EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1 Update of Exploitation and Dissemination Strategy Deliverable n: 5.4 Date: 28 December 2018 Status: Final Version: 1.0 Authors: Fanny Rojon (JOT), Chiara Gallina (GFK), Matteo Palmonari (UNIMIB) Contributors: ALL Reviewer: Patricija Filipič Orel (BIG BANG), Angelo Marguglio (ENG) Distribution: Public Grant n. 732590 - H2020-ICT-2016-2017/H2020-ICT-2016-1
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Update of Exploitation and Dissemination Strategy · BDaaS Big Data-as-a-Service BDVA Big Data Value Association CRM Customer Relationship Management CSE Comparison Shopping Engine
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ThisdeliverableupdatestheExploitationandDisseminationStrategywhichEW-Shoppandallpartnersareadoptingduringthe lengthof theprojectaswell theCommunicationplanthey are following.Given the key role that dissemination and communication activities isplaying throughout the whole of the three years of the project, this document providesimportant guidance on how to go about achieving our objectives as well as maximisingprojectimpact,interactionandengagementwithendusers,potentialcustomers,thepublicand society in general. It also highlights the main KPIs used to evaluate the impact ofdisseminationandexploitationactivities.
The strategy actions and impact quantification that EW-Shopp carriedout in the areasofCommunication, Dissemination and Exploitation are part of WP5 – the work packagededicatedtoSustainabilityandTransferability.Thecurrentdocumentisthethirddeliverablein this work package. The deliverable reports on four key tasks, which consist incommunication via the project website, communication targeted to social engagement,dissemination to scientific and industrial communities, and exploitation of the projectresults.These tasksare intended toensuremaximumoutreachand impactofourprojectandresults,toenableustoengagewithstakeholdersanddifferentcommunitiesandatthesametimehighlighttheexcitinginnovationandresearchofthisH2020EU-fundedproject.
TheapproachtakentodisseminateandexploittheresultsofEW-Shoppisthree-fold.Firstly,to build upproject brand awareness and effectively engagewith our target users via thewebsiteandsocialmediachannels.Secondly, inordertomakeEW-Shoppvisible,toshareproject results at key events, and, where possible, to disseminate via targeted industrymagazinesandportals.Lastly,todefineexploitablebusinessproductsandservicesandtherelated business models to reach the market utilising a commercialisation plan that isappropriateforeachpartner.Inaddition,theprojectpartnersaimatsustainingthereleaseof our innovative open source toolkit as a result of the collaboration to deploy effectivebusinessservicesintheindustry.
2 CENEJEDRUZBAZATRGOVINOINPOSLOVNOSVETOVANJEDOO CE
3 BROWSETEL(UK)LIMITED BT
4 GFKEURISKOSRL. GFK
1 Please note that, despite the counterintuitive numbering, [D5.3] is planned for M36 and follows thisdeliverable[D5.4].2 In previous deliverables we used the term “platform”, which has been replaced by the term “toolkit” tobetterreflecttheactualcomponents/servicesdevelopedinEW-Shopptosupporttheproposedapproach.
This deliverable [D5.4] updates the Exploitation and Dissemination Strategy, whose outline wasdefined in[D5.2].Wedecidedtosearchforagoodtrade-offbetweenmakingthisdeliverableself-containedandavoidingrepetitionswithrespectto[D5.2].Sincethesubmissionof[D5.2],wehavebeentrackingallthestatisticsconcerningtheimpactofthedisseminationactivitiesinalltheevents,conferenceandacrossallofoursocialmediaaccounts.ThisdeliverablecontainsanupdateofthesestatisticsandtheircomparisonwithKPIsdefinedin[D5.2]atMonth24.Wewillkeepontrackingallof these statistics until the end of the project (M36), when they will be reported in [D5.3], thedeliverable that will provide the final report on dissemination and exploitation strategies. Thisdeliverable also provides a significant revision and update of the exploitation strategies, onlyoutlined in [D5.2]. These exploitation strategieswill be further refined throughout the life of theproject,withtheirfinalupdatesbeingincludedin[D5.3]and[D5.5].
Our overall project strategy aims to reach both a general audience as well the technicalcommunityandmarketcustomers.Thus,theEW-Shoppmessageincludedinthevarietyofcommunication media will be customised depending on the different target group. Inaddition, given that our project spans different sectors and has both technical andcommercial dimensions, we have decided to divide our strategy into the three areas:Communication, Dissemination and Exploitation. Although these are similar and there isundoubtedlycrossover,forEW-Shoppthedifferenceliesin:
• Communication – how we reach, interact and engage with the public and targetgroups.
• Exploitation – how partners utilise the results both for commercial business (endusers andSME techproviders) and for knowledgegeneration (generalUniversitiesandresearchcentres).
As a result, this document examines each of the three areas: a Communication Plan, aDisseminationPlanandanExploitationplanarepresentedtoformouroverallstrategy.
1.4 ProjectObjectives
Turningtoourprojectobjectives,EW-Shoppaimstohaveasignificantimpactontheuptakeofdataanalyticsmodelsandtechnologiesamongsmall-mediumbusinessesinsectorssuchasRetail,eCommerce,andMarketing.Thisuptakeisdrivenbythedeliveryofanapproachand the associated toolkit2 optimised to support Big Data Management and Analyticsprocessesthatbring innovation intothesesectors,andsupportedbythedisseminationoftheresultsachievedthroughtheadoptionoftheproposedtoolkitinrepresentativebusinesscasesofthesesectors.
Theexpectedoutcomesof theproject,measured through theachievementof theKPIs ineachbusinesscase,validatethereferenceandbusinessmodel,andprovideanend-to-endsolution for data integration and enrichment (e.g. enriching data about digitalmarketingcampaign performance by regionwithweathermeasurements or events relevant for theconsideredregions),aswellas foranalysesof theeffectof theenvironment (i.e.weatherandevents)onconsumerbehaviourandsales.Takentogether,theseoutcomesenabletheprojecttoachieveasubstantialtransformationalimpactontheinvolvedindustriestogetherwith commercial, economic and social impacts - potentially replicable in other serviceindustries.
