Content Management System

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.”

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, FinancialProjections

Annual Reports, Board Minutes ,Compliance Reporting, Accounting Policies

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

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

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, themovement towards development and implementation of a relevance engine, … “

Director (Product Management) of a large company that uses a leading Content Management Product

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

Action Data Content

Create Created automatically byapplications or manually via aforms-based interface

Requires creative skills and often collaboration betweenmultiple contributors

Review and Edit If manual review is required ,normally a quick double-checkvia 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 throughstandard reporting tools,Visual Basic interfaces orASP/JSP tools on the Web

Requires complex formatting specifications and transformations between file formats, XML

Action Data Content

Update Typically handled at either a field or record level in a well-defined applicationEnvironment

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

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

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.

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.

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 thatemployees can takeadvantage of it

Extensive knowledge base used by service technicians at a telecommunicationsCompany

Document Management Manage complex document-basedinformation so common elements can be reused, anddocuments can be dynamically assembled for publishing

Management of overlapping and constantly changing information in automobile usermanuals, dealer service manuals, and technical Specifications

Variation Business Purpose Example

Imaging Management Replace costly and error prone paper processing with electronic storage andworkflows

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, andare deleted when they should Be

Management of required documentation at a nuclear power plant

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

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)

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

Related Stock

News

Semantic Web – Intelligent Content(supported by Taalee Semantic Engine)

IndustryNews

Technology Products

COMPANY

SECEPA

Regulations

Competition

COMPANIES in Same or Related INDUSTRY

COMPANIES inINDUSTRY 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!

Focused relevantcontent

organizedby topic

(semantic categorization)

Automatic ContentAggregationfrom 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

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

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.

An OntologyAn Ontology

Disaster

eventDate

description

site => latitude, longitude

sitelatitude

longitude

Natural Disaster

Man-made Disaster

damage

numberOfDeaths

damagePhoto

Volcano

EarthquakeNuclearTest

magnitude

bodyWaveMagnitude

conductedBy

explosiveYield

bodyWaveMagnitude < 10

bodyWaveMagnitude > 0

magnitude < 10

magnitude > 0

Terms/Concepts(Attributes) Functional

Dependencies (FDs)

Domain Rules

Hierarchies

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.

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)

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.