  • 29. 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
  • 30. 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)
  • 31. 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)
  • 32. 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
  • 33. ‘ Hot Topic’-driven content pages provide new opportunities for keyword-targeted advertising, boost SEO rankings, increase site traffic and drive more engagement
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  • 35. Embedded links increase page views and boost SEO, which generates more site traffic
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  • 37. Geographic terms can power data mapping
  • 38. … or create customized alerts where you define the geography where you want notifications to come from
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  • 41. Elements of a data strategy
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