Linked Data ROI 20110426
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The document discusses the impact of semantic technologies on data management and the shift towards mobile devices as primary clients in a rapidly evolving digital landscape. It highlights the challenges of traditional data systems, the importance of metadata management, and the potential of linked data to enhance cooperation and efficiency across different domains. The text emphasizes the necessity for businesses to adapt to these changes and leverage new technologies for better information handling and improved customer engagement.
Linked Data ROI 20110426
- 1. 26 April 2011 David Wood [email protected] @prototypo
- 2. Semantic technologies provide greater computing context. Let’s discuss context. The good news is that we are living in a golden age. The bad news is that many or even most are having a difficult time keeping up. Photo credit: http://www.flickr.com/photos/sjungling/5974860/
- 3. $ cat foo.txt | grep blah | sort 1970s 1980s 1990s A neat little package Client-Server The Early Web A Golden Age may be identified by its internal rate of change. Note the tendency to centralize first and distribute later. Distribution is harder.
- 4. Universal Client Ubiquitous, reusable applications URL Curation Universal Connection Logic and interlinking Web of Data Universal Database The Web is very different. The Web of Data is different yet again, and has larger ramifications.
- 5. Access per 100 population worldwide 80 70 Mobile cellular subscriptions 60 Fixed telephone lines Internet users 50 40 30 20 10 0 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 The elephant in the room is the mobile market. New Internet users in the US are flattening (and has been for 5 years). Growth worldwide is still occurring. About 25% of the world’s population uses the Internet. Almost every working adult in the US has a cell phone. Lots of non-working adults have cell phones in the US. Sales are continuing at the rate of over 30M in Q4 2010. 19% of phones in US are smart phones, which means 80% are not, but nearly half of new sales are smart phones.
- 6. The PC is yesterday’s news. Businesses built on PCs are also yesterday’s news. Photo credit: Sue Waters, http://www.flickr.com/photos/suewaters/1843032358/
- 7. You may have bought your last laptops, your last servers. If not, you competitors have. Mobile devices are new clients. Servers and systems administrators have moved to the cloud. Photo credit: Apple
- 8. Our data is still in the dinosaur age. Traditional data is hierarchical, tabular with external schemas, and so are the systems that support them. Photo credit: David Wood, 2009
- 9. “We are beginning to routinely deal with vast quantities of data and only through a metadata management strategy can we tackle the quantity of data to look for the nuggets for gold.” Credit: The Economist, Monstrous Amounts of Data, Feb 27th, 2010 Special Report on Managing Information.
- 10. We may want to fly immediately to some New World nirvana, but we can’t. Photo credit: David Wood, 2009
- 11. ...at least partially because our tools aren’t mature enough. Some techniques are ready now, though. Compare to the airline industry and its impact on the world (~2.1M people will fly today). Photo credits: David Wood, 2009, http://www.flickr.com/photos/ccgd/276642318/
- 12. Users of RDF today. You may have heard of some of them.
- 13. Users of microformats. They can only scale the conversation further using an extensible mechanism (like RDF) to combine microformat techniques. Image: The Conversation Prism by Brian Solis and JESS3
- 14. Microsoft has reinvented the RDF wheel in NTFS, Sharepoint and other products after pulling out of standards activities due to perceived competition.
- 15. The painter... does not fit the paints to the world. He fits himself to the paint. -- Paul Klee Why is RDF important? Because we must fit ourselves to a better paint to deal with information overload and changing business requirements.
- 16. R&D is research. Marston Bates said, "Research is the process of going up alleys to see if they are blind." Research is difficult if not impossible to tie to ROI. Geek & Poke comic from http://www.theharteofmarketing.com/wp/wp-content/uploads/ 2011/02/roi-craze-hype-harte.jpg
- 17. 4% 17% 13% 16% 6 months 49% 12 months 18 months 24 months More than 24 months However, corporate R&D must, sooner or later, be tied to ROI. The process is generally sooner (< 18 months for IT projects). Source: “Data Center Transformation: Key Implementation Drivers”, Hansa/GCR and HP, Oct. 2008, http://h71028.www7.hp.com/enterprise/images/chart_it_roi_370x388.gif
- 18. $50B in revenue (2010), $1.3B net income. 19% of consumer electronics market.
- 19. store name hours address phone geo ratings services events RDFa added to the sites for 1,100 retail stores, including store-specific blogs.
