Semantic Web-based E-Commerce: The GoodRelations Ontology

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    12 Favorites

    Semantic Web-based E-Commerce: The GoodRelations Ontology - Presentation Transcript

    1. Semantic Web-based E-Commerce: The GoodRelations Ontology Semantic Technology Conference June 15, 2009 Martin Hepp http://www.unibw.de/ebusiness/ http://purl.org/goodrelations/
    2. Part I: E-Commerce on the Web
    3. History Lesson: Search for Suppliers 1992: 1 Week 2009: 1 Minute Martin Hepp, 3 mhepp@computer.org
    4. But: Search for Suppliers, 2009 Martin Hepp, 4 mhepp@computer.org
    5. Limitations of the Web, 2009
    6. Specificity vs. Keyword-based Search • Synonyms • Homonyms • Multiple languages • No parametric search Martin Hepp, 6 mhepp@computer.org
    7. 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, 7 mhepp@computer.org
    8. 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, 8 mhepp@computer.org
    9. Limited Ability to Reuse Data Martin Hepp, 9 mhepp@computer.org
    10. The Web: A Bottleneck for Sharing Product Data Martin Hepp, 10 mhepp@computer.org
    11. Part II: E-Commerce based on a Web of Linked Data: The Vision
    12. Web of Linked Data (“Semantic Web”) Martin Hepp, 12 mhepp@computer.org
    13. Core Web of Linked Data Technology Pillars • URIs for everything • RDF: A data model for exchanging conceptual graphs based on triples – Triple: (Subject, Predicate, Object) – Exchange syntax: RDF/XML, N3, etc. • RDFS and OWL: Formal languages for that help reduce ambiguity and codify implicit facts – foo:human rdfs:subClassOf foo:mammal • SPARQL: Standardized query language and endpoint interface for RDF data • LOD Principles: Best practices for keeping the current Web and the Web of Data compatible Martin Hepp, mhepp@computer.org 13
    14. E-Commerce on the Web of Linked Data Martin Hepp, 14 mhepp@computer.org
    15. Goal: 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, 15 mhepp@computer.org
    16. Use Case 1: 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, 16 mhepp@computer.org
    17. Use Case 2: Product Model Data Reuse (PIM) World Wide Web World Wide Web Manufacturer Retailer / Web Shop Structured Structured Data on Data on Products Products and Product Specifications: and Services Type of Product, Features etc. Services Martin Hepp, 17 mhepp@computer.org
    18. Use Case 3: Fine-grained Affiliate Marketing Offers of computer add-ons that have an USB interface Screenshot from http://en.wikipedia.org/wiki/USB Martin Hepp, 18 mhepp@computer.org
    19. Part III: How? The GoodRelations Vocabulary
    20. 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, 20 mhepp@computer.org
    21. 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, 21 mhepp@computer.org
    22. GoodRelations: Scope Martin Hepp, 22 mhepp@computer.org
    23. 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, 23 mhepp@computer.org
    24. GoodRelations: License • Permanent, royalty-free access for commercial and non-commercial use. http://purl.org/goodrelations/ Martin Hepp, 24 mhepp@computer.org
    25. Albert Einstein on Ontology Engineering \"Make everything as simple as possible, but not simpler.“ Albert Einstein Martin Hepp, 25 mhepp@computer.org
    26. What Makes for A Good Ontology? • Main Contribution: Avoiding reclassification of phenomena – Allows for cognitive and computer processing at the level of category membership • Good ontologies provide universally valid yet specific categories • Category membership should remain valid – Over time – Between individuals – Across contexts Martin Hepp, 26 mhepp@computer.org
    27. Data, Standards, Ontologies Martin Hepp, 27 mhepp@computer.org
    28. Basic Structure of Offers Object or Agent 1 Promise Happening Compensation Transfer of Rights Agent 2 28
    29. GoodRelations: One Single Schema for A Consolidated View on E-Commerce Data Extraction Arbitrary Query and Reuse Manufacturers Retailers Payment Delivery Product Model Warranty Master Data Shop Spare Parts & Offerings Auctions Consumables Martin Hepp, 29 mhepp@computer.org