Theexpectedimpactsareclearlyinterrelatedandmutuallyreinforcing,withhighpotentialof scalability and enabling the integration of the data supply chain into the businessprocessesofthepartners.Forus,thisisthekeytothedataanalysisimpacts,whichincludealsotheproductivitybenefits.TheadoptionoftheinnovativedataintegrationservicesalsogeneratesindustryimpactsintermsofadditionalbenefitsforEuropeancompanies.InTable3,wediscusstheexpectedcontributionsoftheproject(right-handcolumn)toalistoftargetimpactitemsspecifiedbytheECinthecallthathasfundedEW-Shopp.Weconsiderthisasasummaryoftheoverallobjectivesoftheprojectintermsofbusinessandtechnicalimpact.The broader impact of the proposal includes: productivity improvement in some criticalbusinessdomainsthroughcost-effectiveBigData-as-a-Service(BDaaS),withaspecificfocuson tasks that requiresenrichmentofproprietarydatawithdata from third-party sources;data-driveninnovationboostduetotheprogramtofosterdata-driveninnovationinmanyother areas; cost reduction due to the potential to standardise results (in particular themodels)loweringtheentrybarrierandincreasingtheoperationalefficiencyofBigDataandcomputingsystems.2 In previous deliverables we used the term “platform”, which has been replaced by the term “toolkit” tobetterreflecttheactualcomponents/servicesdevelopedinEW-Shopptosupporttheproposedapproach.
Data integration activitiessimplify data analyticscarried out over datasetsindependently producedbydifferentcompaniesandshortentimetomarketfornewproductsandservices
The EW-Shopp approach and toolkit simplifies the process ofintegrating - and, more specifically, harmonising, interlinking andenriching - data provided by different companies and in differentlanguagesandthenanalysingtheintegrateddatasets.Commondatamodels and shared systems of identifiers were agreed upon tosupport the integrationprocess,whichmade iteasier tomanipulatethe data. With these improvements, the time and complexityrequiredwhentwostakeholderswanttocollaborateorcreatemarketproducts would be highly reduced and it would also be very cost-effectiveforsmall-mediumcompaniesthatdonothavethetechnicalknowledge and cannot afford big-data technologies and resources.Thisway,itshouldalsoimprovetheirproductivityastheycouldfocustheirtimeontheircorebusiness.
Substantial increase in thenumber and size of datasets processed andintegrated by the dataintegrationactivities
Widespread adoption of Big Data technologies outside of high-performance computing (HPC) has only just begun, but emergingtrends suggest the development of a fast-growing market that isexpectedtoacceleraterapidly.
Substantial increase in thenumber of competitiveservices provided forintegrating data acrosssectors
EW-Shopp’s plan is to deliver several services that support dataintegrationacrosssectors:
1) Data-as-a-Service (DaaS) tool that supports repeatable datatransformations, which include schema harmonisation withfrequently-used vocabularies, linking of values to referenceknowledge bases, enrichment of source data with external datasources,RDF-izationoftabulardata
2)Data summarization framework tomake sense of data publishedbytheuserorganizationorthirdparties
5)Multi-linguallinkingservicesfortabulardatawithspecificfocusforproduct data linking. In addition, companies in the project willexperiment and test the use of semantics to publish their data in awaythattheseonescanbeintegratedmoresmoothlywithdatafromdifferentsectors.
Increaseinrevenueby20%(by 2020) generated byEuropean data companiesthrough selling integrateddata and data integrationservicesoffered
Beingabletoincreasetheknowledgeabouthowtheuserbehaviourevolves and how the environment and external factors affects itallowsallretailerstoimprovetheirproductline-upsaccordingtouserdemands, create multi-variable offers according to specific eventsandintheend,findthebesttimetotargettheiruserswiththerightproduct so their sales funnel ratios are improved. Therefore, dataintegrationservicesarehighlydemandedandalsohaveapenetrationinmultiplenewsectorsasdataintegrationsbecomemoreimportant.
Itwillbedemandedaswellbyadvertisingcompaniesinallchannels,because they can improve the audience they are targeting and theusersthatwillreachtheretailerwebsitearemuchmorequalifiedsothisalsoboostssalestotheendclient.
Thetargetaudience forEW-Shoppresults isprimarilydefinedbydifferentstakeholders inthecomplexvalueconstellationaddressedintheproject,asshowninFigure1.Marketplaces (MPs) andRetailers (RETs) sell products to final clients, butMPs and RETsdoing commerce online also feed their data to companies runningComparison ShoppingEngines (CSEs), which let users access offers integrated from different marketplaces tosupporttheirpurchasechoices.WhileMPsandCSEsmayadvertisetheiroffersontheonlinechannelstheyown,e.g. theirwebportalsorothermobileapplicationstheyrun,theyalsobuy services from Digital Advertising agencies (DAs), which act as brokers betweenwebsitesandappsthatselladsspacesandtheadvertisers.WhileCSEsoftendeveloptheirtechnology in-house, most MPs and RETs buy eCommerce solutions and many otherservices fromTechnology Providers (TPs). These providers develop and host eCommerceplatforms,CustomerRelationshipManagement(CRM)solutionsandsoon.What’smore,CSEsneed tooffer advancedproductexplorationand search functionalitiesover a large number of products for different categories, which means that they needdetailed product information, e.g. technical specifications and well-defined productcategories. These high-quality product data are curated and sold by different partners,referred to as Product Data Vendors (PDVs) for simplicity. The EW-Shopp partner, GfK,whosemainbusiness isoperatingasaMarketingResearch (MR)company,curatesoneofthemostusedsourcesofproductdata.MRcompaniesanalyselargeamountofdataonthemarket, i.e. theprices of goods, and the consumers i.e. sales. They sell this data, reports
builtontoptothemandguidanceandadvicetogoodsproducersandsellers,includingMPsandRETs.Inadditiontothesekeytargetsforexploitationandthusdissemination,westronglybelievethatthetechnologydevelopedintheprojecthasalargerscope.Overall,webelievethatkeytechnologybuiltintheprojectcanhelpusersenrichthedataavailableinthemostcommonformats, i.e.CSV,withexternaldata (see furtherdetails inSection4.2).Whileenrichmentwithreferencesemanticdataaboutproductswouldbespecificallytargetedtothisdomain,enrichmentwith other information such as reference geospatial entities (e.g., Geonameslocations) would open up the road to more general enrichment functionalities. As anexample, enrichment of tabular data with semantically annotated event data would beextremelyhelpfulalsointhedomainofsocialsciencesanddatajournalism.Ingeneral,wemaytargetdatascientistswhowantareliabletooltoenrichtheirdatawithexternalsemanticknowledgebaseslikethemanyavailableintheLinkedOpenDataCloud.ThismaybeevensupportedbypartnersofalinkedH2020projecteuBusinessGraphwhereapartnerisDeutscheWelle,aGermanmediacompanythatcanprovideearlyfeedbackontheusefulnessofthetechnologyinthejournalismdomain.Lastbutnotleast,theUniversityofMilan-Bicoccaactivatedin2017-2018oneoftheirfirsteverMasterprogramsinBigDataandDataScienceinItaly.Therefore,Technologywillbeusedinthesecoursesandtestedinavarietyofdomains.
