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GoodRelations & RDFa for Deep Comparison Shopping on a Web Scale

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GoodRelations & RDFa for Deep Comparison Shopping on a Web Scale: Can the Web of Data Reduce Price Competition and Increase Customer Satisfaction? ...

GoodRelations & RDFa for Deep Comparison Shopping on a Web Scale: Can the Web of Data Reduce Price Competition and Increase Customer Satisfaction?

See http://purl.org/goodrelations/ for the official page.

These are my slides from the Zurich and Chicago Semantic Web Meet-up presentation.

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    GoodRelations & RDFa for Deep Comparison Shopping on a Web Scale GoodRelations & RDFa for Deep Comparison Shopping on a Web Scale Presentation Transcript

    • GoodRelations & RDFa for Deep Comparison Shopping on a Web Scale Can the Web of Data Reduce Price Competition and Increase Customer Satisfaction? Semantic Web Meetup Chicago December 7, 2009, Chicago, IL, USA Prof. Dr. Martin Hepp http://www.unibw.de/ebusiness/
    • http://purl.org/goodrelations/ Twitter: mfhepp Skype: mfhepp Martin Hepp, 2 mhepp@computer.org
    • GoodRelations: A Unified View on Commerce Data on the Web Extraction Arbitrary Query and Reuse Manufacturers Retailers Payment Delivery Product Model Warranty Master Data Shop Spare Parts & Offerings Auctions Consumables Martin Hepp, 3 mhepp@computer.org
    • Part I: Diversity in Markets The specificity of exchanged goods has kept on growing...
    • Specificity How much you loose when you can‘t use a good for what it was designed. Martin Hepp, 5 mhepp@computer.org
    • Growth in Specificity Reason # 1: Division of Labor Martin Hepp, 6 mhepp@computer.org
    • Growth in Specificity Reason # 2: Technical Advancement and Innovation Martin Hepp, 7 mhepp@computer.org
    • Growth in Specificity Reason # 3: Logistics Temporal Constraints etc. Martin Hepp, 8 mhepp@computer.org
    • Growth in Specificity Reason # 4: Wealth Abraham H. Maslow (1908-1970) A Theory of Human Motivation (1943) Martin Hepp, 9 mhepp@computer.org
    • Examples Martin Hepp, 10 mhepp@computer.org
    • Examples Martin Hepp, 11 mhepp@computer.org
    • Examples Martin Hepp, 12 mhepp@computer.org
    • Specificity Increases the Search Space Martin Hepp, 13 mhepp@computer.org
    • Multi-Dimensional Trade-Off Problems • Product Features • Price • Services • Logistics • Business Partners • Etc. Martin Hepp, 14 mhepp@computer.org
    • Part II: E-Commerce on the Web
    • Search for Suppliers, 2009 Martin Hepp, 16 mhepp@computer.org
    • Limitations of the Web, 2009
    • No Unified View: Jumping Back and Forth Across Data Silos Site Page Page Search Engine Results Search Engine Results 1 1 2 Search Engine Results Search Engine Results Page Page 3 4 Site Page 2 5 Site Page Page Page 3 6 7 8 Martin Hepp, 18 mhepp@computer.org
    • We know the best hits only when done. Site Page Page 1 1 2 Search Engine Results Page Page 3 4 Site Page 2 5 Site Page Page Page 3 6 7 8 Martin Hepp, 19 mhepp@computer.org
    • Specificity vs. Keyword-based Search • Synonyms • Homonyms • Multiple languages • No parametric search Martin Hepp, 20 mhepp@computer.org
    • Limited Ability to Reuse Data Martin Hepp, 21 mhepp@computer.org
    • The Web: A Bottleneck for Sharing Product Data Martin Hepp, 22 mhepp@computer.org
    • Challenge: Web-wide Product Search • Find all MP3 players that have a USB interface and a color display, and sort them by weight (lightest first). ...on a Web Scale! Martin Hepp, 23 mhepp@computer.org
    • Today: Loss of Variety and Detail Many Different Variety in Products Preferences Web Search Manufacturers & Consumers Retailers Martin Hepp, 24 mhepp@computer.org
    • What’s the Consequence? Martin Hepp, 25 mhepp@computer.org
    • Effect: Overly Price Competition Only 1 – 2 Product Models Considered Comparison Shopping on the Small Subset Martin Hepp, 26 mhepp@computer.org
    • This will change soon. Actually, very soon.
