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ROI in Linking Content to CRM by Applying the Linked Data Stack
The document discusses the integration of linked data in customer relationship management (CRM) systems, identifying challenges and presenting a solution through the Ontos Linked Data Information Workbench. It highlights that integrating linked data can lead to significant time and cost efficiencies, with a projected ROI of 186% over three years. The findings underscore the need for better understanding of semantic web technologies within enterprises to optimize these benefits.
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ROI in Linking Content to CRM by Applying the Linked Data Stack
- 1. Return on Investmentin Linking Content to CRM by Applying the Linked Data Stack Daniel Hladky, Martin Voigt and Svetlana Maltseva KESW 2014, September 2014 1 RDF RDBMS CSV Text CRM User CRM SYSTEM Extraction Storage & Querying Authoring Linking & Fusion Enrichment Quality Analysis Evolution & Repair Exploration & Analysis OntosLDIW
- 2. I speak about… … the use case and its problems, … our solution, … the estimated ROI, and … the main findings. 2
- 3. Use Case CustomerRelationship Management (CRM) 3 http://blog.unisoft.net
- 4. Use Case: CRM Target group: sales employeewith multi-sides information needs 4
- 5. 23% accessibleas aService Searchable Use Case: Data Dilemma 5 Structured40% Unstructured60% Enterprise Data Web & SN Source: TowerGroup, BearingPoint 40% 12%
- 6. Use Case: RequiredData 6 Customer (Potential, New, Existing) Web Information Credit Risk News Press & Social Media Stock Market Order Products Revenue Activities (Call, Mail, Meeting) Support Case (Open, Closed) Contract Terms & Conditions Warranty has consists of
- 7. Use Case: TaskEvaluation 7
- 8. Solution Ontos LinkedData Information Workbench (OntosLDIW) 8 ONTOS LINKED DATAINFORMATION WORKBENCH Extraction and LoadingLinking and FusionAuthoringEnrichmentVisualization and AnalyticsUser Storage Administrator Portal Text DocumentsSpreadsheets & CSVRelational DBsRDF Data
- 9. Solution: Overview RDFRDBMS CSV Text CRM User CRM SYSTEM Extraction Storage & Querying Authoring Linking & Fusion Enrichment Quality Analysis Evolution & Repair Exploration & Analysis OntosLDIW
- 10. Solution: OntosLDIW& OntoDix 10 Ontology •Common model Extraction •Mapping •Extraction Linking / Fusion •Linking model •Connect-Integrate Store •No-SQL “Graph” Consume •Reuse data
- 11. Solution: OntosLDIW& D2RQ 11 Ontology •Common model Extraction •Mapping •Extraction Linking / Fusion •Linking model •Connect-Integrate Store •No-SQL “Graph” Consume •Reuse data
- 12. Solution: OntosLDIW& LIMES 12 Ontology •Common model Extraction •Mapping •Extraction Linking / Fusion •Linking Models •Connect-Integrate Store •No-SQL “Graph” Consume •Reuse data
- 13. Solution: OntosLDIW& OntoQUAD 13 Ontology •Common model Extraction •Mapping •Extraction Linking / Fusion •Linking model •Connect-Integrate Store •No-SQL “Graph” DB Consume •Reuse data
- 14. Solution: OntosLDIW& CRM 14 Ontology •Common model Extraction •Mapping •Extraction Linking / Fusion •Linking model •Connect-Integrate Store •No-SQL “Graph” Consume •Reuse data
- 15. Solution: OntosLDIW& CRM 15 Ontology •Common model Extraction •Mapping •Extraction Linking / Fusion •Linking model •Connect-Integrate Store •No-SQL “Graph” Consume •Reuse data
- 16. Return on Investment OntosLDIW& CRM Integration 16 http://www.photocase.de/foto/18722
- 17.
- 18. ROI: Benefit &ROI in 3 years ROI in 3 years: 186%
- 19. Sum it up… http://www.photocase.de/foto/18722
- 20. Sum it up CRM –Linked Data Integration All required data in CRM time and cost efficiency 1mininstead of 8min Up-to-date information enables ad-hoc customer queries Lessons Learned and ToDos Missing parts of LD lifecycle, e.g., InfoVis, quality Enterprise lack of knowledge about Semantic Web technologies and their benefits
- 21. Q&A Martin Voigt Ontos AG / GmbH Nidau(CH) / Leipzig (DE) T:+49 341 21559-10 M:+49 178 40 222 58 E: martin.voigt@ontos.com 21