1. Copyright © 2007 Mark Logic Corporation – All Rights Reserved Slide 1 Unlock Content ™ Cross Media Strategy I: Tools & Technologies Gilbane San Francisco – April 10 th – 12 th Andrew Grygiel VP Marketing & Marketing Development Unlock Content™

2. Copyright © 2007 Mark Logic Corporation – All Rights Reserved Slide 2 Topics Important technologies, techniques and concepts XML XQuery Digital Product Creation

3. Copyright © 2007 Mark Logic Corporation – All Rights Reserved Slide 3 XML: The Fundamental Enabler Separation of form and content,, and Not and Ideal repository / archive format Open, standard, human-readable, presentation-neutral Use markup to denote many different things Metadata:, Structure:,,, Entities:,, Facts: relationships between entities And much more: molecules, diseases, concepts, sentiment, parts-of-speech, coordinates,...

4. Copyright © 2007 Mark Logic Corporation – All Rights Reserved Slide 4 XQuery XML Query language (XQuery) Designed specifically for querying XML Kind of SQL for XML Recently became an approved W3C standard De-risk: use, acquisition from small suppliers Reflects the XML bifurcation RDBMS vendors: data-centric implementations XML content server vendors: content-centric implementations Poorly named: much more than a query language Programming language for building XML-based web applications

5. Copyright © 2007 Mark Logic Corporation – All Rights Reserved Slide 5 Digital Product Creation: Traditional Decide what you want to build Round up content for it From inside the organization License from outside if necessary Normalize that content Get it to one DTD or schema Build application / delivery system from scratch See if it works App All fixed cost

6. Copyright © 2007 Mark Logic Corporation – All Rights Reserved Slide 6 Digital Product Creation: New Round up all your content Semi-normalize it Create platform to accelerate new product creation Decide what you want to build License additional content if needed Clean-up and enrich to enable the app Build application / delivery system on the platform See if it works Platform App Use platform to reduce marginal cost of applications App ●●

7. Copyright © 2007 Mark Logic Corporation – All Rights Reserved Slide 7 Digital Product Creation Activities Integrate Of internal, licensed external, and possibly Internet content Enrich From basic clean-up to advanced entity, fact, concept, and sentiment extraction Contextualize Creation of content applications that don’t just provide information But instead help a known role accomplish a known task

8. Copyright © 2007 Mark Logic Corporation – All Rights Reserved Slide 8 Integrate: Oxford’s AASC

9. Copyright © 2007 Mark Logic Corporation – All Rights Reserved Slide 9 Integrate: O’Reilly SafariU

10. Copyright © 2007 Mark Logic Corporation – All Rights Reserved Slide 10 Enrich: Intelligence Demo President Nixon went to <inxight:city confidence="100" latitude="39.928888" longitude="116.388333">Beijing for a week early in 1972, meeting <inxight:person confidence="90" reference="person5">Mao as well as Zhou. Fact extraction (relationships between entities) Also have sentiment extraction, concept extraction, entity extraction, part-of-speech extraction, … (“a boy and his algorithm”)

11. Copyright © 2007 Mark Logic Corporation – All Rights Reserved Slide 11 Contextualize: Elsevier PathCONSULT For pathologists doing differential diagnosis

12. Copyright © 2007 Mark Logic Corporation – All Rights Reserved Slide 12 Resources Querying XML Melton and Buxton Mark Logic CEO blog http://marklogic.blogspot.com Discovering XQuery blog http://xquery.typepad.com CMS Watch www.cmswatch.com Text Technologies, DBMS2 www.texttechnologies.com www.dbms2.com XML and databases http://www.rpbourret.com/xml/xmlanddatabases.htm