Semtech a travel strategy for semantic technology 060611
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Jun. 23, 2011•0 likes•842 views
Semtech a travel strategy for semantic technology 060611
Jun. 23, 2011•0 likes•842 views
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Semantic Technology and the Travel Industry, with specific reference to Avis Budget Group's pioneering efforts.
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Semtech a travel strategy for semantic technology 060611
- 19. For Example:
- 20. Search term “performance cars” maps to ontology class PerformanceCars.
- 21. PerformanceCars is defined by factors including gross horsepower and power to weight ratio
- 22. PerformanceCarsclass contains many car classes: CamaroSS, CadillacCTS, FordMustang, BMW328i
- 23. Return list of PerformanceCars car classes available at Avis
- 26. 2 children < 10 yrs
- 27. 1st class
- 28. Member OnePass + Avis Premier
- 29. 3rd time to Orlando
- 30. Residence Zip Code 10011
- 33. Standardized, shared meaning facilitates common operations to be performed across many suppliers
- 34. Fulfilling on the SOA vision
- 35. The Customer Experience is both real and virtual
- 36. Use semantics to provide services not heretofore possible
- 37. Provide tools for finding, rather than searching
- 38. The customer is a search term
- 39. Reach through all available media
Editor's Notes
- Buddy here’s what will we cover.
- Buddy:Purely transactional interactions‘The best you can say is: it was uneventful’Competitive differentiationIn product, in serviceLack of granular marketingInability to search & book specific product“tail on the dog”After air, hotel Search for a rental from Avis or Budget via a partner site like Priceline or Orbitz or American AirlinesAll we know is you when, where and for how long you need a carThat’s like trying to recommend a book only knowing where, when and for how long you want to read
- Buddy:Better Industry Partner Integrationjoint, coordinated, intelligent customer servicingBetter Product / Service Differentiationopening “facets” of the productBetter Merchandising & Distributionsearch engine & other relevant forumsFinding rather than searchinggoal-base, requirements-based, profile-based presentationWe can recommend a bookIf it is known you like non-fiction, history, & politicsIn the same way we can FIND you a rental vehicle if we knowThe nature of the tripWho and how many are goingThe budgetHow much luggage
- Buddy:Why Semantic Technology?Flexibilityin classification of assets and featuresin interoperability between partnersPowermeaning-based search as opposed to static workflow; meet customer intent, rather than merely criteriaAssociationunify and associate disparate data, such as mashups, customer data, fleet datafederate information from across heterogeneous sourcessell ancillary services based on knowledge of core purchaseMarketing and Merchandisinguse search engines as a reservation “front door”present product based on what we know about the customerturn the rental “incident” into an “experience”Semantics provides the mechanism to provide better resultsIt provides flexibility for Avis and Budget to change the recommendation without requiring partners to make code changes. Important when the install base is large and changes are infrequent.
- Rob – Thematix built ….Offering ? And cap O
- Rob:Can we add specific language examples:Did you want a sports car or a camaro specifically?Would you rather go to a different location or dates if the rates are lower, or stick with date/location
- Rob:Suppliers can merchandise offerings in innovative ways, unique to the brand, that better fit customer needs and desires and differentiate from the competition. Take for example an airline wishing to allow the customer to search for “comfort oriented flights” that use certain attributes of the flight to create “synthetic categories” of availability. Here, key attributes such as leg room, media options, and other facts create a class of availabilities that offer greater comfort.One can imagine other ‘synthetic search’ scenarios, such as “disability friendly,” “commuter friendly,” “easiest connections” and the like.
- Rob:Two primary factors in Search Engine IndexingRelevance – how many relevant searches will match your pagePage ranking – where in the ranking order does your page appearIf your page does not appear in the results of a relevant search, the page rank does not matterPage ranking scores have little to do with the language and meaning content of the pageConventional SEO is needed in addition to increased relevanceEnhance search across many search engines at once. Control the quality and criteria for relevance. Avoid the expense, upkeep and currency issues of intermediaries. As search engine functionality extends, take advantage of transactional as well as descriptive aspects of search results.Hilton could provide same as Pegasus. One point of leverage is semantics disintermediates aggregators.Ability to produce many more meaningful description tags – synonyms – that enhance relevance.-- provide results from Bing, Yahoo and Google as illustration-- not as good as it can be: we need to mock-up something even better.
- Rob:
- Buddy:Partners might be able to pass meaningful metadata, allowing partners to make decisions on the fly concerning the offers, based on what is learned about the customer in one stage of the process. Here, for example, Continental may be able to provide Avis with information about the travelers that allows Avis to determine that it is a family, with one spouse probably on business, that is relatively affluent and in need of a car rental with lots of storage and accommodations for children.Ancillary partners of either Avis or Continental might also be “activated” on that basis – allowing for offers related to events, meals, accommodations and even baby sitters.This kind of reasoning is possible without a need for “pre-packaging” or a static infrastructure for doing so – the “smarts” are in the data that is being passed between partners, rather than in intermediary systems.
- Rob:Remove not the human kind:Industry-wide ontologies, starting with Car‘publishing’ availabilities in RDFa / microformatsFacilitate federated search and agents; publishing against criteriaLinked data mashupsSemantic SOA atypical non-sequential searches“atomic” information about car models