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Today, decision makers in enterprises have to rely more and more on a variety of data sets that are internally but also externally available in heterogeneous formats. Therefore, intelligent processes are required to build an integrated knowledge-base. Unfortunately, the adoption of the Linked Data lifecycle within enterprises, which targets the extraction, interlinking, publishing and analytics of distributed data, lags behind the public domain due to missing frameworks that are efficiently to deploy and ease to use. In this paper, we present our adoption of the lifecycle through our generic, enterprise-ready Linked Data workbench. To judge its benefits, we describe its application within a real-world Customer Relationship Management scenario. It shows (1) that sales employee could significantly reduce their workload and (2) that the integration of sophisticated Linked Data tools come with an obvious positive Return on Investment.
Citation preview
Return on Investment in Linking
Content to CRM by Applying the
Linked Data Stack
Daniel Hladky, Martin Voigt andSvetlana MaltsevaKESW 2014, September 2014
1
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
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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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p:/
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ho
toc
ase
.de
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to/1
87
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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
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