CommunicationChapter2
This section of the deliverable examines EW-Shopp’s Communication activities, whichstarted inMonth 4 and will be maintained throughout the project duration. Chapter 2includes overall objectives, the steps taken to devise the Communication Plan, our socialmediapresenceandoutputssofarandlastlyourEW-Shoppprojectbrand.
Communication, social media and engagement activities are primarily led by theDissemination Manager (DM), but with help from all the partners. When the content isdeemedverytechnicalinnature,thepartnerwhoismostsuitedleadorguidestheactivity.
Acrossallsocialmediaplatforms,there isan introductorypost,explainingtheprojectandintroducingourselves, aswell asapinnedpost– theupdate that is themosteffectiveorimportantatanygivenmoment.
2.2 Guidelines,TemplatesandChecklist
AswasalreadyoutlinedintheProjectQualityPlandeliverable[D6.1],abasicguidelineandtemplateforsocialmediachannelswascreated.ThistookplacebetweenMonths7and8.Similarly,asimplechecklisttobeusedbyboththeDMaswelltheQAcheckerwasdevisedbetween Months 7 and 8. This point will be further elaborated in Dissemination andCommunicationQualityAssurance.
EW-ShoppisoneoftheprojectsbelongingtotheBigDataValuePublic-PrivatePartnership(PPP),whichprovidedfurtheropportunities tocollaborate,promoteprojectsandoutputs.Inaddition,itrepresentsanexcellentwaytoshare,exchangeideasandbestpractice.Asanexample, EW-Shopp was represented at the BDVA PPP Booth at the Digital InnovationForum inAmsterdamon10thand11thMay2017,andthenagainatEBDVF18inViennaon12-14November2018andtheICT2018inViennaon4-6December2018.
Figure2:EW-ShoppatEBDVF18
Inmoredetail,TheBigDataValuePublic-PrivatePartnershipaimsatcreatinga functionalDataMarketandDataEconomyinEurope,inordertoallowEuropetoplayaleadingroleinBig Data in the global market. The BigData Value PPP is a partnership between theEuropeanCommission and theBigDataValueAssociation (BDVA). The firstHorizon 2020projects implementing the Big Data Value PPP, among which is our EW-Shopp projectstartedinlate2016andJanuary2017.Theofficialwebsiteiswww.big-data-value.eu.
2.7 SocialMediaPresence
FocusingnowonSocialMedia,wehaveinitiallyidentifiedTwitterandLinkedInasthemostappropriate channels through which to promote EW-Shopp, project outcomes andsuccessesandengagewithrelevantusers.
Target audience: People or companies in the eCommerce, Retail, Marketing sectors, BigDatacompaniesorprofessionals,Innovation,otherH2020projects.
It is very important for EW-Shopp to have an engaging, well-presented and up-to-dateTwitteraccountthatencouragesuserstokeepup-to-dateandinteractwiththeprojectandshareourcontentandupdates.
Our content on Twitter is coordinated with other communication and disseminationactivitiestoensureconsistencyandhelppromotetheEW-Shoppwebsiteespecially.
Aim: To provide a professional and academic, research-focused platform to build uppresenceandconnectwithprofessionals,institutionsandcompaniesintherelevantfields.
Target audience: People or companies in the eCommerce, Retail, Marketing sectors, BigDatacompaniesorprofessionals,otherH2020projects.
LinkedIn encourages users to connect with and follow the influencers, companies, andbrands, fields they are interested in. Usersmight have an existing and verywell definedspecificnetworkandsothishelpsustoreachinterestedpeoplequickerandeasier.
Partners are encouraged to regularly add members who may be interested and ourintention istoutilisetheGrouptocomplementtheLinkedIncompanyprofile,especially iftherearepointswewould like toopenup to themembers, suchasadebateor industrydevelopment,ortoaskforopinionsorfeedback.
Content
Our content on LinkedIn is coordinated with other communication and disseminationactivitiestoensureconsistencyandcanbeespeciallyuseful forsharingarticleswrittenbypartnersorindustry-updated.
anotherprofile• The sectorsweareoperating in – eCommerce, Retail andMarketing.Additionally,
data–bigdata,dataintegration,customerinsight• Weatheroreventsupdates,research,insight• UpdatedrelatedtoH2020orsimilarprojects• Anyupdates fromour partners or a specificmember, such as anopinionpieceor
Atfirstsight,thelogoasshowninFigure5impliesthattheprojectisrelatedtotheworldofelectronic commerce, thanks to a simple graphic expedient that transforms the secondletter(W)intoaShoppingCart.
- HOME:Latestnewsrelatedtotheproject- ABOUT:AnextensivepresentationoftheEW-SHOPPproject- CONSORTIUM: A short presentation of the companies participating in the
about theproject topartners, stakeholder, possibleusers and to theacademicand scientific community in general. Including news and blog posts about theproject’sstatus,scheduleofmeetings,mainpublicationsandsoforth.
