Presentation at the

1. Collaborative Innovation,
Collective Intelligence and
Scientific Data
SEMTECH 2011 8 June, 2011
Vishal Gupta Dave Copps
Elsevier Inc PureDiscovery
v.gupta@elsevier.com dave@purediscovery.com
@Visha1Gupta @iamDavo

2. Technology is changing the way researchers work

3. Research more exciting but also more challenging
How many hours per week searching and
gathering information?
How many hours per week organizing, analyzing
and applying information?
Researchers spend more time looking for information
than analyzing and applying it. Source: 2007 Survey by Outsell Inc. on 6,300 knowledge workers

5. Key web trends defining the future
1.
Openness
&
Interoperability
2.
Personalization
3.
Collaboration
&
Trusted views

6. Openness & Interoperability
“Give me your data, my way”
Access to APIs and the creation
of an ecosystem that helps to:
 facilitate data accessibility
 extend the reach of content
 build strong developer ecosystem
 increase core base of users
 develop new applications
 drive innovation

7. Personalization
“Know who I am and what I want”
Deliver recommendations
based on behaviors and what
might be of interest to them.

8. Collaboration & trusted views
“The right contacts at the right time”
Provide a professional
networking platform for
researchers and scientists.

9. Traditional vs new application based ecosystem
In the new publishing ecosystem communities can share
applications the way they were doing with journal articles.

10. Support from our partners
Source: www.kurzweilai.net/new-application-allows-scientists-easy-access-to-important-government-data

11. What value does it bring to the Developers?
Trusted Content
• Content repositories containing 25% of the world's science, technology
and medical publications
• Open APIs and Bulk Content
Platform to Create Apps
•Infrastructure to host/expose your product
•Web based apps integrated into users’ workflows (Shindig – Open Social)
•Feedback and metrics
Platform to Promote and sell apps
• Exposure to a large user base- 10,000 institutions and 15m researchers
• Brand recognition
• Monetization opportunities with end users, institutions and companies
A new ecosystem to foster collaboration
• Collaboration with researchers and other developers
• Customer partnerships
• Online blogs, forums and idea exchange

12. Trusted Content

13. Journal of web semantics
An interdisciplinary journal
based on research and
applications of various
subject areas that contribute
to the development of a
knowledge-intensive and
intelligent service web.

14. Semantic web for the Working Oncologist
2nd edition
“Through simple modeling and case studies, the
authors show how stranded data is connected,
thus increasing its value.”
Philip Bane, President, Renomics Corporation
 Bestselling practitioner’s guide to the
semantic web
 Includes latest developments for building
useful and reusable models and
applications
Dean Allemang, TopQuadrant Inc. &
Prof James Hendler, Rensselaer Polytechnic Institute
ISBN: 9780123859655
June 2011
http://mkp.com

15. The SciVerse product suite
Science Direct
Content
 11million trusted full-text articles
 15 million eBooks
User base
 15 million unique users per month
 10,000 top global institutions
Leading full-text scientific database offering journal articles
and books. Providing access to 15m users

16. The SciVerse product suite
Scopus
Content
 41million records
 70% records with abstracts
 70% content from international
sources
User base
 800k unique users per month
10,000
15 MILLION TOP GLOBAL
UNIQUE USERS INSTITUTIONS
PER MONTH
Largest abstract and citation database of peer-reviewed
literature – with a global audience

17. The SciVerse product suite
SciVerse Hub
Content
 Access ScienceDirect, Scopus &
trusted web content with just one
click
 Interoperable suite with de
duplication and relevant ranking
Features
 Use applications on SciVerse Hub
integrated content
SciVerse Hub integrates Elsevier content platforms and
is optimized for application development.

18. Platform to create,
promote and sell apps

19. Apps are at the core of this new interoperable platform
APP
APP APP
ScienceDirect Scopus
APP
APP APP
10 MILLION 15 THOUSAND 41 MILLION
FULL TEXT E-BOOKS ABSTRACTS
ARTICLES
Web/Third Party Content SciTopics
300 MILLION 13 SOURCES
WEB PAGES SOCIETY APP
APP APP
PAGES SHARE
WRITTEN BY YOUR KNOWLEDGE
18 INSTITUTIONS 23 MILLION APP SCIENTIFIC AND LEARN FROM
INTL. REPOSITORY PATENT FILES APP APP EXPERTS ONLY OTHERS

20. Customers, Content and Infrastructure
Customers for usage
branding and
monetization
High quality STM content
Infrastructure to store,
retrieve and expose your
product
http://applications.sciverse.com

23. Applications integrated in
the user workflow

24. Integration Points
Integration points appear across the product suite, aiding
discoverability and enriching content.

25. App integrated on the Scopus abstract s page

26. Quantifind app integrated at record level in SciVerse Hub

27. Stanford ODiSSea App integrated on SciVerse Hub

28. Apps on the platform targeted to researcher workflow
Collaborate
Search
Manage
Analyze

29. The SciVerse developer
A new ecosystem to foster
network
collaboration

30. Collaboration with other developers & with the research
community

31. Elsevier is facilitating collaboration in the community
http://developer.sciverse.com

32. Our goal: building trusted partnerships
Elsevier is working with leading global institutions to partner
and showcase their work to SciVerse users.

