update of exploitation and dissemination strategy · bdaas big data-as-a-service bdva big data...

EW_Shopp GAnumber:732590 H2020-ICT-2016-2017/H2020-ICT-2016-1

1

UpdateofExploitationandDisseminationStrategy

Deliverablen: 5.4Date: 28December2018Status: FinalVersion: 1.0Authors: FannyRojon(JOT),ChiaraGallina(GFK),MatteoPalmonari(UNIMIB)Contributors: ALL Reviewer: PatricijaFilipičOrel(BIGBANG),AngeloMarguglio(ENG) Distribution: Public

Grantn.732590-H2020-ICT-2016-2017/H2020-ICT-2016-1


2

HistoryofChanges

Version Date Description Revisedby

0.1 04/12/2018 Firstdraftofdeliverable FannyRojon(JOT)

0.2 11/12/2018 ReadyforfirstinitialreviewbyallpartnersInternalReviewatweeklytelco

Allpartners

0.3 12/12/2018 ExpandedontheCommunication&Disseminationsections

ChiaraGallina(GfK)

0.4 13/12/2018 ExpandedontheDisseminationsectionInternalReview&Formatting

FernandoPerales&FannyRojon(JOT)

0.5 14/12/2018 ExpandedontheExploitationsection

FannyRojon(JOT)

0.6 17/12/2018 Deliverablesenttoreviewers FannyRojon(JOT),PatricijaFilipičOrel(BIGBANG),AngeloMarguglio(ENG)

0.7 18/12/2018 Changes after first reviewer’scomments.

FannyRojon(JOT),AngeloMarguglio(ENG)

0.8 18/12/2018 Changes after second reviewer’s comments.

Fanny Rojon (JOT), Patricija Filipič Orel (BIG BANG),

0.9 18/12/2018 Updatedversionofthedeliverable FannyRojon(JOT)

0.9.1 19/12/2018 Final version of the deliverable Fanny Rojon (JOT)

1.0 20/12/2018 Final check, minor edits anddetachmentofconfidentialannex

FlavioDePaoli,MatteoPalmonari(UNIMIB)


3


4

Executivesummary

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.


5

TableofcontentsHistoryofChanges.................................................................................................................................2

Listoftables...........................................................................................................................................8

Introduction......................................................................................................................9Chapter1

1.1 ApplicableDocumentsandReferences....................................................................................9

1.2 RelationtoD5.2andUpdatesofthisDeliverable..................................................................11

1.3 IntroductiontoExploitationandDisseminationStrategy......................................................11

1.4 ProjectObjectives..................................................................................................................12

1.5 TargetAudienceandEndUsers.............................................................................................14

Communication..............................................................................................................16Chapter2

2.1 MainCommunicationObjectives...........................................................................................17

2.2 Guidelines,TemplatesandChecklist......................................................................................17

2.3 MarketResearch....................................................................................................................17

2.4 CommunityManagementandModeration...........................................................................17

2.5 CollaborationwithotherH2020Projects...............................................................................17

2.6 BigDataValuePPP.................................................................................................................18

2.7 SocialMediaPresence...........................................................................................................18

2.7.1 Twitter.............................................................................................................................19

2.7.2 LinkedIn...........................................................................................................................21

2.8 ProjectBrandAwareness.......................................................................................................23

2.8.1 Logo.................................................................................................................................23

2.8.2 Website...........................................................................................................................23

2.8.3 TrafficGeneration...........................................................................................................28

2.8.4 WebsiteDataBlog...........................................................................................................29

2.8.5 PromotionalMaterials....................................................................................................30

2.8.6 Newsletter.......................................................................................................................33

2.8.7 Video...............................................................................................................................34

2.8.8 CommunicationKPIs.......................................................................................................35

Dissemination.................................................................................................................36Chapter3

3.1 InteractionwithStakeholders................................................................................................36

3.2 DisseminationActivitieswiththeBigDataValuePPP...........................................................37


6

3.3 Events.....................................................................................................................................37

3.3.1 BusinessEvents...............................................................................................................38

3.3.2 ScientificEvents..............................................................................................................38

3.3.3 AttendedEvents..............................................................................................................38

3.4 Publications............................................................................................................................42

3.4.1 PublicationsTargetingPractitionersandIndustry..........................................................43

3.4.2 ScientificPublications......................................................................................................43

3.4.3 EW-ShoppPublications...................................................................................................44

3.5 DisseminationKPIs.................................................................................................................45

3.6 DisseminationandCommunicationQualityAssurance.........................................................46

Exploitation.....................................................................................................................48Chapter4

4.1 GeneralExploitationStrategy................................................................................................48

4.1.1 Training...........................................................................................................................48

4.1.2 Evaluation........................................................................................................................48

4.1.3 Licensingpolicy...............................................................................................................49

4.1.4 SLA(ServiceLevelAgreement)........................................................................................49

4.2 Toolkitexploitationstrategy..................................................................................................49

4.2.1 DataGraft.........................................................................................................................50

4.2.2 ASIA.................................................................................................................................50

4.2.3 ABSTAT............................................................................................................................51

4.2.4 QMiner............................................................................................................................52

4.2.5 EventRegistry.................................................................................................................52

4.2.6 Knowage..........................................................................................................................52

4.3 IndividualBusinessPartnersExploitationPlans.....................................................................53

Conclusions.....................................................................................................................53Chapter5

AnnexI–Appendix:EW-Shopppresentation.....................................................................................55

AnnexII(Confidential)–BusinessPartnersExploitationPlans...........................................................57

Listoffigures

FIGURE1:VALUECONSTELLATIONINTHEECOMMERCE,RETAILANDMARKETINGSECTORS......................................................15


