ECOM 2010 Berlin: Semantic-Web-based E-Commerce

www.smart-infosys.com

V e r t r a u l i c hVERTRAULICHVERTRAULICH

Smart Information Systems GmbH

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

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):

THE BOUNDARIES OF WEB 1.0

AND WEB 2.0

Notebook Sony or Asus light max. 12 inch with webcam

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.

SEMANTIC WEB BASED E-

COMMERCE

Bringing product and service offerings into a machine-interpretable

Example: Best Buy stores in the WWW

Example: Best Buy offering in the WWW

Example: Best Buy in the Semantic Web

Informationen:

Adress

Opening hours

Payment

methods

Offer range

Target group

Type of product

Manufacturer

Prices

Example: Digital camera in the WWW

Example: Digital camera in the Semantic Web

Information:

producer

resolution

playback

touch screen

colour

WEB 3.0

SEMANTIC WEB + WEB 2.0

SEMANTIC WEB - EXTERNAL

APPLICABILITY (WEB OF DATA)

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

Search engines: Yahoo Search Monkey

Search engines: Google Rich Snippets

Search result with Rich Snippets:

Search result without Rich Snippets:

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

Semantic-Web-Mashup: Bikemap-Portal with

hotel- and restaurant recommendations

Semantic-Web-Mashup: Augmented Reality

Semantic Web Search Engine

©Smart Information Systems - Internal Prototyp

REVENUE MODELS IN THE

SEMANTIC WEB

Semantic Web Affiliate Marketing

Semantic Web Advertising

SEMANTIC WEB – INTERNAL

APPLICABILITY

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

SMART ASSISTANT

TECHNOLOGY

Online Product Advisors based on Semantic Web Technology

Problem: Many consumers are overwhelmed by

the jargon filled product attributes and the huge

amount of products offered in Shops

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

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

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

Fahrrad.de bike advisor 1/5

Need oriented questions

Additional information

Live refreshing results

Alternatives given

100% need matching

– top results

Check to compare

Compare results

Printus.de shredder-advisor100% seamless on-

site implementation

Billiger.de digital camera-advisorNeed-oriented questions

Product based criteria

selection

refreshing

results

Semantic Search HoH.de

Search

matching

criteria

Alternatives given

100% need matching

Specifications

on mouseover

Baur.de dress-advisor

Categories and questions

Live refreshing results

Additional / background

information

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

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

BazaarVoice integration

Smart Assistant Mobile

A mobile solution available for:

Safari (Apple iPhone)

Android (Google, HTC…)

Opera (Windows Mobile,

iPhone)

easy implementation

increased usability

HOW DOES MY DATA GET INTO

THE SEMANTIC WEB?

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

Company portal: Semantic company directory of

the Austrian Chamber of Commerce

Export from existing portals: Simskultur.net

SEMANTIC WEB – PARADIGM-

SHIFT IN E-COMMERCE AND

ONLINE-MARKETING

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

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

Contact:

Markus Linder

Smart Information Systems GmbH

1150 Vienna, Graumanngasse 7

AUSTRIA

Tel: +43 (0)1 890 53 18-0

office@smart-infosys.com

http://www.smart-infosys.com

Follow me on Twitter: http://twitter.com/markuslinder/

Newsletter subscription: office@smart-infosys.com

Linked–Open–Data

Yahoo Search Monkey Good Relations result

Semantic Web stack

GoodRelations auf PTSW

ECOM 2010 Berlin: Semantic-Web-based E-Commerce

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