ecom 2010 berlin: semantic-web-based e-commerce
DESCRIPTION
In his presentation which Markus Linder gave on April 27th 2010 at ECOM in Berlin, he explaines how a new standard of web data handling is being created that is already championed by firms such as Google, Wikipedia, Siemens, Microsoft, Bestbuy and Yahoo. He uses case studies to show how this technology is currently being used, as well as how this technology will transform the way the web will be used in years to come. Why is this important? The key to Semantic Web Technology from the point of view of a firm that sells or promotes goods or services online, is that it will create a vastly increased level of visibility to consumers. This is relevant for any firm who is looking to improve their Search Engine Optimisation (SEO) and their presence on third party websites. The Semantic Web offers suppliers the opportunity to describe their products and services in a form that is machine-interpretable. Suppliers that have already done so are now already better presented in search engines like Google or Yahoo (rich snippets and Yahoo Search Monkey). The development of innovative semantic web-search technologies, semantic web mashups, semantic affiliate and semantic search engine marketing will lead to a paradigm shift in online marketing and e-commerce. When searching for “a 4-star hotel in England from the 4th to the 6th of August that has a swimming pool and is located in a region, where visitors can attend a yoga-course and a classical concert during their stay” the search engine Google suggests a vast amount of links but no useful results. Entering the same phrase in a Semantic Web-based search engine, users will be able to obtain hotel recommendations that fit their search criteria including their desired yoga course and classical concert within the region during their stay. This means that the consumer will be able to find a packaged solution, rather than having to look on multiple websites.TRANSCRIPT
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICHVERTRAULICH
Smart Information Systems GmbH
www.smart-infosys.com
Web 3.0: How Semantic Web will impact on-site-search,
online product advisors and the findability of web
offerings, and how existing e-commerce
providers are already profiting from it
ECOM 2010
Berlin, April 27th 2010
Markus Linder
ceo & founder
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Smart Information Systems GmbH was established in 2005 and focuses on
next generation e-commerce solutions
Positioning: Strategic partner to firms with an e-commerce presence for the
implementation and maintenance of intelligent product advisors
European market leader
Located in Vienna, Austria
References (excerpt):
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
THE BOUNDARIES OF WEB 1.0
AND WEB 2.0
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Notebook Sony or Asus light max. 12 inch with webcam
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
World-Wide-Web: the meaning of information
remains hidden for computers
Computers can only recognize a combination of characters
(syntax)
T-R-A-I-N
The meaning (semantics) remains hidden:
– Synonyms (rail)
– Homonyms (rail vs. instruction)
– Hyponyms (means of transportation)
– Hyperonyms (compartment)
Only a human being can put spread information from the WWW
into an intelligent context.
Google & Co find a combination of characters on websites, but they neither understand what the user is looking for nor the
meaning of the search results.
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
SEMANTIC WEB BASED E-
COMMERCE
Bringing product and service offerings into a machine-interpretable
form
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V e r t r a u l i c hVERTRAULICH
Example: Best Buy stores in the WWW
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Example: Best Buy offering in the WWW
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Example: Best Buy in the Semantic Web
Informationen:
Adress
Opening hours
Payment
methods
Offer range
Target group
Type of product
Manufacturer
Prices
…
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V e r t r a u l i c hVERTRAULICH
Example: Digital camera in the WWW
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Example: Digital camera in the Semantic Web
Information:
name
producer
resolution
Video
playback
touch screen
colour
…
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
WEB 3.0
=
SEMANTIC WEB + WEB 2.0
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
SEMANTIC WEB - EXTERNAL
APPLICABILITY (WEB OF DATA)
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Applicability - External
Search Engine (Yahoo Search Monkey and Google Rich
Snippets)
Price comparison platforms
Browser Add-ons
Semantic-Web-Mashups
Semantic-Web-Search engines
Semantic Web Affiliate Marketing
Semantic Web Search Engine Marketing
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Search engines: Yahoo Search Monkey
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Search engines: Yahoo Search Monkey
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Search engines: Google Rich Snippets
Search result with Rich Snippets:
Search result without Rich Snippets:
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Learnings: Semantic meta data improves search
engine ranking and traffic significantly
GoodRelations + RDFa improved the rank of the respective
BestBuy pages in Google tremendously. E.g. "BestBuy Ferris
Bueller" on Google BestBuy page ranked # 1 ahead of the much
more established page
BestBuy reported a 30 % percent (!) increase in traffic on the
BestBuy stores pages, e.g. http://stores.bestbuy.com/1895
Yahoo observes a 15% increase in the Click-through-Rate (CTR)
Source: http://priyankmohan.blogspot.com/2009/12/online-retail-how-best-buy-is-using.html
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Semantic-Web-Mashup: Bikemap-Portal with
hotel- and restaurant recommendations
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Semantic-Web-Mashup: Augmented Reality
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V e r t r a u l i c hVERTRAULICH
Semantic Web Search Engine
©Smart Information Systems - Internal Prototyp
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V e r t r a u l i c hVERTRAULICH
REVENUE MODELS IN THE
SEMANTIC WEB
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Semantic Web Affiliate Marketing
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Semantic Web Advertising
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V e r t r a u l i c hVERTRAULICH
SEMANTIC WEB – INTERNAL
APPLICABILITY
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Applicability - Internal
Import of product data details into online-shops and portals
Mashups and Micro-Sites
Recommendation Engine
Analytics
On-Site-Search and After-Search-Navigation
Online Product Adviser
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
SMART ASSISTANT
TECHNOLOGY
Online Product Advisors based on Semantic Web Technology
