Making Search Relevant SchemaLogic Gary Carlson Chief Taxonomist

Company Confidential © 2006 SchemaLogic Inc. 2 Business Semantic Management Provide the ability to connect the languages used across the enterprise to describe corporate information This enterprise language unifies corporate information management systems, enabling employees to find everything about a subject no matter how it has been described. Enable Global 5000 companies to better leverage their corporate information assets for competitive advantage

Company Confidential © 2006 SchemaLogic Inc. 3 Semantics are no longer constrained by legacy IT processes Impact analysis Complete and timely with notification to stakeholders Leverage up-to-the- minute semantics across consuming platforms and services Continually enrich and expand the semantic model involving both IT and Subject Matter Experts Managing Your Semantics as an Operational Process Model Govern Publish Collaborate

Company Confidential © 2006 SchemaLogic Inc. 4 Data Warehouse Metadata Unstructure Content Mgmt Applications Metadata Search Text Analytics Portals Semantics with SchemaLogic: Agility, Consistency and Governance Metadata Repository Data Warehouse Subject Matter Experts Participate in Standards Process Business Owner Developer Administrator Data Architects Stewards IT - Engineering Real-time Pub-Sub Notification Business Semantic Management Web Collaboration Impact Analysis Governance and change management Real-time publication Metadata Repository Data Warehouse Metadata Unstructured Content Mgmt Applications Metadata Search Text Analytics Portals Metadata Pervasive Standards-based Networking HTTP, FTP, SMTP, SOAP, REST, WSDL, UDDI, LDAP, TCP/IP, Ethernet, WiFi Compliance Verification

Company Confidential © 2006 SchemaLogic Inc. 5 “Search attempts returned either thousands of results — only a fraction of which were relevant — or perhaps your search didn't bring accurate results. It is a common problem within an enterprise …” A Common Quote…

Company Confidential © 2006 SchemaLogic Inc. 6 Business Semantics Management = Information Optimization Companies have deployed many applications to manage the explosive growth of information This information must be described or “tagged” consistently Semantics are the terms and relationships used to describe information and content Business semantics must be consistent in order to efficiently create and exchange information

Company Confidential © 2006 SchemaLogic Inc. A Solution Goals: Define a define the Organizational Semantics Provide flexibility Allow Technical and business owners to participate as appropriate Make the models available programmatically to Search, Content Management, databases, and Portals Outcome: Up-to-date information is categorized, tagged, stored, and retrieved in a consistent fashion across the company, enabling employees to get the full story — everything about anything — no matter how it has been described. 7

Company Confidential © 2006 SchemaLogic Inc. 8 Competitive Advantage: Media and Publishing Problem The news industry is under threat from Internet-driven open source content Random and inconsistent tagging prevents delivery of richer, more relevant content Solution Provide structure to all phases of the tagging process Access and apply tags from a common model Allow users to enhance the common model using social collaboration Publish tags to content portals to enable real-time content syndication Result Richer, more relevant content streams Rapid creation of new content streams using tags updated in real time “Tags and links have become the new currency of the Internet” Tom Curley, CEO, Associated Press

Company Confidential © 2006 SchemaLogic Inc. Products defined based on rich subject metadata 2007 AP Content Infrastructure 3rd party content Editorial Tools (Input) Auto-tagging services (Teragram) apply standard values from SchemaLogic Metadata Services Controlled vocabularies fed to editorial tools Auto-tagging applies subject and entity metadata from controlled vocabularies Rich relationships between subjects, entities Administration of how and when different kinds of metadata are applied eAP (storage) SchemaLogic Enterprise Suite Standardizing values upstream where possible Distribution methods: Internet syndication NNTP FTP Satellite Web portals Vocabulary relationships feed search engine Pipeline services include: Versioning Indexing Productization Published content is normalized to standard XML

Gary Carlson Chief Taxonomist SchemaLogic Questions? 10