How Semantic Technology Will Enrich Our Lives: Scientific Research, Advertising and Everyday Search

Darrell W. Gunter

Collexis an Elsevier Company

October 19, 2010

How Semantic Technology Will Enrich Our Lives: Scientific Research, Advertising and Everyday Search

Our Agenda For TodayThe Challenges of Scientific Research

The Collexis Technology

Case Studies

Professional Networks

Institutional Networks Johns Hopkins & Asklepios

Semantic Advertising – Peer39

Summation

The Semantic Web and Its Developments!

10

Collexis Technology

KnowledgeBaseText Fingerprint

Collexis Fingerprint Engine

Collexis – selected references

American Institute of Physics Stanford University

Asklepios Kliniken Johnson & Johnson

Johns Hopkins University University of California, San

Franciscio

Dana Farber Cancer Institute

Harvard University

National Institutes of Health

Mayo Clinic

California Institute for

Quantitative Biosciences (QB3),

The Wellcome TrustAlbert Einstein College of

Medicine

Explore instead of Searching!

Creating expert profiles from documents using semantic technologies

Document fingerprints aggregated to expert profiles!

BiomedExperts – more than 300,000+ registered users

Prepopulated network – based on PubMed

1.8 million precalculated experts

More than 24 million co-author relations between them

Representing over 3,500 institutions

From 190 countries

Growing each day between 500 and 1000 users

BME data used in other applications

Co-author based

networks

Geographical

mapping of the

co-author network

Johns Hopkins: The Issue! Connecting Experts

Fall retreat: Main issue how do they take advantage of the

university’s expertise and build collaboration

First solution – Repurpose a parking lot to be a coffee shop

for the JH community to grab a cup of Joe and find new

collaborators.

Outcome – Great coffee, great conversation but

collaboration did not take off.

The Collexis Solution – Expert Institutional Dashboard!

AsklepiosFacts and Figures

• Asklepios - Europe‘s largest health care provider

– 500.000 patients for inpatient care per year, 95 hospitals, 21.000 beds– 34.500 employees– Asklepios owns medical nursing and allied health schools– Home care programs and residential care programs

• Asklepios International – Pacific Health System – California– Greece, Athens Medical Center– University hospital in Shanghai: Joint Venture with Siemens and Tongji University

Optimize Workflows (e.g. Avoid interruptions

caused by knowledge search, retrieval, and application)

Distribute Expert Knowledge

(across multiple locations, time zones, medical

conditions)

Guide Workflows(e.g. Care Plans, Expert-Task Context Allocation)

Help Asklepios to know “what Asklepios knows”

Stimulate new Knowledge Acquisition Usage

Models

Why Knowledge Management?

Asklepios Research Profiles

Expert Profile of Prof. Grifka

Search - Cisplatin shows the relevant publications from Springer, Elsevier, Thieme, OVID and other publishers

Asklepios Intelligent Digital Library

Opening an journal article…

…shows immediately similar publications colleagues

… and the names and expert profiles

Link External Knowledge and

Internal Expertise

Your ads placed with precision….

Targeting with Semantics

Peer39 is a semantic

advertising solution that

enables advertisers to

target precisely at the page

level, according to meaning

and sentiment of content

Semantics Beats Keywords

“The Amazon is a great place to visit.”

Topic: Travel => South America => Brazil

“Amazon is a great site to visit.”

Topic: Business => Internet => E-commercevs.

Because contextual only views content as a set of keywords, results can be highly misleading and lead to improper ad placements.

Peer39 Semantics determines the true meaning and message of content. Our technology uses a statistical approach that combines natural language processing (NLP) and machine learning to enable precision and scale in display advertising.

A Menu of Advertiser-Focused Categories

Arts & Entertainment Automotive Business     

Careers Education Environment

Food & Beverage Health Home & Garden

Negative Category News Parenting & Kids

     Personal Finance Pets Real Estate

Recreation & GamesRelationships &

CommunitySciences & Society

Spanish Sports Fashion & Style

     Technology Travel Women

     Personal technology products (phones, mp3 players), computers, TVs, office equipment, technology business news

Personal technology products (phones, mp3 players), computers, TVs, office equipment, technology business news

Employment, job searching, job market, career advice, hiring trends, workplace trends, office life.

Employment, job searching, job market, career advice, hiring trends, workplace trends, office life.

Transparent and actionable results in real time

Flexible and easily mapped to customized categories

Highly granular sub-categories, and keyword overlay capabilities

Transparent and actionable results in real time

Flexible and easily mapped to customized categories

Highly granular sub-categories, and keyword overlay capabilities

Exchanges

Publishers

Advertisers & Agencies

Demand Platforms

Networks

Peer39 Distribution

Supports targeting for over 30B ads per month

Reaches more than 300 million high-quality uniques

Targets a growing universe of hundreds of publishers

We provide actionable classification data across the advertising eco-system

Take advantage of HUGE CPMs and never buy ROS again!

More control and visibility by standardizing inventory from various sources into predefined categories

Deliver a targeted audience at massive scale without the use of cookies

Make Every Buy a Targeted Buy

Achieve true comprehension of content that enables on-the-fly channeling of ads

Activate semantic page filtering to assure your brand is protected

Semantic technology will help you to……..• Aggregate large amounts of structured or unstructured data • Identify the key concepts of the data set relevance vs. frequency• Organize and visualize the key concepts to provide a macro view• Ability to search the large corpus of data utilizing the key concepts• Advertising -

• Putting the context in content• Placing relevant adds in context• Utilizing inventory more precisely

• Semantic technology will help your user community to be more efficient and effective!

www.collexis.com

Thank you for your attention!

Darrell W. Gunter

[email protected], cell +1-973-454-3475