- DISSEMINATION:AspartoftheDisseminationPlan,thissectionwillbeusedtopublish press releases, brochures, e-newsletters and other communicationmaterials.
- SOCIAL: Links to EW-Shopp social media profiles on Twitter and LinkedIn. AwidgetwillbeusedtoshowlivefeedsfromTwitter.
- WIKI: Thewebsite is linked to an internal working e-space dedicated to intra-partnershipcommunication,alreadyunderdevelopmentwithConfluencebytheAtlassianplatform.
TheMobile version has been designed to be responsive and display properly on smallerscreens,suchassmartphonesandtablets.Thisversionautomaticallyadjuststothesmallerscreensizeandformatsthecontentandinterfaceinamobile-friendlymanner,including:
- Then, we wanted to improve the textual aspects, to make the project more easilyunderstandabletothosewhovisitedthesiteforthefirsttime
- Finally, we wanted to change the type of images used on the site. Initially, we hadfocusedmainlyon imagesthathadtodowithtechnology, researchanddevelopment.However,weunderstood that itwouldbemoreuseful to include images showing theapplicationoftheresultsoftheprojectinrealsituations,ineverydaylife.
Aspreviouslymentioned,a link to theEW-ShoppProjectwebsitecanbe foundonallourown Social Media channels as well as individual partner websites and potentially otherH2020 project, especially where synergy has already been identified and there is arelationship. The benefit of presenting content and linking relevant solution sites frompartnersisthatbydoingsoweraisetheinitialrelevanceoftheprojectmainpageandbringadditional traffic and interest to the core site from already-established partner webproperties.
For example, one of the partner’s Ceneje owns a B2B eCommerce development hub –Shopper’sMind in Slovenia (https://smind.si/) and Croatia (https://smind.hr/). These canalsobeusedtopresentandpromoterelevantprojectcontentforecommercedevelopment.Lastly,thereisalsoalinkontheBDVPPPPortal.
These are some of the different ways we generated and drove traffic to the EW-Shoppprojectwebsite.
ForEW-Shopp,theDataBlogisanessentialtoolasthisiswherepartnerspublishedcontentfromtheiractualwork.TheDataBloghasaveryhighvisibilityontheHomepageandisusedto inform visitors of all activity related to the EW-Shopp project, like for example:information on partners, stakeholders, possible users and the academic and scientificcommunity.
Blog posts include what partners are working on, intermediary results as well as othercontentrelevanttoeachpartner’sparticularsectororspecialisation.Weestablishedarotasothatdifferentpartnershavetheopportunitytoshowcasetheirwork.
All content published on the Data Blog is also promoted through EW-Shopp profiles onsocialmedia,inordertoreachawideraudienceandattractnewvisitorstothesite.
Table4.BlogarticlespublishedonEW-Shopp’sDataBlog
Date Title Author19/12/18 MeetingGS1–LessonsandOpportunities
Thewebsitegraphicdesignwasusedasthebenchmarkforeverypromotionalmaterialthatwas produced to promote the project on different occasions. Themain elements of EW-Shopp'sbrandimageareasfollows:OfficialFonts:
• MerriweatherSans(Googlefreefont)beusedfortitles• Merriweather(Googlefreefont)beusedasbodytype• Calibri (standardMicrosoftOffice Font) beused for PowerPoint presentations and
OfficialColourPalette:Colour is the visual component people typically remembermost about a brand. For thisreason,webelievethatweshouldusethesamecoloursusedintheEW-Shopplogoforallpromotionalmaterial.EW-Shopp’sofficialcolourschemeinclude:
LeafletsandBrochuresWe developed the definitive promotional material templates to be used during events,business meetings and on every occasion when we needed to present EW-Shopp to anaudience.ThesewerefinalizedinMonths7-8.
PosterTypically used at scientific and academic conferences, Posters are an important way topromoteandexplainresearchwork,eitherasacomplementtoatalkorscientificpaper,orasapublication.
Portable banners promoting EW-Shopp were used for exhibitions, displays, conferences,andwelcomesigns.Eachroll-upbannerisquicktotransport,assembleandsetup.
project’s deliverables, results and success. We have therefore included in the website aregistration form through which people could subscribe to our newsletter. Then, weopenedanaccountonMailchimpandcreatedthenewslettertemplateforEW-Shopp.Wehavealsoexplored internallyotherways tocollectnewcontacts, inorder tobuilda fairlylargemailinglist,towhichwethensendthenewsletter.
Afterafewmonths,werealizedthatwecouldnotcollectenoughcontactstojustifysendingafirstnewsletter.Inthemeantime,thenewGDPRlegislationposedfurtherobstacles,aswewouldhavehadtocomplywithanumberoflegalrequirementstomanagethemailinglist.Forall these reasons, in June2018wedecided tosuspend theprojectof thenewsletterand to focus our efforts on other tools as for what concern the project’s Disseminationactivity.
2.8.7 Video
Theconsortiumwantedtoutilisevideomaterialfordisseminationsparinglyandprimarilyinthe latter stages of the project. One idea put forward already is that we could utilise astorytellingstyletoengagewithusers.
• The EW-Shopp project in general, its objectives and possible impacts on thebusiness level. This will be the first video to be produced, as it will serve as anintroductiontothegeneralcontentofEW-Shopp.
While videocanbeahighlyengagingand insightfulmedium, it also typically requires thelargestinvestmentinbothpreparationtimeandproductioncosts.Especiallysincenoneofthe consortiummembers have staff specialising in video preparation and the consortiumwouldhavetohireexternalcontractors.Cuttingcornersjustinordertolowercostscanalltoo often result in a larger number of low-quality videos,which only dilute the potentialimpactoftheircontent.Thisiswhyafocusonvideocontentwillbedeferredto2019whenmoreresultsareavailable,suchasresultsfrombusinesscasepilots,andthereforeabetterreturnon investment in videopreparation canbe guaranteed.Of course, the consortiumwillevaluateallresultsthroughouttheprojectwithconsiderationfordisseminationthroughvideoandwillactsoonerifdeemedsuitable.Theprimarychannelforvideodissemination,when initialised,will beaproject YouTube channelwith subsequentembeddings throughotherprojectsocialmediaaccountssuchasLinkedInandTwitter.
