Social Engagement, Dissemination and Exploitation Report - Ew-Shopp
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Grant n. 732590 - H2020-ICT-2016-2017/H2020-ICT-2016-1
Social Engagement,
Dissemination and
Exploitation Report
Deliverable n: 5.3
Date: 20 December 2019
Status: Final
Version: 1.0
Authors: Francisco Rodriguez (JOT), Chiara Gallina (GFK)
Contributors: ALL
Reviewers: Matteo Palmonari (UNIMIB), Ana Gaona (ME)
Distribution: Public
Type: Report
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-
2016-1
History of Changes
Version Date Description Revised by
Francisco Rodriguez
0.1 23/10/2019 ToC
(JOT)
0.2 12/12/2019 Partners’ events info All partners
0.3 12/12/2019 Initial content and section Francisco Rodriguez
responsibility associated (JOT)
0.4 17/12/2019 First version completed Francisco Rodríguez
(JOT), Chiara Gallina
(GFK), all partners
0.5 18/12/2019 Review Matteo Palmonari
(UNIMIB), all partners
0.4 20/12/2019 Second version completed Francisco Rodriguez
(JOT)
1.0 30/12/2019 Final editing by coordinator Matteo Palmonari
(UNIMIB)
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
2
Executive summary
This deliverable is the final report on the communication and dissemination strategy
developed in EW-Shopp and followed by the partners throughout the project. Given the key
role that dissemination and communication activities, this report presents the planned
strategy, the adopted methodology and the actions carried out for achieving our objectives
as well as maximising project impact, interaction and engagement with end users, potential
customers, the public and society in general. The document also highlights the main KPIs
defined to evaluate the success of dissemination and exploitation activities and discusses
the reach of the target KPIs and deviations that occurred as a result of the adaptation of the
communication and dissemination strategy. A specific focus is placed on the report about
dissemination activities carried out in Period 2, that is, M19-M36.
The strategy actions and impact quantification that EW-Shopp carried out in the areas of
Communication, Dissemination and Exploitation are part of WP5 – the work package
dedicated to Sustainability and Transferability. The current document is the fourth
deliverable in this work package. The deliverable reports on four key tasks, which consist in
communication via the project website, communication targeted to social engagement,
dissemination to scientific and industrial communities, and report on the exploitation
activities to stakeholders of the project results. These tasks are intended to ensure
maximum outreach and impact of our project and results, to enable us to engage with
stakeholders and different communities and at the same time highlight the exciting
innovation and research of this H2020 EU-funded project.
The approach taken to disseminate and exploit the results of EW-Shopp is three-fold. Firstly,
to build up project brand awareness and effectively engage with our target users via the
website and social media channels. Secondly, in order to make EW-Shopp visible, to share
project results at key events, and, where possible, to disseminate via targeted industry
magazines and portals. In addition, the project partners aim at sustaining the release of our
innovative open source toolkit as a result of the collaboration to deploy effective business
services in the industry. During the last year, the consortium launched a set of promotional
videos explaining the main outcomes of the project and of the business cases, which will be
crucial for all the partners to boost the exploitation of the project results after the end of
the project.
Further details about the exploitation strategy for each business service are reported in D4.3
and more detailed exploitation plans for the period after the project are reported in D5.5
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
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Table of contents
History of Changes.................................................................................................................... 2
List of tables ............................................................................................................................. 6
Chapter 1 Introduction ......................................................................................................... 7
1.1 Applicable Documents and References ....................................................................... 7
1.2 Relation to D5.2 and D5.4.......................................................................................... 10
1.3 Introduction to Exploitation and Dissemination Strategy ......................................... 10
1.4 Project Objectives ...................................................................................................... 11
1.5 Target Audience and End Users ................................................................................. 11
Chapter 2 Communication .................................................................................................. 13
2.1 Main Communication Objectives .............................................................................. 14
2.2 Guidelines, Templates and Checklist ......................................................................... 14
2.3 Market Research........................................................................................................ 14
2.4 Community Management and Moderation............................................................... 14
2.5 Collaboration with other H2020 Projects .................................................................. 14
2.6 Big Data Value PPP .................................................................................................... 15
2.7 Social Media Presence ............................................................................................... 16
2.7.1 Twitter................................................................................................................. 17
2.7.2 LinkedIn ............................................................................................................... 19
2.7.3 YouTube .............................................................................................................. 21
2.8 Project Brand Awareness........................................................................................... 21
2.8.1 Logo..................................................................................................................... 22
2.8.2 Website ............................................................................................................... 22
2.8.3 Traffic Generation ............................................................................................... 27
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
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2.8.4 Website Data Blog............................................................................................... 28
2.8.5 Promotional Materials ........................................................................................ 30
2.8.6 Newsletter .......................................................................................................... 33
2.8.7 Video ................................................................................................................... 34
2.8.8 Communication KPIs ........................................................................................... 36
Chapter 3 Dissemination .................................................................................................... 38
3.1 Strategy for Interaction with Stakeholders ............................................................... 38
