better business through linked data
DESCRIPTION
Presentation given to University of St Thomas Graduate Program in SoftwareTRANSCRIPT
Better Business with Linked Data and Semantic
Web
Jay Myers,
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”
Your site here?
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”
SemWeb & Linked data standards• Data and relationships
• RDF (Resource Description Framework), includes RDF/ XML, Turtle, N3
• Vocabularies/ ontologies
• URIs
• Triples (Subject, Predicate, Object)
• SPARQL
Vocabularies/ ontologies
Or create your own!
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
They also have complex relationships
Product A Product B Product C
Sub-productZ
Sub-productYSub-product
X
Sub-productW
Sub-productVSub-product
U
There are many of them…
and they are specific
We are evolving…
“Human-readable” web of data
“Machine-readable” web of data
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>
What does this get us?
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”
Machine readable web of data
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
Other examples“Like for like” feature
For any given Best Buy product, display the products most like it, based on their product attributes
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
Business benefits
• New avenues of customer personalization• Deeper, more relevant and
contextual customer experiences• Utilize all of your product catalog –
the product “long tail”
