Marketing in the Web 3.0 World

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This conference will answer the question: how will the semantic web change marketing and advertising? It will be the first comprehensive discussion of these revolutionary technologies in this context, and is designed for an audience of marketing technologists and strategists.

The first solutions are here now, for better targeting of online ads, brand protection, and more relevant search. Solutions for sentiment analysis and real-time web monitoring are following closely. Next up is the evolution towards "Marketing with Data."

Numerous marketing and advertising applications are already being used today, from market research to online commerce and customer service. You will learn how they work, see them demonstrated, and meet the people who built them. You'll see examples of existing semantic and linked data marketing successes, and get guidance on the pros and cons of trying them for yourself.

Application Areas Include:

  • Online advertising
  • Faster, better search
  • Marketing with Data
  • Market research
  • competitive intelligence
  • Call center operations
  • Online commerce
  • SEO
  • Sentiment analysis
  • Mobile applications

Conference Chair: Scott Brinker

Scott is the co-founder and chief technology officer of ion interactive, and works at the intersection of marketing and online technology. His blog, Chief Marketing Technologist (, discusses strategic issues in marketing technology and "data web marketing" - how linked data and semantic web technologies will impact digital marketing. Scott has published articles in Advertising Age and Adweek, and is a regular columnist at the blog Search Engine Land. 

Scott has recently written extensively on how Linked Data and Semantic Web technologies can be leveraged as a marketing vehicle. He discusses the business models that marketers and marketing agencies can use to justify linked data adoption, from enhanced SEO practices to a broader notion of "data branding."

05:00 PM - 06:00 PM
New Business and Marketing Models with Semantics and Linked Data Scott Brinker, ion interactive, inc.
Ian Davis, Talis
Rachel Lovinger, Razorfish
Michael F. Uschold, Semantic Arts
05:00 PM - 06:00 PM
Developing An Information Delivery Web Business Model Roger Terence Barrow, The Knowledge Dynasty
10:15 AM - 11:15 AM
How Will Semantics Impact Marketing and Advertising? Scott Brinker, ion interactive, inc.
Scott Prevost, Microsoft
Bruce D. D'Ambrosio, DigitalScirocco
11:30 AM - 12:30 PM
Online Advertising Brooke Aker, Expert System
Ian Saunders, Crystal Semantics
02:00 PM - 03:00 PM
Semantic Tools for More Profitable Online Commerce Jay Myers,
Barbara H. Starr, Independent Consultant
Paul Bruemmer, PB Communications
Martin Hepp, Hepp Research GmbH
03:15 PM - 04:15 PM
Sentiment Analysis and Market Intelligence Shion Deysarkar, Extractiv
Ian Hersey, Attensity Group
Dmitri Soubbotin, Semantic Engines
04:30 PM - 05:30 PM
The Implications of Semantic Technologies for Market Research Chris C. Arning, Creative Semiotics
08:30 AM - 09:15 AM
Pull: The Business Shift Behind the Semantic Web David Siegel, The Power of Pull
10:15 AM - 11:15 AM
Building Web 3.0 Web Sites Mark Windholtz, AgileDNA
John Walker, SemanticClarity
Mark Birbeck, Backplane Ltd.
11:45 AM - 12:45 PM
Semantic Search: New Technologies, Ideas and Companies Anand Rajaraman, Kosmix
Dmitri Soubbotin, Semantic Engines
Shree Pragada, ExeCue, Inc.
  Data as the New Marketing Channel Scott Brinker, ion interactive, inc.
Gil Elbaz, Factual, Inc.
Dhruv Bansal, Infochimps
Josh Jones-Dilworth, Jones-Dilworth, Inc.
02:00 PM - 03:00 PM
Ontology-centric knowledge discovery in a Contact Centre for Technical Product Support Christopher J. O. Baker, Innovatia Inc.
  Google Rich Snippets Kavi Goel, Google
Pravir Gupta, Google
03:30 PM - 04:30 PM
Mobile Semantics Lars Hard, ExpertMaker
Brooke Aker, Expert System
  The Social Fabric of Semantics Jamie Taylor, Metaweb Technologies, Inc.
04:45 PM - 05:45 PM
Semantic Social Networking Panel Jamie Taylor, Metaweb Technologies, Inc.
Wen Ruan, TextWise
Amit P. Sheth, Kno.e.sis, Wright State University
Kimberly Chulis, Game Loyalty
  Linking Data: The Legal Implications Mark Leyden, DERI