3.2 Dissemination Activities with the EC and Big Data Value PPP ................................... 39
3.3 Events ........................................................................................................................ 40
3.4 Publications ............................................................................................................... 47
3.4.1 Scientific Publications ......................................................................................... 48
3.5 Planned Dissemination KPIs and Change of Strategy ................................................ 51
3.6 Dissemination and Communication Quality Assurance ............................................. 53
Chapter 4 Conclusions ........................................................................................................ 55
List of figures
FIGURE 1: VALUE CONSTELLATION IN THE ECOMMERCE, RETAIL AND MARKETING SECTORS...................................................... 12
FIGURE 2: EW-SHOPP AT EBDVF18 ............................................................................................................................ 16
FIGURE 3: EW-SHOPP POSTER PRESENTED AT EBDVF IN HELSINKI 2019............................................................................. 16
FIGURE 4: EW-SHOPP TWITTER PAGE ........................................................................................................................... 17
FIGURE 5: EW-SHOPP LINKEDIN PAGE .......................................................................................................................... 19
FIGURE 6: PROJECT LOGO ........................................................................................................................................... 22
FIGURE 7: PROJECT WEBSITE’S HOMEPAGE – VERSION 1 ................................................................................................... 23
FIGURE 8: WEBSITE MOBILE VERSION ........................................................................................................................... 24
FIGURE 9: WEBSITE NEW HOMEPAGE– PICTURES AND SLIDER ............................................................................................ 25
FIGURE 10: WEBSITE NEW HOMEPAGE– DATA BLOG ....................................................................................................... 26
FIGURE 11: DATA BLOG ............................................................................................................................................. 28
FIGURE 12: LEAFLET (PAGE 1) ..................................................................................................................................... 31
FIGURE 13: LEAFLET (PAGE 2) ..................................................................................................................................... 31
FIGURE 14: POSTER AT YEAR 1 ..................................................................................................................................... 32
FIGURE 15. POSTER FOR ESWC19 ............................................................................................................................... 33
FIGURE 16: LINKEDIN PROFILE VISITORS BY JOB FUNCTION IN THE LAST 12 MONTHS ............................................................... 37
FIGURE 16: LINKEDIN PROFILE VISITORS BY JOB FUNCTION IN THE LAST 12 MONTHS ............................................................... 38
FIGURE 17: EW-SHOPP AT PORTOROZ 2019 ................................................................................................................. 47
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
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List of tables
TABLE 1. SHORT REFERENCES FOR PROJECT PARTNERS......................................................................................................... 8
TABLE 2. ABBREVIATIONS AND ACRONYMS USED ............................................................................................................... 9
TABLE 3. BLOG ARTICLES PUBLISHED ON EW-SHOPP’S DATA BLOG ..................................................................................... 28
TABLE 4. QUANTITATIVE ESTIMATION OF COMMUNICATION METRICS................................................................................... 36
TABLE 5. DIFFERENT STAKEHOLDER INTERACTIONS ........................................................................................................... 39
TABLE 6. EVENTS ATTENDED IN 2017 ............................................................................................................................ 40
TABLE 7: EVENTS ATTENDED IN 2018............................................................................................................................ 42
TABLE 8: EVENTS ATTENDED IN 2019............................................................................................................................ 43
TABLE 9: SCIENTIFIC PUBLICATIONS IN 2017, 2018 AND 2019 ......................................................................................... 49
TABLE 10: QUALITATIVE ESTIMATION OF THE DISSEMINATION AWARENESS METRICS ............................................................... 52
TABLE 11: QUALITY ASSURANCE FOR COMMUNICATION AND DISSEMINATION ACTIVITIES ......................................................... 53
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
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Chapter 1 Introduction
This deliverable is the final report on the communication and dissemination strategy
developed in EW-Shopp and followed by the partners throughout the project. Given the key
role that dissemination and communication activities, this report presents the planned
strategy, the adopted methodology and the actions carried out for achieving our objectives
as well as maximising project impact, interaction and engagement with end users, potential
customers, the public and society in general. The document also highlights the main KPIs
defined to evaluate the success of dissemination and exploitation activities and discusses
the reach of the target KPIs and deviations that occurred as a result of the adaptation of the
communication and dissemination strategy. A specific focus is placed on the report about
dissemination activities carried out in Period 2, that is, M19-M36.
1.1 Applicable Documents and References
The following documents are applicable to the subject discussed in this deliverable, and will be
referenced as indicated in round brackets:
1. EW-Shopp Grant Agreement ([GA]);
2. EW-Shopp Description of Action ([DoA]);
3. EW-Shopp Deliverable D1.4 – Event, Weather and Multilingual Data Services ([D1.4]);
4. EW-Shopp Deliverable D4.1 – Business Cases Requirements ([D4.1]);
5. EW-Shopp Deliverable D4.2 – Pilots Deployment ([D4.2]);
6. EW-Shopp Deliverable D5.2 – Exploitation and Dissemination Strategy Outline ([D5.2]);
7. EW-Shopp Deliverable D5.4 – Update of Exploitation and Dissemination Strategy ([D5.4]);
8. EW-Shopp Deliverable D5.5 – Post Project Business Exploitation Strategy ([D5.5]);
9. EW-Shopp Deliverable D6.1 – Project Quality Plan ([D6.1]).
Short references may be used to refer to project beneficiaries, referred to as partners in the
document. References are listed in Table 1. Short references for project partners
No. Beneficiary name as in [GA] Short reference
1 UNIVERSITÀ DEGLI STUDI DI MILANO-BICOCCA UNIMIB
CENEJE DRUZBA ZA TRGOVINO IN POSLOVNO
2 CE
SVETOVANJE DOO
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
7
3 BROWSETEL (UK) LIMITED BT
4 GFK EURISKO SRL GfK
5 BIG BANG, TRGOVINA IN STORITVE, DOO BB
6 MEASURENCE LIMITED ME
7 JOT INTERNET MEDIA ESPAÑA SL JOT
8 ENGINEERING – INGEGNERIA INFORMATICA SPA ENG
9 STIFTELSEN SINTEF SINTEF
10 INSTITUT JOZEF STEFAN JSI
11 GfK Italy GFK
12 SINTEF AS SINTEF
.