7

FIGURE2:EW-SHOPPATEBDVF18............................................................................................................................18FIGURE3:EW-SHOPPTWITTERPAGE...........................................................................................................................19FIGURE4:EW-SHOPPLINKEDINPAGE..........................................................................................................................21FIGURE5:PROJECTLOGO...........................................................................................................................................23FIGURE6:PROJECTWEBSITE’SHOMEPAGE–VERSION1...................................................................................................24FIGURE7:WEBSITEMOBILEVERSION...........................................................................................................................25FIGURE8:WEBSITENEWHOMEPAGE–PICTURESANDSLIDER............................................................................................26FIGURE9:WEBSITENEWHOMEPAGE–DATABLOG.........................................................................................................27FIGURE10:DATABLOG.............................................................................................................................................29FIGURE11:LEAFLET(PAGE1).....................................................................................................................................31FIGURE12:LEAFLET(PAGE2).....................................................................................................................................32FIGURE13:POSTER...................................................................................................................................................33FIGURE14:EW-SHOPPATESWC2017.......................................................................................................................42


8

Listoftables

TABLE1.SHORTREFERENCESFORPROJECTPARTNERS.........................................................................................................9TABLE2.ABBREVIATIONSANDACRONYMSUSED.............................................................................................................10TABLE3.EW-SHOPPCONTRIBUTIONSTOTHEEXPECTEDIMPACT........................................................................................13TABLE4.BLOGARTICLESPUBLISHEDONEW-SHOPP’SDATABLOG.....................................................................................29TABLE6.DIFFERENTSTAKEHOLDERINTERACTIONS...........................................................................................................37TABLE7.EVENTSATTENDEDIN2017............................................................................................................................38


9

IntroductionChapter1

ThemainobjectiveofthischapteristointroducetheExploitationandStrategyOutlineforEW-Shopp.Subsequently,theremainderofthischapterisdedicatedtoprojectobjectives.

1.1 ApplicableDocumentsandReferences

The following documents are applicable to the subject discussed in this deliverable, and will bereferencedasindicatedinroundbrackets:

1. EW-ShoppGrantAgreement([GA]);

2. EW-ShoppDescriptionofAction([DoA]);

3. EW-ShoppDeliverableD1.4–Event,WeatherandMultilingualDataServices([D1.4]);

4. EW-ShoppDeliverableD4.1–BusinessCasesRequirements([D4.1]);

5. EW-ShoppDeliverableD4.2–PilotsDeployment([D4.2]);

6. EW-ShoppDeliverableD5.2–ExploitationandDisseminationStrategyOutline([D5.2]);

7. EW-ShoppDeliverableD5.4–UpdateofExploitationandDisseminationStrategy([D5.4]);

8. EW-ShoppDeliverableD5.3 – Social Engagement, Dissemination and Exploitation Report ([D5.3]1);

9. EW-ShoppDeliverableD5.3–PostProjectBusinessExploitationStrategy([D5.5]);

10. EW-ShoppDeliverableD6.1–ProjectQualityPlan([D6.1]).

Short references may be used to refer to project beneficiaries, referred to as partners in thedocument.ReferencesarelistedinTable1.

Table1.Shortreferencesforprojectpartners

No. Beneficiary(partner)nameasin[GA] Shortreference

1 UNIVERSITA’DEGLISTUDIDIMILANO-BICOCCA UNIMIB

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.


10

5 BIGBANG,TRGOVINAINSTORITVE,DOO BB

6 MEASURENCELIMITED ME

7 JOTINTERNETMEDIAESPAÑASL JOT

8 ENGINEERING–INGEGNERIAINFORMATICASPA ENG

9 STIFTELSENSINTEF SINTEF

10 INSTITUTJOZEFSTEFAN JSI

Lastly, there are various abbreviations and acronyms used in this deliverable. These arelistedinTable2.

Table2.AbbreviationsandacronymsusedAcronym Name

BC BusinessCase

BDaaS BigData-as-a-Service

BDVA BigDataValueAssociation

CRM CustomerRelationshipManagement

CSE ComparisonShoppingEngine

DA DigitalAdvertisingagency

DaaS Data-as-a-Service(DaaS)

DM DisseminationManager

HPC High-performingComputing

KPI KeyPerformanceIndicator

MP Marketplace

MR MarketingResearch

PDV ProductDataVendor

PPP Public-PrivatePartnership

QA QualityAssurance

R&D ResearchandDevelopment

RDF ResourceDescription


11

Framework

RET Retailer

S&T Science&Technology

SKU StockKeepingUnit

SMB SmallBusinessOwner

SME Small-MediumEnterprise

TP TechnologyProvider

WP WorkPackage

1.2 RelationtoD5.2andUpdatesofthisDeliverable

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].

1.3 IntroductiontoExploitationandDisseminationStrategy

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.

• Dissemination–howweeffectivelypromoteanddiffusetheresultsofourprojecttotherelevantbusinessandresearchcommunities,andthetargetedmarketsegment.


12

• 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.


13

Table3.EW-Shoppcontributionstotheexpectedimpact

Expectedimpact EW-Shoppcontributions

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.

WithEW-Shopp’sservicesfordataintegration,companieswillfinditeasierto implementtheseprocesses,andasaresult,moredatawillbeprocessedandanalysedmorefrequentlybythecompanies.Morecompaniesmaythenusethetoolkit,thusincreasingthenumberandvolumeofdatasourcesthatcanbeanalysedinanintegratedfashion,leadingtomorereliableaswellasmoreadvancedanalyticalmodels(e.g.predictions).

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

3)Access toweatherdatabasedon shared systemsofgeographicalidentifiers

4) Access to a database of events, extracted from hundreds and


14

thousandsofwebsourcesandsemanticallyannotated.

