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Presentation by Darrell W. Gunter at Smart Content: The Content Analytics Conference, October 19, 2010. http://smartcontentconference.com
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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
gunter@collexis.com, cell +1-973-454-3475
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