Table 1. Short references for project partners
No. Beneficiary name as in [GA] Short reference
1 UNIVERSITÀ DEGLI STUDI DI MILANO-BICOCCA UNIMIB
CENEJE DRUZBA ZA TRGOVINO IN POSLOVNO
2 CE
SVETOVANJE DOO
3 BROWSETEL (UK) LIMITED BT
4 GFK EURISKO SRL GfK
5 BIG BANG, TRGOVINA IN STORITVE, DOO BB
6 MEASURENCE LIMITED ME
7 JOT INTERNET MEDIA ESPAÑA SL JOT
8 ENGINEERING – INGEGNERIA INFORMATICA SPA ENG
9 STIFTELSEN SINTEF SINTEF
10 INSTITUT JOZEF STEFAN JSI
11 GfK Italy GFK1
12 SINTEF AS SINTEF2
1
As a result of change in the GFK EURISKO SRL, the partner GFK Italy has implemented the activities assigned
to GFK EURISKO SRL since 1/7/2018. This has been agreed between the EW-Shopp consortium and the EC,
leading to an amendment of the Grant Agreement. Since the actions of the two entities are contiguous and not
overlapping, we use the same acronym GFK for both the entities.
2
SINTEF AS has partially taken over STIFTELSEN SINTEF activities, and in particular, it took over the activities
since 01/01/2018, as agreed between the EW-Shopp consortium and the EC leading to an amendment of the
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
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Lastly, there are various abbreviations and acronyms used in this deliverable. These are listed in
Table 2.
Table 2. Abbreviations and acronyms used
Acronym Name
BC Business Case
BDaaS Big Data-as-a-Service
BDVA Big Data Value Association
CRM Customer Relationship Management
CSE Comparison Shopping Engine
DA Digital Advertising agency
DaaS Data-as-a-Service (DaaS)
DM Dissemination Manager
HPC High-performing Computing
KPI Key Performance Indicator
MP Marketplace
MR Marketing Research
PDV Product Data Vendor
PPP Public-Private Partnership
QA Quality Assurance
R&D Research and Development
RDF Resource Description Framework
RET Retailer
S&T Science & Technology
SKU Stock Keeping Unit
Grant Agreement. Since the actions of the two entities are contiguous and not overlapping, we use the same
acronym SINTEF for both the entities.
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
9
SMB Small Business Owner
SME Small-Medium Enterprise
TP Technology Provider
WP Work Package
1.2 Relation to D5.2 and D5.4
This deliverable [D5.3] reports the strategy and the activities carried out during the project
for the communication and dissemination of the projects results, whose past actions were
detailed in [D5.2] and [D5.4]. We decided to search for a good trade-off between making
this final report self-contained and avoiding repetitions with respect to [D5.2] and [5.4].
Since the submission of [D5.2], we have been tracking all the statistics concerning the
impact of the dissemination activities in all the events, conference and across all our social
media accounts (Twitter, LinkedIn and Youtube). This deliverable contains the final statistics
and their comparison with KPIs defined in [D5.4] at M24. Concerning exploitation, in this
deliverable are mentioned the meetings and presentations to targeted market segment,
while the proper exploitation strategy is explained in very detail in D5.5 and D4.3.
1.3 Introduction to Exploitation and Dissemination Strategy
Our overall project strategy aims to reach both a general audience as well the technical
community and market customers. Thus, the EW-Shopp message included in the variety of
communication media will be customised depending on the different target group. In
addition, given that our project spans different sectors and has both technical and
commercial dimensions, we have decided to divide our strategy into the three areas:
• Communication – how we reach, interact and engage with the public and target
groups.
• Dissemination – how we effectively promote and diffuse the results of our project to
the relevant business and research communities, and the targeted market segment.
• Exploitation – how partners utilise the results both for commercial business (end
users and SME tech providers) and for education (general universities and research
centres).
As a result, this document examines each of the three areas: a Communication Plan, a
Dissemination Plan and an Exploitation plan are presented to form our overall strategy.
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
101.4 Project Objectives
Turning to our project objectives, EW-Shopp aims to have a significant impact on the uptake
of data analytics models and technologies among small-medium businesses in sectors such
as Retail, eCommerce, and Marketing. This uptake is driven by the delivery of an approach
and the associated toolkit3 optimised to support Big Data Management and Analytics
processes that bring innovation into these sectors, and supported by the dissemination of
the results achieved through the adoption of the proposed toolkit in representative business
cases of these sectors.
The expected outcomes of the project, measured through the achievement of the KPIs in
each business case, validate the reference and business model, and provide an end-to-end
solution for data integration and enrichment (e.g. enriching data about digital marketing
campaign performance by region with weather measurements or events relevant for the
considered regions), as well as for analyses of the effect of the environment (i.e. weather
and events) on consumer behaviour and sales. Taken together, these outcomes enable the
project to achieve a substantial transformational impact on the involved industries together
with commercial, economic and social impacts - potentially replicable in other service
industries.
The expected impacts are interrelated and mutually reinforcing, with high potential of
scalability while enabling the integration of the data supply chain into the partners’ business
processes. This is the key to the data analysis impacts, which include also the productivity
benefits. The adoption of the innovative data integration services also generates industry
impacts in terms of additional benefits for European companies.
The broader impact of the proposal includes: productivity improvement in some critical
business domains through cost-effective Big Data-as-a-Service (BDaaS), with a specific focus
on tasks that requires enrichment of proprietary data with data from third-party sources;
data-driven innovation boost due to the program to foster data-driven innovation in many
other areas; cost reduction due to the potential to standardise results (in particular the
models) lowering the entry barrier and increasing the operational efficiency of Big Data and
computing systems.
1.5 Target Audience and End Users
3
In previous deliverables we used the term “platform”, which has been replaced by the term “toolkit” to
better reflect the actual components/services developed in EW-Shopp to support the proposed approach.
