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Impact of Structured Data on Travel Search

RC

Robert Cole

Transcript

Search

Structured & Linked Data

W3C Linking of Open Data Cloud:

13.1 Billion RDF Triples & 142 Million RDF Links

Source: W3C

Two Types of Search Queries:

Exploratory:

  • Information About a Topic
  • References a Source to Locate Data
  • Examples: Google / Bing / Yahoo

Factual:

  • Computational Knowledge
  • Provides Actionable Information
  • Example: Wolfram|Alpha

RDFa - Human & Machine Readable

  • XHTML attribute extensions for embedding rich

metadata in web documents

Benefits

  • Publisher Independence – Site Owned Standard
  • Data Reuse – Data not Duplicated
  • Self Containment – HTML & RDF Separated
  • Schema Modularity – Attributes are Reusable
  • Evolvability – Additional Fields may be Added

Three Types of Deep Web Search:

Foundation of the Semantic Web

Vertical Search

  • Queries Databases that Sit Behind Websites

Semantic Search

  • Understands Searcher Intent & Contextual Meaning

Product Search

  • Product Features, Attributes & Relationships
  • RDFS (RDF Schema)

Describes properties & classes of RDF’s

  • SPARQL

Query language for RDF

Enables queries across diverse data sources

  • OWL (Web Ontology Language)

Vocabulary describes characteristics of RDF properties

relationships between RDF classes

Foundation of the Semantic Web

Personalization Requires Context

Multiple Traveler Personas Drive Decision Process

  • RDF - Resource Description Framework

Describes, captures knowledge & defines relationships

Uses MetaData to define semantic web relationships

  • RDF Triplet Example:

Subject – Open Travel Forum

Property – Presenter

Object – Robert Cole

  • Business Trip (Other People's Money)

Convenient Location / Preferred Supplier / HQ Hotel

  • Romantic Getaway

Best Service / Most Memorable Experience

  • Family Vacation

Kid Friendly Activities / Recreational Options

Structured Data = Linked Data

Tim Berners-Lee (W3C) Defined Four Essential Principles

  • Use URIs to Identify Things

  • Use HTTP URIs so Things can be Referenced

  • Provide Structured Description Using Metadata

  • Include Links to Other, Related URIs in Exposed Data

Travel Decisions are Complicated

Why Structured Data is Important

Enables Access to "The Deep Web"

Transition from a

Web of Documents

to a

Web of Data

Evolution of the Web

Goal: More Relevant Search

What is a Jaguar?

Are You Sure?

2

3

4

1

Who Thinks Structured Data is Important?

Apple

iTravel

Facebook

Open

Graph

1

2

4

Google

Places

(+ ITA?)

2

Lonely

Planet

Free

Guides

5

1

And that was only last week...

3

Question for the

Travel Industry:

Change is Happening.

Will you Help Drive It?

Or Sit in the Back, Wondering

Where You are Going?

Linked Data is Important

Breaks Down the

Web of Documents

into a

Web of Data

Enables Highly Personalized Search Experiences

Providing Personalization, Relevance & Convenience Creates Trust

Product Search

Applications