Digitalks #13: Semantic-Web-based E-Commerce
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Digitalks #13: Semantic-Web-based E-Commerce

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In this presentation which Markus Linder gave on April. 21th 2010 at Digitalks #13 in Vienna, he explaines how a new standard of web data handling is being created that is already championed by firms ...

In this presentation which Markus Linder gave on April. 21th 2010 at Digitalks #13 in Vienna, he explaines how a new standard of web data handling is being created that is already championed by firms such as Google, Wikipedia, Bestbuy and Yahoo. He uses case studies to show how this technology is currently being used, as well as how this technology will transform the way the web will be used in years to come.
Why is this important?
The key to Semantic Web Technology from the point of view of a firm that sells or promotes goods or services online, is that it will create a vastly increased level of visibility to consumers. This is relevant for any firm who is looking to improve their Search Engine Optimisation (SEO) and their presence on third party websites. The Semantic Web offers suppliers the opportunity to describe their products and services in a form that is machine-interpretable. Suppliers that have already done so are now already better presented in search engines like Google or Yahoo (rich snippets and Yahoo Search Monkey). The development of innovative semantic web-search technologies, semantic web mashups, semantic affiliate and semantic search engine marketing will lead to a paradigm shift in online marketing and e-commerce.

When searching for “a 4-star hotel in England from the 4th to the 6th of August that has a swimming pool and is located in a region, where visitors can attend a yoga-course and a classical concert during their stay” the search engine Google suggests a vast amount of links but no useful results. Entering the same phrase in a Semantic Web-based search engine, users will be able to obtain hotel recommendations that fit their search criteria including their desired yoga course and classical concert within the region during their stay. This means that the consumer will be able to find a packaged solution, rather than having to look on multiple websites.

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Digitalks #13: Semantic-Web-based E-Commerce Digitalks #13: Semantic-Web-based E-Commerce Presentation Transcript

