1. The Text Analytics Market(s) Where semantically-aware technologies play a role by Curt A. Monash, Ph.D. President, Monash Research Editor, Text Technologies contact@monash.com http://www.monash.com http://www.texttechnologies.com

2. 8 linguistics-based businesses Web search Public-facing site search Enterprise search & knowledge management Custom publishing Text mining and extraction Spam filtering Voice recognition and NLP Machine translation

3. Web search Giant oligopoly  Startups aren't gaining traction …  … and neither are leaders’ whizz-bang features Three kinds of search  Navigational Innovation = Maps, part-of-page smartness  Informational Innovation is scattershot … … because people are content with how this works  Transactional Big bucks Big adversarial information retrieval problem Semantics isn’t the issue

4. Web search vendor issues today Physical efficiency Adversarial information retrieval Monetization Regulation Branding … … none of which are about semantics

5. Future web search issues Better popularity metrics Better use of context (tagging helps)  Geography/geocoding!! Sub-page retrieval (tagging will be huge) Looking through security barriers Better UIs (Clusters/facets? Voice?)  Finally a role for sophisticated semantics!  But how good does the technology have to get before people care?

6. One-size-fits-all enterprise search failed Overreaching had a lot to do with that E-commerce search isn't general search Text mining isn't search (or clustering) Custom publishing isn't exactly search

7. Public-facing site search It has dual goals  What the user actually wants  What you want the user to see E-commerce and general search are separate businesses  E-commerce = province of smaller vendors  General = province of search, portal, or CMS vendors Hand-tagging is key … … or else generic Google is usually superior Role of sophisticated semantics starts and usually ends w/ hand tagging

8. Many reasons to buy true enterprise search General productivity  Sure beats looking through file cabinets “Wouldn't it be nice if...”  KM dreams Compliance  “Thou shalt … Search specialized external databases  Medline  News/National intelligence  Taxonomies and RDF both play well here

9. Bollixed enterprise search market landscape Multiple generations of vendors flamed out  Verity  Excalibur (endlessly backed by Allen & Company)  Fulcrum et al.  FAST Market dynamics are screwy  Google has brand name, ease of installation  Microsoft, Oracle, SAP, and Autonomy are all confused  Small vendors are... small  Products are sold for inappropriate apps Compliance is driving demand Facets and clusters are popular

10. Kinds of enterprise search Find a specific document Find an answer Find ALL documents Find an expert Semantic technologies could help with all of those

11. Technical challenges in enterprise search Documents may not exist Many formats Corpus weighting No good popularity metrics Security Ease of adoption The problem isn’t just insufficiently good semantics

12. Custom publishing More precise than search  Sophisticated extraction  Focus on document parts Started with technical publishers (and intelligence) Expanded to  Other technical documents  Other publishers Semantics is central to this market  This is one of the top application areas for extraction

13. Text mining Really about sophisticated extraction Apps and verticals mirror data mining The action is in sentiment analysis...... and ease of use Otherwise the industry seems tired

14. The original text mining apps: Early warning Source: July, 2006 post on Text Technologies Vehicle safety Other manufacturing/warranty analysis apps Reputation management Other customer sentiment apps Anti-terrorism Sarbanes-Oxley compliance (continued …)

15. More early warning (… continued) Antifraud Stopping money laundering Clinical applications (some) Early insurance risk management apps Early experimental hedge fund apps Employee (dis)satisfaction (missing from the original list)

16. Customer/market intelligence Now drive text mining growth  Internal Voice of the Customer came first  Voice of the Market has blended in Sales, buying, and delivery practices are in line  Departmental buying  SaaS delivery Many vendors focus(ing) on this segment:  Attensity  Clarabridge  SAS  SPSS  Expert System S.p.A

17. Three ways to use text mining/extraction Business intelligence  Reports, dashboards  Attensity, Clarabridge Predictive analytics  Data mining  SAS, SPSS Custom publishing  nStein et al.  Lots of partnerships

18. Linguistics all the way down In this market, semantics is central Sophisticated taxonomies Sentiment extraction! Syntax is often important too

19. Six trends that could shake up the market Web/enterprise/messaging integration BI integration Universal message retention Portable personal profiles Electronic health records Voice command & control … … and semantics plays (or should play) a big role in all of them.

20. Further information Curt A. Monash, Ph.D. President, Monash Research Editor, Text Technologies contact@monash.com http://www.monash.com http://www.texttechnologies.com