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Unlocking Enterprise Data: Looking Beyond the Numbers

Claudine Bianchi, VP Marketing

www.metacarta.com

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Buying a car…

• What if all you knew about a car was its tires?

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How about a few more details…

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Unlocking Enterprise Data

• Quantitative data outlines the past

• Qualitative data fills-in the picture

Together they indicate the future

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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

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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

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The Problem?

Accessing the right information

in a relevant framework

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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 can’t be found

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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 ofDocuments

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#docs   %geo

50672    95.6912245    89.4317709    90.01105944    59.191766    65.1897829    43.9454693    59.1726447    51.8520964    69.1929693    81.4342480    64.3234498    64.7237020    50.4730558    60.2119611    58.3561570    81.5433129    86.1847936    64.78

#docs   %geo

34476    62.1073771    52.6559755    64.0347917    74.9448532    73.0840696    71.4329011    68.0965856    87.8777641    83.5385610    89.4175934    87.2865848    86.3881774    76.9910320    74.8881938    93.7477719    92.0165276    88.1567563    87.1910042    74.66

MetaCarta Internet Testing Results

Percentage of Georelevent documents, per document collection, in Internet test

Summary

# of Documents 1,914,443

% Georelevant 74.05

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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 answerGeographic Text Search

number of documents 2000 2005 2010

Value to the User

Keywords Alone

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What to do?

• Give structure to unstructured information using geography as the constant.

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MetaCarta Geographic Text Search

All Documents

Map as a filter

Keyword search

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Search Results =Subset of document collection

(map agnostic)

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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.5 miles north of Tyson Corner.

38° 18' N 77° 28' W

(302) 555-7809,(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.94 Manhattan Street in Media, PA.

39° 53' N 75° 15' W

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Disambiguation

The macho energy of Harrison Ford

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Disambiguation

The macho energy of Harrison Ford

‘The’ Ridge in New Caledonia‘Macho’ Town in Honduras‘Energy’ Town in Williamson Cty, Illinois‘Of’ Town in Turkey‘Harrison Ford’ Crawford Cty, Missouri

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Aggregated Search

• Aggregated Search

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• Aggregated Search

Aggregated Seearch

Group A Appliance

Group B Appliance

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Aggregated Search

• Aggregated Search

Hosted Premium Content

Group A Appliance

Group B Appliance

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Unifying Data Using Location

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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

Thank You!Contact:cbianchi@metacarta.com