GS1: Better retailing through linked data
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This document discusses how linking product data using semantic web technologies can benefit businesses. It presents products as complex objects with related attributes and relationships. Linking this data in a machine-readable format allows for deeper queries about products. Examples provided include searching for a music group and related album, finding similar products, and displaying mood-matching products based on weather. The benefits are seen as improved search engine optimization, better product discovery, more informed customers, and utilizing all product catalog information.
GS1: Better retailing through linked data
- 1. Better Retailing Through Linked Data Jay Myers,
- 2. 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
- 3. They also have complex relationships Product A Product B Product C Sub-product Z Sub-product YSub-product X Sub-product W Sub-product VSub-product U
- 4. There are many of them… and they are specific
- 5. We are evolving… “Human-readable” web of data “Machine-readable” web of data
- 6. 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>
- 7. What does this get us?
- 8. 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”
- 9. Machine readable web of data
- 10. 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. AND Best Buy Sells the CD: ABBAMania: Tribute to ABBA – Various Artists, SKU 12073151
- 11. Other examples “Like for like” feature For any given Best Buy product, display the products most like it, based on their product attributes
- 12. 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
- 13. Business benefits • New avenues of customer personalization • Deeper, more relevant and contextual customer experiences • Utilize all of your product catalog – the product “long tail”