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

                                     Darrell W. Gunter
                        Collexis an Elsevier Company

                                    October 19, 2010
Our Agenda For Today
The 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 Fingerprint Engine
Collexis Technology




           Text               KnowledgeBase         Fingerprint
Collexis – selected references

Dana Farber Cancer Institute          Asklepios Kliniken              Johnson & Johnson
    Harvard University




National Institutes of Health      Johns Hopkins University       University of California, San
                                                                           Franciscio




American Institute of Physics             Mayo Clinic                 Stanford University




    The Wellcome Trust              California Institute for       Albert Einstein College of
                                Quantitative Biosciences (QB3),            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!
Asklepios
                   Facts 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
Why Knowledge
 Management?




    Guide Workflows              Optimize Workflows                 Distribute
(e.g. Care Plans, Expert-      (e.g. Avoid interruptions        Expert Knowledge
Task Context Allocation)    caused by knowledge search,     (across multiple locations,
                              retrieval, and application)      time zones, medical
                                                                   conditions)




         Stimulate new
                                               Help Asklepios to know
  Knowledge Acquisition Usage
                                               “what Asklepios knows”
            Models
Asklepios Research
Profiles
Expert Profile of Prof.
Grifka
Asklepios Intelligent
Digital Library




                        Search - Cisplatin shows
                        the relevant publications
                        from Springer, Elsevier,
                        Thieme, OVID and other
                        publishers
Link External Knowledge and
Internal Expertise


                          Opening an journal article…




                                 …shows immediately similar
                                  publications colleagues




                                         … and the names
                                           and expert profiles
Targeting with Semantics



Peer39 is a semantic advertising
solution that enables advertisers
                                    Your ads placed with precision….
 to target precisely at the page
level, according to meaning and
      sentiment of content
Semantics Beats Keywords

    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.


“The Amazon is a great place to               “Amazon is a great site to visit.”
visit.”
                                              Topic: Business => Internet => E-
Topic: Travel => South America =>       vs.   commerce
Brazil
A Menu of Advertiser-Focused Categories

      Arts & Entertainment               Automotive                   Business


            Careers                       Education                 Environment

Employment, job searching, job                           Transparent and actionable
         Food & Beverage                    Health        results in Home & Garden
                                                                     real time
market, career advice, hiring trends,
workplace trends, office life.
        Negative Category                   News                   Parenting & Kids
                                                         Flexible and easily mapped
                                                          to customized categories
        Personal Finance                     Pets                    Real Estate

                                        Relationships &
                                                         Highly granular sub-
       Recreation & Games                                         Sciences & Society
                                         Community        categories, and keyword
                                                          overlay capabilities
            Spanish                         Sports                  Fashion & Style


           Technology                       Travel                     Women
Personal technology products
(phones, mp3 players), computers,
TVs, office equipment, technology
business news
Peer39 Distribution


                                                              Exchanges
We provide actionable classification data
across the advertising eco-system




                                            Networks                        Publishers
Supports targeting for over 30B ads per
month

Reaches more than 300 million high-
quality uniques

Targets a growing universe of hundreds
of publishers



                                                  Demand              Advertisers
                                                  Platforms           & Agencies
Make Every Buy a Targeted Buy

   Take advantage of HUGE CPMs and never buy ROS again!




More control and visibility by standardizing     Achieve true comprehension of content that
inventory from various sources into predefined   enables on-the-fly channeling of ads
categories
                                                 Activate semantic page filtering to assure your
Deliver a targeted audience at massive scale     brand is protected
without the use of cookies
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!
Thank you for your attention!




               www.collexis.com


                 Darrell W. Gunter
     gunter@collexis.com, cell +1-973-454-3475

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Smart Content Conference How Semantic Tech Helps Scientific Research

  • 1. How Semantic Technology Will Enrich Our Lives: Scientific Research, Advertising and Everyday Search Darrell W. Gunter Collexis an Elsevier Company October 19, 2010
  • 2. Our Agenda For Today The Challenges of Scientific Research The Collexis Technology Case Studies  Professional Networks  Institutional Networks Johns Hopkins & Asklepios  Semantic Advertising – Peer39 Summation
  • 3. The Semantic Web and Its Developments! 10
  • 4. Collexis Fingerprint Engine Collexis Technology Text KnowledgeBase Fingerprint
  • 5. Collexis – selected references Dana Farber Cancer Institute Asklepios Kliniken Johnson & Johnson Harvard University National Institutes of Health Johns Hopkins University University of California, San Franciscio American Institute of Physics Mayo Clinic Stanford University The Wellcome Trust California Institute for Albert Einstein College of Quantitative Biosciences (QB3), Medicine
  • 6. Explore instead of Searching!
  • 7. Creating expert profiles from documents using semantic technologies Document fingerprints aggregated to expert profiles!
  • 8. 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
  • 9.
  • 12.
  • 13. 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!
  • 14.
  • 15.
  • 16.
  • 17. Asklepios Facts 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
  • 18. Why Knowledge Management? Guide Workflows Optimize Workflows Distribute (e.g. Care Plans, Expert- (e.g. Avoid interruptions Expert Knowledge Task Context Allocation) caused by knowledge search, (across multiple locations, retrieval, and application) time zones, medical conditions) Stimulate new Help Asklepios to know Knowledge Acquisition Usage “what Asklepios knows” Models
  • 20. Expert Profile of Prof. Grifka
  • 21. Asklepios Intelligent Digital Library Search - Cisplatin shows the relevant publications from Springer, Elsevier, Thieme, OVID and other publishers
  • 22. Link External Knowledge and Internal Expertise Opening an journal article… …shows immediately similar publications colleagues … and the names and expert profiles
  • 23. Targeting with Semantics Peer39 is a semantic advertising solution that enables advertisers Your ads placed with precision…. to target precisely at the page level, according to meaning and sentiment of content
  • 24. Semantics Beats Keywords 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. “The Amazon is a great place to “Amazon is a great site to visit.” visit.” Topic: Business => Internet => E- Topic: Travel => South America => vs. commerce Brazil
  • 25. A Menu of Advertiser-Focused Categories Arts & Entertainment Automotive Business Careers Education Environment Employment, job searching, job  Transparent and actionable Food & Beverage Health results in Home & Garden real time market, career advice, hiring trends, workplace trends, office life. Negative Category News Parenting & Kids  Flexible and easily mapped to customized categories Personal Finance Pets Real Estate Relationships &  Highly granular sub- Recreation & Games Sciences & Society Community categories, and keyword overlay capabilities Spanish Sports Fashion & Style Technology Travel Women Personal technology products (phones, mp3 players), computers, TVs, office equipment, technology business news
  • 26. Peer39 Distribution Exchanges We provide actionable classification data across the advertising eco-system Networks Publishers Supports targeting for over 30B ads per month Reaches more than 300 million high- quality uniques Targets a growing universe of hundreds of publishers Demand Advertisers Platforms & Agencies
  • 27. Make Every Buy a Targeted Buy Take advantage of HUGE CPMs and never buy ROS again! More control and visibility by standardizing Achieve true comprehension of content that inventory from various sources into predefined enables on-the-fly channeling of ads categories Activate semantic page filtering to assure your Deliver a targeted audience at massive scale brand is protected without the use of cookies
  • 28. 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!
  • 29. Thank you for your attention! www.collexis.com Darrell W. Gunter gunter@collexis.com, cell +1-973-454-3475