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AN INCREDIBLE POWER OF DATA DESCRIBED BY
SCHEMA.ORG
Data Science Skills Development Symposium, Edinburgh, June 9th, 2017
Dr. Mirek Sopek

2FOR Data Science Skills Development Symposium, Edinburgh, FROM The Leaders in Smart Data for Automotive & Financial Industries
INTRO
A QUEST
FOR MEANING
ON THE WEB
• The Web is (mostly) a Mess
• Metadata becomes (very often) Meta-Crap (after: Cory
Doctorow*)
• There is no such thing as Esperanto of the Web
(despite its importance, English is not a lingua franca)
• The trust is lost – people of the Web (often) live in echo-
chambers
THE WEB WAS IN THE DEEP NEED OF
A PRAGMATIC APPROACH
SHORTLY AFTER THE WEB WAS INVENTED
WE NOTICED THAT:
* https://www.well.com/~doctorow/metacrap.htm

INTRO
WEB
FULL OF MEANING
INVENTION
• The “Web Full of Meaning” was invented
(a.k.a. the “Semantic Web” or Web 3.0)
• Web gurus borrowed a fundamental term from philosophy –
ONTOLOGY - to name their Vocabularies.
• Using Ontologies (aka Vocabularies) they started to create
and promote new models for Data (Linked Data, Graph Data,
Smart Data)
TO COUNTERBALANCE THE MESS …

INTRO
DISSATISFACTION
• Most of the results were (so far) only good for academic research
• Almost none of our ontologies enjoyed wide adoption
• Promises to build Web 3.0 quickly turned out to be failed
THE WEB WAS IN THE DEEP NEED OF
A PRAGMATIC APPROACH
HOWEVER…

…SO THE SCHEMA.ORG WAS INVENTED !
• Schema.org (2011), sponsored by the most important search engines: Google, Microsoft, Yahoo
and Yandex, is a large scale collaborative activity with a mission to create, maintain, and promote
schemas for structured data on the WEB pages and beyond.
• It contains more than 2000 terms: 753 types, 1207 properties and 220 enumerations.
• Schema.org covers entities, relationships between entities and actions.
• Today, about 15 million sites use Schema.org. Random yet representative crawls (Web Data
Commons) show that about 30% of URLs on the web return some form of triples from schema.org.
• Many applications from Google (Knowledge Graph), Microsoft (like Cortana), Pinterest, Yandex and
others already use schema.org to power rich experiences.
• Think of schema.org as a global Vocabulary for the web transcending domain and language
barriers.

http://bl.ocks.org/danbri/raw/1c121ea8bd2189cf411c/
WHAT IS SCHEMA.ORG?
http://schema.org

SCHEMA.ORG USE SIMPLICITY – AN ILLUSTRATION
http://finances.makolab.com/HTML/LoanStudents/LoanStudents.html

Under the hoodOF SCHEMA.ORG AND ITS EXTENSIONS

UNDER THE HOOD OF SCHEMA.ORG
• „The driving factor in the design of Schema.org
was to make it easy for webmasters to publish
their data. In general, the design decisions
place more of the burden on consumers of the
markup.”
R.V. GUHA, D. DAN BRICKLEY, S. MACBETH –
„Schema.org - Evolution of Structured Data on the Web”
DESIGN DECISIONS
• Derived from RDFS (RDF Schema)
• Multiple inheritance hierarchy
• POLYMORPHIC PROPERTIES - Each property
may have one or more types as its domain
and its range („domainincludes” and
„rangeincludes”)
DATA MODEL

USAGE MODELS
• Under full control of site/messages/data
publishers
• Data EMBEDDED into page, data
representation or into message markup (HTML,
XML)
• Harvested during standard crawling, message
or data processing
SERIALIZATIONS
• RDFa - CANONICAL
• Microdata (native to HTML5)
• JSON-LD

CORE  HOSTED EXTENSIONS  EXTERNAL EXTENSIONS
• CORE – „Core, basic vocabulary for describing the kind of entities the most
common web applications need”*
• HOSTED/REVIEWED EXTENSIONS – Domain specific basic vocabularies.
• EXTERNAL EXTENSIONS – More specialized, fully independent domain
specific vocabularies. Built by a third party.
• Today: autos, finance, bibliography, health & life-sciences, iot
EXTENSION MECHANISM: SEQUENCE OF SPECIFICITY
* http://schema.org/docs/extension.html

