Deep Comparison Shopping

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Current Web technology results in overly fierce price competition, because search engines force us to reduce our search space to early in the decision making process to just a few product models, on which we then do simplistic price comparison shopping. The presentation sketches how the GoodRelations Web of Data Schema at http://purl.org/goodrelations/ can reduce price competition and increase customer satisfaction.

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Deep Comparison Shopping

  1. 1. Deep Comparison Shopping with the GoodRelations Vocabulary Martin Hepp http://www.unibw.de/ebusiness/
  2. 2. Limitations of the Web, 2009
  3. 3. No Unified View: Jumping Back and Forth Across Data Silos Site Page Page Search Engine Results Search Engine Results 1 1 2 Search Engine Results Search Engine Results Page Page 3 4 Site Page 2 5 Site Page Page Page 3 6 7 8 Martin Hepp, mhepp@computer 3 .org
  4. 4. We know the best hits only when done. Site Page Page 1 1 2 Search Engine Results Page Page 3 4 Site Page 2 5 Site Page Page Page 3 6 7 8 Martin Hepp, mhepp@computer 4 .org
  5. 5. Specificity vs. Keyword-based Search • Synonyms • Homonyms • Multiple languages • No parametric search Martin Hepp, mhepp@computer 5 .org
  6. 6. Challenge: Web-wide Product Search • Find all MP3 players that have a USB interface and a color display, and sort them by weight (lightest first). ...on a Web Scale! Martin Hepp, mhepp@computer 6 .org
  7. 7. Today:Loss of Variety and Detail Many Different Variety in Products Preferences Web Search Manufacturers& Consumers Retailers Martin Hepp, mhepp@computer 7 .org
  8. 8. Effect: Overly Price Competition Only 1 – 2 Product Models Considered Comparison Shopping on the Small Subset Martin Hepp, mhepp@computer 8 .org
  9. 9. This will changesoon. Actually, verysoon.
  10. 10. Deep Comparison Shopping Search Engine Results Site Site Site 3 1 2 Page Page Page 6 5 1 Page Page 7 3 Page 2 Page Page 8 4 Martin Hepp, mhepp@computer 10 .org
  11. 11. E-Commerce on the Web of Linked Data Martin Hepp, mhepp@computer 11 .org
  12. 12. GoodRelations: A Unified View on Commerce Data on the Web Extraction Arbitrary Query and Reuse Manufacturers Retailers Payment Delivery Product Model Warranty Master Data Shop Spare Parts & Offerings Auctions Consumables Martin Hepp, mhepp@computer 12 .org
  13. 13. What Should I Do? • Web Shops: Create a GoodRelations data dump of your range of offers (rather simple) • Vendors of Web Shop Software: Create GoodRelations import and export interfaces (we can help you with that) • Every Business:Ask your webmaster to create at least a basic description of your range of products or services • Entrepreneurs:Invent new business models based on GoodRelations data Martin Hepp, mhepp@computer 13 .org
  14. 14. Thank you! http://purl.org/goodrelations/ Prof. Dr. Martin Hepp Chair of General Management and E-Business Universitaetder Bundeswehr University Muenchen Werner-Heisenberg-Weg 39 D-85579 Neubiberg, Germany Phone: +49 89 6004-4217 Fax: +49 89 6004-4620 http://www.unibw.de/ebusiness/ http://purl.org/goodrelations/ mhepp@computer.org Martin Hepp, mhepp@computer 14 .org

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