See how semantic technology helps researchers to be more effective and efficient.

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

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. 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

19. Asklepios Research
Profiles

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