    • Deep Comparison Shopping Search Engine Results Site Site Site 3 1 2 Page Page Page 6 5 1 Page Page 7 3 Page 2 Page Page 8 4 Martin Hepp, 28 mhepp@computer.org
    • Part III: E-Commerce on the Web of Linked Data
    • E-Commerce on the Web of Linked Data Martin Hepp, 30 mhepp@computer.org
    • GoodRelations Principle: Small Data Packets Inside Your Page Martin Hepp, 31 mhepp@computer.org
    • RDF2RDFa: RDFa in Snippet Style RDF2RDFa: Turning RDF into Snippets for Copy-and-Paste Martin Hepp Roberto García Andreas Radinger E-Business & Web Science Research Group, Computer Science and E-Business & Web Science Research Group, Universität der Bundeswehr Engineering Department Universität der Bundeswehr Werner-Heisenberg-Weg 39 Universitat de Lleida Werner-Heisenberg-Weg 39 D-85579 Neubiberg, Germany Jaume II, 69, E-25001 Lleida, Spain D-85579 Neubiberg, Germany +49-89-6004-4217 +34-973-702-742 +49-89-6004-4218 mhepp@computer.org roberto@rhizomik.net andreas.radinger@unibw.de Abstract In this demo and poster, we show a conceptual approach and an on-line tool that allows the use of RDFa for embedding non-trivial RDF models in the form of invisible div/ span elements into existing Web content. This simplifies the publication of sophisticated RDF data, i.e. such that goes beyond simple property-value pairs, by broad audiences. Also, it empowers users with access limited to inserting XHTML snippets within Web-based authoring systems to add fully-fledged RDF and even OWL. Such is a frequent limitation for users of CMS systems or Wikis. Limitations of Popular RDFa Usage Independent RDFa Snippets With the RDFa syntax for embedding RDF data in XHTML attributes being a W3C RDFa by design allows differences between the literals used as property values and the literals Recommendation, there is a standard way of adding RDF to Web content by inserting additional being displayed using the “content” attribute [1], e.g. mark-up [1]. However, the current usage of RDFa in the community is dominated by (1) using simple property-value pairs rather than complex graph structures and (2) a close coupling <body> between page content for rendering and the literals attached to properties. For example, a typical <div property="vcard:tel" datatype="xsd:string" recipe would be to augment a phone number in a page by making it the literal attached to the content="+49-89-6004-0"> vcard:tel property: +49-89-6004 ext. 0 </div> <body> </body> <div property="vcard:tel" datatype="xsd:string">+49-89-6004-0 </div> This is particularly useful if the formatting of the data for humans and machines differs, e.g. in the </body> case of date and time information (“2009-04-24T00:00:00+01:00”). It is possible to exploit this to create XHTML snippets that just contain the meta-data and insert it for instance at the bottom of The key reason for the popularity of this approach is that there is no data redundancy, i.e. what is the page: shown in a browser is always identical to what an RDF-aware application will extract. While this is appropriate for very lightweight annotations, it becomes very complicated if (1) more <body> sophisticated RDF models are to be embedded or (2) the content or organization of the <!-- Content for humans --> information for humans on one hand and for machines on the other hand differ. Also, the <div>+49-89-6004-0</div> interweaving of existing Web content for humans with non-trivial RDF models requires a lot of <!