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.

1.5 TargetAudienceandEndUsers


15

Figure1:ValueconstellationintheeCommerce,RetailandMarketingsectors

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

Publish(on(Adver&ses(on(

Buy+technology(from(

Buy+ads(from(

Buy+ads(from(

Adver&ses(on(

Buy(advices/reports(from(

TP(

DA(

Adver;ses(on(

U(

Third=party(Websites(and(apps(

MP(RET(

CSE(

Recommends(on(

Access=view(

Access=view(

Access=view(

Buy+from(

PDV(

Buy((product)((data(from(

Buy((product)((data(from(

MA(MR(

EW3Shopp3enhanced+Value++Constella&on+

EW=Shopp(New(Data(Sources(

GFK(

CENEJE(

JSI(

ECMWF(

BIG(BANG( BROWSETEL((MEASURENCE(ENGINEERING((retail/physical)(

GFK(

JOT(

EVENTS(

WEATHER(


16

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.


17

2.1 MainCommunicationObjectives

1. To promote the EW-Shopp project and our work and results in a professional,informative,user-friendly,effectiveandapproachableway.

2. To connect and engage with interested users, organisations and businesses andallowthemtointeractwithEW-Shopp.

3. Toeasilyandconsistentlyprovideup-to-dateinformationandupdatesonEW-Shopp,innovationandindustrytrends,acrossdifferentchannels.

4. Lastly,toofferinformationonthe10partnersinvolvedwithEW-Shopp,theAdvisoryBoard,aswellasotherEUH2020projects.

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.

2.3 MarketResearch

Forthissection,pleaserefertodeliverable[D5.2].

2.4 CommunityManagementandModeration


2.5 CollaborationwithotherH2020Projects



18

2.6 BigDataValuePPP

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.


19

2.7.1 Twitter

Figure3:EW-ShoppTwitterPage

Aim:Tohaveaninteractive,modernandup-to-dateplatformtokeepusersinformedofthelatestdevelopments,resultsandupdatesrelatedtoEW-Shopp.

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.

Profile

ATwitteraccountandprofile3wascreatedforEW-ShoppinMonth4–April2017.Ithasthefollowingcharacteristics:

• Name:EW-ShoppH2020• Handle:@EwShopp• Colour:Orange,sameastheWintheEW-Shoppprojectlogo• Profilepicture:Ourlogo• Backgroundphoto:AphotofromtheGeneralMeetinginMilan,May2017.

ThereisandwillbealinktoourTwitterprofileinthefollowingplaces:

• EW-ShoppWebsite

3https://twitter.com/EwShopp


20

• Everypartner’scorporatewebsites• InLinkedInpostswherenecessary• OntheBigDataValuePPPportal

Content

Our content on Twitter is coordinated with other communication and disseminationactivitiestoensureconsistencyandhelppromotetheEW-Shoppwebsiteespecially.

Tweetsarerelatedto:

• EW-Shoppprojectupdates,information,results.Also:anypublications,events,pressmentions

• AnyupdateslinkedtoourAdvisoryBoard• The sectorsweareoperating in – eCommerce, Retail andMarketing.Additionally,

data – big data, data integration, customer insight. Lastly, the field of InnovationwhichiskeyforH2020projects

• Weatheroreventsupdates,research,insight• UpdatedrelatedtoH2020orsimilarprojects• Informationononeofour10partnersoraspecificmemberwithinapartner,suchas

“LearnmoreaboutGfK”or“MeetMatteofromUNIMIB”• Encouraginguserstosignuptoournewsletter• Makingusersawareofourwebsiteoranotherplatform• Aretweet

Atall times,ourTwitteraccounthasapinnedpost that isdeemedmostrelevantandcanchangedependingonifthereisanythingurgentorinformationnecessarytohighlight.

Our hashtag is #EWShopp. Additional hashtags that can be used and are encouragedinclude:

• #H2020• #EUproject• #BigData

Wherenecessaryorappropriate,wementiontheofficiallyTwitterprofileforHorizon2020@EU_H2020.


21

2.7.2 LinkedIn

Figure4:EW-ShoppLinkedInPage

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.

LinkedInProfile

ALinkedInprofile4wascreatedforEW-ShoppasacompanyinMonth4-April2017.

Ithasthefollowingcharacteristics:

• ThenameisEW-ShoppH2020Project• Photo:Ourlogo• Backgroundphoto:Ashotofthehomepageofthewebsite• LinktotheEW-Shoppwebsite

ThereisalinktoourLinkedIncompanyprofileinthefollowingplaces:4https://www.linkedin.com/company-beta/11089983/


22

• Website• Partners’corporatewebsites• InrelevantTwitterposts

LinkedInGroup

Inaddition,EW-Shopphasitsownspecificgroup5-atrustworthyspacewhereprofessionalscanmoreeasilyexchangeideas,posequestionsorreflectionsandengagewithEW-Shopp,inaclosedandmoderatedspace.ThiswassetupinMonth4–April2017.

Ithasthefollowingcharacteristics:

• ThisgroupiscalledEW-ShoppH2020Project• Photo:Ourlogo• LinktoEW-Shopp’sLinkedIncompanyprofile• LinktoEW-Shoppwebsite

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.

Postsorupdatesarerelatedto:

• EW-Shoppprojectupdates,information,results• AnyupdatesrelatedtoourAdvisoryBoard• Interestingpublications,events,pressmentions,whichmayinvolvesharingthisfrom

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

article• Encouraginguserstosignuptoournewsletter• MakingusersawareofourdedicatedLinkedIngrouporwebsite

5https://www.linkedin.com/groups/8600789


23

2.8 ProjectBrandAwareness

InordertoensureconsistencyforEW-Shopp’sprojectimage,allpartnershavebeenmadeavailableofEW-Shopp’skeycharacteristicsrelatedtobrandingandregardingcolour,font,descriptivetextandimages.