    30. On the Shoulders of Giants A Unified View of Data on the Web Martin Hepp, 30 mhepp@computer.org
    31. Minimal Example Martin Hepp, 31 mhepp@computer.org
    32. 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, 32 mhepp@computer.org
    33. 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, 33 mhepp@computer.org
    34. 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, 34 mhepp@computer.org
    35. Product Model Data Scenario • Scope – Individual product models – Quantitative and qualitative features • Suitable for – Manufacturers of commodities Martin Hepp, 35 mhepp@computer.org
    36. Part IV: Trends Data Sets & Industry Pick-up
    37. Others Do Care: Pick-up in Industry • Smart Information Systems • ebSemantics • Yahoo! SearchMonkey • Virtuoso Sponger Cartridges for Amazon, eBay, and others expected • Major German mail order companies • etc. Martin Hepp, 37 mhepp@computer.org
    38. Ping The Semantic Web, May 25 Martin Hepp, 38 mhepp@computer.org
    39. Yahoo Enhanced by SearchMonkey Martin Hepp, 39 mhepp@computer.org
    40. Yahoo Enhanced SearchMonkey Martin Hepp, 40 mhepp@computer.org
    41. GoodRelations Page Views Martin Hepp, 41 mhepp@computer.org
    42. Linked Open Commerce Dataspace ...forthcoming Martin Hepp, 42 mhepp@computer.org
    43. Part V: Tools and Resources
    44. GoodRelations User‘s Guide („Primer“) http://www.heppnetz.de/projects/goodrelations/primer/ Martin Hepp, 44 mhepp@computer.org
    45. GoodRelations Annotator http://www.ebusiness-unibw.org/tools/goodrelations-annotator/ Martin Hepp, 45 mhepp@computer.org
    46. GoodRelations Validator http://www.ebusiness-unibw.org/tools/goodrelations-validator/ Martin Hepp, 46 mhepp@computer.org
    47. RDF2dataRSS Tool http://www.ebusiness-unibw.org/tools/rdf2datarss/ Martin Hepp, 47 mhepp@computer.org
    48. osCommerce Extension http://code.google.com/p/goodrelations-for-oscommerce/ Martin Hepp, 48 mhepp@computer.org
    49. Joomla/VirtueMart Extension http://code.google.com/p/goodrelations-for-joomla/ Martin Hepp, 49 mhepp@computer.org
    50. Part VI: Recommendations What any business should do... ...immediately!
    51. 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 open, linked Web data. It’s easy! Martin Hepp, 51 mhepp@computer.org
    52. 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, 52 mhepp@computer.org
    53. Step-by-Step (1) • Data Sources • Data Delivery Options – Form-based data entry – RDFa: Embedding meta- – RDBMS data in XHTML – XML, e.g. BMEcat – RDF/XML: Extra file – CSV – dataRSS: Yahoo feed – Google CSV, RSS 1.0, format RSS 2.0 • Amount of Detail and Data Model – What shall be included? – How shall the type of products be represented? Martin Hepp, 53 mhepp@computer.org
    54. Step-by-Step (2) • Update Mechanism & Data Management – PHP on demand – Script-based data dump • Publishing the Data – Server configuration – Notifying Semantic Web crawlers, Yahoo, … – Semantic Sitemaps • Applications Martin Hepp, 54 mhepp@computer.org
    55. Part VII: The Sky Is the Limit Semantics in Affiliate Models, Serendipity, Matchmaking
    56. 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, 56 mhepp@computer.org
    SlideShare Zeitgeist 2009

    + Martin HeppMartin Hepp Nominate

    custom

    2715 views, 12 favs, 6 embeds more stats

    Semantic Web-based E-Commerce: The GoodRelations On more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 2715
      • 2701 on SlideShare
      • 14 from embeds
    • Comments 0
    • Favorites 12
    • Downloads 0
    Most viewed embeds
    • 6 views on http://linkeddata.uriburner.com
    • 3 views on http://bummerware.tumblr.com
    • 2 views on http://semantic.ciph.biz
    • 1 views on http://safe.tumblr.com
    • 1 views on http://youddl.com

    more

    All embeds
    • 6 views on http://linkeddata.uriburner.com
    • 3 views on http://bummerware.tumblr.com
    • 2 views on http://semantic.ciph.biz
    • 1 views on http://safe.tumblr.com
    • 1 views on http://youddl.com
    • 1 views on http://www.ciph.biz

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories