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A Travel Strategy for Semantic Technology<br />Buddy Altus – Avis Budget Group<br />Robert Kost – THEMATIX<br />
Agenda<br />Avis Budget Group and the road to Semantics<br />Avis Car Rental Ontology<br />Use Cases<br />Close<br />
Avis Budget Group and the road to Semantics<br />
The Road to Semantics<br />Customers tell us how they want to engage<br />“Where can I rent a Camaro?<br />“Can I rent a c...
The Road to Semantics<br />Car Rental Industry Challenges<br />Purely transactional interactions<br />Competitive differen...
The Road to Semantics<br />Overcoming the Challenge<br />Better Industry Partner Integration<br />Better Product / Service...
The Road to Semantics<br />Why Semantic Technology?<br />Flexibility<br />Power<br />Association<br />Marketing and Mercha...
The Road to Semantics<br />Why a Car Rental Ontology?<br />Top-line revenue<br />marketing driven requirements<br />Indust...
The Road to Semantics<br />What We Did<br />Create an ontology for specific use cases<br />Establish a ‘proprietary standa...
The Road to Semantics<br />Ontology project, driven by interest in <br />better governance, <br />better search optimizati...
The Avis Ontology<br />
Ontology Components<br />offering<br />CarRental<br />Agent<br />Vehicles<br />ISO 1087<br />AvisCarRental<br />Facility<b...
Preliminary Ontology Architecture<br />Avis Vehicle Description<br />Avis Vehicle Classification<br />Avis Specific Termin...
What is the Ontology Ultimately Good For?<br />Responding to customers the way a person might<br />Natural language with s...
Semantic Use Cases<br />Synthetic Merchandising<br />Search Engine Enhancement<br />Smart Search<br />Ancillary / Cross-se...
Attribute 1<br />Attribute 2<br />Leg Room<br />Attribute 4<br />Attribute 5<br />Attribute 5<br />On-Off Access<br />Attr...
Search Enhancement<br />Enrich search results, adding ratings, video, prices, avails, amenities, locality etc.<br />Search...
Smart Search<br /><ul><li>Search of Avis produces user intent, leading directly to a booking.
For Example:
Search term “performance cars” maps to ontology class PerformanceCars.
PerformanceCars is defined by factors including gross horsepower and power to weight ratio
PerformanceCarsclass contains many car classes: CamaroSS, CadillacCTS, FordMustang, BMW328i
Return list of PerformanceCars car classes available at Avis
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Semtech a travel strategy for semantic technology 060611

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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