We also remark that the [GA] and the annexed [DoA] do not specify a specific budgetchapter dedicated to sustain the development of promotional videos. However, anopportunity to sustain this important activitymay come from the decision to discard thedevelopmentofBusinessCase2–leadbyGfK-asagreedafterthefirstmid-termreviewof
Table5 showsthecommunicationmetricswemonitoredandtracked,soastogaugehowwe are doing throughout the project. In addition, it is important to try and measureinteraction, especially on the main social networks in addition to merely number offollowers.
DisseminationChapter3Following on from the Communication Plan, this chapter will now discuss EW-Shopp’sDisseminationStrategyandPlan.
Thisdeliverable[D5.4]updatestheExploitationandDisseminationStrategy,whoseoutlinewas defined in [D5.2]. We decided to search for a good trade-off between making thisdeliverable self-contained and avoiding repetitions with respect to [D5.2]. Since thesubmissionof[D5.2],wehavebeentrackingallthestatisticsconcerningtheimpactofthedissemination activities in all the events, conference and across all of our social mediaaccounts.ThisdeliverablecontainsanupdateofthesestatisticsandtheircomparisonwithKPIsdefinedin[D5.2]atMonth24.Wewillkeepontrackingallofthesestatisticsuntiltheend of the project (M36), when theywill be reported in [D5.3], the deliverable that willprovide the final reportondisseminationandexploitationstrategies.Thisdeliverablealsoprovides a significant revision and update of the exploitation strategies, only outlined in[D5.2]. These exploitation strategies will be further refined throughout the life of theproject,withtheirfinalupdatesbeingincludedin[D5.3]and[D5.5]. IntroductiontoExploitationandDisseminationStrategy,thegoalofdisseminationactivitiesistoachievethewidestpossibleawarenessandexternalcommunication,achievedbothasS&T concepts and integrated technologies in EW-Shopp. Hereafter, a first planning anddescriptionofdisseminationgoalsandchannels,targetgroupsandeachpartner’sapproachare included as a draft of short/medium-term business and goals of the consortium as awhole.ThisDisseminationPlanisareferencematerialtotheconsortium.Efforts were developed on four levels: (i) Industrial and Commercial dissemination; (ii)Scientific and Educational dissemination; (iii) Public dissemination; and (iv) DisseminationthroughETPsandClusters.
Themostsignificanttoolsandchannelsforthedisseminationactivitiesarepresentedbelow.This list is by no means a “must-do” list of activities but rather an identification ofinteresting activities the consortium considers worthwhile in moving forward. A greatemphasisisplacedonupdatingtheinitialversionoftheDisseminationPlanduringthefirstyearoftheproject.
3.1 InteractionwithStakeholders
AllthedisseminationactivitiestargetUsersandStakeholders,forinteractingwithEW-Shoppindifferentways,suchas:• Managers and Decision Makers, who mostly use managerial and educational
• Teachers, who can present best practices and new technologies, while producingawareness scenarios and Students and Practitioners, who want to learn about bestpracticesonthebusinessandmarketingenvironment.
EBDVF18: Within this event, UNIMIB, SINTEF and JOT participated in BDVA booth byshowingdemosaboutsomeofthemaincomponentsoftheEW-Shopp toolkit,likeASIAandGrafterizer and how they support the implementation of the business pilot, in particular,DigitalMarketingSchedulercoordinatedbyJOT.
ICT2018: InthiseventEW-ShoppcollaboratedwiththeBDVAbyparticipatingintheboothbyshowingtheprojectgoals totheaudience. Inaddition, JOTmoderatedasession in theworkshopaboutdatademocratizationtogetinputsaboutwhicharethemainskillsrequiredtopromotetheuseofdatainthesocietyandhowtheyshouldbetaught.Theresultsofthissession are been collected by the BDVA office and will support the organization of awebinar.
EW-Shopp actively participated in and contributed to relevant events, consultations andmatchmaking organised in the context of the BDV PPP. In particular, the activities of theprojectweredisseminatedduringtheEuropeanDataForumthroughoutthedurationoftheproject. In addition, the project also actively contributed to surveys and questionnairesabout the BDV PPP and, as stated in the Consortium Agreement, committed to theimplementationofthecharterthatwasmadeavailableinSeptember2016.
3.3 Events
In this section we will mention the main business and scientific events that partnersattended/participatedin.
At thestartof theproject,wehadcollateddifferentBusinessEvents that theconsortiumwouldbekeenonattendingorhavingsometypeofpresenceat.Toseetheoriginaleventlist,pleaserefertodeliverable[D5.2]].Insection3.3.4,youwillseetheeventsweactuallyattended.
3.3.2 ScientificEvents
As for Scientific events, we targeted Summer Schools, where problems addressed in theprojectandprojectresultsmightbedisseminatedtoalargeaudienceofyoungscientists:
AsmentionedinSection2.8.7theportalVideoLectures.NETrunbyJSIcoversscientificandtechnical events - over 1,000 events covered so farwith over 20,000 videos. This can beusedasadisseminationchannelfortheprojectandprojectrelatedevents.In addition, we targeted Conference Events for the publication of technical work,organisation of EW-Shopp related workshops and tutorials, and participation in projectnetworkingevents.Toseethefulllistofevents,pleaserefertodeliverable[D5.2].3.3.3 AttendedEvents
We planned to also disseminate the results obtained in the project through articles inmagazinesandonlineportalstargetingpractitionersindifferentindustrysectorsaswellasinpublications targeted to thescientific community incomputer scienceandengineering.While the first type of publications is intended to engage with stakeholders and fosterinnovative concepts and technologies developed in the project, the second type ofpublications is intended to reinforce the effectiveness of dissemination involving also thescientificcommunity.
