The document discusses content management systems and describes some of the challenges involved in managing unstructured content compared to structured data. It provides examples of how different types of content are used in various business functions and contexts. It also outlines some of the technical challenges in aggregating, organizing, and delivering large volumes of content from various sources.

1. Content Management System

2. What is Content?
• The concept of
– structured vs. unstructured data
– Data vs. Content
• Structured data fits neatly into well-defined
buckets.
• “unstructured” data, which does not fit so
predictably into welldefined buckets, has
become known as “content.”

3. Business Process Structured Data Unstructured Data
Sales Contact Information Cover Letters, Proposals,
Contracts,RFPs
Marketing Product Numbers and Prices Brochures, Specifications,
FAQs , Web Banner Ads.
Production Bills of Materials, Inventory
Levels
Engineering Drawings, Process
Specifications.
Customer Support Customer Lists, Phone Logs,
Contact History
Customer Correspondence
,Troubleshooting , FAQ
Purchasing Vendor ID, Item Number,
Price, Discount
Product Specifications, Vendor
Catalogs
Human Resources Employee Lists, Payroll
Benefits Information
Employee Policies,
Resumes, Performance.
Finance and
Administration
General Ledger, Financial
Projections
Annual Reports, Board Minutes
,Compliance Reporting,
Accounting Policies

4. Enterprise Content Management
– sample user requirements (from a large Financial
Svcs Company)
• “If a new bond comes into inventory, then we should get a
message, an alert...and be able to refine to say that I only
have California, Oregon and Washington clients...."
• “In the month of July, I received 95 e-mails from my
subscriptions. These e-mails included 61 that had 143
attachments that had 67 more attachments. In total
therefore, I received almost 400 documents including 5
different types (HTML,PDF, Word, Rich Media, …).
Even with this volume, I had subscribed to only 10
categories in the Equities area. There are a total of 26
Equity Subscription areas and a total of 166 categories to
which a user can subscribe across all Product Areas.”
Professional users of a traditional Content Management Product/Solution

5. Enterprise Content Management
– sample user requirements (from a large Financial Svcs
Company)
• The real question is, "Which sales ideas may have significant
relevance to my book of business?" For example, an earnings
warning on an equity rated Hold or Lower and not owned by
any of my clients may not be of high relevance to me. Ideally, a
relevance analysis would:
– Greatly reduce the volume of Product Area Ideas sent to every FA,
hopefully to perhaps 10% to 20% or less of today's volume with ideas
that are potentially actionable for that FA and his/her client
– Result in FAs reading and evaluating the Product Area Ideas, taking
appropriate actions, and generating sales because the Product Area
Ideas would be relevant
– Result in customer satisfaction because clients would understand FAs
are paying attention to their needs and developing focused ideas
Professional users of a traditional Content Management Product/Solution

6. Enterprise Content Management
– sample product requirements (from a large Financial Svcs
Company)
• “Content generation is a more complex and probably
costly problem to solve ... we reportedly create about 9
million messages a month for field delivery. On average,
this would mean 1,000 messages per month per ‘big user’
or perhaps only 500 to 600 per ‘little user’.…I strongly
believe an analysis is in order of the nature and necessity
of generated content , the establishment of content
generation standards, the
movement towards development and implementation of a
relevance engine, … “
Director (Product Management) of a large company that uses a leading Content Management Product

7. How is Content managed?
Author
EditUpdate
Publish
Content management is significantly more complex than
management of structured relational data.
A system that pieces together content for the purpose of
viewing that content within a web based device

8. Action Data Content
Create Created automatically by
applications or manually via a
forms-based interface
Requires creative skills and
often collaboration between
multiple contributors
Review and Edit If manual review is required
,normally a quick double-check
via a forms-based interface or
audit report
Requires a complex iterative
cycle in which multiple parties
make comments and
annotations that are factored
into the next updated version
Link to Related
Information
Through foreign keys and/or
relational JOIN operational
Requires a combination of
hyperlinks ,metadata, and
“virtual document” parent-
child Relationships
Format and Deliver Typically handled through
standard reporting tools,
Visual Basic interfaces or
ASP/JSP tools on the Web
Requires complex formatting
specifications and
transformations between file
formats, XML

