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):

http://www.actebis.com/

http://web.hoh.de/hoh/(S(ro5jku45gy5wegi2mhtpfh45))/default.aspx?TY=2&ST=3&CT=0







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

form



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:

name

producer

resolution

Video

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: 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

http://www.bestbuy.com/site/Ferris+Bueller's+Day+Off+-+DVD/7590289.pskuId=7590289&id=47476

http://stores.bestbuy.com/1895

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

http://www.fahrrad.de/




http://www.printus.de/




http://www.billiger.de/kaufberater/handy.htm

http://www.hoh.de/

http://www.hoh.de/

http://www.hoh.de/

http://www.hoh.de/

http://www.baur.de/te-catalog.produktberatung_kleider/service/baur-de;sid=fuuLBv2FBOSpBrc97zw2b5GP4OoMMOw2c6vP70tlXcooyGKXli-fBDBHs--uAg==?bk=true






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

Live

refreshing

results



Semantic Search HoH.de



Semantic Search HoH.de

Search

matching

criteria

Alternatives given

100% need matching

Specifications

on mouseover



Baur.de dress-advisor



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)

etc.

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



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

http://www.smart-infosys.com/



http://www.ebsemantics.net/

http://www.slideshare.net/mhepp/a-short-introduction-to-semantic-webbased-ecommerce-the-goodrelations-vocabulary-presentation
























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

[email protected]

http://www.smart-infosys.com

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

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http://twitter.com/markuslinder/






Linked–Open–Data



Yahoo Search Monkey Good Relations result



Semantic Web stack



GoodRelations auf PTSW

Documents

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