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Slide 1 Copyright © 2010 MarkLogic® Corporation.
Taming The Unstructured Data Problem
Dave Kellogg
Chief Executive Officer
11/17/10
Slide 2 Copyright © 2010 MarkLogic® Corporation.
Topics
 About MarkLogic
 What do we mean by “unstructured”
 What people do with unstructured information
 Conclusions
Slide 3 Copyright © 2010 MarkLogic® Corporation.
MarkLogic Government Began
With a Hunch
 A belief that Government agencies would have
 Large amounts of
 Unstructured information and
 Want an open way to store it
 And a standard way to run complex queries against it
 Somewhere around 2005, we chose to make Government the
second key sector for MarkLogic
 The first was media/publishing
Slide 4 Copyright © 2010 MarkLogic® Corporation.
As Hunches Go … It Was a Good One
0
50
100
150
200
250
2004 2005 2006 2007 2008 2009 2010P
Employees
removed
Slide 5 Copyright © 2010 MarkLogic® Corporation.
Media Customers
Government Customers
Financial Services and Other Customers
200+ Customers
Slide 6 Copyright © 2010 MarkLogic® Corporation.
Topics
 About MarkLogic
 What do we mean by “unstructured”
 What people do with unstructured information
 Conclusions
Slide 7 Copyright © 2010 MarkLogic® Corporation.
My Database Journey
 Lawrence Berkeley Lab
 Seismic metadata in Ingres
 Ingres 6.3
 Product manager for first DBMS
with user-defined types
 BusinessObjects
 Ran marketing for 9 years from
$30M to $1B
 MarkLogic
 Structured/unstructured divide
 First-class citizenship
Slide 8 Copyright © 2010 MarkLogic® Corporation.
What Do We Mean by “Unstructured?”
“It is estimated that about
80% of enterprise
information is
unstructured
… and contains text and data
that is not readily
accessible but holds
immeasurable value.”
-- IDC, White Paper 9/06
“Excuse me for saying so,
but there is no such
thing as unstructured
information.
Even the simplest
information has a
sequence in which there is
a beginning, a middle, and
an end.”
-- Steven Newcomb, Topic
Maps, Chapter 3.
<enter>long debate</enter>
Slide 9 Copyright © 2010 MarkLogic® Corporation.
The Information Continuum
Information Continuum
“Unstructured”“Structured”
Free textRelational
Hierarchical Semi-structured
Time-varying
XML Metadata Geospatial
Sparse
Graph
N-schema
Slide 10 Copyright © 2010 MarkLogic® Corporation.
A Practical Definition of “Unstructured”
You could put in:
 Books, journals
 Web pages
 Message, cable traffic
 Doctrine, procedures
 Metadata
 Hierarchies, graphs
 Sparse data
But should you?
That which does not model well relationally
RELATIONERTIA
Slide 11 Copyright © 2010 MarkLogic® Corporation.
An Old Saw, Adapted
If your only data modeling element’s a table, then
every problem looks like a column
 We believe there is a better way
 Use XML as means represent unstructured information
 Use XQuery as language for building apps and analytics
 Implement a specialized DBMS, purpose-built for managing vast
amounts of unstructured information (MarkLogic Server)
Slide 12 Copyright © 2010 MarkLogic® Corporation.
Topics
 About MarkLogic
 What do we mean by “unstructured”
 What people do with unstructured information
 Conclusions
Slide 13 Copyright © 2010 MarkLogic® Corporation.
Digital Publishing:
Custom Textbook Publishing
Search
Browse
Chapters
Customize Create
Slide 14 Copyright © 2010 MarkLogic® Corporation.
Digital Publishing:
Web 2.0 Applications
Topics
Activity / Feed
Profiles
Social
bookmarking
Social
network
Targeted
Ads
Slide 15 Copyright © 2010 MarkLogic® Corporation.
Person-of-Interest Databases
 Multi-valued attributes
 Discard nothing: as many heights as sources
 Repeating groups drive creation of table per attribute
 Sparse data
 Thousands of possible attributes of which few are known
 Typical result
 500+ largely empty tables
 Huge joins cripple query performance
 Bonus
 Fun attributes like body markings
 Transliteration: Gadafi vs. Khadafi
A seemingly simple problem made difficult by 2 things
Slide 16 Copyright © 2010 MarkLogic® Corporation.