9. Action Data Content
Update Typically handled at either a
field or record level in a well-
defined application
Environment
Changes may occur at any
level (e.g. a word in entire
chapter, etc.), requiring
complex change management
including control and track the
specific items that were
changed
Index Handled through a well-
defined relational schema
Requires a combination of
structured hierarchy (e.g.
cabinet-folder structure) and
flexible relational metadata.
Search and Retrieval Typically handled though SQL
queries using the defined
relational schema
Often requires a complex
combination of metadata, full
text and structural elements,
and sometimes even more
exotic techniques such as
Query-by- Image-Content

10. What Makes Content Management
Difficult?
• The flexibility and unpredictability of content
• Lack of well-defined, industry-standard application
infrastructure for handling content
• Complex creation, update and change management cycles
• Complex reuse and repurposing issues
• Complex cross-referencing and indexing schemes
• Complex formatting and transformation requirements
• Complex search and retrieval issues

11. A Brief History of Content
Management
• Content has existed for at least 5,000 years, since the invention
of written language.
• Formal content management probably didn’t begin until the
founding of the Library of Alexandria in 150 B.C.
• For at least the last 100 years, content has been playing a big
role in business, in the form of brochures, catalogs, contracts ,
correspondence, invoices, purchase orders, billings and so
forth.
• As the 1990s dawned, personal computers were increasingly
becoming linked by local area networks. With the realization
that this provided a means to re-establish control over
electronic content, the age of document management was born.

12. A Brief History of Content
Management
• By 1998, the Web had evolved from an interesting phenomenon to serious
business, and was now composed of billions of individual Web pages.
Suddenly “document management” began to go out of vogue, and “web
content management” became the central focus.
• The Web frenzy hit its crescendo in 1999, but with the dot.com and
NASDAQ crash in the year 2000, attention has again turned to a more
balanced combination of print and web-based content. Also, while the rush
to B2C e-commerce has slowed somewhat, there is now a renewed focus
on automatically communicating electronic business content through XML-
based B2B commerce networks.

13. Variation Business Purpose Example
Web Content Management Ensure that complex Web
site content is complete, up-
to date
Managing all the content
behind the Amazon.com
Knowledge Management Archive and index critical
organizational knowledge
so that
employees can take
advantage of it
Extensive knowledge base
used by service technicians
at a telecommunications
Company
Document Management Manage complex
document-based
information so common
elements can be reused, and
documents can be
dynamically assembled for
publishing
Management of
overlapping and constantly
changing information in
automobile user
manuals, dealer service
manuals, and technical
Specifications

14. Variation Business Purpose Example
Imaging Management Replace costly and error
prone paper processing
with electronic storage and
workflows
Insurance claims processing
Digital Asset Management Allow a mass of multi-
media electronic content
(photos, audio, video, etc.)
to be stored in Multimedia
Data base
Finding artwork for
developing advertising
creative , archiving news
video clips at CNN
Records Management Ensuring that critical
records are secure but
accessible, and
are deleted when they
should Be
Management of required
documentation at a nuclear
power plant

15. The Role of XML in Content
Management
• XML blurs the distinction between structured and
unstructured data, allowing data items buried inside an
unstructured document to be explicitly tagged.
• XML plays at least three key roles in content management:
– As a source format for content publishing
– As a delivery format to the web
– As a universal data interchange format

16. New Enterprise Content
Management Challenges
1. More variety and complexity
 More formats (MPEG, PDF, MS Office, WM, Real, AVI, etc)
 More types (Docs, Images -> Audio, Video, Variety of text-
structured, unstructured)
 More sources (internal, extranet, internet, feeds)
2. Information Overload
 Too much data, precious little information (Relevance)
3. Creating Value from Content
 How to Distribute the right content to the right people as needed?
(Personalization -- book of business)
 Customized delivery for different consumption options
(mobile/desktop, devices)
 Insight, Decision Making (Actionable)