CORE http://schema.org/<term> http://schema.org/<term>
HOSTED EXT. http://<ext>.schema.org/<term> http://schema.org/<term>
External EXT. http://<ext.domain>/<term> http://<ext.domain>/<term>
CORE http://schema.org/Car http://schema.org/Car
HOSTED EXT. http://auto.schema.org/Motorcycle http://schema.org/Motorcycle
External EXT. http://fibo.org/voc/BusinessEntity http://fibo.org/voc/BusinessEntity
EXTENSION MECHANISM: RULES FOR URIs
Documentation URI: Canonical URI:
Examples:
Rules:

<div itemscope itemtype="http://schema.org/BankTransfer">
<h1>If you want to donate</h1>
Send <span itemprop="amount" itemscope itemtype="http://schema.org/MonetaryAmount">
<span itemprop="amount">30</span>
<span itemprop="currency" content="USD">$</span>
</span>
via bank transfer to the
<span itemprop="beneficiaryBank">European ExampleBank, London</span>
Put "<i itemprop="name">Donate wikimedia.org</i>" in the transfer title.
</div>
EXAMPLES - MICRODATA

<div vocab="http://schema.org" typeof="BankTransfer">
<h1>If you want to donate</h1>
Send <span property="amount" typeof="MonetaryAmount">
<span property="amount">30</span>
<span property="currency" content="USD">$</span>
</span>
via bank transfer to the
<span property="beneficiaryBank"> European ExampleBank,London</span>
Put "<i property=’name’>Donate wikimedia.org</i>" in the transfer title.
</div>
EXAMPLES - RDFa

CREATING EXTENSIONS TO SCHEMA.ORG
• Extension URI: auto.schema.org
• Designed as the first phase of the GAO project
(Generic Automotive Ontology -
http://automotive-ontology.org)
• First step: extending core vocabulary by a
minimal set of new terms (May 2015)
• Second step: creating auto.schema.org hosted
extension (May 2016)
• Third step: creating POC of the external
extension (March 2017)
• Extension URI: fibo.schema.org
• Inspiration from FIBO project (Financial
Industry Business Ontology – http://fibo.org )
• Going through BOC (Bag-Of-Concept) phase
and using an „Occam Razor” approach.
• First step: extending core vocabulary by a
minimal set of new terms (May 2016)
• Second step: creating fibo.schema.org hosted
extension (published in pending.schema.org
(March 2017))
• Third step: creating POC of the external
extension (March 2017)
AUTOMOTIVE EXTENSION FINANCIAL EXTENSION

AUTO.SCHEMA.ORG
May 13, 2015
– official introduction
of the Automotive extension
to schema.org
Collaborative project
of Hepp Research GmbH, MakoLab SA
and many other individuals.

FIBO.SCHEMA.ORG
Extension of the core vocabulary
by a minimal set of new terms
(May 2016)
The hosted extension
(published March 2017) as
pending.schema.org
Collaborative project
of an international group of individuals lead by
MakoLab SA.
Described in:
http://schema.org/docs/financial.html

The financial extension of schema.org refers to
the most important real world objects related to
banks and financial institutions:
• A bank and its identification mechanism
• A financial product
• An offer to the client
• Described in:
Thing CLASSES
Action
TransferAction
MoneyTransfer
Intangible
Service
FinancialProduct
BankAccount
DepositAccount
CurrencyConversionService
InvestmentOrDeposit
BrokerageAccount
DepositAccount
InvestmentFund
LoanOrCredit
CreditCard
MortgageLoan
PaymentCard +
PaymentService
StructuredValue
ExchangeRateSpecification
MonetaryAmount
RepaymentSpecification
FIBO.SCHEMA.ORG

FIBO.SCHEMA.ORG
The financial extension of schema.org refers to
the most important real world objects related to
banks and financial institutions:
• A bank and its identification mechanism
• A financial product
• An offer to the client
• Described in:

A BANK
A DEPOSIT ACCOUNT
A PAYMENT CARD
THE BASIC MODELS OF
THE FINANCIAL OBJECTS
FIBO.SCHEMA.ORG

FUNDAMENTAL TRENDS IN WEB SEARCH
1. BIGGER
SHARE ON THE
TRANSACTION
2. RICHER
INTERACTION
This slide is based on the work of M. Hepp & M. Sopek "Web Search and Beyond: Digital Marketing for Automotive"

4. DYNAMICS
AND VOLATILITY
3. STRONGER
INDIVIDUALIZATION
FUNDAMENTAL TRENDS IN WEB SEARCH

RICH SNIPPETS KNOWLEDGE PANEL
VISUAL FEATURES IN SEARCH ENGINES

FACTUAL ANSWERS
And more …
TABULAR RESULTS
VISUAL FEATURES IN SEARCH ENGINES

CONCRETE BENEFITS
Rich snippet results on 2nd
position received higher CTR
than standard snippet on 1st
position
CTR INCREASE EXAMPLE

