Semantic Web and Linked Data at TechMaine Conference

SEMANTIC & LINKED DATA
“COMING OF AGE”
Jay Myers, bestbuy.com

WEB AT-A-GLANCE
25 billion web pages in the indexable web 1

1 trillion unique URLs discovered by Google 2

109.5 million web sites 3
2 billion users
1000x more sites in the “deep web” 4

1 Worldwidewebsize.com, March 2009
2 Google Oﬃcial Blog, July 2008

3 Name Intelligence, May 2009
4 BrightPlanet, November 2010

Data via Sco Brinker, h p://www.slideshare.net/sjbrinker/semantic-web-summit

2020: 25 ze abytes
digital data online
2002: 5 exabytes of
data online (total)
2010: 21 exabytes of
data ﬂow monthly

2000 2005 2010 2020

2015: 10 ze abytes
2008: 5 exabytes of digital data online
data ﬂow monthly

”Sounds cool, but what is Semantic
Web and Linked Data?"

RDF/XML
N3

Machine
Turtle Semantics

N-Triples
SPARQL

RDFa
Microformats

Human-readable
Semantics

<html>
Microdata

Simple form/ Basic transform Human & machine
user input engine readable data

RDFa

Human-readable
Semantics

Simple form/ Basic transform Human & machine
user input engine and API readable data

Catalog API

+

RDFa

Human-readable
Semantics

RESULTS
Openly publishing rich data to the web via employees

Makes every store blog an open data source
Signiﬁcant rise in organic search traﬃc

Human-readable
Semantics

RAW DATA IS PLENTIFUL
500 Million Facebook users 1

190 Million Twitter users 2
65 Million tweets per day 3

4 Million Foursquare users 4
Customer forums
APIs
Internal sales/ customer data
Product data
And more!

1 Mark Zuckerberg, July 2010
2 Techcrunch, July 2010

3 Twi er blog, June 2009

4 Business Insider, October 2010 Machine
Data via Sco Brinker Semantics

CASE STUDY: BEST BUY

1,100+ Stores
155,000
Employees
460,000+
6 Countries Products
10 Brands

1,400 Domains

BBY US @BestBuy BBY UK
BBY US BBY US BBY UK
Local Twi er Customer
Facebook Customer Facebook
Stores annot. BBY UK Insights
Insights
Employee Carphone
Reward Insights Warehouse
BBY US Zone @twelp-
force Twi er BBY UK
Products
Best Buy annot. Site
Mobile @BestBuy Best Buy Analytics
UK UK
Twi er
BBY UK
BBY QR
m.bestbuy Products
BBY US Best Buy
Code .com
Employee US
Data Insights
BBY UK
Site
Analytics
BBY
Mobile BBY US
Site
Apps
Analytics
Geek
Best Buy
Squad Global BBY CN
BBY US Best Buy Site
Mobile App
Magnolia Paciﬁc
Graph China Analytics
Data
Sales

BBY CA
BBY CA Employee
Insights BBY CN
Local Five Star
Products
Stores BBY MX Products
Site
Analytics
BBY CA
Customer Best Buy Best Buy
BBY TK
Insights
Canada BBY CA Mexico BBY MX Products
Customer Products Best Buy
Insights Turkey
BBY CA BBY MX
Products BBY CA BBY MX
Customer BBY TK
Site BBY MX Employee BBY TK
@BestBuy Insights Site
Analytics Local Insights Employee
CA Analytics
Stores Insights
Twi er

STRATEGIC FORMULA

Human-readable Machine
Semantics +
Semantics =
Insight Engine

"Many of our greatest companies did not start because they
thought there was a big pot of gold at the end of the rainbow.
They started because they thought there was an interesting
problem to be solved."
- Tim O’Reilly, Web 2.0 Summit 2008

PROBLEM: SHRINKING
MARGINS & ATTACH RATES

“…e-commerce still lacks browsing and discovery
experiences that satisfy curiosity."

-  Alexander Gruensteidl. “Four Keys to Surviving the Future of Retail”.
09 September 2010 . <h p://www.fastcodedesign.com/1662269/changing-
retail-currency>

CREATE PRODUCT
RELATIONSHIPS Margin: 49%
Margin: 10%

Margin: 17%

Margin: 9%

Margin: 31%
Margin: 49%
Margin: 10%

Margin: 61%

Margin: 19%
Margin: -15%
Margin: 8%

Margin: 25%

Margin: 12%

Margin: 21%

Margin: 40%

SPARQL
Insight Engine select distinct ?o as ?uri, bif:sprintf("%.2f",?p2) as ?price, ?
currency, ?text, ?label, ?thumb, ?ean, ?order_link where
{
?s1 rdfs:comment ?text .
?text bif:contains ’”Netbook”’.

PROBLEM: DECLINING
CUSTOMER SERVICE

"Poor service in the guise of ill-informed store staﬀ creates
lack of trust and drives shoppers to look for alternatives."

- Nigel Fenwick. “Industry Innovation: Retail”. Forrester Research.
28 July 2010 .

SPARQL
Insight Engine select distinct ?o as ?uri, bif:sprintf("%.2f",?p2) as ?price, ?
currency, ?text, ?label, ?thumb, ?ean, ?order_link where
{
?s1 rdfs:comment ?text .
?text bif:contains ’”LCD TV”’.

PROBLEM: STAYING
CONNECTED IN THE
“CONNECTED WORLD”

Insight Engine

Semantic Web and Linked Data at TechMaine Conference

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