2.8.1 Logo

Atfirstsight,thelogoasshowninFigure5impliesthattheprojectisrelatedtotheworldofelectronic commerce, thanks to a simple graphic expedient that transforms the secondletter(W)intoaShoppingCart.

Orangehasbeenselectedastheprimarycolourofourbrandimage,asitcommunicatesandradiatesenergyandambition.Thus,it isperfectasanattention-getter.ThesamecolourisutilisedonEWShopp’sTwitterprofiletoensurebrandconsistency.

Figure5:Projectlogo

2.8.2 Website

Theprojectwebsitecanbefoundat:http://www.ew-shopp.eu/.

Thefirstversionofthewebsitewaspublished inMonth2 -February13th2017aspartof[D5.1].Atfirst,thehomepagejustcontainedashortsummarywithbasicinformationontheproject,nameandlogosoftheconsortiummembersande-mailforinformationrequests.

ThefullversionwentliveinMonth7–July2017.

Thewebsite structure has been defined as below andweworkedwith aweb agency ondevelopingthefullversionofthewebsite.

Youcanseebelowthewebsitehomepage,asitlookedlikeinthefirstrelease.


24

Figure6:Projectwebsite’shomepage–Version1

UntilMonth24th,EW-SHOPPproject’swebsitewasstructuredasfollowing:

- HOME:Latestnewsrelatedtotheproject- ABOUT:AnextensivepresentationoftheEW-SHOPPproject- CONSORTIUM: A short presentation of the companies participating in the

project,logosandcontacts.- DELIVERABLES:Periodicalreportsontheproject’sstatus- NEWS:AspartoftheDisseminationPlan,thissectionaimsatprovidingupdates

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.


25

- CONTACTUS: A contact form for general requests, a list of the project’smaincontactsandinformationonhowtosignupfortheEW-Shoppnewsletter.

Inaddition,thewebsitewillsooncontainthefollowingexternallinks:

- 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.

InFigure7,youcanseeapreviewoftheMobileversionofthewebsite,availableforvisitorsaccessingtheEW-Shoppwebsiteonmobiledevices.

Figure7:WebsiteMobileVersion

TheMobile version has been designed to be responsive and display properly on smallerscreens,suchassmartphonesandtablets.Thisversionautomaticallyadjuststothesmallerscreensizeandformatsthecontentandinterfaceinamobile-friendlymanner,including:

• Larger,easiertoreadtext• Mobile-friendlynavigationmenu• Fasterdownloadspeed

InMonth18–June2018,wehavestartedtheprocessofreviewingthewebsite,tomakesomeimprovementstothestructureandvisualaspects.


26

Therewereseveralreasonsbehindthedecisiontomodifythewebsite:

- Firstofall,wewantedtoaddsomenewcontentthatwasnotyetavailableintheearlystagesoftheproject

- 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.

InMonth21–September2018thefirstpartofthechangeswentonline.Themainchangestothewebsitearedescribedindetailherebelow:

• WehaveaddedanewsliderontheHomepagetoprovideaclearerdescriptionoftheprojectandwefine-tunedthecontentoftheotherslides.WealsomodifiedslightlythetextoftheAboutsectionontheHomepage.Asforthevisualaspects,wehaveinsertednewimagesthatcontainpeople(togiveahumantouchtothesite)andthatreflectthepossibleapplicationsoftheEW-Shoppprojectinreallife(i.e.imagesrelatedtoshopping,e-commerce,events,etc.).

Figure8:WebsitenewHomepage–Picturesandslider

• WerefreshedthewebsitestructuretogivemorerelevancetotheDataBlog.WemovedthissectionhigherupontheHomepage,sothattheDataBlogappearsearlierwhenscrollingthepage.Wealsoaddedpreviewimagesforeacharticle,sothatwecan


27

capturetheattentionofourvisitorsandhelpthemunderstandthecontentofthearticlerightaway.

Figure9:WebsitenewHomepage–DataBlog

Atthetimeofwritingwearefinalizingsomeadditionalmajorchangesinthewebsitestructure,whichareplannedtobeonlinebytheendoftheyear(Month24)andaremotivatedbycommentsreceivedafterthemid-termprojectreview.Thesechangesaresummarizedherebelow.

• WehavecreatedthenewSOLUTIONSsection,whichisusedtoprovideexternalinformationontheBusinessCasesweareworkingonwithintheEW-Shoppproject.Theaimistoexplainhowthesolutionswearedevelopingcouldhaveapplicationsinrealbusinesssituations.Inthissection,adetaileddescriptionofeachSolutionispublished,withdetailsregarding:KeyObjectives;IndustryImpacted;ExpectedImpacts;PilotServices;Research&InnovationDomainandToolsUsed.Tomakenavigationeasier,theaccesspointtothedescriptionofeachSolutionwillbetheKeyBusinessQuestion(s)towhichitresponds.Inthisway,thewebsiteuserswillbeabletoorientthemselves,readingthedetailsofthesolutionsthatinterestthemmost.

• TheothernewsectionofthesitethatiscreatedisnamedTOOLKITandcontainsthereferencetoallthetoolsusedfortheEW-Shoppproject.Thesectionwillbedividedinto


28

sub-sections,eachcontainingthedescriptionofthereferencetools,thelinktothetool,thelicensenumber,thelinktorepositoryonGitHub,imagesandpossibletutorials.

2.8.3 TrafficGeneration

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.


