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eCl@ss im Web: Mehr Kunden und
  bessere Stammdaten für jeden
       eCl@ss-Anwender
      29. September 2009, Würzburg



             Martin Hepp
        http://www.unibw.de/ebusiness/
Ihre Produkte und Dienstleistungen sind
 spezifisch und haben spezifische Stärken




   Martin Hepp,                             2
mhepp@computer.org
Kunden suchen sehr spezielle Güter




   Martin Hepp,                       3
mhepp@computer.org
Sie wollen sichtbar sein




   Martin Hepp,                           4
mhepp@computer.org
...und zwar weltweit
                                         Wir vermieten
                                       Spezialmaschinen




   Martin Hepp,                                      5
mhepp@computer.org
…mit allen technischen und
           kaufmännischen Details




   Martin Hepp,                        6
mhepp@computer.org
Kunden suchen mögliche Lieferanten




   Martin Hepp,                      7
mhepp@computer.org
Suche im Web: Wir springen zwischen
         Datensilos hin und her…
                                  Site   Page          Page
          Search Engine Results
         Search Engine Results

                                   1      1             2
       Search Engine Results
      Search Engine Results


                                                Page          Page
                                                 3             4

                                  Site   Page
                                   2      5


                                  Site   Page          Page   Page
                                   3      6             7      8




   Martin Hepp,                                                      8
mhepp@computer.org
Verlust von Vielfalt und Details
Viele verschiedene                     Spezifische
     Angebote                          Präferenzen
                        Suche im Web




     Hersteller                         Kunden
    und Handel
      Martin Hepp,                               9
   mhepp@computer.org
Was passiert?


   Martin Hepp,           10
mhepp@computer.org
“Dummer” Preisvergleich




           Wir berücksichtigen nur 1 – 2 Modelle

         Preisvergleich über viel zu kleine Teilmenge

   Martin Hepp,                                         11
mhepp@computer.org
Produktdatenaustausch in der Praxis




   Martin Hepp,                        12
mhepp@computer.org
Das Web als Datenshredder




   Martin Hepp,                       13
mhepp@computer.org
Besser machen…


   Martin Hepp,      14
mhepp@computer.org
Wir nehmen Ihre Web-Seite…




   Martin Hepp,                      15
mhepp@computer.org
...und „verstecken“ strukturierte Zusatzdaten




   Martin Hepp,                             16
mhepp@computer.org
Diese Zusatzdaten kann jeder
        Marktpartner extrahieren und
             wiederverwenden.




   Martin Hepp,                        17
mhepp@computer.org
Auch bereits bei der Suche…




   Martin Hepp,                        18
mhepp@computer.org
…auch von neuen Lieferanten…




   Martin Hepp,                     19
mhepp@computer.org
...und auch von selten genutzten
               Lieferanten.




   Martin Hepp,                         20
mhepp@computer.org
Woher kommen die Daten?
•! Formular-basiertes   •! Relationale
   Werkzeug                Datenbank




    Martin Hepp,                         21
 mhepp@computer.org
Welche Zusatzdaten?
Angebot                    Produkt/Dienstdaten
•! Preise                  •! eClass-Kategorie
•! Beschreibungen          •! eClass-Eigenschaften
•! Liefer-/                •! Kataloggruppen
   Zahlungsbedingungen
•! Lieferregionen
•! Versandkosten




    Martin Hepp,                                     22
 mhepp@computer.org
GoodRelations-Vokabular




              http://purl.org/goodrelations/
   Martin Hepp,                                23
mhepp@computer.org
Welche Zusatzdaten?
Angebot                    Produkt/Dienstdaten
•! Preise                  •! eClass-Kategorie
•! Beschreibungen          •! eClass-Eigenschaften
•! Liefer-/                •! Kataloggruppen
   Zahlungsbedingungen
•! Lieferregionen
•! Versandkosten




    Martin Hepp,                                     24
 mhepp@computer.org
Made in Germany…



   Martin Hepp,          25
mhepp@computer.org
Weltweit im Einsatz




   Martin Hepp,                            26
mhepp@computer.org
Yahoo verwendet GoodRelations




   Martin Hepp,                      27
mhepp@computer.org
BestBuy verwendet GoodRelations




   Martin Hepp,                      28
mhepp@computer.org
Und Sie?


   Martin Hepp,                 29
mhepp@computer.org
Strukturierte Zusatzdaten


eClass-Klasse                  Preise, Rabatte
eClass-Attribute
                Kataloggruppen
    uvm.        / -systeme
   Martin Hepp,                             30
mhepp@computer.org
GoodRelations Annotator




http://www.ebusiness-unibw.org/tools/goodrelations-annotator/
    Martin Hepp,                                         31
 mhepp@computer.org
osCommerce Extension




http://code.google.com/p/goodrelations-for-oscommerce/

   Martin Hepp,                                      32
mhepp@computer.org
Joomla/VirtueMart Extension




     http://code.google.com/p/goodrelations-for-joomla/

   Martin Hepp,                                           33
mhepp@computer.org
Google Product Feed Converter




                     http://tr.im/sLcX
   Martin Hepp,                          34
mhepp@computer.org
Fragen, Ideen?
           E-Mail martin.hepp@unibw.de
                  Skype mfhepp
                  Twitter mfhepp

   Martin Hepp,                          35
mhepp@computer.org
Thank you!
                        http://purl.org/goodrelations/

                          Prof. Dr. Martin Hepp
        Professur für Allgemeine BWL, insbesondere E-Business
                   Universität der Bundeswehr München
                       Werner-Heisenberg-Weg 39
                       D-85579 Neubiberg, Germany
                        Phone: +49 89 6004-4217
                           Fax: +49 89 6004-4620
                     http://www.unibw.de/ebusiness/

             http://purl.org/goodrelations/
                          mhepp@computer.org
   Martin Hepp,                                                 36
mhepp@computer.org

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eCl@ss im Web: Mehr Kunden und bessere Stammdaten für jeden eCl@ss-Anwender