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
11Buy(advices/
EW3Shopp3enhanced+ reports(from(
MA( ECMWF(
Recommends(on(
Value++ GFK( MR(
Constella&on+ WEATHER(
MP( Buy+technology(from(
Access=view(
RET( TP(
Buy+from( BROWSETEL(( EVENTS(
BIG(BANG(
Buy+ads( MEASURENCE(
Third=party( from( ENGINEERING( JSI(
(retail/physical)(
Websites(and(apps(
Adver&ses(on( Buy((product)((
U( data(from(
DA( EW=Shopp(New(
Access=view( Publish(on(
Adver&ses(on( JOT( Data(Sources(
Buy+ads(
from(
PDV(
Access=view( GFK(
CSE(
CENEJE( Buy((product)((
data(from(
Adver;ses(on(
Figure 1: Value constellation in the eCommerce, Retail and Marketing sectors
EW-Shopp’s target audience is primarily defined by different stakeholders in the complex
value constellation addressed in the project, as shown in Figure 1.
Marketplaces (MPs) and Retailers (RETs) sell products to final clients, but MPs and RETs
doing eCommerce also feed their data to companies running Comparison Shopping Engines
(CSEs), which lets users access offers integrated from different marketplaces to support
their purchase choices. While MPs and CSEs may advertise their offers on their online
channels, e.g. their web portals or other mobile applications, they also buy services from
Digital Advertising Agencies (DAs), which act as brokers between websites and apps that
sell ad spaces and the advertisers. While CSEs often develop their technology in-house, most
MPs and RETs buy eCommerce solutions and many other services from Technology
Providers (TPs). These providers develop and host eCommerce platforms, Customer
Relationship Management (CRM) solutions and so on.
In addition, CSEs need to offer advanced product exploration and search functionalities over
a large number of products for different categories, which means that they need detailed
product information, e.g. technical specifications and well-defined product categories.
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, whose main
business is operating as a Marketing Research (MR) company, curates one of the most used
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
12sources of product data. MR companies analyse large amount of data on the market, i.e. the
prices of goods, and the consumers i.e. sales. They sell this data, reports built on top to
them and guidance and advice to goods producers and sellers, including MPs and RETs. Five
main different data-driven services implement full-fledged business products that leverage
weather and event data in this complex value constellation. Additional services have been
built that are relevant for this value constellation, such as a semantic product data
publishing pipeline by GFK, a weather and event-based widget running and operating in
production in a CSE, and cutting-edge extension of product matching technologies.
In addition to these key targets for exploitation and thus dissemination, we strongly believe
that the technology developed in the project has a larger scope. Overall, we believe that key
technology built in the project can help users enrich the data available in the most common
formats, i.e. CSV, with external data (via the Grafterizer and ASIA component of the toolkit),
their visualization (via the KnowAge component in the toolkit) and their analysis (with
QMiner). We focused in particular on weather-based and event-based enrichment and
analytics by providing: several enrichment services for this value constellation domain
tested on big data sources; a Custom Event Ontology to support interoperability for event
data exchange; scripts, APIs and techniques to build predictive models based on weather
and events; cockpits for visualization of these analytics; a methodology to support
cooperation among partners with different expertise in complex data-driven projects.
While these technologies have been targeted in the project to the domains in the value
constellation discussed above, most of them are exploitable in several domains where data
science projects are carried out. For example, enrichment of data with geospatial entities
from reference knowledge bases (e.g., Geonames locations), opening up the road to the
large number of domains where geospatial analysis are considered. Event-based analytics is
fundamental also in the Tourism and Agrifood domain. Enrichment of tabular data with
semantically annotated event data would be extremely helpful also in the domain of social
sciences and data journalism. So, while the primary focus of communication, dissemination
and exploitation activities is to target the domains related to the value constellation
described above, we also had as a secondary target data scientists in SMEs, and research
institutions that need to enrich their data with third-party sources, e.g., the many available
in the Linked Open Data Cloud, but also any source available via an API, and analyse the
enriched data. .
Chapter 2 Communication
This section of the deliverable examines EW-Shopp’s Communication activities, which
started in Month 4 and has been maintained throughout the project duration. Chapter 2
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
13includes overall objectives, the steps taken to devise the Communication Plan, our social
media presence and outputs so far and lastly our EW-Shopp project brand.
2.1 Main Communication Objectives
1. To promote the EW-Shopp project and our work and results in a professional,
informative, user-friendly, effective and approachable way.
2. To connect and engage with interested users, organisations and businesses and
allow them to interact with EW-Shopp.
3. To easily and consistently provide updates about EW-Shopp as well as innovation
and industry trends, across different channels.
4. Lastly, to offer information about the 10 partners involved with EW-Shopp, the
Advisory Board, as well as other EU H2020 projects.
Communication, social media and engagement activities have been primarily led by the
Dissemination Managers (DMs), with the help from all the partners. Dissemination
Managers have been appointed from two teams, the JOT team (Betsy Li, Fanny Rojon,
Fernando Perales) and GFK (Chiara Gallina). When the content is deemed very technical in
nature, the partner who is most suited leads or guides the activity.
Across all social media platforms, there is an introductory post, explaining the project and
introducing ourselves, as well as a pinned post – the update that is the most effective or
important at any given moment.
2.2 Guidelines, Templates and Checklist
As was already outlined in the Project Quality Plan deliverable [D6.1], a basic guideline and
template for social media channels was created. This took place between Months 7 and 8.
Similarly, a simple checklist to be used by both the DM as well the QA checker was devised
between Months 7 and 8. This point will be further elaborated in Dissemination and
Communication Quality Assurance. (Section 3.6)
2.3 Market Research
For this section, please refer to deliverable [D5.2].
2.4 Community Management and Moderation
For this section, please refer to deliverable [D5.2].
