The DataLens System uses semantic technology to assemble Data Service Applications (DSAs) that enable integration and management of product data. The vendor notes that the technology is reusable (semantic recognition is portable between data sources), scalable, code-free (business users maintain rules with little or no IT assistance); and standards-based.

For the integration of variable product data, the DataLens System applies sets of rules at two different levels:

- Data Service Applications (DSAs) apply business rules and automate exception management and data governance processes to ensure that only reliable data of known quality and consistency is passed on for consumption by other applications. DSAs can be built to incorporate business rules and the specific requirements of the systems that call them.

- Data Lenses apply semantic rules to interpret and restructure product data in real time--irrespective of format, structure, content or language. They "understand" data at the semantic level, making them reusable across the organization and beyond.

Just like an optical lens, the Data Lens refocuses information but does not store it and is inherently a real-time device. The vendor states that the Data Lens integrates as a data service into any existing system, infrastructure or work stream.