Ontology-Based Analysis of Website Structure for Benchmarking in Retail Business

Ontology-Based Analysis of Website Structure for Benchmarking in Retail Business

Nikola Vlahovic, Andrija Brljak, Mirjana Pejic-Bach
Copyright: © 2021 |Pages: 19
DOI: 10.4018/IJWP.2021010101
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Abstract

With the growing trend of digital transformation, electronic business has become a crucial part of business operations for many companies. Some of the most critical steps in successful transformation pertain not only to data and information acquisition and digitalization but also to adequate publishing and organization of these information resources. Companies share information through their websites, so the structuring of the web content becomes critical during the digital transformation of business. In this paper, the authors present a conceptual model of the managerial tool that is based on semantic analysis of web sites in order to obtain information about the structure of web sites in a particular domain. The resulting ontological model contains information about best practices in web information organization and can be a valuable resource for management when deciding on the organization of their own web content. The system is based on grounded theory and uses current information retrieval methods, natural language processing, semantic networks, and ontologies.
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Background

The importance of benchmarking in business intelligence as a decision support method is crucial in a contemporary business organization. In this section, we will make an overview of the most recent developments regarding benchmarking analysis in current literature. Here we will also as provide background on semantic networks and ontologies as a valuable asset for enriching business intelligence methodologies and tools.

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