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Increasing product and service visibility through front-end semantic web

by Jay Myers

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Increasing product and service visibility through front-end semantic web Presentation Transcript

Triplifying commerce: Increasing product and service visibility through front-end semantic web
Jay Myers
2010 Semantic Technology Conference – June 23

Billions of products with UPCs *
* According to George Laurer, inventor of the UPC. Also find more online at GS1.org

Product discovery happens on the web
67% of US consumers used the Net at some point in their buying process
One offline buyer out of two surfs the Web before walking to his favorite retailer
… the majority (of web searchers) will start by entering information into a search engine such as Google or Yahoo!
How to Stimulate Consumers to Buy Online Making the Most of the Internet and Offline Retail Worlds
by Kim Le Ouoc, JaapFavier, Forrester, Nov 2008

Specificity yields the best results

A personal journey

Query for attributes

Only 32 percent of retailers display consistent baseline information on the product detail page across products within a given product category *
Valuable product details siloed in machine inaccessible tools
Opportunity: web can deliver depth of data not achievable in traditional channels
Forrester, Nov 08
“Internet Splat Map” by jurvetson

Goal: to provide more visibility to products, services, and locations to humans and machines
“Fortune Telling Robot” by Paul Keller

The tools are available now
<html>

Use case: brick and mortar stores
“Best Buy on Black Friday” by cjc4454

Use case: local open box products
“MSI u100 in shipping box” by stevendamron

Human-driven semantics

Let’s imagine the possibilities…

Business benefits
SEO/ product visibility
Reduce number of proprietary data feeds
More intelligent marketing – customer centric
Business prediction models/ forecasting
Opportunities to go beyond selling

Product relationships

Better informed consumers
Purchases start with a well-informed consumer, end with a purchase
Decrease in returns
Establishing trust through providing open, findable information
Lower Prices, Better Devices, and the Democratization of the TV Market
by Nathan Safran, Abe Garon, Forrester, June 2009

“Internet! Show me products on the Web related to Johnny Cash”
Via @manusporny, @mfhepp, April 19, 2010

“Device! Show me open box products at this store”

Let’s build a web of data together@jaymyershttp://jay.beweep.com

Jon Hines, SEO/SEM Consultant at self employed Little late, but hats off to Best Buy on taking the right path to the future of 'Entity Search' 1 year ago

Are you sure you want to

Martin Hepp, Professor at Universitaet der Bundeswehr Munich Excellent insight on why and how BestBuy is using structured data for articulating their value proposition.
Martin Hepp

http://www.heppresearch.com/ 2 years ago

Andrew Krutko at JayaDigital rdf semantic web best buy 2 years ago