In his presentation which Markus Linder gave on April 21st 2010 at Digitalks #13 in Vienna, he explaines how a new standard of web data handling is being created that is already championed by firms such as Google, Wikipedia, Siemens, Microsoft, Bestbuy and Yahoo. He uses case studies to show how this technology is currently being used, as well as how this technology will transform the way the web will be used in years to come. Why is this important? The key to Semantic Web Technology from the point of view of a firm that sells or promotes goods or services online, is that it will create a vastly increased level of visibility to consumers. This is relevant for any firm who is looking to improve their Search Engine Optimisation (SEO) and their presence on third party websites. The Semantic Web offers suppliers the opportunity to describe their products and services in a form that is machine-interpretable. Suppliers that have already done so are now already better presented in search engines like Google or Yahoo (rich snippets and Yahoo Search Monkey). The development of innovative semantic web-search technologies, semantic web mashups, semantic affiliate and semantic search engine marketing will lead to a paradigm shift in online marketing and e-commerce. When searching for “a 4-star hotel in England from the 4th to the 6th of August that has a swimming pool and is located in a region, where visitors can attend a yoga-course and a classical concert during their stay” the search engine Google suggests a vast amount of links but no useful results. Entering the same phrase in a Semantic Web-based search engine, users will be able to obtain hotel recommendations that fit their search criteria including their desired yoga course and classical concert within the region during their stay. This means that the consumer will be able to find a packaged solution, rather than having to look on multiple websites.

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Smart Information Systems GmbH
www.smart-infosys.com
Semantic-Web-based E-Commerce
Digitalks #13
Vienna, April 21th 2010
Markus Linder
ceo & founder

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 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):

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Our Semantic-Web Research partners:
Unsere Semantic-Web Use-Case-Partner:

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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

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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

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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
…

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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
…

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Applications can use the Semantic Web like a
integrated global data base
© Prof. Dr. Martin Hepp

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Graph representation of a Good Relations
Instance
© Prof. Dr. Martin Hepp

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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

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Search engines: Yahoo Search Monkey

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Search engines: Yahoo Search Monkey

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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

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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

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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 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

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Examples
Fahrrad.de Bike Advisor
Billiger.de Mobile phone Advisor
Semantic Search HOH.de
Dress Advisor BAUR.de

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Real Live Examples

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HOW DOES MY DATA GET INTO
THE SEMANTIC WEB?

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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

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Company portal: Semantic company directory of
the Austrian Chamber of Commerce

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Instantiation-tool: Good Relations Annotator
Link: http://www.ebusiness-unibw.org/tools/goodrelations-annotator/

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Instantiation-tool 2: Open Events

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Export from existing portals: Simskultur.net

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Export from existing portals: Simskultur.net

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Export from existing portals: Herold.at

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SEMANTIC WEB – PARADIGM-
SHIFT IN E-COMMERCE AND
ONLINE-MARKETING

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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
…

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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

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Contact:
Markus Linder
Smart Information Systems GmbH
1040 Vienna, Phorusgasse 8
AUSTRIA
Tel: +43 (0)1 890 53 18-0
office@smart-infosys.com
http://www.smart-infosys.com
Follow me on Twitter: http://twitter.com/markuslinder/
Newsletter subscription: office@smart-infosys.com

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Linked–Open–Data

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Yahoo Search Monkey Good Relations result

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Semantic Web stack

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GoodRelations auf PTSW