The Next Web of Linked Data

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Presentation to product retailers, manufacturers and vendors examining the application of Linked Data and schema.org in publishing data to the web, with short examination of a GS1 initiative to publish GTIN's/ digital ids using schema.org markup

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The Next Web of Linked Data

  1. 1. The Next Web of Linked Data Jay Myers, Best Buy jay.myers@bestbuy.com/ @jaymyers 1WorldSync Regional User Group, Minneapolis, MN USA
  2. 2. Original Web • Collections of documents • Users “surfed” • Created for human consumption
  3. 3. Web of Today • 25 million web sites • Trillions of web pages • 5 billion web pages change every day • 1000x more web pages on the “deep web”
  4. 4. Every day we create 2.5 quintillion bytes of data (equivalent to 3.4 billion HD movies)
  5. 5. Linked Data “A new form of Web content that is meaningful to computers will unleash a revolution of new possibilities” - TBL
  6. 6. Goals • Create a web for both humans and machines • Entice webmasters to make metadata available through web standards and structured HTML • Gain access to the meaning of web sites • Establish relationships between data that allow for exploration and discovery
  7. 7. 2010
  8. 8. schema.org • Common vocabularies that search engines can understand • Lower the bar for webmasters to publish linked data on the web • Improve user experience through data
  9. 9. Value prop: “Give us your data in a machine- readable format and we’ll make your stuff more attractive in search results”
  10. 10. Looks Like We’ve Got Something Here! • 15% of all sites contain schema.org markup • Many major sites • Adoption by content systems like Drupal and Wordpress • Around 1200 object types and growing (people, places, products, etc)
  11. 11. Additional content on SERPs Data automagically extracted from HTML
  12. 12. Practical Applications in Search Yandex Islands
  13. 13. Practical Applications in Search Google Knowledge Graph Additional content driven by schema.org derived data
  14. 14. Practical Applications in Search Google Knowledge Graph Additional content driven by schema.org derived data
  15. 15. Other Applications Pinterest Rich Pins
  16. 16. GS1 GTIN Initiative • Pilot to improve the product discovery, evaluation and buying experience • Participation is as easy as publishing GS1 unique identifiers in HTML pages • Growing support from platforms like Amazon and Google
  17. 17. Concept: GTIN Driven Applications Potential new use case
  18. 18. Thank You!
  19. 19. Credits and Resources Guha, Ramanathan V. “Light at the End of the Tunnel.” 12th International Semantic Web Conference (ISWC), Sydney, NSW, Australia. 23 October 2013. Keynote Address. Hepp, Martin H., Dr. "Semantic SEO." GoodRelations: The Professional Web Vocabulary for E-Commerce. Dr. Martin Hepp. Web. 17 Mar. 2014. Berners-Lee, Tim. Tim Berners-Lee: The next web. Feb 2009. Video File. http://www.ted.com. Web. 17 Mar 2014. <http://www.ted.com/talks/tim_berners_lee_on_the_next_web >.

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