29

2.8.4 WebsiteDataBlog

Figure10:DataBlog

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

JSI

15/11/18 Theimpactofweatheronadvertisingperformance

Measurence

06/07/18 Weather-awaredecisionmakinginretail

UNIMIB


30

03/07/18 Don’tmissanothergoalandcatcheverysecondofthe2018WorldCup

BigBang

21/05/18 Thechallengesofmeaningfuldataintegration

ENG

02/05/18 UsingMulti-modelDatabasestostoreSemanticallyEnrichedData

SINTEF

02/05/18 Weather-basedanalyticsinSASHackathon

UNIMIB

10/04/18 Whatdoconsumersprefertobuyonline?

Ceneje

05/04/18 EW-ShoppatEcommerceDay2018inZagreb

AllConsortium31/01/18 ACruisethroughEurope’seventsandtheir

effectsonretailers

Measurence

29/12/17 BlackFridaytransferredChristmasshoppingfevertoNovember!

BigBang

05/12/17 EW-ShoppatEcommerceDay2017

AllConsortium

30/11/17 Itisme!AmI?GDPR

Browsetel

20/11/17 Badweatherdestroysyourdiethabits

JOT

05/10/17 3factorsthatdetermineconsumers’choiceswhenbuyingwintertyres

Ceneje

29/09/17 Choiceoverload!Howtobringorderintothechaosofonlineshopping

JSI

13/09/17 Whatifyoucould’vepredictedpurchasinghabitsthissummer?

Ceneje

10/07/17 NewWebsiteislive!

AllConsortium

05/07/17 EW-ShoppatESWC2017

AllConsortium

07/05/17 EW-ShoppGeneralMeetinginMilan

AllConsortium

2.8.5 PromotionalMaterials

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

onthoseoccasionswhenitisimpossibletousetheofficialfont(i.e.owingtodevicecompatibilityissues)

OfficialColourPalette:Colour is the visual component people typically remembermost about a brand. For thisreason,webelievethatweshouldusethesamecoloursusedintheEW-Shopplogoforallpromotionalmaterial.EW-Shopp’sofficialcolourschemeinclude:

Lightorange #e89f42 R232 G159 B66


31

Darkorange #e95e1b R233 G94 B27

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.

Figure11:Leaflet(Page1)


32

Figure12:Leaflet(Page2)

PosterTypically used at scientific and academic conferences, Posters are an important way topromoteandexplainresearchwork,eitherasacomplementtoatalkorscientificpaper,orasapublication.


33

Figure13:Poster

Rollup

Portable banners promoting EW-Shopp were used for exhibitions, displays, conferences,andwelcomesigns.Eachroll-upbannerisquicktotransport,assembleandsetup.

2.8.6 Newsletter

InthefirstdraftoftheEW-ShoppExploitationandDisseminationStrategyOutline,wehaveinsertedabiannualnewsletteraskeyresourceto informtheexternalaudienceaboutthe


34

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.

Weplannedtoproduceseveralvideostoillustratetothepossibleaudience/users:

• 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.

• TheSolutionsproducedbytheproject:wewillhaveashortvideoforeachSolution,withdetailsontheobjectivesandpossibleapplicationsatbusinesslevel

• TheoverallresultsoftheEW-Shoppproject(latestvideoproducedinchronologicalorder)

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


35

theproject.Theconsortiumhasagreedtoproposeanamendmenttothe[GA]andannexed[DoA]toallocatesomeoftheresourcesoriginallydedicatedtoBC2todeveloppromotionalvideos.ThedetailsoftheamendmentwillbediscussedwiththeEC.

Minorspecialcaseswithrespecttotheabovearerecordedlecturesandpresentations.JSIhostsandmaintainstheUNESCOawardedVideoLectures6portalwhichholdsalargeopenrepositoryofeducationalvideolectures.ThroughJSItheconsortiumhasaffordableaccesstotheportal'srecordingteamfortherecordingoflectures,workshopsorpresentationsforthepurposesofdisseminationofscientificprojectresults.

2.8.8 CommunicationKPIs

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.

Table5.Quantitativeestimationofcommunicationmetrics

Activity Target Todate %ofgoal

NumberofTwitterfollowers 100 109 109%

NumberofLinkedIncompanyfollowers 100 101 101%

NumberofLinkedIngroupmembers 50 48 96%

AverageimpressionsofLinkedInposts 1,000 1,200 120%

TwitterImpressions 1,000 649 65%

TwitterRetweets 50 14 28%

Websitevisits(uniquevisitors) 3,000 1,900 63%

Promotionalvideos 6 - 0%

Blogposts 30 20 67%

6http://videolectures.net/istheportal


36

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

information,i.e.Stakeholders,FacilityManagersandManagers.• TechniciansandMaintenancestaff,whomostlyusetheoperativeinformationinorder

tobeeffectiveinestablishingbusinessandmarketingprocesses.


37

• Teachers, who can present best practices and new technologies, while producingawareness scenarios and Students and Practitioners, who want to learn about bestpracticesonthebusinessandmarketingenvironment.

Weplannedtodisseminateresultstothesetargetsindifferentandspecificways.SomeofourinitialideascanbeshowninTable6.

Table6.Differentstakeholderinteractions

Stakeholder Action

Business Exhibitions,workshops,articles(magazinesandwebportals)

Techcommunity Internalhackathons,tutorials

Scientific/academic Workshops,tutorials,publications

3.2 DisseminationActivitieswiththeBigDataValuePPP

Aspreviouslymentioned,differentdisseminationactivitieswerecarriedoutincollaborationwiththeBigDataValuePPPinitiative:DigitalInnovationForuminAmsterdamon10thand11thMay2017,theEBDVF18inViennaon12-14November2018andICT2018inViennaon4-6December2018.

