In his presentation which Markus Linder gave on April 27th 2010 at ECOM in Berlin, 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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Web 3.0: How Semantic Web will impact on-site-search,
online product advisors and the findability of web
offerings, and how existing e-commerce
providers are already profiting from it
ECOM 2010
Berlin, April 27th 2010
Markus Linder Smart Information Systems GmbH
ceo & founder www.smart-infosys.com
www.smart-infosys.com

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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):
www.smart-infosys.com

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THE BOUNDARIES OF WEB 1.0
AND WEB 2.0
www.smart-infosys.com

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Notebook Sony or Asus light max. 12 inch with webcam
www.smart-infosys.com

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www.smart-infosys.com

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www.smart-infosys.com

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www.smart-infosys.com

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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.
www.smart-infosys.com

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Bringing product and service offerings into a machine-interpretable
form
SEMANTIC WEB BASED E-
COMMERCE
www.smart-infosys.com

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Example: Best Buy stores in the WWW
www.smart-infosys.com

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Example: Best Buy offering in the WWW
www.smart-infosys.com

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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
…
www.smart-infosys.com

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Example: Digital camera in the WWW
www.smart-infosys.com

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Example: Digital camera in the Semantic Web
Information:
name
producer
resolution
Video
playback
touch screen
colour
…
www.smart-infosys.com

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WEB 3.0
=
SEMANTIC WEB + WEB 2.0
www.smart-infosys.com

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SEMANTIC WEB - EXTERNAL
APPLICABILITY (WEB OF DATA)
www.smart-infosys.com

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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
www.smart-infosys.com

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Search engines: Yahoo Search Monkey
www.smart-infosys.com

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Search engines: Yahoo Search Monkey
www.smart-infosys.com

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Search engines: Google Rich Snippets
Search result with Rich Snippets:
Search result without Rich Snippets:
www.smart-infosys.com

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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
www.smart-infosys.com

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Semantic-Web-Mashup: Bikemap-Portal with
hotel- and restaurant recommendations
www.smart-infosys.com

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Semantic-Web-Mashup: Augmented Reality
www.smart-infosys.com

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Semantic Web Search Engine
©Smart Information Systems - Internal Prototyp
www.smart-infosys.com

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REVENUE MODELS IN THE
SEMANTIC WEB
www.smart-infosys.com

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Semantic Web Affiliate Marketing
www.smart-infosys.com

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Semantic Web Advertising
www.smart-infosys.com

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SEMANTIC WEB – INTERNAL
APPLICABILITY
www.smart-infosys.com

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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
www.smart-infosys.com

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Online Product Advisors based on Semantic Web Technology
SMART ASSISTANT
TECHNOLOGY
www.smart-infosys.com

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Problem: Many consumers are overwhelmed by
the jargon filled product attributes and the huge
amount of products offered in Shops
www.smart-infosys.com

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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
www.smart-infosys.com

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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 also be
– extracted from semi-structured data provided by the online shop
– 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 www.smart-infosys.com

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Examples
Fahrrad.de bike advisor
Printus.de shredder advisor
Billiger.de digital camera advisor
Semantic Search HOH.de
Searching for „Notebook HP oder Sony klein, leicht mit Webcam“
Dress Advisor BAUR.de
www.smart-infosys.com

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Fahrrad.de bike advisor 1/5
www.smart-infosys.com

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Fahrrad.de bike advisor 2/5
Need oriented questions
Additional information
www.smart-infosys.com

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Fahrrad.de bike advisor 3/5
Live refreshing results
www.smart-infosys.com

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Check to compare
Fahrrad.de bike advisor 4/5
100% need matching
– top results
Alternatives given
www.smart-infosys.com

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Fahrrad.de bike advisor 5/5
Compare results
www.smart-infosys.com

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100% seamless on-
Printus.de shredder-advisor site implementation
www.smart-infosys.com

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Need-oriented questions
Billiger.de digital camera-advisor
Live
refreshing
results
Product based criteria
selection
www.smart-infosys.com

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Semantic Search HoH.de
www.smart-infosys.com

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Semantic Search HoH.de 100% need matching
Search
matching
criteria
Alternatives given
Specifications
on mouseover
www.smart-infosys.com

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Baur.de dress-advisor
www.smart-infosys.com

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Baur.de dress-advisor
Categories and questions
Additional / background
information
Live refreshing results
www.smart-infosys.com

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Our experience: consumer confidence increases
which leads to much higher conversion rates
 Consumers that enter the advice process
 are significantly more likely to buy
 Have a significantly higher basket size
 Advice that focuses on the consumers needs, increases trust in
your organisation
 Comprehensive advice with easy to understand explanations
realises new needs
 No technological know-how about the products is required
 Quick overview over large product range
 Guided selling leads to fewer returns and fewer queries
www.smart-infosys.com

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Optional features
Dynamic product bundling
Cross-selling functions by integrating accessories in the advise process
Considering further parameters in the ranking of products (Top-Seller,
Margins, returns…)
Full Internationalization
Usage in multiple portals
Affiliate use
Intelligent integration with on-site search
Intelligent integration with recommendation engines
Integration of consumer reviews
Smart Assistant Mobile
www.smart-infosys.com

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BazaarVoice integration
www.smart-infosys.com

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Smart Assistant Mobile
A mobile solution available for:
Safari (Apple iPhone)
Android (Google, HTC…)
Opera (Windows Mobile,
iPhone)
etc.
easy implementation
increased usability
www.smart-infosys.com

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HOW DOES MY DATA GET INTO
THE SEMANTIC WEB?
www.smart-infosys.com

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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
www.smart-infosys.com

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Company portal: Semantic company directory of
the Austrian Chamber of Commerce
www.smart-infosys.com

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Export from existing portals: Simskultur.net
www.smart-infosys.com

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Export from existing portals: Simskultur.net
www.smart-infosys.com

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SEMANTIC WEB – PARADIGM-
SHIFT IN E-COMMERCE AND
ONLINE-MARKETING
www.smart-infosys.com

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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
…
www.smart-infosys.com

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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
www.smart-infosys.com

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Contact:
Markus Linder
Smart Information Systems GmbH
1150 Vienna, Graumanngasse 7
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
www.smart-infosys.com

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Linked–Open–Data
www.smart-infosys.com

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Yahoo Search Monkey Good Relations result
www.smart-infosys.com

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Semantic Web stack
www.smart-infosys.com

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GoodRelations auf PTSW
www.smart-infosys.com