Metadata Catalogs
 Digital card catalogs for tracking information assets
 Intelligence community information sharing
 Libraries and archives
 Digital asset repositories
 If you can’t search the content, search the metadata
 Why MarkLogic?
 Changing metadata standards
 Evolving metadata fields
 User-generated metadata (tagging, folksonomy)
 Text metadata where search-style matching desirable
Slide 17 Copyright © 2010 MarkLogic® Corporation.
Situational Awareness
 Integrating information in real-time from multiple sources to
improve operational decision making
 Scraping websites, chat sessions, news, …
 Integrating geospatial information
 Pulling information from existing systems
 Civilian and Defense applications
 Why MarkLogic?
 Geospatial indexing
 Zero-latency indexing, real-time query performance
 Ability to handle diverse content in different structures
Slide 18 Copyright © 2010 MarkLogic® Corporation.
Intelligence Applications
 Open source intelligence
 Scrape and enrich publicly available Internet content
 Load into content repository
 Build applications that enable search and annotation
 Cellphone exploitation
 Collect contacts, call history, and messages
 Quickly load into database in the field
 Search social network for suspects
 Link analysis
 Analyze the graph of contacts and organizations
Slide 19 Copyright © 2010 MarkLogic® Corporation.
Topics
 About MarkLogic
 What do we mean by “unstructured”
 What people do with unstructured information
 Conclusions
Slide 20 Copyright © 2010 MarkLogic® Corporation.
The Relational “Data Base” Was
Invented in 1970
 Provide flexible ad hoc
queries to structured
data
 Wasn’t thinking about
 Web content
 PDFs
 Word files
 SIGINT
 RSS feeds
 Tweets
 21st century challenges
Slide 21 Copyright © 2010 MarkLogic® Corporation.
What Else Happened in 1970?
 Super bowl IV
 Janis Joplin died
 Mariah Carey was born
 Beatles disbanded after Let It Be
 Monday Night Football debuted
 First episode of All My Children
 Boeing 747 entered service
 First F-14 tomcat test flight
 Gas cost $0.36/gallon
 Storage cost over $200/megabyte
Dave Kellogg at MarkLogic 2010 Government Summit
Slide 23 Copyright © 2010 MarkLogic® Corporation.
Thank You!
(And Please Follow Me At …)
 www.kellblog.com
 twitter.com/kellblog

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Dave Kellogg at MarkLogic 2010 Government Summit

  • 1. Slide 1 Copyright © 2010 MarkLogic® Corporation. Taming The Unstructured Data Problem Dave Kellogg Chief Executive Officer 11/17/10
  • 2. Slide 2 Copyright © 2010 MarkLogic® Corporation. Topics  About MarkLogic  What do we mean by “unstructured”  What people do with unstructured information  Conclusions
  • 3. Slide 3 Copyright © 2010 MarkLogic® Corporation. MarkLogic Government Began With a Hunch  A belief that Government agencies would have  Large amounts of  Unstructured information and  Want an open way to store it  And a standard way to run complex queries against it  Somewhere around 2005, we chose to make Government the second key sector for MarkLogic  The first was media/publishing
  • 4. Slide 4 Copyright © 2010 MarkLogic® Corporation. As Hunches Go … It Was a Good One 0 50 100 150 200 250 2004 2005 2006 2007 2008 2009 2010P Employees removed
  • 5. Slide 5 Copyright © 2010 MarkLogic® Corporation. Media Customers Government Customers Financial Services and Other Customers 200+ Customers
  • 6. Slide 6 Copyright © 2010 MarkLogic® Corporation. Topics  About MarkLogic  What do we mean by “unstructured”  What people do with unstructured information  Conclusions
  • 7. Slide 7 Copyright © 2010 MarkLogic® Corporation. My Database Journey  Lawrence Berkeley Lab  Seismic metadata in Ingres  Ingres 6.3  Product manager for first DBMS with user-defined types  BusinessObjects  Ran marketing for 9 years from $30M to $1B  MarkLogic  Structured/unstructured divide  First-class citizenship
  • 8. Slide 8 Copyright © 2010 MarkLogic® Corporation. What Do We Mean by “Unstructured?” “It is estimated that about 80% of enterprise information is unstructured … and contains text and data that is not readily accessible but holds immeasurable value.” -- IDC, White Paper 9/06 “Excuse me for saying so, but there is no such thing as unstructured information. Even the simplest information has a sequence in which there is a beginning, a middle, and an end.” -- Steven Newcomb, Topic Maps, Chapter 3. <enter>long debate</enter>
