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GoodRelations & RDFa for Deep Comparison Shopping on a Web Scale

by Martin Hepp

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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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Will Daniels, Special Projects Manager at Ulysses Systems 2 years ago
Luis Criado, Ingeniero at CRTM 2 years ago
Uwe Stoll at Semantium 2 years ago
Dan Brickley, Other at FOAF project, SpyPixel Ltd., misc. 3 years ago
thedoct 3 years ago
Terry Leach, Founder at Agrepedia Tags rdfa 3 years ago
mikekelly Tags rest linkeddata rdfa seo web 3 years ago
Régis Gaidot, Co-Founder / CTO / Lead Developer at Boosket 3 years ago

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  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  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