Presentazione Expert System

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Semantic Intelligence The Enabler of Mobile
Search
May 23 2007, San Jose - CA
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Introduction to Mobile Search

• The mobile phone is the most ubiquitous
  communication tool, used for a variety
  of activities
• Voice Communications Messaging - Information
  Gathering Entertainment Shopping Commerce
  Much More

• The mobile phone is a new and unique medium
  because it occupies a distinctly different place
  in consumers lives than a PC, TV, or any other
  commonly used tool.

• Given this unique nature there are some unique
  customer experience heuristics that should be
  considered when designing products and services
  for the mobile channel.

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The Truth About Mobile Search

• Mobile search is NOT simply targeted at the
  personalization and entertainment uses,
  mobile search also addresses several utility
  functions.

• Mobile phones accessing the Internet have
  several disadvantages over PCs
• Tiny screens with limited capability, unsuited
  to show a lot of detailed information and
  numerous search results.
• Compact number pads and small keyboard
• Different input methods, display screens,
  browsers, operating systems, and user interfaces
  - Mobile devices do not conform to any standards.

• Thus Mobile search tends to look for an
  experience that offers answers and
  actionable results, rather than links that lead
  to more searching.

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• Introduction to Semantic Intelligence

Semantic Intelligence is an advanced way to
transform unstructured information into
structured data that can be managed with standard
databases.
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Introduction to Semantic Intelligence

• Recognizing the meaning of the words is
  fundamental to understanding the content of any
  text.
• Semantic Intelligence enable the understanding
  of the real meaning of the words and expressions
  used in the text, thanks to
• Deep analysis
• Recognition of the context
• Richness and completeness of information
  contained in its semantic net (Sensigrafo more
  than 350.000 concepts and 1 million relations)
• This works at a real conceptual level, evolving
  from the bag of words to a set of abstract and
  powerful concepts

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• Introduction to Semantic Intelligence

• Going deep means recognizing the inner structure
  of the text and the relations between the
  elements, and being able to manage the content
  with much higher precision and relevance.
• For example, in a sentence like this

The sandwich that John gave to me was very tasty

• The system understands that it is the sandwich
  that is tasty (and not John even if it is nearer
  in the text), that John gave it to me and that
  the main clause is The sandwich was very tasty.

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• Introduction to Semantic Intelligence

• Working on the semantic part of the content, the
  system can easily understand that this sentence

A fast car that eats gas

• Has many words in common with this sentence

A car goes fast when we step on the gas

• But the meaning of gas (and of the whole
  sentence) is completely different.
• In the first one, we are talking of gasoline
  while in the second of the accelerator.

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Semantic Intelligence Mobile Search
Semantic Search addresses the limitations of
keyword search in the mobile space by integrating
content and producing accurate results to natural
language queries.

• Integrates structured or unstructured content
  from an entitys knowledge base.
• Enables users to ask questions receive
  specific, accurate answers!
• No need to surf through slow links or get
  faulty info through keyword search.

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Semantic Intelligence How It Works

• Deep linguistic analysis
• of the natural language based query to really
  understand the intent of the user AND
• of the content (if unstructured) to really
  understand what is available in the knowledge
  base.
• The system recognizes the inner structure of the
  text and the relations between the elements, and
  can manage the content with high precision
  and relevance, such as
• When is the next flight to NY? OR At what time
  is the next plane to JFK ?
• What did the As do last night? OR What was
  the score of the As game OR Did the As win
  last night?
• The system understands that the questions have
  the same meaning and that in both cases specific
  information is requested.

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Semantic Intelligence How It Works

• Structured Content
• The natural language query is translated into a
  DB query that is used to access the information
  available.
• The semantic analysis of the question in input
  enables an efficient creation of the right DB
  Boolean query.

Ex At What time is the next flight to
NY? Query time Now next flight first
flight after Now from current location to
New York
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Semantic Intelligence How It Works

• Unstructured Content
• Content is analyzed semantically to identify
  Atoms of knowledge
• Example from Wikipedia
• - Atom 1 The African and Asian elephants are
  separate species.
• - Atom 2 African elephants, at up to 4 m
  (13'1") tall and weighing 7500 kg, (8.27
  tons) are usually larger than the Asian species
  and they have bigger ears.
• The embedded validated and structured knowledge
  can be leveraged immediately, requiring an
  integration for only very specific domains
• Conceptual map of the content is created
• Question is analyzed to understand what the user
  is asking for requested
• Example How tall are the elephants?
• The system automatically links the info requested
  and the atom of knowledge (including the
  answer) using the semantic information extracted
  from the analysis of the question and the results
  of the analysis of the answer.

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• COGITO Implementation

• For a complex technology, speed of execution is
  fundamental What would have happened if Google
  hadnt implemented PageRank algorithm in
  such a fast way?
• COGITO has been designed and implemented with
  an industrial approach that performs one or two
  orders of magnitude faster than anything else
  (50KBps of text analyzed).
• The speed of analysis translates into higher
  precision because the system can analyze a
  high number of options and choose the
  best possible one.
• Our customer base proves that COGITO can be
  used in all projects and
  industries without limits on scope, volume
  or performance.

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• Usage Benefits

• Customer Service
• Extremely relevant, very real and pressing need
  in the mobile space.
• Large companies are spending millions yearly on
  answering customer queries, this type of semantic
  tool greatly reduces cost and increases
  efficiency!
• Deliver seemingly endless amounts of info
  through simplest query answer format ideal
  for mobile phone.
• Allows customers to ask questions such as
• How does it work?
• What is my account balance?
• Is there a widget of any spec in stock?

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Usage Benefits

• Directory Assistance - 411
• Current 411 DBs and search are very limited by
  rigid structure and menu navigation, resulting in
  much less data being easily accessible from a
  mobile phone.
• Deliver much greater amounts of relevant info
  and data points through simplest semantic query
  answer format.
• Customers can easily input content to the DB
  make each result more detailed and relevant
• Allowing customers to interact simply and
  without boundaries
• Q Where is the best NY style pizza place near
  Russian Hill that delivers with good salads and
  open until midnight?
• A Amicis Pizza, 415-885-4500, 2200 Lombard
  Street, 94123

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Usage Benefits

• Extending Content
• Content Publishers have a difficult time making
  their vast amounts of info easily extendible via
  mobile, where minimal user interface hurts their
  users ability to navigate the content.
• Now content publishers can deliver the exact
  desired info to mobile users through easy
  semantic query and answer.
• Encyclopaedia Britannica users can ask questions
  such as
• When was George Washington born?
• Who was George Washingtons wife?
• What famous river did George Washington lead the
  troops across?
• Instead of searching for George Washington
  then going through all articles, the exact info
  desired is delivered!

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More Examples
Who coached the Jets in 2003?
Does Mr. Doe live in Pomfret, CT?
How do I send email with my Blackberry?
Who sings Imagine?