lecture 7 the nature of digital knowledge
DESCRIPTION
B418 Lecture 7TRANSCRIPT
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.1
Analysis 1: Evidence and the Nature of Knowledge in the Digital Age
Topic: The Nature of Digital Knowledge
Topic Number: 7
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.2
LEARNING OBJECTIVES
• To explain the differences between ontology and taxonomy tools for organising knowledge
• To describe cognitive mapping and information retrieval tools for capturing knowledge
• To distinguish between different tools for evaluating knowledge
• To assess the different tools for sharing knowledge• To explain technologies for storing and presenting
knowledge
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.3
Questions to think about during the session
• What types of knowledge or information do I use in my everyday life?
• What types of technology do I use to manage this knowledge? You may wish to consider the types of technologies you use to capture, organise, evaluate, store and share knowledge
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.4
COMPONENT TOOLS TYPOLOGY
Figure 7.1 A typology of knowledge tools and component technologies
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.5
DIFFERENT FORMS OF KNOWLEDGE
Figure 7.2 Different forms of knowledge
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.6
ORGANISING KNOWLEDGE: ONTOLOGY & TAXONOMY
Figure 7.3 Ontology and taxonomies
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.7
ONTOLOGY GENERATION TECHNOLOGIES
• Manually• ‘Part of speech’ tagging• ‘Word sense disambiguation’• ‘Tokeniser’• ‘Pattern matching’• Semi-automatic generation with machine learning
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.8
INTEGRATING ONTOLOGIES
(see Ding & Foo, 2002)
Figure 7.4 Ontology integration techniques
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.9
CAPTURING KNOWLEDGECognitive Mapping Tools
• Used principally in mapping strategic knowledge
• Use ‘oval mapping’ technique in groups
• Develop concepts, links and clusters
• ‘Decision Explorer’ – can develop complex levels of analysis
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.10
CAPTURING KNOWLEDGEIndexing a Text Database
Figure 7.8 Indexing a text database
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.11
CAPTURING KNOWLEDGEInformation Retrieval Tools
• Desire for precision and recall• Differences between an author’s and user’s vocabulary• Use of inverted files for indexing text to speed up search –
assumes text as sequence of words – easy to compress• Develop inverted index including vocabulary search, list of
occurrences and processing of occurrences to solve phrases, proximity and Boolean operations
• Suffix Trees & Indicies – allows more complex queries. Sees text as long string with each position as a suffix
• Signature files – cuts text into blocks. Not as good as inverted index
• Manipulation algorithms such as BNDM and BMS for Boolean queries
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.12
CAPTURING KNOWLEDGERetrieval Process
Figure 7.9 Information retrieval process
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.13
CAPTURING KNOWLEDGEText Processing
• Lexical analysis to identify words from characters• Eliminating stopwords occurring frequently• Stemming e.g. Connect is stem for connected,
connecting, and connections• Full text indexing • Thesaurus index terms synonyms and near synonyms• Text compression to cope with information overload
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.14
CAPTURING KNOWLEDGESearch Engines: Crawler Indexer
Figure 7.10 Search engine: crawler-indexer architecture
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.15
CAPTURING KNOWLEDGESearch Engines: IR and the Web
• Centralised crawler-indexer architecture. Crawlers (software agents) traverse web sending back pages for indexing. Indexer – deals with query from user and new info. from crawler
• Decentralised gatherers-brokers architecture. Gatherers collect and extract indexing info. from lots of servers. Brokers provide indexing and query interface
• Metasearchers are Web servers that send query to several search engines
• Most common query on the Web is 2.3 words
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.16
CAPTURING KNOWLEDGEPersonalisation
• Device provides needs and wants of consumer
• Solution lies in data mining in terms of analysing user’s clickstream and making recommendations
• Use of agents and machine learning
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.17
EVALUATING KNOWLEDGECase-based reasoning
• Capture and store past experiences as organisational knowledge
• System searches for stored cases with similar profile to new problem
• Adds unsuccessful cases to aid learning• Built on artificial intelligence technology
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.18
EVALUATING KNOWLEDGEOLAP: On-line analytical processing
• Provides multidimensional analysis of data to allow user to see data in different ways using multiple dimensions
• Main technique is to rotate a data cube
• Also called ‘slice and dice’
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.19
EVALUATING KNOWLEDGEData mining
• Uses variety of neural network, decision trees and genetic modelling algorithms
• Use sophisticated data search capabilities using algorithms to discover patterns and correlations in vast amounts of data
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.20
SHARING KNOWLEDGEInternet/Intranet
