Technology-driven currents and the semantic web
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The document discusses the evolution of the web from separate documents to a web of participation and interlinked data. It describes how semantic markup allows for consistent representation of data which enables easier aggregation and analysis of information from multiple sources, potentially resulting in significant cost savings. Examples provided include medical records and procedures linked to lifestyle data and tests, and aggregating employee data from different systems. The document promotes learning more about semantic web projects through an online course.
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Technology-driven currents and the semantic web
- 1. Surface turbulence App launches / New phones / SERP layout changes Technology-driven currents Device fragmentation / Platform changes / Algorithm updates Irresistible Movement Semantic web & Age of Participation 1 2012 Best European Search Agency
- 2. The do customer expectations Nor web doesn’t stay still… 1.0 Web of documents 2.0 Web of participation 3.0 Web of data Dial-up 56K 2mb Broadband 4G & Wifi Static resources webpages like desktop apps Linked data drives experiences Few publishers User-gen content Machines understand & analyse connections democratise organise 2 2012 Best European Search Agency
- 3. the semantic web why is this what are the How does it where can I important? implications? apply IRL? learn more? If you have a client logo insert into this position on 3 master slide for all 2012 Best European Search Agency
- 4. CO2 emissions Data Vocab extras / features cost mileage doors colour(s) wheelbase engine size top speed trim Queries 4 2012 Best European Search Agency
- 5. The web’s big problem… Price / Cost Colour / Paint Age / Mileage Extras / Features …Data isn’t consistent 5 2012 Best European Search Agency
- 6. Semantic markup is the answer Price Colour Age Trim Extras Engine size Location Phone Opening Hours Availability 6 2012 Best European Search Agency
- 7. Model: Rav4 Has:Axles Data Has:Height Has:Length Has:Wheelbase Vocab Derivatives: 1.6Diesel IsVariantOf: Trim EngineDisplacement: Value:1.6 Unit:Litres Transmission:Manual Fuel:Diesel Fixed Parts Doors:3 SeatingCapacity: Trim: Basic Min:1 Max:5 IsVariantOf: Model Configurables:Colours,AudioOptions Feature:Cupholder SpecItemCollection Feature:PowerWindow Label:Colours Has:CargoVolume Default:Blue Value:500 Unit:Litres AvailableColours:Silver,Gold,Black Maxchoice:1 Minchoice:1 Queries Configurable:Nothing 7 2012 Best European Search Agency
- 8. What Does Semantic Markup Enable? 8 2012 Best European Search Agency
- 9. What Does Semantic Markup Enable? people find much easier Huge what they to aggregate potential need faster data cost savings 9 2012 Best European Search Agency
- 10. …but we will feel the impact 10 2012 Best European Search Agency
- 11. I wouldn’t want to be these guys… 11 2012 Best European Search Agency
- 12. What’s a semantic web project? The application The cost of aggregates data The data is used in aggregation is low, from three ways not originally requiring only a independently intended small amount of developed connective tissue sources. 12 2012 Best European Search Agency
- 13. $38m cost saving Publications + employee directory + timesheets + training courses System works – people use it! No expertise data 13 2012 Best European Search Agency
- 14. Medical records + historical data on procedures + lifestyle data + blood test = 12 biopsies @ $10000 each for one patient 14 2012 Best European Search Agency
- 15. Organisation Possibilities 15 2012 Best European Search Agency
- 16. Where can I learn more? (Ask this guy) Harald Sack Open HPI Simple course with a certificate! mp3s sound like Terminator 16 2012 Best European Search Agency
Editor's Notes
- Surface turbulence: The “noise” of digital marketing. Things that may appear to be game changers, but quickly fade or become a part of life that can be easily adapted to. Examples include app releases (e.g. vine), rise & fall of websites (e.g. Groupon), memetic content (e.g. Gangnam), new device releases (e.g Google Glass) or visual changes within a major platform (Google SERP layout changes) Technology-driven currents: These trends are more powerful and businesses should look to take advantage of them, or at least learn to adapt their marketing mix to avoid running against the stream. These forces are fairly obvious to marketers about and are heavily discussed by tech press. Examples include device fragmentation & improvement (desktops > laptops > smartphones > tablets > phablets), algorithm updates to major search engines (Penguin & Panda), structural changes to advertising platforms (Google Enhanced Campaigns), infrastructure upgrades (rollout of 4g) or the reduction of “digital living costs” (e.g. capping of data roaming charges in the EU leads to explosion in mobile web usage abroad)Irresistible change: These are forces which have more to do with human psychology, the worldwide economy and/or the basic infrastructure of the web. The effects of these trends may take years to be felt and understood fully but they change entire digital landscapes. Industries live and die as these trends play out yet marketers may never fully understand them because they are not directly within the remit of the marketing press. The digital specialist, however, seeks out and attempts to frame these changes within the context of the web’s evolution and it’s place in our lives. This enables them to build better long term digital strategies for brands. The biggest current example of an irresistible change would be the arrival of the semantic web: the web is quietly becoming more organised as major platforms work together to accelerate the adoption of universal standards for labelling data. The web’s data has always been inconsistent as it lacks a centralised web council to impose labelling standards and ontologies. Now major platforms are collaborating and using their technological and economical levers to force brands and publishers into adopting consistent standards for describing objects, locations, events, measures and pricing. Another irresistible change would be the growth of participation: fuelled by people’s natural desire to see brands & institutions become more transparent, accountable and honest, developers & entrepreneurs continue to remove barriers that stop us contributing to the conversations we care about. The result is a fundamental shift in the public’s expectation of how brands & institutions should communicate with them. Mass-market broadcast messages have continually declined in relevance. Forward thinking digital strategy has at it’s heart small-scale, focussed messaging which encourages participation.
- Structured data = barriers to entry into global aggregation drop dramaticallyThese sites are not a start point, therefore at risk from those sites which are a start point like Google, or the app storeGoogle likes brands, doesn’t like aggregatorsFundamentally these guys represent an extra process to connect you with what you want – therefore they are a prime target for semantic web elimination
- Optimisation of paid search or display campaigns based on weather, football results, what grocery you buyMarketing software highlights correlations between wider data and sales figuresMy phone wakes me up early because the Northern Line has severe delays