Presentation by Darrell W. Gunter at Smart Content: The Content Analytics Conference, October 19, 2010. http://smartcontentconference.com

1. Darrell W. Gunter
Collexis an Elsevier Company
October 19, 2010
How Semantic Technology Will Enrich Our Lives: Scientific
Research, Advertising and Everyday Search

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 Technology
KnowledgeBaseText Fingerprint
Collexis Fingerprint Engine

5. 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 Trust
Albert Einstein College of
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

10. Co-author based
networks

11. Geographical
mapping of the
co-author network

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!

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. 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?

19. Asklepios Research
Profiles

20. Expert Profile of Prof.
Grifka

21. Search - Cisplatin shows
the relevant publications
from Springer, Elsevier,
Thieme, OVID and other
publishers
Asklepios Intelligent
Digital Library

22. Opening an journal article…
…shows immediately similar
publications colleagues
… and the names
and expert profiles
Link External Knowledge and
Internal Expertise

23. 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

24. 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.

25. 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 & Games
Relationships &
Community
Sciences & 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

26. 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

27. 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

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. www.collexis.com
Thank you for your attention!
Darrell W. Gunter
gunter@collexis.com, cell +1-973-454-3475