2.5 Collaboration with other H2020 Projects
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
14The most important collaboration with other H2020 projects has occurred with the project
euBusinessGraph (https://www.eubusinessgraph.eu/). As reported in [D5.2], the two
projects shared an intense and productive day of joint workshops in Lecco, Italy on May 6th
2017. The most important cooperation subject has bee related to the development of
technologies for:
• Semantic enrichment of tabular data with the tools DataGraft, Grafterizer, ASIA and
ABSTAT. These tools have been extended in the two projects along complementary
but synergic directions: by improving the tools’ capabilities in terms of alignment of
the source tables to ontologies for RDF-ization, in euBusinessGraph, and by
implementing instance-level data reconciliation services, data extension services,
and a back-end infrastructure to make the toolset scalable on large data volumes
and effective for data enrichment, in EW-Shopp. As a result, the toolset is now able
to handle two different usage scenarios, RDF-ization of input data sources and data
enrichment, and is able to do this at scale (see [D5.5] for further details on these
different usage scenarios).
• Exploitation of EvenetRegistry in two different settings, for mining company-related
events and provide analytics on company-related data, in euBUsinessGraph, and to
provide Media Attention Events for more generic analytics in EW-Shopp.
• Techniques for representation learning based on deep learning models have been
adopted in both projects: for company-related analytics in euBusinessGraph (TWEC)
and for keyword analytics - to support the JOT business case, and for product
matching - to support Ceneje data quality pipelines, in EW-Shopp. These techniques
provide new exploitation assets for both JSI and UNIMIB, which have been shown to
provide substantial value in practice.
Additional collaborations have taken place with the project DataBench
(https://www.databench.eu/), where Matteo Palmonari has been interviewed on needs
around big data technologies.
2.6 Big Data Value PPP
EW-Shopp is one of the projects belonging to the Big Data Value Public-Private Partnership
(PPP), which provided further opportunities to collaborate, promote projects and outputs.
In addition, it represents an excellent way to share, exchange ideas and best practice. As an
example, EW-Shopp was represented at (see Chapter 3.2 for more details about this
presence):
• the BDVA PPP Booth at the Digital Innovation Forum in Amsterdam on 10th and 11th
May 2017,
• EBDVF18 in Vienna on 12-14 November 2018 (booth)
• ICT2018 in Vienna on 4-6 December 2018
• BDV PPP Summit 2019 in Riga 26-28 June 2019 (booth)
• EBDVF in Helsinki 14-16 October 2019 (sponsor and booth)
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
15Figure 2: EW-Shopp at EBDVF18
In more detail, The Big Data Value Public-Private Partnership aims at creating a functional
Data Market and Data Economy in Europe, in order to allow Europe to play a leading role in
Big Data in the global market. The Big Data Value PPP is a partnership between the
European Commission and the Big Data Value Association (BDVA). The first Horizon 2020
projects implementing the Big Data Value PPP, among which is our EW-Shopp project
started in late 2016 and January 2017. The official website is www.big-data-value.eu.
Figure 3: EW-Shopp poster presented at EBDVF in Helsinki 2019
2.7 Social Media Presence
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
16Focusing now on Social Media, we have initially identified Twitter and LinkedIn as the most
appropriate channels to promote EW-Shopp, project outcomes and successes as well as
engage with relevant users.
2.7.1 Twitter
Figure 4: EW-Shopp Twitter Page
Aim: To have an interactive, modern and up-to-date platform to keep users informed about
the latest developments, results and updates related to EW-Shopp.
Target audience: People or companies in the eCommerce, Retail, Marketing sectors, Big
Data companies or professionals, Innovators and other H2020 projects.
It has been important for EW-Shopp to have an engaging, well-presented and up-to-date
Twitter account that encourages users to keep up-to-date and interact with the project and
share our content and updates.
Profile
A Twitter account and profile4 was created for EW-Shopp in Month 4 – April 2017. It has the
following characteristics:
4
https://twitter.com/EwShopp
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
17• Name: EW-Shopp H2020
• Handle: @EwShopp
• Colour: Orange, same as the W in the EW-Shopp project logo
• Profile picture: Our logo
• Background photo: A photo from the General Meeting in Milan, May 2017.
There is and will be a link to our Twitter profile in the following places:
• EW-Shopp Website
• Every partner’s corporate websites
• In LinkedIn posts where necessary
• On the Big Data Value PPP portal
Content
Our content on Twitter is coordinated with other communication and dissemination
activities to ensure consistency and help promote the EW-Shopp website especially.
Tweets are related to:
• EW-Shopp project updates, information, results. Also: any publications, events, press
mentions
• Any updates linked to our Advisory Board
• The sectors we are operating in – eCommerce, Retail and Marketing. Additionally,
data – big data, data integration, customer insight. Lastly, the field of Innovation
which is key for H2020 projects
• Weather or events updates, research, insight
• Updated related to H2020 or similar projects
• Information on one of our 10 partners or a specific member within a partner, such as
“Learn more about GfK” or “Meet Matteo from UNIMIB”
• Encouraging users to sign up to our newsletter
• Making users aware of our website or another platform
• A retweet
At all times, our Twitter account has a pinned post that is deemed most relevant and can
change depending on if there is anything urgent or information necessary to highlight.
Our hashtag is #EWShopp. Additional hashtags that can be used and are encouraged
include:
• #H2020
• #EUproject
• #BigData
Where necessary or appropriate, we have often mentioned the officially Twitter profile for
Horizon 2020 @EU_H2020 and @BDVA_PPP.
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
182.7.2 LinkedIn
Figure 5: EW-Shopp LinkedIn Page
Aim: To provide a professional and academic, research-focused platform to build up
presence and connect with professionals, institutions and companies in the relevant fields.
Target audience: People or companies in the eCommerce, Retail, Marketing sectors, Big
Data companies or professionals, other H2020 projects.
LinkedIn encourages users to connect with and follow the influencers, companies, and
brands, fields they are interested in. Users might have an existing and very well defined
specific network and so this helps us to reach interested people quicker and easier.
