OPENAMPLIFY RELEASES 'TOPICINTENTIONS' FEATURE
TO PREDICT CONSUMER INTENT ON THE SOCIAL WEB
Semantic Web Platform Enhances Online Ad Targeting by Identifying User Intentions
Based on Text; Hires New York
VP of Sales
Annapolis, MD: August 11, 2009 - OpenAmplify
(www.OpenAmplify.com), the Semantic Web platform, today introduced TopicIntentions,
a feature that can be
used by Web advertisers to identify the intentions of people on the Social Web.
Advertisers and ad networks can now enhance marketing campaigns on
user-generated content by capturing, in a scalable way, the various actions
users are considering.
TopicIntentions, seen in action here: www.youtube.com/watch?v=kLlFrUMnZ7g,
analyzes social media text to identify consumer intentions and to assess
whether or not these decisions can be influenced. TopicIntentions can identify:
- The most significant types of actions related to the
topic - for example, the subject of a Web page
may be about the car brand Ford, but current keyword-based targeting
methods cannot distinguish if the content is about buying, selling, servicing,
or cleaning a Ford car. TopicIntentions identifies the specific action
connected with each topic.
- Whether the topic is the subject or object of that
action - for example, ad targeting algorithms cannot
correctly identify the differences between the sentences 'have you seen Ford's
new finance rates?' and 'how can I finance my new Ford?' TopicIntentions finds
the subject of Social Web conversations then connects the subject with
the appropriate related action.
- Whether advice is being sought or offered, and the
likelihood that the user will take action - for example, TopicIntentions can distinguish the critical difference
between statements and conversations that offer guidance versus the ones that
seek advice. Unlike simple text targeting methods, it understands the
difference between 'should I buy a Ford?' and 'you should definitely consider a
Ford.'
"Social media has created environments
in which users can express how they feel, what they are thinking and planning.
TopicIntentions was created to gather and analyze this data, so that marketers
can cost effectively identify users and indeed audiences who have expressed a specific
intention to do something," said Mark Redgrave, CEO of OpenAmplify. "By
identifying relevant commercial intentions in a rapid and highly scalable way,
we are enabling marketers and publishers to deliver the right ads at the most
appropriate moment to influence the user's action."
New York Presence
To further support its push into
online advertising and social media targeting, OpenAmplify has hired Glen
Kushner as VP of Sales and Business Development, expanding OpenAmplify's New York presence.
Kushner was previously the VP of Business Development at Treemo Labs, where he
was responsible for taking his company's platform usage from under 20,000 users
to over 1.5 m users. Glen will lead U.S. sales efforts of the OpenAmplify
platform.
Along with TopicIntentions, the newly
launched Version 1.1. of the OpenAmplify platform delivers significant improvement
on speed of processing text, where response times will be the
same over a broad range of text length -- from a 140-character tweet to a text
heavy web page. The release also benefits from enhanced spidering functionality for content scraping of web pages and new
output formats which now also include RDF, a growing specification for the
Semantic Web.
About OpenAmplify
OpenAmplify (www.OpenAmplify.com) is a web service
that brings human understanding to content. Created by technology company
Hapax, OpenAmplify uses patented Natural Language Processing technology,
mimicking the human process of language understanding to identify the
significant topics, brands, people, perspectives, emotions, intentions, actions
and timescales contained in online text. The Web service returns the meaning in
English-language content in usable and actionable data structures including XML
and RDF, thereby enabling other solutions providers to create value, profit and
grow.
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Contact:
Sam Grace
openamplify@marlinpr.com
+44 (0)207 869 8314
Anthony Loredo
646-202-9770
aloredo@horngroup.com