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are considered meaningful by a small share of
marketing professionals (Farris et al., 2010). The
combination with social media and the possibilities
of sentiment analysis allows more suitable metrics to
be introduced next to the existing ones.
Enrichment of Yield Management. Yield
management is based on statistical analysis of
different parameters, such as pricing, capacity, and
demand (Kimes, 2000). Already established
calculation models can be extended by channel
based reputation, brand value and other, yet to be
introduced criteria. For example, in a
communication channel where a product’s brand (or
the product itself) has little reputation and is badly
represented, the price of the delivered product could
be less than in other channels where it is reputable.
5 CONCLUSIONS
As a main contribution of this paper, we have
developed a channel model for an approach to
efficient and effective communication, applicable to
the multi-channel dissemination conditions of Web
2.0 and Web 3.0 a.k.a. Semantic Web. The approach
as a whole facilitates and automates communication
for the communication managers, saving them time
and money, as well as reducing the information
overload for the information consumers.
The following core features characterize our
channel modeling principles:
• We use ontologies to model content in order to
have a representation layer independent from the
communication channel. We want to achieve reuse
of content over channels, allowing small
organizations to deal with an increasing number of
communication channels and exploit their potential.
These ontologies model certain vertical domains
such as research projects, associations,
accommodations, restaurants, bars, touristic events
and services, etc. Thus, the ontologies and their
channel alignments can be reused at large scale,
providing a quick return of the investment necessary
to build and maintain them.
• Our approach is bi-directional, i.e., in the same
way that we disseminate through concepts we use
these concept to aggregate feedback and impact
found in various channels.
• We support in an integrated fashion the
dissemination via traditional web channels, web 2.0
means, and semantic based channels, using various
formats and vocabularies.
In order to broaden the proof of our claims on
scalability and reusability of content and ontologies,
we are currently performing case studies. First, we
use our approach in the dissemination of other
research projects and associations. Second, we are
entering more commercial areas such as eTourism,
where the demand for a scalable dissemination
strategy is supported by millions of hotels, given the
fact that soon the majority of room bookings will be
done on-line.
ACKNOWLEDGEMENTS
This work has been partially supported by EU
projects RENDER and PlanetData.
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