Better business through linked data
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Better Business with Linked Data and Semantic
Web
Jay Myers,
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Web at a glance• 700 million active web sites on the
indexable web
• Over a trillion unique URLs discovered
by Google
• Billions and billions of users
• 1000x more web pages on the “deep
web”
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Your site here?
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The Semantic WebScientific American, May 17, 2001
“A new form of Web content that is meaningful to computers will unleash a revolution of new
possibilities”
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SemWeb & Linked data standards• Data and relationships
• RDF (Resource Description Framework), includes RDF/ XML, Turtle, N3
• Vocabularies/ ontologies
• URIs
• Triples (Subject, Predicate, Object)
• SPARQL
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Vocabularies/ ontologies
Or create your own!
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Products are complex objects
Width: 35 ¾”
Height: 68 1/2”
Depth: 29 1/8”
Color: Black
Brand: Samsung
Material: Stainless steel
French doors
Regular price: $2,599.99 Sale price: $1,949.99
Model Number: RF267AERS/XAA
Bottom-loading freezer
Total capacity: 25.8 cu. ft.
Freezer capacity: 8.1 cu. ft.
Gallon door storage
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They also have complex relationships
Product A Product B Product C
Sub-productZ
Sub-productYSub-product
X
Sub-productW
Sub-productVSub-product
U
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There are many of them…
and they are specific
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We are evolving…
“Human-readable” web of data
“Machine-readable” web of data
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Human readable web of data
<div id="productsummary" xmlns:v="http://rdf.data-vocabulary.org/#" xmlns:gr="http://purl.org/goodrelations/v1#">
<div class="pdpsummarybox" typeof="v:Review-aggregate"><h1><span rel="v:itemreviewed">Apple® -
iPad™ with Wi-Fi - 16GB</span></h1> <div id="detailband" rel="v:rating">
<strong>Model:</strong><span property="gr:hasMPN">MB292LL/A</span><span class="sep"> |</span>
<strong>SKU:</strong><span property="gr:hasStockKeepingUnit">9811355</span><br/>
<div id="reviewband" typeof="v:Rating"><strong>Customer
Reviews:</strong><img src="misc/ratings_star_4_1.gif" alt="4.1 out of 5 stars" /><span id="reviewscore"
property="v:average">4.1</strong></span><span content="5"
property="v:best"/></span><span id="reviewnum"><a
href="#customerreviews">Read reviews (<span property="v:count">179</span>)</a></span>
</div>
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What does this get us?
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Business benefits
• SEO/ product visibility• Promoting better product discovery
on an ever-expanding web• Creating more informed consumers
through findability (increased sales, decreased returns)• Utilize all of your product catalog –
the product “long tail”
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Machine readable web of data
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What does this get us?Deep, queryable product insight
Best Buy example:“Find me a description of the band Abba from the web of open data and an album for sale by them at Best Buy”
Result: ABBA was a Swedish pop/rock group formed in Stockholm in 1972, comprising Agnetha Fältskog, Benny Andersson, Björn Ulvaeus and Anni-Frid Lyngstad. ANDBest Buy Sells the CD: ABBAMania: Tribute to ABBA – Various Artists, SKU 12073151
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Other examples“Like for like” feature
For any given Best Buy product, display the products most like it, based on their product attributes
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Other examples, cont.“Emotional Weather Report” POC
Given the weather at a particular Best Buy store, display products that might match the mood people are in due to weather/ environment
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Business benefits
• New avenues of customer personalization• Deeper, more relevant and
contextual customer experiences• Utilize all of your product catalog –
the product “long tail”