What you measure in a traditional way
may not reflect
your actual performance
Solutions:
• Use KPIs with care
• New metrics based on external resources
• Add granular event handlers
MEASURE WITH CARE
NEW METRICS NEEDED

SUMMARY OF “RANK” BENEFITS OF SCHEMA.ORG
• CTR increase (Rich Snippets effect)
• Better Brand visibility
(Knowledge Panels and Factual Answers)
• Better Product positioning
(Rich snippets & Tabular results)
• Faster way to reach searched content
(more sitelinks)
• Better mobile device experience of
search
11.09.2015 – Google:
„Over time, I think it [structured markup] is
something that might go into the rankings as well.
If we can recognize someone is looking for a car, we can
say oh well, we have these pages that are marked up
with structured data for a car, so probably they are
pretty useful in that regard. We don’t have to guess if
this page is about a car.”
John Mueller / Webmaster Trends Analyst @Google

WHAT ELSE CAN WE DO WITH SCHEMA?
• While schema.org was invented to help search engines in their job and to help site owners to be
more reliably discovered and ranked on the Search Engine Results Pages – its benefits are much
more profound.
• This why we say that schema.org power goes beyond RANK, and allows you to ANALYZE your site
market environment better, improve site convergence and LEADS generation and helps to deliver a
new kind of SEARCH capacity for your site!
• What is more, to SEARCH and to ANALYZE you don’t need Google to cooperate 

AnalyseNEW KIND OF DATA ANALYTICS

SCHEMA.ORG DATA IN GOOGLE ANALYTICS
The markup
in the website’s code
• Schema.org
Google
Tag Manager
• Additional
setup
Google
Analytics
• Additional
Dimensions
and Metrics

Auto
Model 1
- Name
- Brand
Version1
Model, fuelConsumption,
fuelType,
numberOfDoors, Color
Version 2
Version 3
Model 2
- Name
- Brand
Version 1
Version 2
Version 3
Model 3
- Name
- brand
Version 1
Version 2
Version 3
POC 1

http://wisem.makolab.pl/ga/model1.html

http://wisem.makolab.pl/ga/car1a.html

Google Tag Manager – parsing of the JSON/LD script tag

Google Tag Manager – sending custom data to GA

Usage within GA

Usage within GA
Which colour of a car
should be used
in Display Campaigns
or in TV ads for Car1?

Which engine model of Car1 is most popular online?
Should we spend campaign money on Sport version or on Eco version?
Usage within GA

FINANCIAL EXTENSION SCHEMA.ORG POC
• http://finances.makolab.com
• Full use of fibo.schema.org
• Definitions of financial dimensions
• Analytics with Google “GA”
POC 2

POC’s page Json property Dimension Dimension name
BankAccount.html price Bank Account Fee Price
name Financial Product
Name
Financial Product
Name
BrokerageAccount.ht
ml
minValue Brokerage Account
Minimum Investment
Minimum
Name
Financial Product
Name
CreditCard.html annualPercentageRate Credit Card APR Percentage Rate
minValue Credit Card Required
Collateral
Minimum
price Credit Card Annual Fee Price
Name
Financial Product
Name
CreditCard8.html name Financial Product
Name
Financial Product
Name
minValue Credit Card Limit Minimum
PaymentService.html name Financial Product
Name
Financial Product
Name
FinancialProducts.html name Financial Product
Name
Financial Product
Name
minValue Minimum Insurence
Coverage
Minimum
maxValue Maximum Insurence
Coverage
Maximum
FINANCIAL EXTENSION SCHEMA.ORG POC

TRUE DATA ANALYTICS

PROS: CONS:
• None.• Analyse additional information available in
Schema markup right in Web Analytics.
• Better insights into what people look at on
the website. Deeper understanding of users’
needs.
• Better conclusions for website’s UX
optimization.
• Better conclusions for campaigns
optimization.

THE PROBLEM OF CONVERGENCE
THE PROBLEM
• The key benefits of any given website are in the possible ACTIONS clients can make on it to the
advantage of the site owner. The most important are the LEAD GENERATION actions.
• The clients’ actions depend on many factors and one of the most important is the current customer-
journey across the site – because it reflects her/his interests.
• However, traditionally, marketers used a flow-chart based approach to define customer journeys
• In this approach, the modelling of the customer journey is based on a static map of possible paths a
customer may follow
• The convergence based on such static approach is insufficient because of unpredictability of
customer navigation across the site and lack of knowledge about the customer interests.
• In addition to that, flow-chart approach is hard to maintain and modify, because marketers must
keep the list of pages that define the journey. This becomes very hard in dynamically changing sites.