- 20. Why? 58% of Americans research online before they buy. Pew Internet & American Life Project: http://www.pewinternet.org/Press-Releases/2010/ Online-Product-Research.aspx
- 21. “We really didn’t go into it with any expectations. We just wanted to see if it was something we might want to do. That’s why we were caught by surprise by the results… we weren’t really expecting any.” -- Jay Myers, Lead Development Engineer, Best Buy http://searchnewscentral.com/20110207129/Technical/rdfa-the-inside-story-from-best- buy.html
- 22. The impact: 30% increase in organic search results 15% increase in click-through rate (CTR) http://searchnewscentral.com/20110207129/Technical/rdfa-the-inside-story-from-best- buy.html
- 23. 100% House email 90% SEO 80% Paid search Banners, 70% buttons Text-link ads Usage >>> Affiliate Marketing 60% Behavioral Contextual targeting targeting Rented email lists 50% Rich media/ video 40% Pop-ups/ pop-unders 30% 0% 10% 20% 30% 40% 50% 60% Marketers Reporting “Great” Return on Investment Perhaps we shouldn’t be surprised after all; SEO is known to be effective. The size of the bubble illustrates the relative budget compared to other tactics. Source: Marketing Sherpa and Ad Tech: Year End Surveys, January 2009 See also: http://trainingtime.wordpress.com/2009/02/09/marketers-share-plans-for- marketing-in-a-recession/
- 24. BBC is the largest broadcaster in the world, with 23,000 employees.
- 25. A Web presence for each broadcast 1,000-1,500 programs broadcast per day. BBC Programmes (http://www.bbc.co.uk/programmes) provides for each broadcast: a Web identifier, HTML pages, machine-readable feeds (RDF/XML, JSON and XML)
- 26. "Creating web identifiers for every item the BBC has an interest in, and considering those as aggregations of BBC content about that item, allows us to enable very rich cross-domain user journeys." -- Yves Raimond, BBC Needed to relate information across media for both users and third-party developers.
- 27. A Web presence for each artist BBC Music is underpinned by the Musicbrainz music database and Wikipedia.
- 29. A Web presence for each species (and other biological ranks), habitat and adaptation Wildlife programmes (clips and episodes) are identified by tagging the clip or episode with the appropriate dbpedia URI.
- 30. "The RDF representations of these web identifiers allow developers to use our data to build applications." -- Yves Raimond The LOD/LED approach allows “different development teams to concentrate on different domains while at the same time benefiting from the activities of the other teams.”
- 32. Each HTML page is paired with a machine-readable data representation.
- 33. Like HTML and RDF, credit cards have a human-readable side and a machine-readable side.
- 34. A government use case - that applies to large enterprises, too. Envirofacts is an application built on a data warehouse consisting of data from many relational databases.
- 35. A government use case - that applies to large enterprises, too. Envirofacts is an application built on a data warehouse consisting of data from many relational databases.
- 36. A government use case - that applies to large enterprises, too. Envirofacts is an application built on a data warehouse consisting of data from many relational databases.
- 38. Changing data from a single relational database to another (e.g. for an upgrade) routinely requires 6 months or more. Combining LOD takes a matter of weeks to re-model the data (4-6 week sprint) and days to reuse the data in applications.
- 39. Pitney Bowes has quite a number of facilities in this dataset.
- 40. 10-90% failure rates: http://www.dwinfocenter.org/against.html 50% failure rates: http://it.toolbox.com/blogs/bounded-rationality/a-50-data-warehouse- failure-rate-is-nothing-new-4669 Failure reasons: http://tmvilla.wordpress.com/2008/02/16/top-five-reasons-data- warehouse-projects-fail/ Cooperation without coordination: http://semanticweb.com/semantic-web-elevator-pitch- for-journalistic-research_b17662
- 41. • Linked Data means: “Cooperation without coordination” 10-90% failure rates: http://www.dwinfocenter.org/against.html 50% failure rates: http://it.toolbox.com/blogs/bounded-rationality/a-50-data-warehouse- failure-rate-is-nothing-new-4669 Failure reasons: http://tmvilla.wordpress.com/2008/02/16/top-five-reasons-data- warehouse-projects-fail/ Cooperation without coordination: http://semanticweb.com/semantic-web-elevator-pitch- for-journalistic-research_b17662
- 42. Scope: Bigger than any other deployed system Adaptability: Changes piecemeal Ownership: Nobody owns it
- 43. http://linkeddatabook.com/editions/1.0/ http://3roundstones.com/linking-enterprise-data/ http://linkeddatabook.com/editions/1.0/ http://3roundstones.com/linking-enterprise-data/