LinkedIn Profile
A LinkedIn profile5 was created for EW-Shopp as a company in Month 4 - April 2017.
It has the following characteristics:
• The name is EW-Shopp H2020 Project
• Photo: Our logo
• Background photo: A shot of the homepage of the website
• Link to the EW-Shopp website
5
https://www.linkedin.com/company-beta/11089983/
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
19There is a link to our LinkedIn company profile in the following places:
• Website
• Partners’ corporate websites
• In relevant Twitter posts
LinkedIn Group
In addition, EW-Shopp has its own specific group6 - where professionals can easily exchange
ideas, pose questions or reflections and engage with EW-Shopp. This was set up in Month 4
– April 2017.
It has the following characteristics:
• This group is called EW-Shopp H2020 Project
• Photo: Our logo
• Link to EW-Shopp’s LinkedIn company profile
• Link to EW-Shopp website
Partners are encouraged to regularly add members who may be interested. Our intention is
to utilise the group to complement the LinkedIn company profile, especially if there are
topics we would like to open up to the members, such as a debate or industry development,
or to ask for opinions or feedback.
Content
Our content on LinkedIn is coordinated with other communication and dissemination
activities to ensure consistency and can be especially useful for sharing articles written by
partners or industry-related.
Posts are related to:
• EW-Shopp project updates, information, results
• Any updates related to our Advisory Board
• Interesting publications, events, press mentions, which may involve sharing this from
another profile
• The sectors we are operating in – eCommerce, Retail and Marketing. Additionally,
data – big data, data integration, customer insight
• Weather or events updates, research, insight
• Updated related to H2020 or similar projects
• Any updates from our partners or a specific member, such as an opinion piece or
article
• Encouraging users to sign up to our newsletter
• Making users aware of our dedicated LinkedIn group or website
6
https://www.linkedin.com/groups/8600789
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
202.7.3 YouTube
Figure 5: EW-Shopp Youtube channel
Aim: To share the video contents produced for the project in an interactive environment
Target audience: People or companies in the eCommerce, Retail, Marketing sectors, Big
Data companies or professionals, Digital Innovation, other H2020 projects.
Profile
A YouTube channel was created for EW-Shopp in Month 36 – December 2019. It has the
following characteristics:
• Name: EW-Shopp H2020
• Profile picture: Our logo
• Background photo: A photo from the General Meeting in Milan, May 2017
• Link to the EW-Shopp website and Twitter profile
2.8 Project Brand Awareness
In order to ensure consistency for EW-Shopp’s project image, all partners have been made
available of EW-Shopp’s key characteristics related to branding and regarding colour, font,
descriptive text and images.
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
212.8.1 Logo
At first sight, the logo, as shown in Figure 6, implies that the project is related to the world
of electronic commerce, thanks to a simple graphic expedient that transforms the second
letter (W) into a Shopping Cart.
Orange has been selected as the primary colour of our brand image, as it communicates and
radiates energy and ambition. Thus, it is perfect as an attention-getter. The same colour is
utilised on EW Shopp’s Twitter profile to ensure brand consistency.
Figure 6: Project logo
2.8.2 Website
The project website can be found at: http://www.ew-shopp.eu/.
The first version of the website was published in Month 2 - February 13th 2017 as part of
[D5.1]. At first, the homepage just contained a short summary with basic information on the
project, name and logos of the consortium members and e-mail for information requests.
The full version went live on Month 7 – July 2017.
The website structure has been defined as below and we worked with a web agency on
developing the full version of the website.
You can see below the website home page, as it looked like in the first release.
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
22Figure 7: Project website’s homepage – Version 1
Until Month 24th, EW-SHOPP project’s website was structured as the following:
- HOME: Latest news related to the project
- ABOUT: An extensive presentation of the EW-SHOPP project
- CONSORTIUM: A short presentation of the companies participating in the
project, logos and contacts.
- DELIVERABLES: Periodical reports on the project’s status
- NEWS: As part of the Dissemination Plan, this section aims at providing updates
about the project to partners, stakeholder, possible users and to the academic
and scientific community in general. Including news and blog posts about the
project’s status, schedule of meetings, main publications and so forth.
- DISSEMINATION: This section will be used to publish press releases, brochures,
e-newsletters and other communication materials.
- CONTACT US: A contact form for general requests, a list of the project’s main
contacts and information on how to sign up for the EW-Shopp newsletter.
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
23In addition, the website will soon contain the following external links:
- SOCIAL: Links to EW-Shopp social media profiles on Twitter and LinkedIn. A
widget will be used to show live feeds from Twitter.
- WIKI: The website is linked to an internal working e-space dedicated to intra-
partnership communication, already under development with Confluence by the
Atlassian platform.
In Figure 8, you can see a preview of the Mobile version of the website, available for visitors
accessing the EW-Shopp website on mobile devices.
Figure 8: Website Mobile Version
The Mobile version has been designed to be responsive and display properly on smaller
screens, such as smartphones and tablets. This version automatically adjusts to the smaller
screen size and formats the content and interface in a mobile-friendly manner, including:
• Larger, easier to read text
• Mobile-friendly navigation menu
• Faster download speed
On Month 18 – June 2018, we started the process of reviewing the website and made some
improvements to the structure and visual aspects.
There were several reasons behind the decision to modify the website:
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
24- First of all, we wanted to add some new content
- Then, we wanted to improve the textual aspects, to make the project more easily
understandable to those who visited the site for the first time
- Finally, we wanted to change the type of images used on the site. Initially, we focused
mainly on images that had to do with technology, research and development. However,
we understood that it would be more useful to include images showing the application
of the results of the project in real situations, in everyday life.
