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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
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):
www.smart-infosys.com
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THE BOUNDARIES OF WEB 1.0
AND WEB 2.0
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Notebook Sony or Asus light max. 12 inch with webcam
www.smart-infosys.com
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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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SEMANTIC WEB BASED E-
COMMERCE
Bringing product and service offerings into a machine-interpretable
form
www.smart-infosys.com
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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
…
www.smart-infosys.com
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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
…
www.smart-infosys.com
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WEB 3.0
=
SEMANTIC WEB + WEB 2.0
www.smart-infosys.com
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SEMANTIC WEB - EXTERNAL
APPLICABILITY (WEB OF DATA)
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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
www.smart-infosys.com
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Search engines: Yahoo Search Monkey
www.smart-infosys.com
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Search engines: Yahoo Search Monkey
www.smart-infosys.com
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Search engines: Google Rich Snippets
Search result with Rich Snippets:
Search result without Rich Snippets:
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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
www.smart-infosys.com
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Semantic-Web-Mashup: Bikemap-Portal with
hotel- and restaurant recommendations
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Semantic-Web-Mashup: Augmented Reality
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Semantic Web Search Engine
©Smart Information Systems - Internal Prototyp
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REVENUE MODELS IN THE
SEMANTIC WEB
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Semantic Web Affiliate Marketing
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Semantic Web Advertising
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SEMANTIC WEB – INTERNAL
APPLICABILITY
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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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SMART ASSISTANT
TECHNOLOGY
Online Product Advisors based on Semantic Web Technology
www.smart-infosys.com
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Problem: Many consumers are overwhelmed by
the jargon filled product attributes and the huge
amount of products offered in Shops
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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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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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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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Fahrrad.de bike advisor 1/5
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Fahrrad.de bike advisor 2/5
Need oriented questions
Additional information
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Fahrrad.de bike advisor 3/5
Live refreshing results
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Fahrrad.de bike advisor 4/5
Alternatives given
100% need matching
– top results
Check to compare
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Fahrrad.de bike advisor 5/5
Compare results
www.smart-infosys.com
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Printus.de shredder-advisor100% seamless on-
site implementation
www.smart-infosys.com
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Billiger.de digital camera-advisorNeed-oriented questions
Product based criteria
selection
Live
refreshing
results
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Semantic Search HoH.de
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Semantic Search HoH.de
Search
matching
criteria
Alternatives given
100% need matching
Specifications
on mouseover
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Baur.de dress-advisor
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Baur.de dress-advisor
Categories and questions
Live refreshing results
Additional / background
information
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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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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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BazaarVoice integration
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Smart Assistant Mobile
A mobile solution available for:
Safari (Apple iPhone)
Android (Google, HTC…)
Opera (Windows Mobile,
iPhone)
etc.
easy implementation
increased usability
www.smart-infosys.com
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HOW DOES MY DATA GET INTO
THE SEMANTIC WEB?
www.smart-infosys.com
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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
www.smart-infosys.com
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Company portal: Semantic company directory of
the Austrian Chamber of Commerce
www.smart-infosys.com
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Export from existing portals: Simskultur.net
www.smart-infosys.com
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Export from existing portals: Simskultur.net
www.smart-infosys.com
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SEMANTIC WEB – PARADIGM-
SHIFT IN E-COMMERCE AND
ONLINE-MARKETING
www.smart-infosys.com
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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
…
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
www.smart-infosys.com
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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]
www.smart-infosys.com
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Linked–Open–Data
www.smart-infosys.com
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Yahoo Search Monkey Good Relations result
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Semantic Web stack
www.smart-infosys.com
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GoodRelations auf PTSW