  1. 1. A Travel Strategy for Semantic Technology<br />Buddy Altus – Avis Budget Group<br />Robert Kost – THEMATIX<br />
  2. 2. Agenda<br />Avis Budget Group and the road to Semantics<br />Avis Car Rental Ontology<br />Use Cases<br />Close<br />
  3. 3. Avis Budget Group and the road to Semantics<br />
  4. 4. The Road to Semantics<br />Customers tell us how they want to engage<br />“Where can I rent a Camaro?<br />“Can I rent a car with an MP3 jack?”<br />“What do you have that fits a big man on a tight budget?”<br />“Can I add a friend to the reservation?”<br />“You’re sold out; now what?”<br />
  5. 5. The Road to Semantics<br />Car Rental Industry Challenges<br />Purely transactional interactions<br />Competitive differentiation<br />Lack of granular marketing<br />“tail on the dog”<br />
  6. 6. The Road to Semantics<br />Overcoming the Challenge<br />Better Industry Partner Integration<br />Better Product / Service Differentiation<br />Better Merchandising & Distribution<br />Finding rather than searching<br />
  7. 7. The Road to Semantics<br />Why Semantic Technology?<br />Flexibility<br />Power<br />Association<br />Marketing and Merchandising<br />http://www.flickr.com/photos/dullhunk/3448804778/<br />
  8. 8. The Road to Semantics<br />Why a Car Rental Ontology?<br />Top-line revenue<br />marketing driven requirements<br />Industry leadership and standardization<br />OpenTravel Alliance responsible for SOA standards; ontology “a natural”<br />Expansion to air, hotel, rail and other suppliers possible and desirable, driven by interoperability concerns<br />Occurring in context of the growing importance of data strategy<br />
  9. 9. The Road to Semantics<br />What We Did<br />Create an ontology for specific use cases<br />Establish a ‘proprietary standard”<br />Begin to execute the use cases<br />But a proprietary-standard does not scale<br />Help build an industry standard<br />Travel is a deeply interrelated industry value chain<br />Travel distribution is a highly automated and realtime system: arguably, the largest eCommerce category on the internet<br />The Industry need standards for interoperability<br />The Open Travel Alliance: XML web services standards<br />Others:  ATPCO, IATA, Open Axis…<br />
  10. 10. The Road to Semantics<br />Ontology project, driven by interest in <br />better governance, <br />better search optimization and leverage, <br />better marketing, merchandising, <br />CRM and analytics<br />Improved intra-domain and cross-domain search functionality<br />Use OTA to drive adoption of car rental ontology, and thereafter other travel ontologies<br />
  11. 11. The Avis Ontology<br />
  12. 12. Ontology Components<br />offering<br />CarRental<br />Agent<br />Vehicles<br />ISO 1087<br />AvisCarRental<br />Facility<br />CarRentalFacility<br />The ontology intends to model the Avis line of business, and from the perspective of sales and marketing, but not from the perspective of operations. Thus, functions that are not of interest to the consumer, sales staff or marketing staff are not included in the model.<br />
  13. 13. Preliminary Ontology Architecture<br />Avis Vehicle Description<br />Avis Vehicle Classification<br />Avis Specific Terminology<br />Avis Wizard Profile<br />Avis Facilities<br />Avis Contracts & Offers<br />Avis Eligibility Requirements<br />Vehicle Description<br />ACRISS / OTA Vehicle Codes<br />Common Domain Terminology<br />General Renter Profile<br />Rental Car Facilities<br />Rental Contracts & Offers<br />Rental Eligibility <br />Agents/People<br />Facilities<br />Contracts & Offers<br />Basic CRM<br />Business Capability Concepts<br />Language<br />Countries<br />Geospatial & Addressing<br />Time & UoM<br />Standard Utility<br />Concepts<br />Basic Terminology & Ontology Metadata<br />Metadata<br />
  14. 14. What is the Ontology Ultimately Good For?<br />Responding to customers the way a person might<br />Natural language with semantic interpretation<br />Making differential offers<br />Determining or suggesting customer rates, cars<br />Inferring and responding to customer intent<br />“are you in town for …?” “may we suggest …”<br />Providing powerful business analytics<br />Heterogeneous facts in unique, ad hoc combination<br />
  15. 15. Semantic Use Cases<br />Synthetic Merchandising<br />Search Engine Enhancement<br />Smart Search<br />Ancillary / Cross-sell<br />
  16. 16. Attribute 1<br />Attribute 2<br />Leg Room<br />Attribute 4<br />Attribute 5<br />Attribute 5<br />On-Off Access<br />Attribute 7<br />Attribute 8<br />Attribute 9<br />Media Options<br />Attribute 11<br />Attribute 12<br />Meal Options<br />Attribute 14<br />Attribute 15<br />Time of Day<br />Attribute 17<br />Attribute 18<br />Distance to Gate<br />Attribute 20<br />Attribute 21<br />Flight Characteristics<br />Attribute N<br />…<br />“Comfort-Oriented” Flight<br />Semantic Merchandising<br />
  17. 17. Search Enhancement<br />Enrich search results, adding ratings, video, prices, avails, amenities, locality etc.<br />Search engines as a “front door”<br />dramatically increase relevance by inclusion of more meaningful, synonymic tags<br />
  18. 18. Smart Search<br /><ul><li>Search of Avis produces user intent, leading directly to a booking.
  19. 19. For Example:
  20. 20. Search term “performance cars” maps to ontology class PerformanceCars.
  21. 21. PerformanceCars is defined by factors including gross horsepower and power to weight ratio
  22. 22. PerformanceCarsclass contains many car classes: CamaroSS, CadillacCTS, FordMustang, BMW328i
  23. 23. Return list of PerformanceCars car classes available at Avis
  24. 24. If search terms do not map to ontology, default to existing text search</li></li></ul><li>Smart SearchSame“Outside and Inside” of Avis.com<br />
  25. 25. Ancillary and Cross-Partner Sale<br />“Business Trip w/ Family”<br /><ul><li> 2 adults
  26. 26. 2 children < 10 yrs
  27. 27. 1st class
  28. 28. Member OnePass + Avis Premier
  29. 29. 3rd time to Orlando
  30. 30. Residence Zip Code 10011
  31. 31. 3 bags</li></li></ul><li>More use cases … <br />Location and Event related services<br />Data mash-ups providing valuable customer packages or advisories<br />Social media applications that “wrap” conventional bookings in different workflows<br />Itinerary advisors, accommodating changes, warning of events, providing alternatives<br />Smart Itineraries (TripIt?)<br />…<br />
  32. 32. Vision<br /><ul><li>Travel agents to return!
  33. 33. Standardized, shared meaning facilitates common operations to be performed across many suppliers
  34. 34. Fulfilling on the SOA vision
  35. 35. The Customer Experience is both real and virtual
  36. 36. Use semantics to provide services not heretofore possible
  37. 37. Provide tools for finding, rather than searching
  38. 38. The customer is a search term
  39. 39. Reach through all available media
  40. 40. Distributed customer entry points for bookings</li></li></ul><li>Thank you<br />

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