Search Engine Strategies 2010 Copenhagen: Web 3.0: How the Semantic Web will revolutionize Search Marketing and eCommerce

www.smart-infosys.com

V e r t r a u l i c hVERTRAULICHVERTRAULICH

Smart Information Systems GmbH


Web 3.0: How the Semantic Web will revolutionize Search

Marketing and eCommerce

Search Marketing Strategies 2010

Copenhagen, February 4th 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

…



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



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%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: Hotel website with

relevant events from the surrounding area

http://www.landhaus-jost.at/

Events in the surrounding area

Description Date Place

Ballet Karl Alfred

Schreiner

Vienna Hofburg

Orchestra

Film Festival at

Rathausplatz

Event

Event

Events

22.4.09

17h

23.4.09

20h

24.04.0

9

21h

Stadttheater

Theaterplatz 4

Klagenfurt

Josefsplatz 6/15

1010 Vienna

Vienna City Hall

1010 Vienna



Semantic-Web-Mashup: Augmented Reality

Wikitude

Source:

http://siddey.wordpress.com/2009/05/05/android-envy-wikitude-augmented-reality-showcases-googles-killer-edge/

http://www.mobeedo.com/

Mobeedo


















http://www.mobeedo.com/



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



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



Examples

Demo TV Advisor

Demo integrated Digital Camera Advisor

Semantic Search HOH.de

Dress Advisor BAUR.de

http://www.esolda.com/

http://en.esolda.com/

http://www.hoh.de/

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



Real Live Examples











SMART ASSISTANT:

INTEGRATES WITH NAVIGATION

AND SEARCH (DEMO)









SMART FINDER + SEMANTIC

SEARCH AT HOH.DE







SEMANTIC WEB – TECHNICAL

FOUNDATIONS



The Semantic Web brings information into a

machine-interpretable form

„Everything“ is clearly identified by a URI

Information is expressed in triples: subject, predicate, object

RDF: simple language for expressing data models which refer to

resources

RDFS and OWL: formal language to describe properties and

classes of RDF-based resources

=> foo:digital-camera rdfs:subClassOf foo:camera

SPARQL: Query-language for the Semantic Web

The range of products and services is described by means of

domain-specific ontology's (standards):



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. Intershop Enfinity, osCommerce,…)

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



CMS Export: Joomla/VirtueMart Extension



Webshop-Export: osCommerce Extension



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!

Relevant information:

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

b) HOW - Developer Resources

http://www.ebusiness-unibw.org/wiki/GoodRelations

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


























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/

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