Return on Investment in Linking

Content to CRM by Applying the

Linked Data Stack

Daniel Hladky, Martin Voigt andSvetlana MaltsevaKESW 2014, September 2014

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Text

C

SVR

DB

MS

RD

F

CRM User

CRM SYSTEMExtraction

Storage & Querying

Authoring

Linking & Fusion

Enrichment

Quality Analysis

Evolution & Repair

Exploration & Analysis

OntosLDIW

I speak about …

… the use case and its problems,

… our solution,

… the estimated ROI, and

… the main findings.

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Use Case

Customer Relationship Management (CRM)

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Use Case: CRM

Target group: sales employee with multi-sides

information needs

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23%

accessible

as a

Service

Searchable

Use Case: Data Dilemma

5

Structured

40%

Unstructured

60%

En

terp

rise

Da

taW

eb

& S

N

Source: TowerGroup, BearingPoint

40%

12%

Use Case: Required Data

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Customer(Potential, New, Existing)

Web Information

Credit Risk

News

Press & Social Media

Stock Market

Order

Products

RevenueActivities

(Call, Mail, Meeting)

Support Case(Open, Closed)

Contract

Terms & Conditions

Warranty

has

consists of

Use Case: Task Evaluation

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Solution

Ontos Linked Data Information Workbench (OntosLDIW)

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ON

TOS

LIN

KED

DA

TA

INFO

RM

AT

ION

WO

RK

BEN

CH Extraction and Loading

Linking and Fusion

Authoring

Enrichment

Visualization and Analytics

User

Sto

rage

Administrator

Po

rtal

Text DocumentsSpreadsheets

& CSVRelational DBs RDF Data

Solution: OverviewTe

xt

CSV

RD

BM

SR

DF

CRM User

CRM SYSTEMExtraction

Storage & Querying

Authoring

Linking & Fusion

Enrichment

Quality Analysis

Evolution & Repair

Exploration & Analysis

OntosLDIW

Solution: OntosLDIW & OntoDix

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Ontology

•Common model

Extraction

•Mapping

•Extraction

Linking / Fusion

•Linking model

•Connect-Integrate

Store

•No-SQL “Graph”

Consume

•Reuse data

Solution: OntosLDIW & D2RQ

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Ontology

•Common model

Extraction

•Mapping

•Extraction

Linking / Fusion

•Linking model

•Connect-Integrate

Store

•No-SQL “Graph”

Consume

•Reuse data

Solution: OntosLDIW & LIMES

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Ontology

•Common model

Extraction

•Mapping

•Extraction

Linking / Fusion

•Linking Models

•Connect-Integrate

Store

•No-SQL “Graph”

Consume

•Reuse data

Solution: OntosLDIW & OntoQUAD

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Ontology

•Common model

Extraction

•Mapping

•Extraction

Linking / Fusion

•Linking model

•Connect-Integrate

Store

•No-SQL “Graph” DB

Consume

•Reuse data

Solution: OntosLDIW & CRM

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Ontology

•Common model

Extraction

•Mapping

•Extraction

Linking / Fusion

•Linking model

•Connect-Integrate

Store

•No-SQL “Graph”

Consume

•Reuse data

Solution: OntosLDIW & CRM

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Ontology

•Common model

Extraction

•Mapping

•Extraction

Linking / Fusion

•Linking model

•Connect-Integrate

Store

•No-SQL “Graph”

Consume

•Reuse data

Return on Investment

OntosLDIW & CRM Integration

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ROI: Costs

ROI: Benefit & ROI in 3 years

ROI in 3 years: 186%

Sum it up…

http://www.photocase.de/foto/18722

Sum it up

CRM – Linked Data Integration

All required data in CRM time and cost efficiency

1min instead of 8min

Up-to-date information enables ad-hoc customer

queries

Lessons Learned and ToDos

Missing parts of LD lifecycle, e.g., InfoVis, quality

Enterprise lack of knowledge about Semantic Web

technologies and their benefits

Q&A

Martin Voigt

Ontos AG / GmbH

Nidau (CH) / Leipzig (DE)

T: +49 341 21559-10

M: +49 178 40 222 58

E: martin.voigt@ontos.com

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