ASIDIC Spring Conference ‘Smart Content’ Uncovering the Value and Benefits of Semantic Technology Richard C. Fusco Director, Content Strategy – McGraw-Hill

ASIDIC Spring Conference ‘Smart Content’Uncovering the Value and Benefits of Semantic

TechnologyRichard C. FuscoDirector, Content Strategy – McGraw-Hill Information and MediaMichael O. LavittDirector of Online and Editorial Production, AVIATION WEEKJames J. HohmanVice President, Sales – Publishing, TEMIS

Philadelphia, 23 March 2010

http://www.mcgrawhill.com/index.html

Copyright © 2010 - All Rights Reserved - Slide 2

Enhancing user’s experience with semantic smart-linking

The Changing Landscape of Information Distribution

McGraw-Hill Steps Up to the Challenge

Aviation Week: A Solution that Flies


The Good Old Days?


The Good Old Days?


The Good New Days?


The Good New Days?


As Times Change,Pioneers Lead the Way

The New Landscape


Exponential Information Growth

Wide – and Growing – Array of Delivery Platforms

Fragmented Audiences

Lower Barriers to Entry

Shaky Advertising Model

Expectations of Free Content

… and if you don’t get it right…

The New Landscape


The Price of Bad Decisions

The New Landscape?


But Some ARE Getting It Right…

The New Landscape


The McGraw-Hill Companies are organized around three Segments

• Information & Media

• Standard & Poor's

• Education

The Information & Media Segment is made up of four B2B operating units and a group of broadcast channels

• Aviation Week

• Platts

• McGraw-Hill Construction

• JD Power & Associates

• Broadcasting

The McGraw-Hill Companies


Fundamental Changes in the Information Economy

• From supply driven to demand driven

• From information distribution to information consumption

• Information is ubiquitous

• Customers are empowered and evermore demanding

Publishing Challenges in Today’s Information Economy

• Intense competition from traditional & non-traditional information providers

• Time to market

• Increased customer demands for Interactivity, Contextualization & Community

• Flexible delivery channels and formats

• Evolving business model

• Narrower and deeper offerings

External Reality: The New Information Economy


Content Agility & Digital Transformation

Text Mining is one of the core technologies in Information & Media’s digital transformation strategy

Content enrichment is used to enhance content agility across our businesses• Helping to eliminate manual tagging and categorization.• Used to interrelate domain specific content that is spread across disparate file

systems and databases.• It’s essential to mining tens-of-millions of pages of semi-structured and un-structured

content for salable subsets and new product opportunities.• Adds a layer of rich metadata that significantly improves search results, content

navigation and information discovery • Tagged content is being used to drive topic pages, micro vertical sites, content

targeting and richer customer experiences.

The McGraw-Hill Response


Platts

The leading global provider of energy and metals information and the world’s foremost source of benchmark price assessments in the physical energy markets

Platts produces and delivers more than 20K daily news flashes, price assessments and analytics products

Tagging Applications

Taxonomy development: Platts are using TEMIS’ Luxid® Information Analytics to build, test and refine its taxonomy structures of over 100K entities

Editorial content tagging: Content tagging web service is being integrated in a new content production platform

Platts will use TEMIS to mine the its content archives to identify new products, service lines and customer segments

Content Tagging & Text Mining Projects


Aerospace & Defense Leading supplier of aviation, defense & space technology information

Include news, analysis and intelligence in four magazines and three paid newsletters, databases of company information for aerospace manufacturers, airlines and providers of maintenance and other services

All this content is integrated on a paid information portal called AWIN

Tagging Applications

Going live with a feature that links tagged entities in articles to Organization and Program pages

Driving special reports on industry events and topics

Identifying new organizations and people mentioned in news articles

Categorizing content against a taxonomy

Linking to other relevant content from McGraw-Hill and possibly beyond

Increase the value proposition for our content

Content Tagging & Text Mining Projects


Enriching Aviation Week Intelligence Network


Organization Links Go To WAD Database Listings


Program Links Go to Program Profile Pages


Knowledge Analytics can tell you what organizations are mentioned most frequently

Set reasonable expectationsLeveraged two internal resources and TEMIS experts to

build Skill Cartridges™Need adequate resourcing to build rules using regular

expressions and variants

How We Did It On AWIN

Q & A - Thank you!

Richard C. FuscoDirector, Content Strategy – McGraw-Hill Information and MediaMichael O. LavittDirector of Online and Editorial Production, AVIATION WEEKJames J. HohmanVice President, Sales – Publishing, TEMIS

Philadelphia, 23 March 2010

http://www.mcgrawhill.com/index.html

Documents

ASIDIC Spring Conference ‘Smart Content’ Uncovering the Value and Benefits of Semantic Technology Richard C. Fusco Director, Content Strategy – McGraw-Hill