ROI in Linking Content to CRM by Applying the Linked Data Stack
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.
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ROI in Linking Content to CRM by Applying the Linked Data Stack
- 1. Return on Investment in Linking Content to CRM by Applying the Linked Data Stack Daniel Hladky, Martin Voigt and Svetlana Maltseva KESW 2014, September 2014 1 RDF RDBMS CSV Text CRM User CRM SYSTEM Extraction Storage & Querying Authoring Linking & Fusion Enrichment Quality Analysis Evolution & Repair Exploration & Analysis OntosLDIW
- 2. I speak about … … the use case and its problems, … our solution, … the estimated ROI, and … the main findings. 2
- 3. Use Case Customer Relationship Management (CRM) 3 http://blog.unisoft.net
- 4. Use Case: CRM Target group: sales employeewith multi-sides information needs 4
- 5. 23% accessibleas a Service Searchable Use Case: Data Dilemma 5 Structured40% Unstructured60% Enterprise Data Web & SN Source: TowerGroup, BearingPoint 40% 12%
- 6. Use Case: Required Data 6 Customer (Potential, New, Existing) Web Information Credit Risk News Press & Social Media Stock Market Order Products Revenue Activities (Call, Mail, Meeting) Support Case (Open, Closed) Contract Terms & Conditions Warranty has consists of
- 7. Use Case: Task Evaluation 7
- 8. Solution Ontos Linked Data Information Workbench (OntosLDIW) 8 ONTOS LINKED DATAINFORMATION WORKBENCH Extraction and LoadingLinking and FusionAuthoringEnrichmentVisualization and AnalyticsUser Storage Administrator Portal Text DocumentsSpreadsheets & CSVRelational DBsRDF Data
- 9. Solution: Overview RDF RDBMS CSV Text CRM User CRM SYSTEM Extraction Storage & Querying Authoring Linking & Fusion Enrichment Quality Analysis Evolution & Repair Exploration & Analysis OntosLDIW
- 10. Solution: OntosLDIW& OntoDix 10 Ontology •Common model Extraction •Mapping •Extraction Linking / Fusion •Linking model •Connect-Integrate Store •No-SQL “Graph” Consume •Reuse data
- 11. Solution: OntosLDIW& D2RQ 11 Ontology •Common model Extraction •Mapping •Extraction Linking / Fusion •Linking model •Connect-Integrate Store •No-SQL “Graph” Consume •Reuse data
- 12. Solution: OntosLDIW& LIMES 12 Ontology •Common model Extraction •Mapping •Extraction Linking / Fusion •Linking Models •Connect-Integrate Store •No-SQL “Graph” Consume •Reuse data
- 13. Solution: OntosLDIW& OntoQUAD 13 Ontology •Common model Extraction •Mapping •Extraction Linking / Fusion •Linking model •Connect-Integrate Store •No-SQL “Graph” DB Consume •Reuse data
- 14. Solution: OntosLDIW& CRM 14 Ontology •Common model Extraction •Mapping •Extraction Linking / Fusion •Linking model •Connect-Integrate Store •No-SQL “Graph” Consume •Reuse data
- 15. Solution: OntosLDIW& CRM 15 Ontology •Common model Extraction •Mapping •Extraction Linking / Fusion •Linking model •Connect-Integrate Store •No-SQL “Graph” Consume •Reuse data
- 16. Return on Investment OntosLDIW& CRM Integration 16 http://www.photocase.de/foto/18722
- 17. ROI: Costs
- 18. ROI: Benefit & ROI in 3 years ROI in 3 years: 186%
- 19. Sum it up… http://www.photocase.de/foto/18722
- 20. Sum it up CRM –Linked Data Integration All required data in CRM time and cost efficiency 1mininstead 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
- 21. 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 21