-- RDFa rich meta-data --> expertise, in particular if many nodes in the RDF model have no visual counterparts. In those <div property="vcard:tel" datatype="xsd:string" cases, the initial goal of avoiding data redundancy clashes with the goal of the separation of content="+49-89-6004-0"> concerns, and the XHTML+RDFa markup gets hard to read and difficult to maintain because it </div> closely couples presentation and data. For examples, see http://www.ebusiness-unibw.org/wiki/ </body> Rdfa4google. Most of all, it is not possible to provide users with XHTML snippets to be simply inserted into Web resources, without the need to manually integrate them with existing XHTML The potential advantages of this approach are that (1) we disentangle the markup and that (2) markup. respective snippets for simple copy-and-paste can be provided by form-based tools like FOAF-a- Matic [2]. As compared to publishing a separate RDF/XML file on the server, the advantages are that (1) RDFa data is considered by Yahoo! SearchMonkey and other services, (2) one still has to maintain a single file only (reducing the likelihood of outdated, forgotten meta-data files), (3) the content creator does not require access beyond being able to edit the page. Also, note that literal values will often have to be encoded in RDFa “content” attributes anyway, because the string for the presentation is not suitable as meta-data content (e.g. dates or country codes). In a nutshell, the proposed approach can be a powerful way of publishing non-trivial RDF meta- data suitable for broad audiences. Imagine e.g. if eBay sellers were able to put detailed GoodRelations [3] meta-data directly into the free markup part of their product description in the system. Example: N3 as RDFa Snippet N3 foo:myCompany a gr:BusinessEntity ; gr:hasLegalName "Hepp Industries Ltd."^^xsd:string ; gr:hasDUNS "012345678"^^xsd:string ; gr:hasPOS foo:myShop ; rdfs:seeAlso <http://www.heppnetz.de>. foo:myShop a gr:LocationOfSalesOrServiceProvisioning ; rdfs:seeAlso <http://www.heppnetz.de/shop> ; gr:hasOpeningHourSpecification foo:Workdays. foo:Workdays a gr:OpeningHoursSpecification ; gr:opens "08:00:00"^^xsd:time ; gr:closes "18:00:00"^^xsd:time ; gr:hasOpeningHoursDayOfWeek gr:Monday, gr:Tuesday, gr:Wednesday, gr:Thursday, gr:Friday . RDF2RDFa Tool References [1] RDFa in XHTML: Syntax and Processing. A collection of attributes and processing rules for extending XHTML to support RDF. W3C Recommendation 14 October 2008, available at http://www.w3.org/TR/2008/REC-rdfa-syntax-20081014. [2] FOAF-a-Matic, available at http://www.ldodds.com/foaf/foaf-a-matic. [3] Hepp, M.: GoodRelations: An Ontology for Describing Products and Services Offers on the Web. 16th International Conference on Knowledge Engineering and Knowledge Management (EKAW2008), Acitrezza, Italy, Springer LNCS Vol. 5268, 2008, pp. 332-347. [4] RDFa Distiller, available at http://www.w3.org/2007/08/pyRdfa Martin Hepp, 32 mhepp@computer.org
    • Discovery Effort Martin Hepp, 33 mhepp@computer.org
    • Both Sides Can Help Build a Bridge Martin Hepp, 34 mhepp@computer.org
    • What Do We Need? • Vocabularies • Tools – Product or service • Applications types – Businesses – Offerings • Data Sets – Product model data – Businesses, contact details, opening hours – Offering data Martin Hepp, 35 mhepp@computer.org
    • Part IV: The GoodRelations Vocabulary and Data Space
    • GoodRelations: A Unified View on Commerce Data on the Web Extraction Arbitrary Query and Reuse Manufacturers Retailers Payment Delivery Product Model Warranty Master Data Shop Spare Parts & Offerings Auctions Consumables Martin Hepp, 37 mhepp@computer.org
    • On the Shoulders of Giants A Unified View of Commerce Data on the Web Martin Hepp, 38 mhepp@computer.org
