There is a big change happening right now in how we think about managing metadata and the impact it can have – including powering the top new app in the nation. Far from the afterthought of administrative tagging, metadata is now critical to the digital marketplaces and the effectiveness of digital products. Semantic metadata is a new approach that brings the flexibility necessary to capture the complete picture and to create and manage the new and ever-changing associations and relationships. This session will discuss the impact of semantics on metadata and demo it in action, revolutionizing what metadata can do for content.

1. © COPYRIGHT 2015 MARKLOGIC CORPORATION. ALL RIGHTS RESERVED.SLIDE: 1
Semantic Metadata Takes
Center Stage
Maximize the value
of your content
Matt Turner
CTO Media and Publishing
Matt.turner@marklogic.com

2. Metadata Moves to the Front

3. CONTEXT

4. WHO’S SMARTER?
VS

5. Do domestic dogs interpret pointing as a command?
Animal Cognition (2012): 1-12 , November 09, 2012
By Scheider, Linda; Kaminski, Juliane; Call, Josep; Tomasello, Michael
DOGS GET CONTEXT!

6. © COPYRIGHT 2015 MARKLOGIC CORPORATION. ALL RIGHTS RESERVED.SLIDE: 6
Machines Don’t Get Context . . .
Manu Sporny Founder/CEO - Digital Bazaar, Inc.
http://www.cambridgesemantics.com/semantic-university/what-is-linked-data

7. © COPYRIGHT 2015 MARKLOGIC CORPORATION. ALL RIGHTS RESERVED.SLIDE: 7
Metadata Needs Context Across Users and Operations
Production
File Name
Format
Create Date
Rights
Caption
Operations
Story
Title
Run Date
Credit
Position
Distribution
Category
License Type
Key Colors
Scene
Shape
Fans
Categories
Themes
Connections
Users
Watches
Favorites

8. © COPYRIGHT 2015 MARKLOGIC CORPORATION. ALL RIGHTS RESERVED.SLIDE: 8
Traditional Approach Strips
Context
 Define everything in rows and
columns
– Narrows to specific purpose
 Fix categories into hierarchies
– Strips general context
 Result: Metadata can’t be used across
all parts of the business
Title ProductionDate Category AssetType Length
Film1 3/1/14 Feature HD Master 2:40
Show1 6/4/13 Series HD720 0:40
Film2 6/4/05 Feature Archive 1:55
Category
Feature
Series
Action
Drama
Comedy
Documentary
…
Cable
Broadcast
Drama
Comedy
…
Action
Drama
Family
Documentary
…
?

9. © COPYRIGHT 2015 MARKLOGIC CORPORATION. ALL RIGHTS RESERVED.SLIDE: 9
Hierarchical Era
For your application
data!
• Application- and
hardware-specific
Data Drives the Need for a New Generation Database
Relational Era
“For all your structured
data!”
• Normalized, tabular
model
• Application-
independent query
• User control
Any Structure Era
“For all your data!”
• Schema-agnostic
• Massive scale
• Query and search
• Analytics
• Heterogeneous data
• Faster time-to-results

10. © COPYRIGHT 2015 MARKLOGIC CORPORATION. ALL RIGHTS RESERVED.SLIDE: 10
Schema Flexibility with NoSQL
 What if you didn’t need to define
everything up front?
 And what if many of the nasty
data modeling issues with
metadata were just as simple as
adding new elements
 And you can keep EVERYTHING!

11. © COPYRIGHT 2015 MARKLOGIC CORPORATION. ALL RIGHTS RESERVED.SLIDE: 11
Enter Semantics!
Manu Sporny Founder/CEO - Digital Bazaar, Inc.
http://www.cambridgesemantics.com/semantic-university/what-is-linked-data

12. © COPYRIGHT 2015 MARKLOGIC CORPORATION. ALL RIGHTS RESERVED.SLIDE: 12
Semantics to Model Relationships
 Data model to manage relationships and link together data
 ‘triples’ describe single facts
 Collections of facts describe complex real-world scenarios
“Chevy” ”NBC"
isOn
”SNL"
isOn
isOn
!

13. © COPYRIGHT 2015 MARKLOGIC CORPORATION. ALL RIGHTS RESERVED.SLIDE: 13
Ontologies Instead of Categories
 Actually model information as it is
in the real world
 Not limited to a single purpose
– Ontologies for all categories of
metadata
– Even ‘impossible’ categories
like fictional worlds

14. © COPYRIGHT 2015 MARKLOGIC CORPORATION. ALL RIGHTS RESERVED.SLIDE: 14
NoSQL and Semantics: Using CONTEXT to Unlock Content

15. © COPYRIGHT 2015 MARKLOGIC CORPORATION. ALL RIGHTS RESERVED.SLIDE: 15
Use Case: Master Data
 Foundational data for
digital products
 Industry topology -
individuals and
organizations – drives
trends for innovation
 User and content metrics
to drive product
development

16. © COPYRIGHT 2015 MARKLOGIC CORPORATION. ALL RIGHTS RESERVED.SLIDE: 16
Use Case: Enhance Digital Products
 Present information based on
relationships
 Go beyond traditional technology with
depth of content
 Drive efficiency using semantic
approach to tagging

17. © COPYRIGHT 2015 MARKLOGIC CORPORATION. ALL RIGHTS RESERVED.SLIDE: 17
Use Case: Go Beyond Search
 Concept instead of keyword search
 Related content and information
drive the content discovery and new
interactions
– SNL40 continuous viewing
 Dynamically tailored to the users
specific attributes or activity

18. Metadata Moves to the Front

19. © COPYRIGHT 2015 MARKLOGIC CORPORATION. ALL RIGHTS RESERVED.SLIDE: 19
Semantic Metadata Takes
Center Stage
Maximize the value
of your content
Matt Turner
CTO Media and Publishing
Matt.turner@marklogic.com