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Problem: Many consumers are overwhelmed by
the jargon filled product attributes and the huge
amount of products offered in Shops
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Smart Assistant Technology
Enabling product advice in several categories:
– Consumer Electronics
– White Goods
– Clothes
– Tourism
– …
offering:
– Interactive advice
for laymen and experts
– Ranking of product-
recommendations and
alternatives
– Integration with
search and navigation
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
The “Smart Assistant“ technology
Gathering the needs of customers in an interactive and dynamic way and in
a jargon-free manor
Matches consumers needs to technical attributes
Results are updated in real-time to match the entered needs of the
consumer
Structured product data can also be
– extracted from semi-structured data provided by the online shop
– made available in standard product categories
Easy integration as SaaS-Solution
No ongoing maintenance required by the customer
The technology is being applied successfully by leading
– Online shops
– Manufacturers
– Distributors
– Price comparison sites
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Examples
Fahrrad.de bike advisor
Printus.de shredder advisor
Billiger.de digital camera advisor
Semantic Search HOH.de
Searching for „Notebook HP oder Sony klein, leicht mit Webcam“
Dress Advisor BAUR.de
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V e r t r a u l i c hVERTRAULICH
Fahrrad.de bike advisor 1/5
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V e r t r a u l i c hVERTRAULICH
Fahrrad.de bike advisor 2/5
Need oriented questions
Additional information
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V e r t r a u l i c hVERTRAULICH
Fahrrad.de bike advisor 3/5
Live refreshing results
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V e r t r a u l i c hVERTRAULICH
Fahrrad.de bike advisor 4/5
Alternatives given
100% need matching
– top results
Check to compare
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V e r t r a u l i c hVERTRAULICH
Fahrrad.de bike advisor 5/5
Compare results
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Printus.de shredder-advisor100% seamless on-
site implementation
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Billiger.de digital camera-advisorNeed-oriented questions
Product based criteria
selection
Live
refreshing
results
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Semantic Search HoH.de
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V e r t r a u l i c hVERTRAULICH
Semantic Search HoH.de
Search
matching
criteria
Alternatives given
100% need matching
Specifications
on mouseover
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V e r t r a u l i c hVERTRAULICH
Baur.de dress-advisor
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Baur.de dress-advisor
Categories and questions
Live refreshing results
Additional / background
information
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V e r t r a u l i c hVERTRAULICH
Our experience: consumer confidence increases
which leads to much higher conversion rates
Consumers that enter the advice process
are significantly more likely to buy
Have a significantly higher basket size
Advice that focuses on the consumers needs, increases trust in your organisation
Comprehensive advice with easy to understand explanations realises new needs
No technological know-how about the products is required
Quick overview over large product range
Guided selling leads to fewer returns and fewer queries
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V e r t r a u l i c hVERTRAULICH
Optional features
Dynamic product bundling
Cross-selling functions by integrating accessories in the advise process
Considering further parameters in the ranking of products (Top-Seller,
Margins, returns…)
Full Internationalization
Usage in multiple portals
Affiliate use
Intelligent integration with on-site search
Intelligent integration with recommendation engines
Integration of consumer reviews
Smart Assistant Mobile
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
BazaarVoice integration
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Smart Assistant Mobile
A mobile solution available for:
Safari (Apple iPhone)
Android (Google, HTC…)
Opera (Windows Mobile,
iPhone)
etc.
easy implementation
increased usability
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V e r t r a u l i c hVERTRAULICH
HOW DOES MY DATA GET INTO
THE SEMANTIC WEB?
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Means to get offers into the Semantic Web
Web-based Instantiation-Tools
Web-Shop Software (e.g. osCommerce, Magento, oxid eSales,
Intershop Enfinity,…)
CMS Export (Joomla/VirtueMart,…)
Database export
Google Shopping Converter
Virtuoso Sponger Technology (Converter for existing APIs)
BMEcat2GoodRelations Converter
RDF2dataRSS Web Service & Python Bindings
Microsoft Word Plug-in
and many more
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Company portal: Semantic company directory of
the Austrian Chamber of Commerce
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V e r t r a u l i c hVERTRAULICH
Export from existing portals: Simskultur.net
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Export from existing portals: Simskultur.net
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
SEMANTIC WEB – PARADIGM-
SHIFT IN E-COMMERCE AND
ONLINE-MARKETING
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Web of Data – Paradigm shift in
E-Commerce and Online-Marketing
Massive reduction of search costs
“Content remains King but Context becomes the Sun King“
More efficient marketing for niche players
Reduction of entry barriers for special-interest Portals
Massive increase of Revenue Potentials in Affiliate-Marketing
Massive increase of efficiency and effectiveness in Online-
Marketing
…
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Benefit from First-Mover-Advantage!
Put your business onto the Semantic Web!
Smart Information Systems: http://www.smart-infosys.com/
ebSemantics (tourism): http://www.ebsemantics.net/
WHAT & WHY: in 15 minutes:
http://www.slideshare.net/mhepp/a-short-introduction-to-
semantic-webbased-ecommerce-the-goodrelations-vocabulary-
presentation
HOW - Developer Resources
http://www.ebusiness-unibw.org/wiki/GoodRelations
Funding: http://www.ebusiness-unibw.org/wiki/Funding4SMEs
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Contact:
Markus Linder
Smart Information Systems GmbH
1150 Vienna, Graumanngasse 7
AUSTRIA
Tel: +43 (0)1 890 53 18-0
http://www.smart-infosys.com
Follow me on Twitter: http://twitter.com/markuslinder/
Newsletter subscription: [email protected]
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Linked–Open–Data
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Yahoo Search Monkey Good Relations result
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Semantic Web stack
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www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
GoodRelations auf PTSW