Better business through linked data
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Presentation given to University of St Thomas Graduate Program in Software
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Better business through linked data
- 1. Better Business with Linked Data and Semantic Web Jay Myers,
- 2. Web at a glance • 700 million active web sites on the indexable web • Over a trillion unique URLs discovered by Google • Billions and billions of users • 1000x more web pages on the “deep web”
- 4. The Semantic Web Scientific American, May 17, 2001 “A new form of Web content that is meaningful to computers will unleash a revolution of new possibilities”
- 5. SemWeb & Linked data standards • Data and relationships • RDF (Resource Description Framework), includes RDF/ XML, Turtle, N3 • Vocabularies/ ontologies • URIs • Triples (Subject, Predicate, Object) • SPARQL
- 6. Vocabularies/ ontologies Or create your own!
- 7. Products are complex objects Width: 35 ¾” Height: 68 1/2” Depth: 29 1/8” Color: Black Brand: Samsung Material: Stainless steel French doors Regular price: $2,599.99 Sale price: $1,949.99 Model Number: RF267AERS/XAA Bottom-loading freezer Total capacity: 25.8 cu. ft. Freezer capacity: 8.1 cu. ft. Gallon door storage
- 8. They also have complex relationships Product A Product B Product C Sub-product Z Sub-product YSub-product X Sub-product W Sub-product VSub-product U
- 9. There are many of them… and they are specific
- 10. We are evolving… “Human-readable” web of data “Machine-readable” web of data
- 11. Human readable web of data <div id="productsummary" xmlns:v="http://rdf.data-vocabulary.org/#" xmlns:gr="http://purl.org/goodrelations/v1#"> <div class="pdpsummarybox" typeof="v:Review-aggregate"> <h1><span rel="v:itemreviewed">Apple® - iPad™ with Wi-Fi - 16GB</span></h1> <div id="detailband" rel="v:rating"> <strong>Model:</strong><span property="gr:hasMPN">MB292LL/A</span><span class="sep"> |</span> <strong>SKU:</strong><span property="gr:hasStockKeepingUnit">9811355</span><br/> <div id="reviewband" typeof="v:Rating"> <strong>Customer Reviews:</strong><img src="misc/ratings_star_4_1.gif" alt="4.1 out of 5 stars" /> <span id="reviewscore" property="v:average">4.1</strong></span> <span content="5" property="v:best"/></span> <span id="reviewnum"><a href="#customerreviews">Read reviews (<span property="v:count">179</span>)</a></span> </div>
- 12. What does this get us?
- 13. Business benefits • SEO/ product visibility • Promoting better product discovery on an ever-expanding web • Creating more informed consumers through findability (increased sales, decreased returns) • Utilize all of your product catalog – the product “long tail”
- 14. Machine readable web of data
- 15. What does this get us? Deep, queryable product insight Best Buy example: “Find me a description of the band Abba from the web of open data and an album for sale by them at Best Buy” Result: ABBA was a Swedish pop/rock group formed in Stockholm in 1972, comprising Agnetha Fältskog, Benny Andersson, Björn Ulvaeus and Anni-Frid Lyngstad. AND Best Buy Sells the CD: ABBAMania: Tribute to ABBA – Various Artists, SKU 12073151
- 16. Other examples “Like for like” feature For any given Best Buy product, display the products most like it, based on their product attributes
- 17. Other examples, cont. “Emotional Weather Report” POC Given the weather at a particular Best Buy store, display products that might match the mood people are in due to weather/ environment
- 18. Business benefits • New avenues of customer personalization • Deeper, more relevant and contextual customer experiences • Utilize all of your product catalog – the product “long tail”
Editor's Notes
- Thanks for the introduction – I welcome the opportunity to give my perspective on the impact Linked Data can have on retail
- One of the reasons I believe there is such a long tail of under sold products is that we haven't used the set of built in complex relationships that products naturally have with one another to our advantage. Products can be linked together in a number of different ways using linked data to form relationships. These relationships can be explored for the benefit of the consumer and the company. Its a level of product discovery that goes way beyond "people who purchased this item also bought ” scenario that is so common on many retail web sites.
- One of the reasons I believe there is such a long tail of under sold products is that we haven't used the set of built in complex relationships that products naturally have with one another to our advantage. Products can be linked together in a number of different ways using linked data to form relationships. These relationships can be explored for the benefit of the consumer and the company. Its a level of product discovery that goes way beyond "people who purchased this item also bought ” scenario that is so common on many retail web sites.
- One of the reasons I believe there is such a long tail of under sold products is that we haven't used the set of built in complex relationships that products naturally have with one another to our advantage. Products can be linked together in a number of different ways using linked data to form relationships. These relationships can be explored for the benefit of the consumer and the company. Its a level of product discovery that goes way beyond "people who purchased this item also bought ” scenario that is so common on many retail web sites.
- One of the reasons I believe there is such a long tail of under sold products is that we haven't used the set of built in complex relationships that products naturally have with one another to our advantage. Products can be linked together in a number of different ways using linked data to form relationships. These relationships can be explored for the benefit of the consumer and the company. Its a level of product discovery that goes way beyond "people who purchased this item also bought ” scenario that is so common on many retail web sites.
- One of the reasons I believe there is such a long tail of under sold products is that we haven't used the set of built in complex relationships that products naturally have with one another to our advantage. Products can be linked together in a number of different ways using linked data to form relationships. These relationships can be explored for the benefit of the consumer and the company. Its a level of product discovery that goes way beyond "people who purchased this item also bought ” scenario that is so common on many retail web sites.
- Products can be complex objects, and the product landscape is vast -- millions if not billions of products available to the average consumer. Products in the Best Buy catalogue have an average of 31 actionable attributes (attributes that can influence a purchasing decision) ...overall actionable attributes range from a couple,in the case of a simple object like a gift card, to near 100 in the case of a home appliance. While consumers have a literal paradox of choice, a very small percentage of products make up a majority of consumer purchases and company revenue (estimated between 10-15%), leaving 85-90% of product offerings undiscovered or underutilized. This discrepancy is something I’ve called the “product long tail”, where a minority of retail products make up a majority of customer purchases and company revenue.
- One of the reasons I believe there is such a long tail of under sold products is that we haven't used the set of built in complex relationships that products naturally have with one another to our advantage. Products can be linked together in a number of different ways using linked data to form relationships. These relationships can be explored for the benefit of the consumer and the company. Its a level of product discovery that goes way beyond "people who purchased this item also bought ” scenario that is so common on many retail web sites.
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- Thanks!