In Month 21 – September 2018 the first part of the changes went online. The main changes
to the website are described in detail here below:
• We have added a new slider on the Homepage to provide a clearer description of the
project and we fine-tuned the content of the other slides. We also modified slightly the
text of the About section on the Homepage. As for the visual aspects, we have inserted
new images that contain people (to give a human touch to the site) and that reflect the
possible applications of the EW-Shopp project in real life (i.e. images related to
shopping, e-commerce, events, etc.).
Figure 9: Website new Homepage– Pictures and slider
• We refreshed the website structure to give more relevance to the Data Blog. We moved
this section higher up on the Homepage, so that the Data Blog appears earlier when
scrolling the page. We also added preview images for each article, so that we can
capture the attention of our visitors and help them understand the content of the article
right away.
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
25Figure 10: Website new Homepage– Data Blog
In Month 24 – December 2018 we implemented some additional changes in the website
structure, in order to improve the navigation of the website and incorporate the comments
received after the mid-term project review.
These changes are summarized here below.
• We have created the new SOLUTIONS section, which is used to provide external
information on the Business Cases we are working on within the EW-Shopp project. The
goal of this section is to explain how the solutions we are developing could have
applications in real business situations. In this section, a detailed description of each
Solution is published, with details regarding: Key Objectives; Industry Impacted;
Expected Impacts; Pilot Services; Research & Innovation Domain and Tools Used. These
are the titles of the Solutions published in this section:
− Event based category and brand optimization tool
− Weather and Event-aware business intelligence for the optimization of campaigns
and resources
− COCOS CEP Wokrforce & Campaign Management Optimization
− Measurence Scout: correlation between a location’s traffic and weather conditions
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
26− Digital marketing campaign performance boost based on weather and event data
integration
• The other new section of the website is the TOOLKIT section, which contains the
reference to all the tools used for the EW-Shopp project. The section is divided into sub-
sections:
o Data preparation and enrichment
o Data visualization and navigation
o Data Analysis
Each sub-section contains the description of the reference tools, the link to the tool, the
license number, the link to repository on GitHub, images and possible tutorials.
Finally, at M36, we have added the video describing EW-Shopp at the very top of the
homepage.
2.8.3 Traffic Generation
As previously mentioned, a link to the EW-Shopp Project website can be found on all our
own Social Media channels as well as individual partner websites and potentially other
H2020 project, especially where synergy has already been identified and there is a
relationship. The benefit of presenting content and linking relevant solution sites from
partners is that by doing so we raise the initial relevance of the project main page and bring
additional traffic and interest to the core site from already-established partner web
properties.
For example, one of the partner’s Ceneje owns a B2B eCommerce development hub –
Shopper’s Mind in Slovenia (https://smind.si/) and Croatia (https://smind.hr/). These has
been used to present and promote relevant project content for ecommerce development.
Lastly, there is also a link on the BDV PPP Portal.
These are some of the different ways we generated and drove traffic to the EW-Shopp
project website.
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
272.8.4 Website Data Blog
Figure 11: Data Blog
The Data Blog is an essential tool as it is where partners publish content from their actual
work. It has a very high visibility on the Homepage and is used to inform visitors of all
activity related to the EW-Shopp project, like for example: information on partners,
stakeholders, possible users and the academic and scientific community.
Blog posts include what partners are working on, intermediary results as well as other
content relevant to each partner’s particular sector or specialisation. We established a rota
so that different partners have the opportunity to showcase their work.
All content published on the Data Blog is also promoted through EW-Shopp profiles on
social media, in order to reach a wider audience and attract new visitors to the site.
Table 3. Blog articles published on EW-Shopp’s Data Blog
Date Title Author
13/12/2019 VIDEO: Detecting user behavior patterns to JOT
boost digital campaigns
06/12/2019 Check out EW-Shopp video presentation! All Consortium
29/11/2019 Weather-aware analytics for physical spaces Measurence
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
2815/11/2019 If external events affect my feelings, is it also CDE
influencing income of a Contact Centre?
07/11/2019 EW-Shopp goes to New Zealand! UNIMIB
29/10/2019 How weather works or doesn’t for brick and Big Bang
mortars!
02/10/2019 How to battle against Google & Co.? Ceneje
03/09/2019 Data enrichment to boost the performance of JOT
Digital Marketing Campaigns
26/06/2019 Semantic Data Enrichment for Data Scientists: UNIMIB, SINTEF & JSI
tutorial at ESWC 2019
23/04/2019 Streamlining and improving the EW-Shopp ENG
dataflow methodology
30/01/2019 EW-Shopp toolkit: DataGraft platform’s new SINTEF & UNIMIB
features and capabilities
19/12/18 Meeting GS1 – Lessons and Opportunities JSI
15/11/18 The impact of weather on advertising Measurence
performance
06/07/18 Weather-aware decision making in retail UNIMIB
03/07/18 Don’t miss another goal and catch every Big Bang
second of the 2018 World Cup
21/05/18 The challenges of meaningful data integration ENG
02/05/18 Using Multi-model Databases to store SINTEF
Semantically Enriched Data
02/05/18 Weather-based analytics in SAS Hackathon UNIMIB
10/04/18 What do consumers prefer to buy online? Ceneje
05/04/18 EW-Shopp at Ecommerce Day 2018 in Zagreb All Consortium
31/01/18 A Cruise through Europe’s events and their Measurence
effects on retailers
29/12/17 Black Friday transferred Christmas shopping Big Bang
fever to November!
05/12/17 EW-Shopp at Ecommerce Day 2017 All Consortium
30/11/17 It is me! Am I? GDPR Browsetel
20/11/17 Bad weather destroys your diet habits JOT
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
2905/10/17 3 factors that determine consumers’ choices Ceneje
when buying winter tyres
29/09/17 Choice overload! How to bring order into the JSI
chaos of online shopping
13/09/17 What if you could’ve predicted purchasing Ceneje
habits this summer?