    • The GoodRelations Vocabulary • A universal and free Web vocabulary for adding product and offering data to your Web pages. • Compatible with all relevant W3C standards and recommendations – RDF – OWL http://purl.org/goodrelations/ Martin Hepp, 39 mhepp@computer.org
    • GoodRelations Design Principles • Keep simple things Lightweight Heavyweight simple and make Web of Data Web of Data complex things possible LOD OWL DL • Cater for LOD and OWL RDF + a little bit DL worlds • Academically sound • Industry-strength engineering • Practically relevant Martin Hepp, 40 mhepp@computer.org
    • Others Do Care: Pick-up in Industry • BestBuy • Smart Information Systems • ebSemantics • Yahoo! SearchMonkey • Virtuoso Sponger Cartridges for Amazon, eBay, and • Major German mail order companies • etc. Martin Hepp, 41 mhepp@computer.org
    • Yahoo Enhanced by SearchMonkey Martin Hepp, 42 mhepp@computer.org
    • BestBuy Martin Hepp, 43 mhepp@computer.org
    • Incredible Success Martin Hepp, 44 mhepp@computer.org
    • GoodRelations #2 of all Web Ontologies …and this does not yet include the > 10 Mio. offers from Amazon and eBay! Martin Hepp, 45 mhepp@computer.org
    • GoodRelations #2 of all Web Ontologies Martin Hepp, 46 mhepp@computer.org
    • Albert Einstein on Schema Design "Make everything as simple as possible, but not simpler.“ Albert Einstein Martin Hepp, 47 mhepp@computer.org
    • Basic Structure of Offers Object or Agent 1 Promise Happening Compensation Transfer of Rights Agent 2 Martin Hepp, 48 mhepp@computer.org
    • Data, Standards, Ontologies Martin Hepp, 49 mhepp@computer.org
    • GoodRelations: License • Permanent, royalty-free access for commercial and non-commercial use. http://purl.org/goodrelations/ Martin Hepp, 50 mhepp@computer.org
    • Domain Structure and Use Cases
    • The Minimal Scenario • Scope – Business entity – Points-of-sale – Opening hours – Payment options • Suitable for – Every business – E-commerce and brick-and-mortar Martin Hepp, 52 mhepp@computer.org
    • The Simple Scenario • Scope: Minimal scenario plus – Range of products or services – Business functions – Eligible regions or customer types – Delivery options • Suitable for – Any business: E-Commerce and brick-and-mortar – Specific products or services Martin Hepp, 53 mhepp@computer.org
    • GoodRelations Annotator http://www.ebusiness-unibw.org/tools/goodrelations-annotator/ Martin Hepp, 54 mhepp@computer.org
    • GoodRelations in MediaWiki http://www.ebusiness-unibw.org/wiki/RDFaInMediaWiki Martin Hepp, 55 mhepp@computer.org
    • The Comprehensive Scenario • Scope: Simple scenario plus – Individual products or services – Product features – Pricing, rebates, etc. – Availability • Suitable for – Any business: E-commerce and brick-and-mortar – Specific products or services – Structured product database Martin Hepp, 56 mhepp@computer.org
    • GoodRelations CookBook http://www.ebusiness-unibw.org/wiki/GoodRelations#Recipes_and_Examples Martin Hepp, 57 mhepp@computer.org
    • osCommerce Extension http://code.google.com/p/goodrelations-for-oscommerce/ Martin Hepp, 58 mhepp@computer.org
    • Joomla/VirtueMart Extension http://code.google.com/p/goodrelations-for-joomla/ Martin Hepp, 59 mhepp@computer.org
    • GoodRelations in Oxid eSales • Popular shop software • Free recipe for adding GoodRelations, developed by Daniel Bingel http://www.ebusiness-unibw.org/wiki/GoodRelations4Oxid Martin Hepp, 60 mhepp@computer.org
    • GoodRelations in Magento • Testshop – http://www.la-mousson.de/ • Extension: – Uwe Stoll, http://www.semantium.de/
    • Google Product Feed Converter http://www.ebusiness-unibw.org/tools/google-product-feed-converter/ Martin Hepp, 62 mhepp@computer.org
