system two

system two
start-up thinking in the enterprise

Thursday, 7 October 2010

an overview of data web marketing...

sent this as as an email - then realised it might be useful to share.... 

Publishing data…

Heavily related to the idea of the semantic web (linked data / the web of data / web 3.0) – something Tim Berners lee has been banging on about for 10 years now – but which is starting to become a reality, good overview here

In a nutshell (just as we were doing in music 5 years ago, just like Billy beane was doing in baseball (brad pitt is now playing him in the movie), and just like the doctors were doing @ Chicago hope analysing heart attack victims in “blink”) – you can make better decisions, once you start putting data sets together

So everyone publishes their data – and then everyone gets the chance to generate vastly more powerful insights…that’s the overarching theory

from a marketing / brand perspective…

once people start using your data – in applications, in data modelling etc – your brand is disseminated with it – good overview

kiva, tesco, guardian, mastercard, new york times, BBC – all getting into it in a big way….

The real early adopter win here – being the brand, in your sector, which defines the ontology, which everyone else uses – so river island, should be defining an ontology of fashion, we as an interactive agency – should be defining our ontology, B&Q should be defining an ontology of hardware / DIY / retail – more here

some more links here

Publishing in RDFa format…

Once you are publishing data (or preferably before) – you then mark up your data semantically (a layer of data describing the data). Most common language of this layer is RDF (and RDFa). It’s the basis of the guardian’s business model, google snippets is based on RDFa data – and most interesting recently –the 3r strand to facebook’s open graph announcement earlier this year – the fact that facebook now understands (and prioritises) content if it is in RDFa format (they have their own slightly different format – but the principle is there)

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