Data MarketingUsing Linked Data for Branding, Promotion & Profit

Scott Brinker@chiefmartec

by

1.0 Linking pages

2.0 Linking people

3.0 Linking dataWEB

The 4P’s of Marketing

Product, pricing, placement andpromotion will all be effected bylinked data.

How?

> Data for customers

> Data + search = SEO++

> Data branding

> Data business models

Roadmap

Data helps us make

decisions.

Data helps us impress our

boss.

Data helps us persuade

others.

Data is the fuel of 21st century.

Finding data is hard work.

And then we horde it in silos.

But a new generation of companies is making data

“open.”

And a wave of linked data is on the way.

Marketers love data.

If you love something, set it free.

Instead of data about customers,data for customers.

> Data for customers

> Data + search = SEO++

> Data branding

> Data business models

Roadmap

Data can help people find

you.

15% higher click-through rate.

Source: Nick Cox, Yahoo!

Better listing

Catalyze a virtuous

cycle.

<span xmlns:v="http://rdf.data-vocabulary.org/#" typeof="v:Review-aggregate">

<span property="v:itemreviewed">The Slanted Door</span> <span rel="v:rating">

<span property="v:average”>4.0</span> </span> <span property="v:count”>1698</span>

</span>

<div xmlns:v="http://rdf.data-vocabulary.org/#" typeof="v:Organization"> <span property="v:name">The Slanted Door</span> <span property="v:tel">(415) 861-8032</span> <div rel="v:address">

<span property="v:street-address">1 Ferry Bldg</span>

<span property="v:locality">San Francisco</span> <span property="v:region">CA</span> <span property="v:postal-code">94111</span>

</div></div>

Microformats & RDFa in existing pages

http://www.google.com/support/webmasters/bin/topic.py?hl=en&topic=21997

http://microformats.org/

http://rdfa.info/

http://www.ebusiness-unibw.org/wiki/GoodRelations

30% increase in organic search engine traffic.

Source: Jay Myers, BestBuy

2009 2010 2011 2012 2013 2014$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

(millions)

Source: Forrester Research, Inc.

SEO offers incentive & budget for data

Projected SEO spending in US

$2,805 this year

$5,078in 4 years

> Data for customers

> Data + search = SEO++

> Data branding

> Data business models

Roadmap

“Data shapes conversations and markets.”

– Josh Jones-Dilworth

What data, if widely disseminated,would grow your market?

What data would position you as aleading authority in your field?

What data vocabularies (ontologies)will define your market?

Copyright © 2010 Scott Brinker

Marketing Data Marketing

The data marketing ecosystem

> Data for customers

> Data + search = SEO++

> Data branding

> Data business models

Roadmap

Indi

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As Raw Data Delivery As An Application Copyright © 2010 Scott Brinker

8 Business Models for Linked Data

Thank you.@chiefmartec

http://www.chiefmartec.com