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Practical Applications of Semantic Web in Retail -- Semtech 2014

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Jay Myers
Jay Myers

This presentation explores a year of experimentation, POCs, and research of Linked Data and Semantic Web technologies within Best Buy. It highlights three use cases where a small team approached internal data problems with semantics -- reviewing high level technical methodologies, application details, and technical and business metrics (ROI, conversion, etc.)

Technology
1 of 19
PRACTICAL APPLICATIONS OF SEMANTICS IN RETAIL A YEAR OF EXPERIMENTATION Jay Myers, Best Buy @jaymyers
Broken data
IMPORTANT INFORMATION GETS FILTERED
COMMON DATA FLOW INTO CMS/ PIM Data Source(s) PIM/ CMS with schema Accepted data Discarded data RDBMS
SEMANTIC METHOD Data Source(s) RDBMS D2RQ RDF & SPARQL
COMPLETE DATA + SEMANTICS = DISCOVERY + +
Product relationships
MOST ENTERPRISE SYSTEMS DON’T PROJECT RELATIONSHIP DATA
CUSTOMERS WANT TO KNOW WHICH PRODUCTS WORK TOGETHER
Product Ontology Vendor Named Graph Vendor Named Graph Best Buy Product Data (RDF) Data Source(s) JSON-LD services
The product long tail
OPPORTUNITY EXISTS TO EXPAND REVENUE BY EXPLOITING EVERY ITEM IN THE PRODUCT CATALOG
PERSONALIZATION DOESN’T UNCOVER LONG TAIL PRODUCTS …rather than discovering new facts or perspectives when you search for news, information, or products, you will be presented with “adjacent” concepts. It’s not so much discovery of new ideas as it is exploitation of existing ideas. Don Peppers, “The Downside of Personalization” https://www.linkedin.com/today/post/article/20140620114239-17102372-the-downside-of-personalization “
BRING BACK SERENDIPITY!
Best Buy Product Data/ Triplestore SPARQL 1688401 2699008 3194853 1754208 8526165 7394087 4760848 2610041 5000832 SKU Results Promo builder Dev and biz ideation
CONVERSION 11x 9x 5x “Stocking Stuffers” Valentine’s Day St Patrick’s Day * vs. standard site conversion
CHALLENGES • Enterprise data is still a mess • Ontologies/ vocabularies are misunderstood • IT focuses on systems, not data • Integration into Enterprise systems
POSITIVES • Leadership is on board • Ontology is now a “thing” internally • Positive results from experimentation drive business interest
@JAYMYERS

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