17. New Enterprise Content
Management Technical Challenges
1. Aggregation
 Feed handlers/Agents that understand content representation and
media semantics
 Push-pull, Web-DB-Files, Structured-Semi-structured-Unstructured
data of different types
2. Homogenization and Enhancement
 Enterprise-wide common view
 Domain model, taxonomy/classification, metadata standards
 Semantic Metadata– created automatically if possible
3. Semantic Applications
 Search, personalization, directory, alerts, etc. using metadata and
semantics (semantic association and correlation), for improved
relevance, intelligent personalization, customization

18. Related
Stock
News
Semantic Web – Intelligent Content
(supported by Taalee Semantic Engine)
Industry
News
Technology
Products
COMPANY
SEC
EPA
Regulations
Competition
COMPANIES in Same or
Related INDUSTRY
COMPANIES in
INDUSTRY with
Competing PRODUCTS
Impacting INDUSTRY
or Filed By COMPANY
Important to INDUSTRY
or COMPANY
Intelligent Content = What You Asked for + What you need to know!

19. Focused
relevant
content
organized
by topic
(semantic
categorization)
Automatic Content
Aggregation
from multiple
content providers
and feeds
Related
news not
specifically
asked for
(Semantic
Associations)
Competitive
research
inferred
automatically
Automatic
3rd party
content
integration
Semantic Application – Equity Dashboard

20. Technologies for Organizing Content
• Information Retrieval/Document Indexing
• TF-IDF/statistical, Clustering, LSI
• Statistical learning/AI: Machine learning, Bayesian, Markov
Chains, Neural Network
• Lexical, Natural language
• Thesaurus, Reference data, Domain models (Ontology)
• Information Extractors
• Reasoning/Inferencing: Logic based, Knowledge-based, Rule
processing and
Most powerful solutions require combine several of these,
addressing more of the objectives

21. Ontology
• Standardizes meaning, description,
representation of involved
concepts/terms/attributes
• Captures the semantics involved via
domain characteristics, resulting in
semantic metadata
• “Ontological Commitment” forms basis
for knowledge sharing and reuse
Ontology provides semantic underpinning.

22. An Ontology
Disaster
eventDate
description
site => latitude,
longitude
site
latitude
longitude
Natural
Disaster
Man-made
Disaster
damage
numberOfDeaths
damagePhoto
Volcano
Earthquake
NuclearTest
magnitude
bodyWaveMagnitude
conductedBy
explosiveYield
bodyWaveMagnitude < 10
bodyWaveMagnitude > 0
magnitude < 10
magnitude > 0
Terms/Concepts
(Attributes)
Functional
Dependencies
(FDs)
Domain Rules
Hierarchies

23. Controlled Vocabularies/
Classifications/Taxonomies/Ontologies
• WordNet
• Cyc
• The Medical Subject Headings (MeSH): NLM's controlled
vocabulary used for indexing articles, for cataloging books and
other holdings, and for searching MeSH-indexed databases,
including MEDLINE. MeSH terminology provides a consistent
way to retrieve information that may use different terminology for
the same concepts. Year 2000 MeSH includes more than 19,000
main headings, 110,000 Supplementary Concept Records
(formerly Supplementary Chemical Records), and an entry
vocabulary of over 300,000 terms.

24. Semantic Technology Features
• Unstructured Text Content
• Semi-Structured Content
• Structured Content
• Audio/Video Content with associated text (transcript, journalist notes)
• Create a Customized "World Model" (Taxonomy Tree with customized domain
attributes)
• Automatically homogenize content feed tags
• Automatically categorize unstructured text
• Automatically create tags based on text Itself
• Create and maintain a Customized Knowledge Base for any domain
• Automatically enhance content tags based on information beyond text
• Build contextually relevant custom research applications
• Contextual Search (an order of magnitude better than keyword-based search)
• Support push or pull delivery/ingestion of content
• Personalization/Alerts/Notifications
• Real Time Indexing (stories indexed for search/personalization within a minute)
• Provide the user with relevant information not explicitly asked for (Semantic
Associations)

25. Along with the evolution of
metadata and semantic
technologies enabling the
next generation of the Web,
Content Management has
entered the next generation
of Enhanced Content
Management.