InMay2017AndreaMaurino(AssociateProfessorofDataManagementattheUniversityofMilano Bicocca) was interviewed by Tech Economy7 and mentions both EW-Shopp andfellow H2020 project euBusinessGraph. The article is in Italian and was shared on ourTwitterandLinkedInaccountsaswell.
Alargeaudience,composedofpractitionersandmanagers,accessesmagazinesandonlineportals8.We listed at the beginning of the project relevantmagazines and online portalsthat were potential targets for dissemination, grouped by the sectors Digital Marketing,eCommerce, Retail and Technology (Big Data and Data Analytics). To see full list, pleaserefertodeliverable[D5.2].
3.4.2 ScientificPublications
Althoughscientificpublicationsarenotthemainobjectivesofthedisseminationactivitiesininnovation actions like EW-Shopp, they are helpful in reinforcing the impact of projectresults for different reasons. First, many members of the scientific community in theComputer Science and Engineering fields are also active in innovation projects with theindustryacrossEurope.Second,specialistconferencesandjournalstargetedintheprojecthave a reach beyond the scientific community, e.g., in R&D departments of Europeancompanies. Third, scientific publications help prove the effectiveness of the technologydeveloped in the project according to high-quality academic standards based on peerreview.
Inadditionto theconferencesmentioned inSection3.3.2ourplan is to target journals inthe field of semantic web, data management, data science and knowledge discoverydomains.Toseefulllistofpotentialjournals,pleaserefertodeliverable[D5.2].
Concerningscientificpublications,projectpartnersare followingRulesonOpenAccesstoScientificPublicationsandOpenAccesstoResearchDatainHorizon2020.Inparticular,forpublishingresultsobtainedwithactivitiesfundedbytheEW-Shoppproject,openaccesstopublicationwill be granted using one of the two approaches suggested in the document“Guidelines to the Rules on Open Access to Scientific Publications and Open Access toResearchDatainHorizon2020”publishedbytheEuropeanCommission9,i.e.,self-archiving('green'openaccess),oropenaccesspublishing('gold'openaccess).
ProcedurestoguaranteethatdisseminationpreserveIPRwillbeputinplace,accordingtothe"firstprotectandthenpublish"concept.Inpractice,thismeansthatdataandbusinesscaseownerswill be asked to approve anydissemination activity andpublication that use
8 Online portals host articles in the form of blog posts and may reach large communities through emailcampaignstotheirsubscribers.9Werefertothedocumentavailableathttp://ec.europa.eu/research/participants/data/ref/h2020/grants_manual/hi/oa_pilot/h2020-hi-oa-pilot-guide_en.pdf,accessedonlineonJune22nd,2017.
Thefollowingtableshowsaqualitativeestimationofthedisseminationawarenessmetrics,identifying the success indicators of the dissemination strategy. As for workshopsspecifically,weplannedonorganisingthreekindsofevents:oneeventmorefocusedonthetechnological aspects of the project, at a scientific conference with an appeal also for abusiness-relatedaudience;asecondworkshopattheEuropeanDataForumtodiscusstheresults of the project in a context related to the BDVA; a third workshop dedicated todisseminatingtheresultsoftheprojecttobusinessesthatwillbepotentialusersandearlyadopters of the toolkit. The first kind of events we proposed a tutorial session at theinternational scientific conference ESWC 2019, and itwas accepted. Itwill be on June 3,2019inPortoroz,Slovenia(https://ew-shopp.github.io/eswc2019-tutorial/).
As outlined in the Project Plan, deliverable [D6.1] submitted at Month 3, EW-Shopp isundergoing a Dissemination and Communication Quality Assurance process. This meansclosecollaborationbetweentheDMandtheQualityAssurancechecker(QAchecker),fromBig Bang. The QA checker is carrying out internal audits to ensure that disseminationactivitiescomplywithrequirements,reportbacktothedisseminationmanager,anddiscussany issues. This internal check takes place on a fortnightly or monthly basis dependingvolumeofactivity,throughouttheprojectlife.
Otherprocessesinplaceincludeto:
• AdedicatedDissemination section onConfluence - to keep track of disseminationactivitiessoastoeaseinternalreportingandreportingtoEUaboutdissemination.
In addition, all partners aremade aware of copyright and legal aspects that need to becompliedwithatalltime.ConcerningobligationandrighttousetheEUemblem,accordingtoarticle29.4of[DoA],TermsandConditions,thefollowingmustbenoticed:
Unless the Commission requests or agrees otherwise or unless it is impossible, anydisseminationofresults(inanyform,includingelectronic)must:
When displayed together with another logo, the EU emblem must have appropriateprominence. For thepurposesof their obligationsunder thisArticle, thebeneficiariesmayuse the EU emblemwithout first obtaining approval from the Commission. This does nothowevergive themthe right toexclusiveuse.Moreover, theymaynotappropriate theEUemblemoranysimilartrademarkorlogo,eitherbyregistrationorbyanyothermeans.
ThischapterwillnowexplaintheexploitationstrategiesadoptedbyEW-Shoppandeachofthe ten partners, including initial versions of business plans related to the projectdevelopments.
• BusinessPartnersofEW-Shopp–thatis,partnersdevelopingbusinessservicesintheproject(Ceneje, Big Bang, Browsetel/CDE, Measurence, and JOT) will incorporate the projectachievements as much as possible into their products, and offer them to their businesspartnersandcustomers.
• TechnologyPartnersofEW-Shopp–thatis,partnersprovidingtechnologicalsolutionsintheproject (UNIMIB, SINTEF, JSI, ENG) -will continue to offer technology support to businesspartners.Ifnecessary,theywillmaintaintheproject,providethetroubleshootingandcarryoutpossibleupgradesoftheprojectafteritsofficialendinM36-allwithintheframeworkofthebuiltandlegallyagreedSLArelations.
The partnerswill thus carry out all activities needed to fulfil the business aspects of the product,such as consulting and planning, maintenance and support, customization to the needs andrequirementsofclients,andtrainingforconsortiumpartnersandclients.
After the defined evaluation period, the revers information should be gained from pilot businesscustomers.Revers information, suggestionsandreportederrors shouldbeevaluated,weightedbyimportanceandlatter-onincorporatedinproductsbyallincludedEW-Shoppconsortiumpartners.