  • V e VERTRAULICH r tVERTRAULICH raulich Semantic-Web-based E-Commerce Digitalks #13 Vienna, April 21th 2010 Markus Linder ceo & founder Smart Information Systems GmbH www.smart-infosys.com www.smart-infosys.com
  • V e VERTRAULICH rtraulich  Smart Information Systems GmbH was established in 2005 and focuses on next generation e-commerce solutions  Positioning: Strategic partner to firms with an e-commerce presence for the implementation and maintenance of intelligent product advisors  European market leader  Located in Vienna, Austria References (excerpt): www.smart-infosys.com
  • V e VERTRAULICH rtraulich Our Semantic-Web Research partners: Unsere Semantic-Web Use-Case-Partner: www.smart-infosys.com View slide
  • V e VERTRAULICH rtraulich THE BOUNDARIES OF WEB 1.0 AND WEB 2.0 www.smart-infosys.com View slide
  • V e VERTRAULICH rtraulich Notebook Sony or Asus light max. 12 inch with webcam www.smart-infosys.com
  • V e VERTRAULICH r tVERTRAULICH raulich www.smart-infosys.com
  • V e VERTRAULICH r tVERTRAULICH raulich www.smart-infosys.com
  • V e VERTRAULICH r tVERTRAULICH raulich www.smart-infosys.com
  • V e VERTRAULICH rtraulich World-Wide-Web: the meaning of information remains hidden for computers Computers can only recognize a combination of characters (syntax) T-R-A-I-N The meaning (semantics) remains hidden: – Synonyms (rail) – Homonyms (rail vs. instruction) – Hyponyms (means of transportation) – Hyperonyms (compartment) Only a human being can put spread information from the WWW into an intelligent context. Google & Co find a combination of characters on websites, but they neither understand what the user is looking for nor the meaning of the search results. www.smart-infosys.com
  • V e VERTRAULICH rtraulich Bringing product and service offerings into a machine-interpretable form SEMANTIC WEB BASED E- COMMERCE www.smart-infosys.com
  • V e VERTRAULICH rtraulich Example: Best Buy stores in the WWW www.smart-infosys.com
  • V e VERTRAULICH rtraulich Example: Best Buy offering in the WWW www.smart-infosys.com
  • V e VERTRAULICH rtraulich Example: Best Buy in the Semantic Web Informationen: Adress Opening hours Payment methods Offer range Target group Type of product Manufacturer Prices … www.smart-infosys.com
  • V e VERTRAULICH rtraulich Example: Digital camera in the WWW www.smart-infosys.com
  • V e VERTRAULICH rtraulich Example: Digital camera in the Semantic Web Information: name producer resolution Video playback touch screen colour … www.smart-infosys.com
  • V e VERTRAULICH rtraulich Applications can use the Semantic Web like a integrated global data base © Prof. Dr. Martin Hepp www.smart-infosys.com
  • V e VERTRAULICH rtraulich Graph representation of a Good Relations Instance © Prof. Dr. Martin Hepp www.smart-infosys.com
  • V e VERTRAULICH rtraulich SEMANTIC WEB - EXTERNAL APPLICABILITY (WEB OF DATA) www.smart-infosys.com
  • V e VERTRAULICH rtraulich Applicability - External Search Engine (Yahoo Search Monkey and Google Rich Snippets) Price comparison platforms Browser Add-ons Semantic-Web-Mashups Semantic-Web-Search engines Semantic Web Affiliate Marketing Semantic Web Search Engine Marketing www.smart-infosys.com
  • V e VERTRAULICH rtraulich Search engines: Yahoo Search Monkey www.smart-infosys.com
  • V e VERTRAULICH rtraulich Search engines: Yahoo Search Monkey www.smart-infosys.com
  • V e VERTRAULICH rtraulich Search engines: Google Rich Snippets Search result with Rich Snippets: Search result without Rich Snippets: www.smart-infosys.com
  • V e VERTRAULICH rtraulich Learnings: Semantic meta data improves search engine ranking and traffic significantly GoodRelations + RDFa improved the rank of the respective BestBuy pages in Google tremendously. E.g. "BestBuy Ferris Bueller" on Google BestBuy page ranked # 1 ahead of the much more established page BestBuy reported a 30 % percent (!) increase in traffic on the BestBuy stores pages, e.g. http://stores.bestbuy.com/1895 Yahoo observes a 15% increase in the Click-through-Rate (CTR) Source: http://priyankmohan.blogspot.com/2009/12/online-retail-how-best-buy-is-using.html www.smart-infosys.com
  • V e VERTRAULICH rtraulich Semantic-Web-Mashup: Bikemap-Portal with hotel- and restaurant recommendations www.smart-infosys.com
  • V e VERTRAULICH rtraulich Semantic-Web-Mashup: Augmented Reality www.smart-infosys.com
  • V e VERTRAULICH rtraulich Semantic Web Search Engine ©Smart Information Systems - Internal Prototyp www.smart-infosys.com
  • V e VERTRAULICH rtraulich REVENUE MODELS IN THE SEMANTIC WEB www.smart-infosys.com
  • V e VERTRAULICH rtraulich Semantic Web Affiliate Marketing www.smart-infosys.com
  • V e VERTRAULICH rtraulich Semantic Web Advertising www.smart-infosys.com