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.


38

3.3.1 BusinessEvents

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:

- ESWCSummerSchool(co-organizedbyJSI)- FinancialDataScienceSummerSchool(organizedbyJSI)

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

Table7.Eventsattendedin2017Date Event EventType Partner(s) Dissemination

activity

2017

Jan17,2017

BigDataInfoDay-Luxembourg,LU

Projectnetworking

UniversityMilan-Bicocca,SINTEF

Presentation

Feb9-10,2017

BDVAAGmeeting-Brussels,BE Workshop SINTEF ParticipantinWorkshop

Mar14-15,2017

BDVAAGmeeting-Brussels,BE Workshop SINTEF ParticipantinWorkshop

Mar17,2017

MeetMagento,Osijek,HR Conference-Business

Ceneje GuestSpeaker-developmentofMarketplaces

Apr5, EcommerceDayCroatia2017, Conference- Ceneje Keynote


39

2017 Zagreb,HR Business

May10-11,2017

DigitalInnovationForum-Amsterdam,NL

Projectnetworking

EW-ShoppmaterialwasdisplayedattheBDVPPPBooth

May6-7,2017

JointworkshopEW-Shopp-euBusinessGraph-Lecco,IT

Workshop All EW-Shoppprojectpresented

May23,2017

OsloBigDataDay2017-Oslo,NO

Conference-Business

SINTEF ParticipantinConference

May28-June1,2017

ESWC2017-Portorož,SI Conference-Business

UniversityMilan-Bicocca

ProjectShowcaseatrelatedtrack+poster

May31,2017

HealthInsightworkshop-Oslo,NO

Workshop SINTEF Projectresultspresented

June23,2017

GeminiSummerSeminar-Oslo,NO

Workshop SINTEF ParticipantinWorkshop

June28,2017

DataGraftandRDFSurveyorintegrationwithUniversityofOslo-Oslo,NO

TechnicalWorkshop

SINTEF Presentedprojectresults

Aug12-17,2017

23rdACMSIGKDDConferenceonKnowledgeDiscoveryandDataMining(KDD2017)-Halifax,CA

Conference JSI WorkshopOrganization

Aug19-25,2017

InternationalJointConferenceonArtificialIntelligence(IJCAI2017)-Melbourne,AUS

Conference JSI ParticipantinConference

Aug21,2017

Innovate-Data2017:The3rdInternationalConferenceonBigDataInnovationsandApplications-Prague,CZ

Conference SINTEF Presentedprojectresultsaspartofapublicationintheconferenceproceedings

Aug25-Sept2,2017

DataScienceMasterclass-BengaluruandDelhi,IN

Workshop JSI Invitedspeaker

Sept13,2017

euBusinessGraph/EW-Shoppjointworkshop-Dubrovnik,HR

Workshop SINTEF,UNIMIB,JSI

WorkshopOrganization

Sept27,2017

TheEuropeanConferenceonService-OrientedandCloudComputing(ESOCC)-Oslo,NO

Conference-Scientific


Sept29,2017

ROIConference-SI Conference-Business

BigBangSlovenia

Keynote

Oct19-20,2017

BDVAAGmeetingandIDCWorkshopon"EuropeanData

Workshop SINTEF ParticipantinWorkshop


40

Economyby2025"-Brussels,BE

Oct23-25,2017

The16thInternationalSemanticWebConference(ISWC2017)-Vienna,AT



Nov13-17,2017

MultilingualEuropeTechnologyAllianceMeta-Forum2017-Brussels,BE

Conference-Scientific,Projectnetworking

JSI ParticipantinConference

Nov14-17,2017

SALConference-Seoul,SK Conference-Scientific


Nov20,2017

BDVPPPSteeringCommittee-Versailles,FR

Projectnetworking

SINTEF,UniversityMilan-Bicocca,JSI

EventswithotherH2020Projects

Nov21-23,2017

EuropeanBigDataValueForum-Versailles,FR

Conference-Business

UniversityMilan-Bicocca,JSI

PresentationatBDVACafé+EWShoppLeaflet

Nov28-29,2017

EcommerceDay2017-Ljubljana,SI

Conference-Business

Ceneje EWShoppbrandedpromomaterials(roll-ups,namecards,programmeetc.)

Table8.Eventsattendedin2018

Date Event EventType Partner(s) Disseminationactivity

2018

Jan23,2018

GiornatadiLanciodeibandiHorizon2020LEITICT2018(launchofHorizon2020grantsinItaly)-Rome,IT

Conference-Business

UNIMIB EW-Shopppresentationandparticipationtoapanel

March17,2018

MilanDigitalWeek-Milan,IT

Business-orientedDisseminationtalks

UNIMIB,Measurence PresentationofEW-Shoppprojectanddeskwithshowcaseoftheprojectbusinesscases

March22-23,2018

WebBiz2018-Zrenjanin,RS

Conference-Business

Ceneje Presentationattheconference

March28,2018

EcommerceDay2018-Zagreb,HR

Conference-Business

Ceneje EWShoppbrandedpromomaterials(roll-ups,namecards,programmeetc.),Maintrackpresentation


41

April23-27,2018

TheWebConference(WWW)-Lyon,FR


UNIMIB Talkaboutfacetannotation,withapplicationstotheeCommercedomain

May14-16,2018

BigDataValueMeet-upSofia-Sofia,BG

ProjectNetworking/Conference-Business

UNIMIB ProjectNetworkingMeeting+talkatBDVepanels

June3-7,2018

ExtendedSemanticWebConference-Crete,GR


UNIMIB PresentationofresearchpaperabouttheusageofABSTATtosupportsemanticrecommendations;demoofABSTAT1.0

Aug19-23,2018

KnowledgeDiscoveryandDataMining(KDD)Conference-London,UK


JSI ProjectShowcasepresentation(submitted)-10minpresentation+poster

Sept12th-14th,2018

TheEuropeanConferenceonService-OrientedandCloudComputing(ESOCC)-Como,Italy


UNIMIB Presentation at theconference

Dec4th-6th,2018

ICT2018-Vienna,AT Conference-Business

JOT Presentationattheconference


42

Figure14:EW-ShoppatESWC2017

3.4 Publications

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.

