Crystal Semantics launches the Sense EngineDecember 13, 2004 David Crystal spent 3 years analysing about 100,000 words from the English dictionary and found approximately 2.5 meanings associated with each word. The professor of linguistics and chairman of UK-based internet search business Crystal Semantics has used this knowledge to build technology that has helped boost web search accuracy from 20 per cent to 95 per cent. Crystal, who is honorary professor of linguistics at the University of Wales, Bangor, has published more than 100 books and was responsible for compiling an encyclopaedia of facts and figures for Cambridge University Press in the early 1990s.
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 As the encyclopaedia's database grew, Crystal found that he needed a way of data mining the information. His technology team began work on devising a broad classification system. As more and more books were published, the importance of this classification system grew. Its significance developed further in the mid-to-late 1990s, as Crystal and his colleagues saw the direction of the business alter many times. First, Cambridge University Press changed its publishing policy and sold the encyclopaedia referencing division to Dutch IT publishing house AND. Crystal found that the new owner was keen to place more emphasis on its referencing technology. "Our remit now was something different. We had to develop the classification system as an end in itself," he explained. AND was eager to provide a global classification for the world's information, and keen to classify the web's data. "We found it very difficult to find what we wanted," said Crystal. "So we proposed better technologies for searching." Crystal's idea was simple: internet searching could be improved by anticipating all the important definitions associated with a single term, and by filtering internet searching according to these relevant definitions. Between 1997 and 2000, AND spent about $8m (£4.1m) to help fund Crystal and his team of 30 lexicographers as they analysed 100,000 words in the English dictionary. But the dotcom crash hit the innovative company hard; in March 2001, AND was forced to liquidate its UK subsidiaries, including Crystal's referencing system. "With all this investment and skill, we realised that we had to make a go of it," he says. Crystal and his colleagues acquired AND's assets for £4m, and established their own business to exploit the potential of the classification technology. Two sources of cash immediately became apparent. Penguin started publishing the encyclopaedia of facts that Crystal had compiled for Cambridge University Press, with Crystal himself helping the publisher license the data.
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 Penguin also decided to push the encyclopaedia's associated database online, and the subscription-based model was used to feed content to education groups. "That provided enough cash to keep us going," said Crystal. The professor and his colleagues sought capital from private investors and public sources, such as the Welsh Development Agency, and raised £1m. They then turned to the commercial development of the classification system. "We really had to start thinking everything through carefully," he explained. "In short, it's about marrying dictionary and encyclopaedia information. Once you explain the technology, people see the point of it straight away." Unlike current search technologies, which are based solely on statistical algorithms, Crystal Semantics' Textonomy is based on the relationship between words and the contexts in which they occur. The Sense Engine that drives Textonomy is the result of a search linguistics development programme, and has produced a collection of tools for search and navigation, e-commerce and contextual advertising. Large companies have already expressed an interest. "We provide enabling technology, and blue chip companies in the US are looking at how these applications will give them competitive advantage," said Ian Saunders, managing director of Crystal Semantics. Search engine providers in particular see the benefit of the company's patented technology: Crystal Semantics recently signed a classification contract with a local search provider in the UK, Yell. "It's a crowded marketplace, but each of the major search engines is looking for differentiation," said Saunders. "There's a belief that technology is always the answer; but actually companies often don't spend enough time looking at what their users want." How it works Building on these applications, Crystal has developed tools for advertising and e-commerce. Advertising is often placed on websites according to a trigger system, and software attempts to place adverts when key words in the text become apparent. But the results can be hit-and-miss: Crystal recently saw an advert for gaffer tape on a football site because the story in question mentioned the word 'gaffer'. "Adverts can be dynamically related and will be entirely contextual," he said.
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 Crystal's e-commerce application, Textonomy Deduce, uses lexicon classification to improve business processes, and concentrates on product searching. An individual searching a shop's online catalogue with the term 'mobile phone' or 'cell phone' may find no results because the system relies on a more precise description, such as 'cellular phone'. Three years of analysing the associated meanings of 100,000 words in the English dictionary mean that customer searches can be more relevant and direct. Source: Vuunet 
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