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.

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
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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.
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3. Use Case
Customer Relationship Management (CRM)
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http://blog.unisoft.net

4. Use Case: CRM
Target group: sales employeewith multi-sides information needs
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5. 23% accessibleas a Service
Searchable
Use Case: Data Dilemma
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Structured40%
Unstructured60%
Enterprise Data
Web & SN
Source: TowerGroup, BearingPoint
40%
12%

6. Use Case: Required Data
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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
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8. Solution
Ontos Linked Data Information Workbench (OntosLDIW)
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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
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Ontology
•Common model
Extraction
•Mapping
•Extraction
Linking / Fusion
•Linking model
•Connect-Integrate
Store
•No-SQL “Graph”
Consume
•Reuse data

11. 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

12. 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

13. 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

14. 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

15. 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

16. Return on Investment
OntosLDIW& CRM Integration
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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
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