7http://www.techeconomy.it/2017/05/09/dati-e-dat-aperti-intervista-a-andrea-maurino/


43

3.4.1 PublicationsTargetingPractitionersandIndustry

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.


44

theirdataordescribetheirbusinesscase,tomakesurethatthedisseminationactivitydoesnotharmtheirbusinessmodel.

3.4.3 EW-ShoppPublications

ThelistofourpublicationscoveringthefirsttwoyearsoftheprojectisreportedinTable9.

Table9.ScientificPublicationsin2017and2018

Type Title AuthorsTitleofJournal/Proceedings/Book

PublicationinConferenceproceedings/Workshop

DataPreparationasaServiceBasedonApacheSpark

NivethikaMahasivam,NikolayNikolov,DinaSukhobok,DumitruRoman

EuropeanConferenceonService-OrientedandCloudComputing


UsingOntology-BasedDataSummarizationtoDevelopSemantics-AwareRecommenderSystems

TommasoDiNoia,CorradoMagarelli,AndreaMaurino,MatteoPalmonari,AnisaRula

ExtendedSemanticWebConference2018


ABSTAT1.0:Compute,ManageandShareSemanticProfilesofRDFKnowledgeGraphs.

RenzoArturoAlvaPrincipe,BlerinaSpahiu,MatteoPalmonari,AnisaRula,FlavioDePaoli,AndreaMaurino

ExtendedSemanticWebConference(Posters&Demos)2018


FacetAnnotationUsingReferenceKnowledgeBases

RiccardoPorrini,MatteoPalmonari,IsabelF.Cruz

Proceedingsofthe2018WorldWideWebConferenceonWorldWideWeb-WWW'18


Multi-userFeedbackforLarge-scaleCross-lingualOntologyMatching

MamounAbuHelou,MatteoPalmonari

Proceedingsofthe9thInternationalJointConferenceonKnowledgeDiscovery,KnowledgeEngineeringandKnowledgeManagement


TowardAutomaticSemanticAPIDescriptionstoSupportServicesComposition

MarcoCremaschi,FlavioDePaoli

ESOCC2017:Service-OrientedandCloudComputing


TabularDataAnomalyPatterns

DinaSukhobok,NikolayNikolov,DumitruRoman

2017InternationalConferenceonBigDataInnovationsandApplications(Innovate-Data)


UsabilityofVisualDataProfilinginDataCleaningandTransformation

BjørnMariusvonZernichow,DumitruRoman

OTMConfederatedInternationalConferences"OntheMovetoMeaningfulInternetSystems"


45


Datawranglingatscale:theexperienceofEW-Shopp

NikolayNikolov,MicheleCiavotta,FlavioDePaoli

Proceedingsofthe12thEuropeanConferenceonSoftwareArchitecture


TowardsImprovingtheQualityofKnowledgeGraphswithData-drivenOntologyPatternsandSHACL.

BlerinaSpahiu,AndreaMaurino,MatteoPalmonari

EmergingTopicsinSemanticTechnologies:ISWC2018SatelliteEvents

Other

TowardsaUnifiedGeospatialDataReconciliationPlatformforDataAnalytics

BlerinaSpahiu,VincenzoCutronaandMatteoPalmonari

Presentedatthe2ndWorkshoponMobilityAnalyticsforSpatio-temporalandSocialData,MATES08,co-locatedwithVLDB2018,RiodeJaneiro,Brasil.

Other

EW-Shoppproject:SupportingEventandWeather-basedDataAnalyticsandMarketingalongtheShopperJourney

MatteoPalmonari,MicheleCiavotta,FlavioDePaoli,AljazKosmerlj,NikolayNikolov

ESOCC2018:ProjectShowcase

3.5 DisseminationKPIs

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/).

Table10.Qualitativeestimationofthedisseminationawarenessmetrics

Tool SuccessIndicators

Coverage

Pressechoes(fromalloverEurope) 10 Europe

Onlinemagazinesandnewspapers 25 Worldwide

EW-Shoppparticipationinconferencesandotherevents

≥20 Worldwide,specialisedtarget

EW-Shopporganizationofworkshops ≥3 Europe


46

EW-Shoppon-sitedemonstrations ≥10 Europe

Third-partycompanies’involvementintrials

>5 Europe

Cooperationwithotherinitiatives >5 Europe

3.6 DisseminationandCommunicationQualityAssurance

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.

• Asalreadyhighlighted,adedicatedEventstablehasbeencreatedonConfluenceinordertokeeptrackofpastandupcomingeventsthatpartnershaveattendedorwillattend,representingEW-Shopp.Partnersareresponsibleforkeepingthisup-to-date.

• Informationoncopyrightandlegalaspects,aswellasonEU-funding,madeavailable.

EW-Shopp’sDisseminationandCommunicationQualityAssuranceapproachfordifferentactivitiesandchannelscanbefoundsummarizedinTable11asfollows.

