Digitalks #13: Semantic-Web-based E-Commerce

www.smart-infosys.com

V e r t r a u l i c hVERTRAULICHVERTRAULICH

Smart Information Systems GmbH


Semantic-Web-based E-Commerce

Digitalks #13

Vienna, April 21th 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







Our Semantic-Web Research partners:

Unsere Semantic-Web Use-Case-Partner:



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

…



Applications can use the Semantic Web like a

integrated global data base

© Prof. Dr. Martin Hepp



Graph representation of a Good Relations

Instance

© Prof. Dr. Martin Hepp



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%27s+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 be 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

Billiger.de Mobile phone Advisor

Semantic Search HOH.de

Dress Advisor BAUR.de

http://www.fahrrad.de/

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

http://www.hoh.de/

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



Real Live Examples



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



Instantiation-tool: Good Relations Annotator

Link: http://www.ebusiness-unibw.org/tools/goodrelations-annotator/



Instantiation-tool 2: Open Events



Export from existing portals: Simskultur.net



Export from existing portals: Simskultur.net



Export from existing portals: Herold.at



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

1040 Vienna, Phorusgasse 8

AUSTRIA

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

[email protected]

http://www.smart-infosys.com

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

Newsletter subscription: [email protected]

mailto:[email protected]






http://twitter.com/markuslinder/






Linked–Open–Data



Yahoo Search Monkey Good Relations result



Semantic Web stack



GoodRelations auf PTSW