• Share knowledge with knowledge providers across the world – some free
• Intranet provides same but restricted access from outside
• Uses HTML and XML – a metalanguage that allows definition of tags and allows distribution of knowledge to call phones, pagers and PDAs
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.21
SHARING KNOWLEDGEGroupware tools
• Allows to work on same document by multiple users• Maintain and update identical data on numerous PCs• Organising discussions• Storing information• Moving and tracking documents of groups• Preventing unauthorised access of data• Mobile use to access corporate network
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.22
SHARING KNOWLEDGE
• E-mail• Text-based conferencing• Yellow Pages• Computer-based training/e-learning• Security
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.23
WEB 2.0 PLATFORM
• Shift to dynamic social web applications• Network effects critical to their success• Provide customer services free – Google ($200bn),
YouTube ($1.6bn), Facebook ($50bn)• Indirect network effects from use of products or
services that have influence on related goods and services
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.24
TIPPING POINTWORD OF MOUTH EPIDEMICS
• ‘Connectors’ – social glue• ‘Mavens’ – information brokers on best deals etc.• ‘Salesmen’ – good at convincing you and getting you to
act• Amazon is reliant on ranking of reviewers to develop
trust with customers• Six degrees of separation
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.25
WEB 2.0 PLATFORM
Figure 7.11 Web 2.0 platform tools
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.26
BLOGS
• Blogs – adding thoughts or diary of events• Podcasts – audio blogs• Vlog – video blog• Trackbacks – allows bloggers to see who’s linking to
them• Can act as alternative to face-to-face meetings to
engage in problem solving• Engage with customers across boundaries• Twitter – micro-blogging site
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.27
SYNDICATION & RSS FEEDS
• Information from articles and photos repackaged for different customers
• RSS (Really Simple Syndication) format to publish frequently updated content on websites
• Organisations can place feeds showing latest offerings or consumer information such as traffic news or weather forecasts
• RSS viral distribution engine for bloggers – receive new material posted by favourite bloggers
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.28
MASHUPS
• Allows content from different sources to combine with applications for different business processes
• E.g. Getting insurance quote from website• E.g. Starbucks helps customers locate nearest café
once they’ve entered postcode• Information from external sources can be inaccurate
or may change significantly in future; even close down
• Prone to threats from malware
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.29
WIKIS
• Web pages that can be viewed and modified by anyone
• Allows to create or change web content• Places power and freedom in hands of users rather
than external ‘expert’• Works in progress on virtual ‘white boards’• Agendas and minutes can be placed on wikis• Can be open to manipulation and vandalism• Maintenance can be time-consuming
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.30
ONLINE SOCIAL NETWORKS
• Individuals interact with others in community• Social network sites (SNS): Facebook, MySpace,
LinkedIn, Friendster• SNS tend to support pre-existing relationships rather
than new ones• Benefit from social capital and self-presentation• Risk over privacy from third party securing personal
information• Allows interaction with different people in network
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.31
3-D VIRTUAL WORLDS
• Computer-simulated worlds where users interact in real time through ‘avatars’
• Avatars are 3-D electronic cartoons of users; form of alter ego
• Second Life has over 15m users and internal currency of Linden dollars (L$)
• Conduct meetings, workshops and recruitment• Multinationals such as IBM, Dell, Ericsson, Bain• Strathclyde and Coventry Universities bought islands
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.32
STORING KNOWLEDGEData Warehouse
• Database with query and reporting tools• Stores current and historical data from internal and
external sources• Data mart – subset of data warehouse which contains
summarised or highly focused data for certain users
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.33
PRESENTING KNOWLEDGEVisualisation
• Modelling – way of representing objects e.g. journal covers, weather maps, flows of citations
• Rendering – makes computer generated image look like photograph e.g. texture mapping
• Virtual reality
Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.34
Reading and preparatory work to be done
Read:• Jashapara, A. (2011) “ Knowledge Management:
An Integrated Approach” Pearson Education, Chapter 7
Work to be done before the seminar:• Carry out all the reading above• Answer the questions on the hand-out• Bring your work to the seminar
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Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011
Slide 7.35
Essential work for next week
• Please consult the OLE for details of:– Essential readings*– Seminar/workshop preparation work*– Recommended further readings– Any additional learning
* Essential readings and preparation work must always be completed in time for the next session
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