Table11.QualityAssuranceforcommunicationanddisseminationactivities

Typeofcontent

Personresponsibleforcontent

Guidelines/Templates

Checklist Copyrightandlegalaspects

QAcheckedby

SocialMedia DM-generalcontent

Partners–specific,technicalupdates

Content,keymessage,structure,length,relevance

Language,grammar,spelling

Hashtags,tagging,links

Call-to-action

Howtomoderate

Images

Sources

Quotes

Research

Footnotes

Bibliography

QAchecker

Websiteandblogposts

LeaderofT5.1–GFK,workingwiththeDMandpartners

Content,keymessage,structure,length,relevance

Language,grammar,spelling

SEOconsiderations(Keyword,

QAchecker


47

metatags,metadescription)

Socialmedia/sharebuttons

Howtomoderate

Makingsurethateverythingthatneedstobe,iscitedandreferenced

Promotionalmaterials

Allpartners-dependingonspecificexperiencewiththematerial

Visuallyeye-catching

Logo,strapline

Up-to-dateinformation

Images,diagrams,graphs

QAchecker

Publicationsand(academic)articles

Anypartner–withtherelevantexperience

Clearstructure,allthenecessarysectionswhensubmitting

Specificrequirementsdependingonthepublication

UNIMIB

Presentations atconferences

Specificpartnerattendingtheconference

Offerastandardpresentationtemplate/formatthatallpartnersagreeon

Checkrightinformationdate,event,venue,slidenumbers,contactdetails

QAchecker

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:

a) displaytheEUemblemand

b) includethefollowingtext:

“ThisprojecthasreceivedfundingfromtheEuropeanUnion’sHorizon2020researchandinnovationProgrammeundergrantagreementNo732590”.

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.


48

ExploitationChapter4

ThischapterwillnowexplaintheexploitationstrategiesadoptedbyEW-Shoppandeachofthe ten partners, including initial versions of business plans related to the projectdevelopments.

4.1 GeneralExploitationStrategy

Theexploitationofthecompletedprojectcomprisesseverallevels-dependingontheroleplayedbytheindividualconsortiumpartneroftheproject.

• 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.

4.1.1 Training

TransferofknowledgefromEW-Shopptechnicaltobusinesspartnersshouldbeperformedby:

• Preparingthelistandcontentoftrainings,• Performingthenecessarytraining,• Offeringconsultationabouttheproducts,servicesandEW-Shopptoolsondifferentlevels.

Ifnecessary,thetrainingshouldbeofferedtobusinesscustomersaswell.

4.1.2 Evaluation

Theoverallstrategyforevaluatingtheprojectresultsconsistsinthefollowingactions:


49

• Choosing trusted pilot business customers by business partners - for evaluation of theproductservices.

• Consulting&Planningwithchosenpilotbusinesscustomers.• EvaluationoftheEW-Shoppserviceswithintheenvironmentofthepilotbusinesscustomers

(businesspartnersonly).

After the defined evaluation period, the revers information should be gained from pilot businesscustomers.Revers information, suggestionsandreportederrors shouldbeevaluated,weightedbyimportanceandlatter-onincorporatedinproductsbyallincludedEW-Shoppconsortiumpartners.

4.1.3 Licensingpolicy

WeplantopreparelicencingconditionsfortheEW-Shoppproductsandservicesbetween:

• EW-Shopptechnicalandbusinesspartners,• EW-Shoppbusinesspartnersandtheirbusinesscustomers.

4.1.4 SLA(ServiceLevelAgreement)

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).

4.2 Toolkitexploitationstrategy

Inthissection,wecomplementthegeneralexploitationplansdescribedbyeachtechnicalpartnerinD5.2,whicharestillvalid.

EW-Shopptakesapragmaticapproachtotheexploitationofthetechnicalcomponentsdevelopedaspart of the project. The following overall principles for exploitation of the technical componentshavebeenemployedbytheproject:

• Priorityisonindividualcomponentsexploitationplansbyindividualpartners;• Integrationamongcomponentsforeseesalooselycoupledarchitecturetoallowsforflexible

customizationtosupportindividualbusinesscases;• Tight integration of components is foreseen when they complement each other (e.g.,

DataGraft-ASIAintegration)• Open-sourceflexiblelicencingtomaximizethereuseofthesoftwareartefacts.


50

ThefollowingartefactsarepartoftheEW-Shopptoolkit.

4.2.1 DataGraft

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


51

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.

WeobservethatfirstthreestrategicactionsdiscussedhereaboveapplytotheintegratedsolutionthatincludesASIAandDataGraft,becauseofthetightintegrationofthetwotools.

4.2.3 ABSTAT

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.


52

4.2.4 QMiner

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


53

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:

• Initialgoalspresentedbybusinesscanvases,accordingtotheleanmethodologyspecifiedinD4.1;

• ResultsachievedbyMonth18andrevisedbusinessgoals;

• Strategiesforturningtoexploitation;

• 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


54

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.

Wewillcontinuealongthese lines inthe lastyearoftheproject inordertomaximizeourreachandcompleteourobjectives.Inparticular,themainobjectivesofourdisseminationandexploitationstrategyintheincomingmonths(M24-M36)canbesummarizedasfollows:

• Improve on the communication by making project results more visible on thewebsiteandbypublishingengagingpostsonourdatablog;

• Boostdisseminationbyleveragingtechnicalresultsthatgetnowmoreconcreteandpublishable;

• 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.


55

AnnexI–Appendix:EW-Shopppresentation

EW-ShoppPowerPointpresentationdesignedfortheESWCconferenceinMay2017.

First/coverslide:

Exampleofacontentslide,ontheEW-Shoppconsortium:


56


57

AnnexII(Confidential)–BusinessPartnersExploitationPlans

ThissectionisjustaplaceholderforthisAnnex,whichissharedwiththeEuropeanCommissionandtheprojectreviewersasaconfidentialdocument.