10/07/17 New Website is live! All Consortium
05/07/17 EW-Shopp at ESWC 2017 All Consortium
07/05/17 EW-Shopp General Meeting in Milan All Consortium
Due to the fact that the Data Blog is the most attractive page (base on web traffic statistics),
partners agreed that the website will be alive for the next 5 years and that partners can
publish more blog posts after the project is finished.
2.8.5 Promotional Materials
The website graphic design was used as the benchmark for every promotional material that
was produced to promote the project on different occasions. The main elements of EW-
Shopp's brand image are as follows:
Official Fonts:
• Merriweather Sans (Google free font) be used for titles
• Merriweather (Google free font) be used as body type
• Calibri (standard Microsoft Office Font) be used for PowerPoint presentations and
on those occasions when it is impossible to use the official font (i.e. owing to device
compatibility issues)
Official Colour Palette:
Colour is the visual component people typically remember most about a brand. For this
reason, we believe that we should use the same colours used in the EW-Shopp logo for all
promotional material. EW- Shopp’s official colour scheme include:
Light orange # e89f42 R232 G159 B66
Dark orange # e95e1b R233 G94 B27
Leaflets and Brochures
We 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 an
audience. These were finalized in Months 7 - 8.
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
30Figure 12: Leaflet (Page 1)
Figure 13: Leaflet (Page 2)
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
31Poster
Typically used at scientific and academic conferences, Posters are an important way to
promote and explain research work, either as a complement to a talk or scientific paper, or
as a publication.
Figure 14: Poster at year 1
The above poster has been revised to be more specific to the events where it was
presented. For example the poster presented at ESWC2019 is depicted in Figure 15.
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
32Supporting Event and Weather-based Data Analytics
and Marketing along the Shopper Journey
Matteo Palmonari1, Dumitru Roman2, Marko Grobelnik3, Lorenzo Sutton4, Flavio De Paoli1, Nikolay Nikolov2, Aljaž Košmerlj3 and Chiara Gallina5
1University of Milano-Bicocca, Italy 2SINTEF, 4ENGINEERING, Italy
Norway 3Jožef Stefan Institute, Slovenia 5GfK, Italy
OBJECTIVES
Deploy and host a cross-domain platform to easily integrate multi-lingual customer and market related
data with weather and event data.
Open up the door to a new generation of business intelligence services and market analyses by:
- demonstrating the impact of such integration with several di!erent business cases
- deploying new marketable services for a variety of stakeholders in the e-commerce, retail and
marketing domains
Examples of our business questions:
1.What is the impact of weather on product search? 2.What is the impact of events on digital marketing campaigns?
What if we could manage categories What if we could know events that have potential
based on weather forecast impact on campaigns in advance, based on analysis of
and dependencies among weather impact of events on past campaigns?
events and user interest learnt for In 2015 the performance of campaigns for Italy (managed
specific product categories? from Spain) dropped because of the delay in dealing with
[Case Study by: Ceneje] event-related hot keywords linked to the Milan “Expo”
[Case Study by: JOT]
OUTCOMES CONSORTIUM & VALUE
Event-based category and brand optimization tool in eCommerce
Business Cases & Services
Weather and Event-aware business intelligence for the optimization of
campaigns and resources of retailers
Worforce & Campaign Management Optimization for CRM
Measurence Scout: correlation between a location’s tra%c, weather conditions
and events
Digital marketing campaign performance boost based on weather and
event data integration
VALUE
Data Integration & Analytics EW-Shopp
ANALYTICS VISUALIZATION
QMiner3 Knowage4
Platform
Technology providers:
DATA PREPARATION & ENRICHMENT
hosting + transformations + semantic table annotation + execution
DataGraft1 + ASIA5 + ABSTAT2
SEMANTICS IN EW-SHOPP
§ DataGraft + ASIA + ABSTAT to clean, transform, link,
enrich, and RDF-ize business data at scale:
ENRICHMENT
- semantics in background (linking and enrichment)
& INTELLIGENCE
- user-friendly semantic table annotation tool
Event - RDF data in multi-model database (ArangoDB)
Events Products & GEO
Registry
Data
Core
(based on a Weather
new ontology)
(from media
and social)
Categories (GeoNames) § EventRegistry and new Event Ontology to provide
world-wide semantically annotated events, extracted
from media and other sources
Sources
Consumer Products &
Data
Event Data Weather Media LOD
Data Categories
§ Knowledge graphs and shared systems of identifiers to
1 https://datagraft.net/ support data reconciliation and harmonization
2 http://abstat.disco.unimib.it/
§ Predictive, descriptive and visual analytics to support
3 http://qminer.ijs.si/
4 https://www.knowage-suite.com/site/home/
5 http://inside.disco.unimib.it/index.php/asia/
business services
Check our ESWC tutorial
This project has received funding from the European Union’s Horizon 2020 “SEMANTIC DATA ENRICHMENT FOR DATA SCIENTISTS”
research and innovation program under grant agreement n. 732590 https://ew-shopp.github.io/eswc2019-tutorial/
ESWC 2019 Get in touch with us: @EwShopp Matteo Palmonari
Portoroz, Slovenia
June 2st – 6st www.ew-shopp.eu EW-Shopp H2020 Project palmonari@disco.unimib.it
www.postersession.com
Figure 15. Poster for ESWC19
2.8.6 Newsletter
In the first draft of the EW-Shopp Exploitation and Dissemination Strategy Outline, we have
inserted a biannual newsletter as key resource to inform the external audience about the
project’s deliverables, results and success. We have therefore included in the website a
registration form through which people could subscribe to our newsletter. Then, we
EW_Shopp GA number: 732590 H2020-ICT-2016-2017/H2020-ICT-2016-1
33You can also read