    • BMEcat2GoodRelations • Converts complete catalogs from the popular BMEcat XML Schema into GoodRelations http://www.ebusiness-unibw.org/tools/bmecat2goodrelations/ Martin Hepp, 63 mhepp@computer.org
    • Product Model Data Scenario • Scope – Individual product models – Quantitative and qualitative features • Suitable for – Manufacturers of commodities Martin Hepp, 64 mhepp@computer.org
    • Linked Open Commerce Dataspace http://loc.openlinksw.com/sparql Martin Hepp, 65 mhepp@computer.org
    • Linked Open Commerce Dataspace http://loc.openlinksw.com/sparql Martin Hepp, 66 mhepp@computer.org
    • Conclusion
    • Today: Loss of Variety and Detail Many Different Variety in Products Preferences Web Search Manufacturers & Consumers Retailers Martin Hepp, 68 mhepp@computer.org
    • 2010: Point-to-Point Commerce Many Different Variety in Products Preferences Manufacturers & Consumers Retailers Martin Hepp, 69 mhepp@computer.org
    • Why Should I Bother? • Web Shops: Better visibility in latest generation search engines (e.g. Yahoo) – Same holds for any business that has a Web page, from A as in Amusement Park to Z as in Zoo. • Manufacturers: Allow your retailers to reuse product feature data with minimal overhead at both ends. • Software Developers: Help your customers to use and generate Semantic Web data. It’s easy! Martin Hepp, 70 mhepp@computer.org
    • What Should I Do? • Web Shops: Create a GoodRelations data dump of your range of offers (rather simple) • Vendors of Web Shop Software: Create GoodRelations import and export interfaces (we can help you with that) • Every Business: Ask your webmaster to create at least a basic description of your range of products or services • Entrepreneurs: Invent new business models based on GoodRelations data Martin Hepp, 71 mhepp@computer.org
    • Part V: The Sky Is the Limit Semantics in Affiliate Models, Serendipity, Matchmaking
    • http://igoogr.appspot.com/
    • GoodRelations as a Global Schema
    • Thank you! http://purl.org/goodrelations/ Prof. Dr. Martin Hepp Chair of General Management and E-Business Universitaet der Bundeswehr University Muenchen Werner-Heisenberg-Weg 39 D-85579 Neubiberg, Germany Phone: +49 89 6004-4217 Fax: +49 89 6004-4620 http://www.unibw.de/ebusiness/ http://purl.org/goodrelations/ mhepp@computer.org Martin Hepp, 76 mhepp@computer.org
    • Bonus Track: Tools and Resources
    • Additional Information • Web Page – Ontology – Language Reference – Primer – Recipes – Wiki http://purl.org/goodrelations/ Martin Hepp, 78 mhepp@computer.org
    • GoodRelations User‘s Guide („Primer“) http://www.heppnetz.de/projects/goodrelations/primer/ 79
    • GoodRelations Cookbook: Recipes & Examples http://www.ebusiness-unibw.org/wiki/GoodRelations#Recipes_and_Examples Martin Hepp, 80 mhepp@computer.org
    • GoodRelations Annotator http://www.ebusiness-unibw.org/tools/goodrelations-annotator/ Martin Hepp, 81 mhepp@computer.org
    • GoodRelations Validator http://www.ebusiness-unibw.org/tools/goodrelations-validator/ Martin Hepp, 82 mhepp@computer.org
    • RDF2dataRSS Tool http://www.ebusiness-unibw.org/tools/rdf2datarss/ Martin Hepp, 83 mhepp@computer.org
    • Growing Interest of Developers
    • Thank you! http://purl.org/goodrelations/ Prof. Dr. Martin Hepp Chair of General Management and E-Business Universitaet der Bundeswehr University Muenchen Werner-Heisenberg-Weg 39 D-85579 Neubiberg, Germany Phone: +49 89 6004-4217 Fax: +49 89 6004-4620 http://www.unibw.de/ebusiness/ http://purl.org/goodrelations/ mhepp@computer.org Martin Hepp, 85 mhepp@computer.org