  • V e VERTRAULICH rtraulich SEMANTIC WEB – INTERNAL APPLICABILITY www.smart-infosys.com
  • V e VERTRAULICH rtraulich Applicability - Internal Import of product data details into online-shops and portals Mashups and Micro-Sites Recommendation Engine Analytics On-Site-Search and After-Search-Navigation Online Product Adviser www.smart-infosys.com
  • V e VERTRAULICH rtraulich Online Product Advisors based on Semantic Web Technology SMART ASSISTANT TECHNOLOGY www.smart-infosys.com
  • V e VERTRAULICH rtraulich Problem: Many consumers are overwhelmed by the jargon filled product attributes and the huge amount of products offered in Shops www.smart-infosys.com
  • V e VERTRAULICH rtraulich Smart Assistant Technology Enabling product advice in several categories: – Consumer Electronics – White Goods – Clothes – Tourism – … offering: – Interactive advice for laymen and experts – Ranking of product- recommendations and alternatives – Integration with search and navigation www.smart-infosys.com
  • V e VERTRAULICH rtraulich The “Smart Assistant“ technology Gathering the needs of customers in an interactive and dynamic way and in a jargon-free manor Matches consumers needs to technical attributes Results are updated in real-time to match the entered needs of the consumer Structured product data can be made available in standard product categories Easy integration as SaaS-Solution No ongoing maintenance required by the customer The technology is being applied successfully by leading – Online shops – Manufacturers – Distributors – Price comparison sites www.smart-infosys.com
  • V e VERTRAULICH rtraulich Examples Fahrrad.de Bike Advisor Billiger.de Mobile phone Advisor Semantic Search HOH.de Dress Advisor BAUR.de www.smart-infosys.com
  • V e VERTRAULICH rtraulich Real Live Examples www.smart-infosys.com
  • V e VERTRAULICH rtraulich HOW DOES MY DATA GET INTO THE SEMANTIC WEB? www.smart-infosys.com
  • V e VERTRAULICH rtraulich Means to get offers into the Semantic Web Web-based Instantiation-Tools Web-Shop Software (e.g. osCommerce, Magento, oxid eSales, Intershop Enfinity,…) CMS Export (Joomla/VirtueMart,…) Database export Google Shopping Converter Virtuoso Sponger Technology (Converter for existing APIs) BMEcat2GoodRelations Converter RDF2dataRSS Web Service & Python Bindings Microsoft Word Plug-in and many more www.smart-infosys.com
  • V e VERTRAULICH rtraulich Company portal: Semantic company directory of the Austrian Chamber of Commerce www.smart-infosys.com
  • V e VERTRAULICH rtraulich Instantiation-tool: Good Relations Annotator Link: http://www.ebusiness-unibw.org/tools/goodrelations-annotator/ www.smart-infosys.com
  • V e VERTRAULICH rtraulich Instantiation-tool 2: Open Events www.smart-infosys.com
  • V e VERTRAULICH rtraulich Export from existing portals: Simskultur.net www.smart-infosys.com
  • V e VERTRAULICH rtraulich Export from existing portals: Simskultur.net www.smart-infosys.com
  • V e VERTRAULICH rtraulich Export from existing portals: Herold.at www.smart-infosys.com
  • V e VERTRAULICH rtraulich SEMANTIC WEB – PARADIGM- SHIFT IN E-COMMERCE AND ONLINE-MARKETING www.smart-infosys.com
  • V e VERTRAULICH rtraulich Web of Data – Paradigm shift in E-Commerce and Online-Marketing Massive reduction of search costs “Content remains King but Context becomes the Sun King“ More efficient marketing for niche players Reduction of entry barriers for special-interest Portals Massive increase of Revenue Potentials in Affiliate-Marketing Massive increase of efficiency and effectiveness in Online- Marketing … www.smart-infosys.com
  • V e VERTRAULICH rtraulich Benefit from First-Mover-Advantage! Put your business onto the Semantic Web! Smart Information Systems: http://www.smart-infosys.com/ ebSemantics (tourism): http://www.ebsemantics.net/ WHAT & WHY: in 15 minutes: http://www.slideshare.net/mhepp/a-short-introduction-to- semantic-webbased-ecommerce-the-goodrelations-vocabulary- presentation HOW - Developer Resources http://www.ebusiness-unibw.org/wiki/GoodRelations Funding: http://www.ebusiness-unibw.org/wiki/Funding4SMEs www.smart-infosys.com
  • V e VERTRAULICH rtraulich Contact: Markus Linder Smart Information Systems GmbH 1040 Vienna, Phorusgasse 8 AUSTRIA Tel: +43 (0)1 890 53 18-0 office@smart-infosys.com http://www.smart-infosys.com Follow me on Twitter: http://twitter.com/markuslinder/ Newsletter subscription: office@smart-infosys.com www.smart-infosys.com
  • V e VERTRAULICH rtraulich Linked–Open–Data www.smart-infosys.com
  • V e VERTRAULICH rtraulich Yahoo Search Monkey Good Relations result www.smart-infosys.com
  • V e VERTRAULICH rtraulich Semantic Web stack www.smart-infosys.com
  • V e VERTRAULICH rtraulich GoodRelations auf PTSW www.smart-infosys.com