  • 9. Slide 9 Copyright © 2010 MarkLogic® Corporation. The Information Continuum Information Continuum “Unstructured”“Structured” Free textRelational Hierarchical Semi-structured Time-varying XML Metadata Geospatial Sparse Graph N-schema
  • 10. Slide 10 Copyright © 2010 MarkLogic® Corporation. A Practical Definition of “Unstructured” You could put in:  Books, journals  Web pages  Message, cable traffic  Doctrine, procedures  Metadata  Hierarchies, graphs  Sparse data But should you? That which does not model well relationally RELATIONERTIA
  • 11. Slide 11 Copyright © 2010 MarkLogic® Corporation. An Old Saw, Adapted If your only data modeling element’s a table, then every problem looks like a column  We believe there is a better way  Use XML as means represent unstructured information  Use XQuery as language for building apps and analytics  Implement a specialized DBMS, purpose-built for managing vast amounts of unstructured information (MarkLogic Server)
  • 12. Slide 12 Copyright © 2010 MarkLogic® Corporation. Topics  About MarkLogic  What do we mean by “unstructured”  What people do with unstructured information  Conclusions
  • 13. Slide 13 Copyright © 2010 MarkLogic® Corporation. Digital Publishing: Custom Textbook Publishing Search Browse Chapters Customize Create
  • 14. Slide 14 Copyright © 2010 MarkLogic® Corporation. Digital Publishing: Web 2.0 Applications Topics Activity / Feed Profiles Social bookmarking Social network Targeted Ads
  • 15. Slide 15 Copyright © 2010 MarkLogic® Corporation. Person-of-Interest Databases  Multi-valued attributes  Discard nothing: as many heights as sources  Repeating groups drive creation of table per attribute  Sparse data  Thousands of possible attributes of which few are known  Typical result  500+ largely empty tables  Huge joins cripple query performance  Bonus  Fun attributes like body markings  Transliteration: Gadafi vs. Khadafi A seemingly simple problem made difficult by 2 things
  • 16. Slide 16 Copyright © 2010 MarkLogic® Corporation. Metadata Catalogs  Digital card catalogs for tracking information assets  Intelligence community information sharing  Libraries and archives  Digital asset repositories  If you can’t search the content, search the metadata  Why MarkLogic?  Changing metadata standards  Evolving metadata fields  User-generated metadata (tagging, folksonomy)  Text metadata where search-style matching desirable
  • 17. Slide 17 Copyright © 2010 MarkLogic® Corporation. Situational Awareness  Integrating information in real-time from multiple sources to improve operational decision making  Scraping websites, chat sessions, news, …  Integrating geospatial information  Pulling information from existing systems  Civilian and Defense applications  Why MarkLogic?  Geospatial indexing  Zero-latency indexing, real-time query performance  Ability to handle diverse content in different structures
  • 18. Slide 18 Copyright © 2010 MarkLogic® Corporation. Intelligence Applications  Open source intelligence  Scrape and enrich publicly available Internet content  Load into content repository  Build applications that enable search and annotation  Cellphone exploitation  Collect contacts, call history, and messages  Quickly load into database in the field  Search social network for suspects  Link analysis  Analyze the graph of contacts and organizations
  • 19. Slide 19 Copyright © 2010 MarkLogic® Corporation. Topics  About MarkLogic  What do we mean by “unstructured”  What people do with unstructured information  Conclusions
  • 20. Slide 20 Copyright © 2010 MarkLogic® Corporation. The Relational “Data Base” Was Invented in 1970  Provide flexible ad hoc queries to structured data  Wasn’t thinking about  Web content  PDFs  Word files  SIGINT  RSS feeds  Tweets  21st century challenges
  • 21. Slide 21 Copyright © 2010 MarkLogic® Corporation. What Else Happened in 1970?  Super bowl IV  Janis Joplin died  Mariah Carey was born  Beatles disbanded after Let It Be  Monday Night Football debuted  First episode of All My Children  Boeing 747 entered service  First F-14 tomcat test flight  Gas cost $0.36/gallon  Storage cost over $200/megabyte
  • 23. Slide 23 Copyright © 2010 MarkLogic® Corporation. Thank You! (And Please Follow Me At …)  www.kellblog.com  twitter.com/kellblog