We plan to prepare the SLA agreement between EW-Shopp consortium partners fortroubleshooting,maintainingand supporting theproductand its tools inpostproductperiod. SLAwilldefine the time framesandcosts forall theseactivities.Browsetelwillprovidea template forSLA agreement. Some technical partners like UNIMIB and SINTEF are evaluating to outsourcecontracts and agreements for the maintenance of the tools they have developed to third-partycompaniesthatareinterestedinexploitingthesetoolsundercommercialSLAs(seeSection4.2.2formoredetails).
EW-Shopptakesapragmaticapproachtotheexploitationofthetechnicalcomponentsdevelopedaspart of the project. The following overall principles for exploitation of the technical componentshavebeenemployedbytheproject:
DataGraftisanessentialtoolfordataintegrationintheprojectdevelopedbySINTEF.InEW-Shopp,SINTEF’sstrategyistofurtherenhanceDataGraft,evolvingitfromatoolfordatatransformationtodealwith largeamountsofdata. This includesanovel scalableback-end fordata transformationsthat ismeanttohandlethe largeamountsofdataneeded inthebusinesscases inEW-Shopp.Keyfeatures include the implementation of the data-as-a-service paradigm, support for repeatabletransformations,visualdataexplorationforRDFdata,andsophisticatedsupportforRDFknowledgegraph generation. Furthermore, SINTEF aims to find a good synergy between EW-Shopp andeuBusinessGraph projects: in EW-Shopp the focus is on scalable backend (with the followingpeculiarities: scalable data store and corresponding UX; cloud-enabled data pipelines; tightintegrationwithASIA;andfocusoneCommercedata)whereas ineuBusinessGraphthefocus isonintelligent frontend (intelligent and interactive data transformations; UX for tabular datatransformations;focusoncompanydata).
4.2.2 ASIA
ASIA is a tool for interpreting and annotating tables in such away that data in the table can beenrichedwiththirdpartydataand/ortransformedintoRDFknowledgegraphs.Thetoolisbuiltwithtwomainobjectives inmind:scalability,whichmeansthatthetoolcanenrichandtransformlargevolumesofdata,andmodularity,whichmeansthatlayersofintelligencecanbeaddedinapay-as-you-go fashion. Finally, ASIA is deployed on top of DataGraft and Grafterizer adding semanticenrichmentfunctionalitiestodatamanipulationfunctionalitiesofthesetools.UNIMIB’sstrategyforexploitationofASIA is therefore to settlea tool forend-to-end scalabledataenrichment that cansuccessfullycompetewithsimilartoolslikeOpenRefine,oneofthetoolsfordatapreparationmostused in communities like data journalists, or Karma, an established academy-based semanticenrichmenttool.Toimplementthisstrategy,weplanthefollowingactions.
• First, to gain competitive advantage and be amenable to a wide user base, we plan todeliver the following features: unique scalable data enrichment approach (aiming for theinteractivedataenrichmentof terabytesofdata); incorporationofreconciliationanddataextensionservicesthatmeetanexistinguserbase,liketheoneofOpenRefine(basedontheusage of OpenRefine APIs for data reconciliation and extension services, thus supportingcompatibility);UX inspiredbyOpenRefine, to favour this user base and learn froma toolexplicitly designed for analystswith limited programming skills; improved interoperabilityforbridgingacrosspopularsystemsof identifiers,withaparticularfocusonthegeospatialdomain,whichiscrucialtosupport integrationandanalysis inavastvarietyofareas(e.g.,GoogleGeotarget–usedbymillionsofGoogleAnalyticsusers-toGeoNames).
• Second, since ASIA will be released as open source software, we plan to study andimplementbestpracticestomaketheopensourceprojectsustainableandlivelyalsoafter
the end of the project. To this end, we plan to cooperate with open source-drivencompanies that are interested in using ASIA in their projects, for example in the field ofexploitation of open data and delivery of semantic solutions. We plan to investigate abusinessmodelwherethecompaniescanuseASIAandprovidecontract-basedsupporttothird parties, while receiving support from UNIMIB for the implementation of newfunctionalitiesrequiredinthesespecificprojects.Toimplementthisstrategy,wecontactedtwocompanies:TheBerlin-basedOneOffTechcompany(https://oneofftech.xyz/),whichisacompanyspecializedintheuseofopensourcesoftwareinprojectstobringtechnologiesindevelopingcountries,andtheItaliancompanyTSPServizi(http://www.tspservizi.it),whichiscurrentlycooperatingwiththeUNIMIB’sASIAteamindifferentnationalprojects.WeplantodemotheASIAfunctionalitiestothesecompaniesatMonths26-27.Inaddition,wehaveagreedtoreceiveaseminaraboutbestpracticestomakesuccessfulopensourceprojectsbyOneOffTechatMonths26-27tolearnstrategiestomaketheASIAcodebaseattractivetoacommunityofdevelopers.
• Third,weplananextensiveuseofASIAinlearningscenarios.TheteamthathasdevelopedASIA is the team that leads the Data ScienceMaster Degree at UNIMIB, one of the firstmaster degrees in Italy to teach data science to students with different undergraduatebackground.ThiswillhelptestASIAonaverydifferentrangeofdataenrichmentproblems,drivingfuturethedevelopmentofnewfeatureandsupportingitsevaluation.
• Fourth,UNIMIBplans toposition itself asproviderof data integration solutionsbasedonASIAinindustry-fundedandscientificprojects.
