1. 1 Unlocking Enterprise Data: Looking Beyond the Numbers Claudine Bianchi, VP Marketing www.metacarta.com

2. 2 Buying a car… What if all you knew about a car was its tires?

3. 3 How about a few more details…

4. 4 Unlocking Enterprise Data Quantitative data outlines the past Qualitative data fills-in the picture Together they indicate the future

5. 5 Quantitative data Banking Data –Location, Deposits, Historical Growth Rates and 3 year deposit statistics Chain Store Data –Name, address, selling square feet, annual sales per square foot, parent company name, and number of parent stores Consumer Data –Buying behaviors, product ownership, shopping activities Crime Data –indexes for assault, burglary, larceny, motor vehicle theft, murder, personal crime, property crime, rape and robbery. Household data Traffic data

6. 6 Another data type: qualitative Textual information (articles and reports) that provide context –The experience of competitors –Local events that may impact economic health –Consumer trends –Retail innovations

7. 7 The Problem? Accessing the right information in a relevant framework

8. 8 Challenges of Information Discovery 35%-50% information is NOT found by typical search engines 70% of us are visual learners but text based displays dominate 30% of their time knowledge workers spend: –Searching for non-existent documents –Failing to find existing information –Recreating information that cant be found

9. 9 Validated Enterprise Data 85% of all data stored is unstructured –validated by ITC at 2003 workshop 80% of business is conducted on unstructured data 60% annual growth rate for unstructured data –confirmed by ITC at 2003 DIM workshop 80% of unstructured data has some geographic reference –validated by actual Fortune 500 customer MetaCarta deployment 2005 2006 2007 2008 Number of Documents

10. 10 #docs %geo 50672 95.69 12245 89.43 17709 90.01 105944 59.1 91766 65.18 97829 43.94 54693 59.17 26447 51.85 20964 69.19 29693 81.43 42480 64.32 34498 64.72 37020 50.47 30558 60.21 19611 58.35 61570 81.54 33129 86.18 47936 64.78 #docs %geo 34476 62.10 73771 52.65 59755 64.03 47917 74.94 48532 73.08 40696 71.43 29011 68.09 65856 87.87 77641 83.53 85610 89.41 75934 87.28 65848 86.38 81774 76.99 10320 74.88 81938 93.74 77719 92.01 65276 88.15 67563 87.19 10042 74.66 MetaCarta Internet Testing Results Percentage of Georelevent documents, per document collection, in Internet test Summary # of Documents1,914,443 % Georelevant74.05

11. 11 Keyword Search Failing… Generic Text Search Technology Is Overwhelmed Thousands of best hits is still too many to read Filtering on words alone is insufficient Time consuming to review Never get a negative answer Geographic Text Search number of documents 2000 2005 2010 Value to the User Keywords Alone

12. 12 What to do? Give structure to unstructured information using geography as the constant.

13. 13 MetaCarta Geographic Text Search All Documents Map as a filter Keyword search + Search Results = Subset of document collection (map agnostic)

14. 14 MetaCarta Geoparsing Bob London was spotted He stopped to make a phone call to He proceeded on foot to ate at a Chicago-style pizza place, and parked at the intersection of Jordan Terrace and Atlantic Ave. 5 miles north of Tyson Corner. 38° 18' N 77° 28' W (302) 555-7809, 42° 22' N 71° 2' W the intersection of Jordan Terrace and Atlantic Ave. 39° 53' N 75° 14' W 94 Manhattan Street in Media, PA. 39° 53' N 75° 15' W

15. 15 Disambiguation The macho energy of Harrison Ford

16. 16 Disambiguation The macho energy of Harrison Ford The Ridge in New Caledonia MachoTown in Honduras Energy Town in Williamson Cty, Illinois OfTown in Turkey Harrison Ford Crawford Cty, Missouri

17. 17 Aggregated Search

18. 18 Aggregated Search Aggregated Seearch Group A Appliance Group B Appliance

19. 19 Aggregated Search Hosted Premium Content Group A Appliance Group B Appliance

20. 20

22. 22 Unifying Data Using Location

23. 23 Summary 85% of the information out there is unstructured Information can be anywhere – Internet, shared drives, document repositories – at your desktop, across the country or around the world Geography can unify information – add structure to unstructured data – 80% of unstructured content has geographic relevancy Users have lots of sources for information but want a single view to find answers Maps can be used as a visual filter in geographically relevant analysis

24. Thank You! Contact: cbianchi@metacarta.com