33. PureDiscovery
we are the creators of the
BrainSpace™.
the semantic technology that
forms an architecture for a
smarter, more connected
planet.

34. PureDiscovery
BrainSpace App on SciVerse:
Accelerating Innovation and
Collaboration through the
Semantic Discovery

35. The Problem: Search is Broken
Transactional keyword search is dying and
PureDiscovery will help kill it.
It is the contextual
Linking of the concepts, thoughts and ideas
contained in documents that creates meaning
in the world.
It is the relationships that people
have with these things that will accelerate
Innovation and lead to new discoveries.

36. The Problem: Semantic Search Is an
Enigma
The entire industry can be
represented by one symbol
•No Scale
•Locked intelligences
•Silo’d indexes
•Highly complex
•Hard to use
Black Box

37. The Current State of Information
There is currently no technology
that connectsas aintelligence that exists silo
people, interests
We ignore the with different search languages in
them collective
We indexWe create multiple search indexes from
We our combined document repositories.
maintain each index separate, disconnected
different vendors.
and knowledge
Internal Indexes Nat’l Labs IndexesUniversities Web Indexes
Los Alamos
Corporate3
Univ of Cal
Corporate1
Corporate2
Harvard
Argonne
Google
Yahoo!
Sandia
Alexa
Yale

38. PureDiscovery…
We do two things better than anyone in the
world:
(1) We transform any organization’s static
documents into a semantic intelligence
that can
(2) be used by anyone to intelligently
access people and information related
to their interests.

39. Our Approach: Creating the ScienceDirect
BrainSpace
(5) Brain Selection. PD Query
Classification engine is layered “Organic
over the BrainSpace and selects
the best Brain to inject
Nano
intelligence into each user techniques”
(4) Build BrainSpace. We query.
transform each optimized
cluster into a PD Brain. A multi-
dimensional semantic space
with a human like intelligence.
(3) Optimize. We optimize
Physical Life Health Social Physics Business
each cluster with unique Finance
Science Science Science Science Astronomy Mngmnt
methods that remove noise
and duplicate documents.
(2) Cluster. We cluster
documents. PD ’ s clustering Physical Life Health Social Physics Business
Finance
engine automatically clusters Science Science Science Science Astronomy Mngmnt
over 40 million pages a day into
like categories.
(1) Source Documents. Documents
documents are the source (Each research area could be transformed into a PD
documents for the collective
knowledge.
BrainSpace)
Magazines
Periodicals
Publishers
Reference
Journals
Online
Books

40. The BrainSpace Application: Universal
Access

41. The BrainSpace Application: QueryCloud

42. The BrainSpace Application: Transparency
and Control

43. The BrainSpace Application: Results

44. The BrainSpace Application: Inference
(Checking our inferred words)

45. Whats Next: Visual Interfaces
Zoom in to visually navigate the clusters...
See the entire document space
...and even closer to see
sub categories.

46. Whats Next: Socialization of Knowledge
A Disruptive Shift Towards Who Knows What
The knowledge Management era, dominated by document-centered retrieval
and transactional keyword search, is over. A disruptive shift in the market
occurred with the advent of social networks and continues to evolve today
under the new rules of the emerging semantic web:
We Are What We Know: Knowledge is social. It is created by people,
collaborated on by people and shared by people. “Who Knows What” will
be the driving force of the new knowledge economy.
There is Power In All of Us: Knowledge is everywhere and as we harness
our Collective Intelligence we enhance our ability to pool knowledge,
collaborate through research and discover new innovations. Through this
collective and collaborative process we refine our understanding of the
world.
Meaning Matters: Keywords are not knowledge. Looking between words to
better understand meaning of documents or posts -regardless of what
*keywords* are being used.

47. Its sort of like Match.com for
big thoughts and ideas...
How can I extract
oil out of frozen
water?
Cracking ice and
submerging it?
separates the ice from
the pollutant!
BrainSpace By PureDiscovery

48. on ScienceDirect

49. Thank you for listening.