The document discusses the ROI potential for semantic web applications. It notes that while there is a large amount of data being generated each day, much of it is not being properly analyzed to provide clearer insights. Semantic analysis can help by understanding relationships between words and disambiguating terms based on context. The key technology behind semantic analysis is a large semantic network that captures definitions and relationships between words. Expert System's semantic network technology analyzes text at morphological, grammatical, logical and semantic levels. It has a large network of English words and relationships developed over 20 years with a team of engineers and linguists, allowing for highly precise analysis.

1. 400 to 1
The ROI for Semantic Web Applications
J. Brooke Aker
CEO
Expert System USA
November 2010

2. What is the Problem?
• 15 petabytes of new data each day
• 15 billion searches / month – 1/3 don’t result in clicks
• 2.3 hours per day spent in searching for information
• BUT more data, properly analyzed, provides a
clearer picture
$1 $400invested ROI

3. What Organizations Want IT to Provide
Customer Service & Support
Communication / PR / Reputation
Worker Productivity
Decision Support
Support Sales
R&D
Sourcing & Procurement
Governance & Compliance
Financial Processes
Other
Source: AMR Research

4. Today’s Challenge – Search Priorities by Source
4
10% 20% 30% 40% 50%
Risk Management
E-mail
Call Center Narrative
Field Service Notes
Enterprise Content Management
Instant Messages / Tweets
Source: Aberdeen Research

5. What does “Properly Analyzed” Mean
Information Volume20% Data 80% Text
Business Intelligence 1.0
Technology Layer
Biz. Process Layer
Biz. Functions Layer
Biz. Applications Layer
Dashboards &
Scorecards
Query &
Reporting
Information
Analysis
Information
Discovery
Accounting &
Compliance
Planning &
Analysts
Innovation
and R&D
Executive
Management
Operations PR & IR
Data
Mart
SQL
XML
RSS
Blogs
Keyword
Indexing
EPM
(Performance)
ERP
(Resources)
ERM
(Risk)

6. What does “Properly Analyzed” Mean
Information Volume20% Data 80% Text
Business Intelligence 2.0
Technology Layer
Biz. Process Layer
Biz. Functions Layer
Biz. Applications Layer
Dashboards &
Scorecards
Query &
Reporting
Information
Analysis
Information
Discovery
Accounting &
Compliance
Planning &
Analysts
Innovation
and R&D
Executive
Management
Operations PR & IR
Data
Mart
SQL
XML
RSS
Blogs
Keyword
Indexing
Voice of the
Customer
(Blog Sentiment)
Semantics
Situational
Awareness
(Intelligence)
Advertising
Insight
(Placement)

7. COGITO® : deep analysis
4 Approaches Definition Example
Morphological Analysis understand word forms
dog, dogs, and dog-catcher
are closely related
Grammatical Analysis understand the parts of speech
"There are 40 rows in the
table" uses rows as a noun, vs.
"She rows 5 times a week"
uses rows as a verb
Logical Analysis
understand how words
relate to other words
"Jeffrey Skilling, represented
by Attorney Daniel Petrocelli,
is married to Rebecca
Carter". Rebecca is married to
Jeffrey not Daniel.
Semantic Analysis
(disambiguation)
understand the context
of key words
"I used beef broth for my
soup stock" uses stock in the
context of food, vs. "The
company keeps lots of stock
on hand" uses stock in the
context of inventory.
What does “Properly Analyzed” Mean

8. • The heart of semantic technology;
• Quality of results derived from the complexity and
richness of the network.
• Includes all definitions of all words.
• Include relationships among all words.
COGITO® English
Semantic Network:
- 350,000 words
- 2.8m relationships
What is a Semantic Network?

9. What distinguishes a Semantic Network?

10. Infrastructure Makes A Difference

11. What Makes Expert System Different?
• 90% + Precise
• Use of Semantic Network
Technology
• 70 Engineers
• 15 Professional Linguists
Service
• 100+ Major Corporations
• 20 Years
Experience