Finally,wementionthatUNIMIBalsocontributestothetoolkitwiththeABSTATknowledgegraph-profilingtool.ABSTATislesscentraltothedataenrichmenttaskthanASIAaswedonotexpectthisbeingatooldirectlyusedbydatascientists.ABSTATservesASIAanddevelopersofreconciliationanddataextensionserviceswithanumberofusefulandimportantfeaturesindirectlythroughtheASIAinterface.ThemainfeaturesprovidedbyABSTATarethesuggestionofvocabularytermsforschema-level annotations, and the provision of information about RDF properties usage in a knowledgegraph, such as the types used as domains and ranges of the properties, which help use dataextension services based knowledge graphs (e.g., by specifying properties to enrich entities of agiventypewith).Amongthe features thatareorwillbeusedbydevelopersofdata reconciliationand extension services plugged into ASIA, we mention the provision of information about RDFpropertiesusageinaknowledgegraphasoutlinedabove,andtheprovisionofinsightsonqualityofa knowledge graph used for data extension, including completeness of information. ABSTAT isreleasedasanopensourceproject.UNIMIBstrategiestoexploitABSTATarebasedontheindirectusageofABSTATdescribedabove,thusmaintainingandevolvingthosefeaturesthataremoreusefultosupportASIA-baseddataenrichment.
JSIhasdevelopedand ismaintainingtheQMinerdataanalytics library,which isthemainanalyticstool in the EW-Shopp toolkit. By extending it with new methods and interfaces to cover theworkflowsintheprojectbusinesscasesitisJSI'splantoextendanddemonstratethecapabilitiesofQMinerforbusinessapplications.Thestrategyistoenhanceitsuptakeincompaniesandincreaseitsuserbase.QMiner isopensource (BSD license)and isnotmonetizeddirectly,but JSIas itsauthorandmaintainercananddoesworkinpartnershipswithotherinstitutionstoprovideQMinerservicesand support. This includes commercial work (possibly through spin-off companies) as well as(academic)projectcollaboration.Asecondarybutstillimportanteffectoftheincreaseduserbaseisan increase in feedbackon, testingofandcontributionstotheQMinercodebasewhichallhelp itmature.AlltheseaspectstogetherfortifyJSI'spositionasaproviderofanalyticssolutionsforbothindustryandacademia.
4.2.5 EventRegistry
Besides covering the analytics, JSI is also contributing the event data source through the EventRegistrymedia-monitoringplatform.Herethestrategy issimilar tothatofQMiner.Byusingeventdata in the project business cases their business application value is demonstrated. Since EventRegistry has been developed into a commercial platform the aim is to increase sales of EventRegistryuseraccounts.
4.2.6 Knowage
InEW-ShoppENGis leading,amongothers,datavisualisationandnavigationactivities.TothisendENG is integrating inEW-Shopp itsopen source suiteKnowage (http://knowage-suite.com)on theonehandallowing it tobe themain visualisation componentof theEW-Shopp toolkit andon theotherhandtoimprovetheproduct’scapabilitiesinrelationtovisualisingandexploringweather-andevents-baseddata, i.e. the core conceptof theproject. To this end, fromanexploitationpointofview, the EW-Shopp customisations (e.g. data sets, cockpits, etc.) can be used to set-up specificbusiness cases for the use of the toolkit in the above scenarios, as well represented by relevantsuccess stories used to describe the adoption of the Knowage suite in real business scenario asdescribedinhttps://www.knowage-suite.com/site/resources/success-stories/ew-shopp/.
AdditionallyENG’sexploitationgoalsaretoleverageontheEW-Shoppresultsin3mainstreams:1)through its own internal innovation pipeline, where research results are presented internally torelevantbusinessunitsforfurtherdevelopmentandpossibleintegrationinthebusinessportfolio;inthis case the Knowage business unit will be the reference one and already initial interactions intermsofmutualdisseminationandknowledgesharingabouttheEW-ShoppscenariohavestartedasofMonth 24; other relevant business unitswill be evaluated in the final phase of the project. 2)Through the creation of bilateral (or possibly multilateral) agreements with existing EW-Shopppartners toprovided themwithvalueadded services, and in this case inparticular relating to the
furtherdevelopmentofthedatavisualisationandnavigationcapabilitiesthroughKnowage,possiblyby creating specific verticals; 3) Liaisonwith current research and innovation pipelineswithin thecompany as well as further research and innovation opportunities through new projects andproposals aswell as collaboratingwith EW-Shopppartners and in the internal ENG research labs.Finally,inthecontextofEW-Shopp,ENGdevelopedandiscurrentlyfine-tuningonthefieldaDataIntegrationMethodology,whichhasbeenbothamethodologicaloutcomeandaworkingtoolwithintheproject todefineacleardata-flowpathandrolesamongpartners.Thismethodologycouldbeevolvedintoanexploitableasset(e.g.forconsultancy,orevenwithinKnowageitself)andfeasibilityas well potential value propositions will be evaluated in a boot-up manner, i.e. matching it topotentialmarketneeds.
4.3 IndividualBusinessPartnersExploitationPlans
Businesspartners, i.e.,partnersof theEW-Shoppconsortiumthatcontributetoor leadabusinesscase, have updated their own exploitation strategies and plans. The partners’ general strategiestowards exploitation of EW-Shopp results as defined in D5.2 are still valid. In this deliverableexploitationstrategiesandplansaredetailedbycoveringfourbasicsubtopicsforeachpartner:
• EW-Shopp software programs, tools and services used/offered as a result of the project,whichpartnersplantouseintheirexploitationactivities.
Since the exploitation strategies and plans of business partners are considered sensitive to thedevelopmentof their business, the strategies andplans areomitted in this public deliverable andenclosedinaConfidentialAnnexII,whichissharedwiththeEuropeanCommissionandtheprojectreviewers.
ConclusionsChapter5
In conclusion, by means of this document we have examined the main communicationchannelsandmediaweareutilisingandwhatcommunicationanddisseminationactivitieswe are carrying out to reach our general target audience, across different sectors. Inaddition to this,wehave listed thevariouseventsandconferenceswehaveattended,as
well as the tech publications we have targeted to reach our scientific and technicalaudiences.
Lastly, we have shown howwe are going to exploit the results of the EW-Shopp projectincludingrealbusinesscanvasesfortheusecases,showingthatthisinnovativesolutionwillhaveanimpactonthemarket.
• Plan, create and share promotional videos to engage with a broad audience ofstakeholders;
• Follow exploitation plans defined so far by technical and business partners, revisethemandupdatethemcontinuouslybasedonthefeedbackfromthedevelopmentactivities.