SCHEMA.ORG DATA FOR CONVERGENCE
THE SOLUTION and ITS MAIN IDEA GLOSSARY
• CTA – Call-To-Action – a specific
dynamical element of the page that LEADs
the client to specific action, for example to
send his contact information, subscribe to
a list, chat or decide to buy a product.
• Convergence – a certain set of goals the
site owner wants to achieve on the site. In
most popular case the action that
intentionally ends in the customer leaving
his contact information.
• Intervention point – a page or part of the
page where the CTA is invoked
• The “LEAD” application uses the format of schema.org
(but not necessarily its vocabulary) to enhance site
convergence and lead generation.
• The markup exposes specific data-points along the
customer journey. Many pages may have the same or
similar markup. Many different websites can contribute.
• The journeys are no longer static or pre-mapped –
instead, they are dynamically discovered by the real-time
analysis of the path marked by the data-points.
• The data collected along the path is used to invoke
customer TAILORED CTAs dynamically at the
intervention points.

MKP 1
MKP 2
MKP 4
MKP 4
MKP 5
MKP 3
MARKING UP CUSTOMER JOURNEY
The signals are collected
in real-time
by the software.
The markup (MKP) signals
a specific Stage Point
on the customer journey

MARKING UP CUSTOMER JOURNEY
"@type": „http://ml.ms/StagePoint",
" http://ml.ms/cars": [{
"@type": "PropertyValue",
"name": "Professional Cars",
"value": „1.0"
},
{
"name": „Car Audio",
"value": „0.5"
}]
}
</script>
JSON-LD PROTOTYPE
"@type": „Person",
„http://ml.ms/interest”: [{
"name": „Sport Cars",
"value": „1.0"
},
{
"name": „Car Audio",
"value": „1.0"
}]
}
</script>

CTAs CALLS AT THE INTERVENTION POINTS
INVOKE CTAs based
on the client journey
across the site
CTA 1
CTA 2
CTA4CTA4CTA5CTA3
The CTAs are TAILORED
and depend on the signals
from the journey.

HOW DOES IT WORK?
THE ALGORITHM REMARKS
• The definition of customer experience along the
journey is done on a much higher, abstract level.
• This allows for qualitative assignment of CTAs to
the different paths.
• Multiple pages can signal the same abstract “type
of experience”
• The parts of the customer journey on separate
sites can be taken into account (multi-site
experience)
• Mark your pages with additional markup
that characterizes your customers’ journey
across your site (or many sites)
• Use special kinds of schema.org property-
value pairs to describe a given StagePoint of
the journey
• Use custom built Tag Manager to invoke
tailored CTAs at well defined intervention
points.
• The underlying backoffice system decides
whether and what type of CTAs are called.

SearchADD SMART SEARCH TO YOUR SITE

INTELLIGENT/SMART SEARCH BASED ON
SCHEMA.ORG MARKUP
Mark your product data
with schema.org markup
Run the smart Search Crawler
for an Enterprise Website
Check for schema.org
markup (Microdata or JSON-LD)
When markup is found, create
property map and assign values
Display enhanced search results

Corporate product page + microdata
http://nusil.com/product/r-2370_rtv-silicone-rubber-foam
SCHEMA.ORG MARKUP

UNDER THE HOOD…
Crawler
Indexer
(Lucene)
Microdata
found
Semantic
Data
WebSite
SCHEMA.ORG MARKUP

SEARCH AGAINST BOTH CONCEPTS AND THEIR PROPERTIES’ VALUES
The real values taken from existing data found
by crawler within the marked website pages
SCHEMA.ORG MARKUP

SEARCH AGAINST MULTIPLE CRITERIA
SCHEMA.ORG MARKUP

THANK YOU
Full slide deck at: http://ml.ms/ds_edi

PLEASE CONTACT US!
MakoLab SA
DR. MIREK SOPEK
CEO
sopek@makolab.com
Europe:
MakoLab SA,
Demokratyczna 46,
93430 Lodz, Poland
Phone: +48 600 814 537,
www.makolab.com
USA:
Makolab USA Inc,
20 West University Ave,
Gainesville, FL 32601
Phone: +1 551 226 5488 ,
www.makolab.com

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