A Case of Improving Content Flow: From Storage to Access

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The Problem in Depth
Demand for the vast amount of information housed in the Books in Print database was high—and the company’s technology solution of Verity search capabilities working with an Oracle database were not effectively meeting that demand. The company recognized that a new search solution was necessary to help Bowker customers retrieve relevant content from its enormous database. "With Verity, we were getting content out to our customers, but we were anywhere from six to eight days behind when a particular document would come in because of the processing nature and volume," says Bowker CIO Mark Heinzelman. "One of the [things I thought about], when I started looking for the new tool, was focusing on the idea: 'I have to do 600,000 to 1 million updates a day while it’s being searched and while the content is being updated.'"

The Solution
The Mark Logic XML content server essentially combines full-text search with the W3C-standard XQuery language. The platform can load, query, manipulate, and render content. When content is loaded into the server, it is automatically converted into XML. Employing the Mark Logic Server enabled Bowker to improve its search capabilities through a combination of XML element query, XML proximity search, and full-text search. Mark Logic’s XQuery interface searches the content and the structure of the XML data, making that XML content more easily accessible. It took only about 4 to 5 months for Mark Logic and Bowker to develop the solution and implement it.

Beyond helping Bowker solve its immediate need for a better search engine, Mark Logic also assisted the company with its long-term goals for a solid content repository that can grow with it. "Initially, I started looking at it as just a search engine, not a content repository," says Heinzelman. "At the time, we had a very strong Oracle database, where we were storing content. Since then, as I started to roll out future plans for 2008, 2009, and 2010, our plan is to move all of our content into Mark Logic as a content repository."

Bowker also sought a solution that could solve time-related issues. "The other thing I wanted to do was reduce the amount of processing time," says Heinzelman. "We get a lot of ONIX content, which is really XML. We take that and we convert it into an Oracle database and then I convert that back out into an ONIX format to deliver to customers and convert it to an XML format to store in Mark Logic for search and discovery. Our ultimate goal is to bring that ONIX and store it in an XML format and do everything in XML."

Heinzelman says that the way in which Mark Logic stores the data makes it easier for Bowker to make changes in document structure and add new content when desired. "It was very difficult to add different types of content into the Verity world," says Heinzelman. "It almost invariably led to us having to rebuild the whole database and that would take 3 to 4 weeks. Now we can drop in new document types very quickly."

"We support companies on their agility from a business standpoint—the ability to say, 'I want to sell books by the chapters, by pieces, by subcomponents of the book'—and the technological agility behind that," says John Kreisa, director of product marketing for Mark Logic. "Businesses have the agility to make the changes and experiment. Bowker has been able to add books with a completely different structure and not be concerned about that in terms of what it’s going to force them to do."

The Outcome
Using Mark Logic technology has helped Bowker improve the overall functionality of Books in Print, providing quicker updates and access to information to end users. The content can be updated and searched simultaneously, and users can receive the information more efficiently—with a subsecond response time, according to Heinzelman. "I now control when the content gets out to the customers," he says. "Now we run a day behind, but that’s a choice we made; not because we were limited by the tool. The search response time is sub-second; where the search response time in the Verity world was around two and a half to three seconds."

Heinzelman says that the increased speed of information searches and updates is more important to customers who are using Books in Print as a purchasing tool and that need the most up-to-date book prices. Customers just using the database as a research tool aren’t as interested in the tool’s efficient properties. "But overall, we find that most of our customer base is asking for it to act as quickly as possible," says Heinzelman. "Especially when you’re coming out with the next best-seller, like the Harry Potter books, you have all of that content coming in, and customers want to be able to find it very quickly. From our standpoint, competitors to us are like an Amazon. So we’ve got to be in that world."

Adds Kreisa: "We see that as a general trend for publishers and information providers wanting more flexibility and to more quickly provide information to their customers so they can better compete."

Another key benefit is the cost savings Bowker has realized as a result of the initiative. Bowker needed a full-time employee on staff to manage Verity. Now, the company has an employee who spends, at best, one-quarter of his time managing the current infrastructure. "We save on the infrastructure side internally and our customers get the content more quickly," says Heinzelman.

"One of the things I realized is that the days are getting shorter. Everyone wants to be in a 24/7 world," adds Heinzelman. "To process data in that time, you have to touch it as little as possible. My ultimate goal is to put the content repository out on the edge so there is one repository that our data services group and our editorial group uses to [enter] the data as it gets searched at the same time. To date, I don’t know of anyone else that can really do that."
Heinzelman says the flexibility of the Mark Logic solution has Bowker already contemplating next steps; steps that will include making the most of full book content. They plan to use the technology "as a tool to mine the content and create tools to come up with ways to sell relevancy," says Heinzelman. One of the problems he sees with many search engines is "you conduct a search and get pages and pages of results. We want to reduce the amount of time people need to look. We think we can do that by mining content and selling information and metadata around relevancy; and with the sales data that we have, be able to tie that into it too." Heinzelman says the Verity platform solution did not provide the flexibility to allow for full book content. As long as Bowker can collect such data, the Mark Logic server will be able to handle it. Heinzelman hopes that Bowker will have a product offering based around the full book content by the end of the year. Heinzelman adds that he expects the company to be completely XML-based by 2010.


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