Linked Open Data for E-Commerce

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This slide describes the Linked Open Data for E-Commerce. It includes what the Linked Open Data is and how to use it in e-Commerce market.

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Linked Open Data for E-Commerce

  1. 1. Linked Data & Semantic Web Technology Linked Open Data for E-Commerce Dr. Myungjin Lee
  2. 2. Linked Data & Semantic Web Technology HTML the standard markup language used to create web pages for human readers https://lh3.googleusercontent.com/-ccsnKVbD3QM/UeBMnfg1E6I/AAAAAAAAAow/tujbFfH_h-I/s288/Girl-at-Computer.jpg
  3. 3. Linked Data & Semantic Web Technology Problems – The Web of Documents HTML HTML HTML A B C untyped links untyped links Data Silos Unstructured ↑ Structured Meaningless for Human Databases Web
  4. 4. Linked Data & Semantic Web Technology 네이버 지식쇼핑 http://shopping.naver.com/search/all_search.nhn?query=ipad&cat_id=&frm=NVSHSRC
  5. 5. Linked Data & Semantic Web Technology 네이버 지식쇼핑 Shop A Shop B <<<begin>>> <<<mapid>>>AB1234 <<<pname>>>[번호 이동] 삼성 애니콜 SCH-M620 <<<price>>>200000 <<<pgurl>>>http://www.naver.com/php?pro=12345 <<<igurl>>>http://www.naver.com/image/12345.jpg <<<ftend>>> <<<begin>>> <<<mapid>>>AB1234 <<<pname>>>[번호 이동] 삼성 애니콜 SCH-M620 <<<price>>>200000 <<<pgurl>>>http://www.naver.com/php?pro=12345 <<<igurl>>>http://www.naver.com/image/12345.jpg <<<ftend>>> Naver Agent EP URL EP URL
  6. 6. Linked Data & Semantic Web Technology What we do 1. Publish structured data on the Web A Thing Thing C Thing Thing B Thing Thing Databases Web Structured ↑ Structured
  7. 7. Linked Data & Semantic Web Technology What we do 2. Describe about data as machine readable and processible A Thing Thing C Thing Thing B Thing Thing Databases Web Structured ↑ Structured for Machine
  8. 8. Linked Data & Semantic Web Technology What we do 3. Link to other data with semantics A typed links Thing Thing C Thing Thing B Thing Thing typed links Databases Web Structured ↑ Structured for Machine Data Share Meaningful
  9. 9. Linked Data & Semantic Web Technology The Web of Data Christian Bizer, Tom Heath, and Tim Berners-Lee, Linked Data: Principles and State of the Art, 2008. A typed links Thing Thing C Thing Thing D Thing Thing E Thing Thing B Thing Thing typed links typed links typed links Linked Data Mashups Search Engines Linked Data Browsers
  10. 10. Linked Data & Semantic Web Technology The Web of Data A CB http://companyinfo.comhttp://apple.comhttp://amazon.com product1 iPad Apple 2014.10 regist384 price 1G memory 500g weight April 1, 1976 iOS7.0 os founded Tim Cook ceo sameAs manufactured
  11. 11. Linked Data & Semantic Web Technology What we need • a general method for conceptual description or modeling of information on the Web – URI – XML – RDF • a shared vocabulary to denote the types, properties and interrelationships of those concepts – RDFS – OWL – Ontology
  12. 12. Linked Data & Semantic Web Technology Linked Data • Linked data describes a method of publishing structured data so that it can be interlinked and become more useful. The Semantic Web isn't just about putting data on the web. It is about making links, so that a person or machine can explore the web of data. With linked data, when you have some of it, you can find other, related, data. - A roadmap to the Semantic Web by Tim Berners-Lee http://images.theage.com.au/2010/09/29/1954774/Tim_Berners_Lee_Lead-420x0.jpg
  13. 13. Linked Data & Semantic Web Technology What we know an elemental syntax for content structure within documents a simple language for expressing data models, which refer to objects ("resources") and their relationships more vocabulary for describing properties and classes a vocabulary for describing properties and classes of RDF-based resources a protocol and query language for semantic web data sources to exchange rules between many "rules languages" a string of characters used to identify a name or a resource http://ai.ia.agh.edu.pl/wiki/_media/hekate:semweb:sw_layer_cakes.png
  14. 14. Linked Data & Semantic Web Technology URI (Uniform Resource Identifier) Myungjin Lee 881002-1045617 identifier name resident registration number http://www.semantics.kr/person/mjLee identifier in the web
  15. 15. Linked Data & Semantic Web Technology XML (Extensible Markup Language) • a markup language used for the representation of arbitrary data structure in a format that is both human-readable and machine- readable XML representation of “Myungjin Lee is Yura’s husband.” <conjugalrelation> <husband>Myungjin Lee</husband> <wife>Yura</wife> </conjugalrelation> <conjugalrelation husband=“Myungjin Lee”> <wife>Yura</wife> </conjugalrelation> <conjugalrelation husband=“Myungjin Lee” wife=“Yura” /> same contents, but different representation We need a general method for conceptual description.
  16. 16. Linked Data & Semantic Web Technology RDF (Resource Description Framework) • a general method for conceptual description or modeling of information that is implemented in web resources, using a variety of syntax formats has wife http://semantics.kr/myungjinlee http://semantics.kr/hye-jinhan http://semantics.kr/rel/hasWife Subject URI reference Predicate URI reference Object URI reference or Literal Triple http://www.vaio.or.kr/files/attach/images/9979/195/792/5d296375f2a6b1096cb062f22ee7e046.jpg
  17. 17. Linked Data & Semantic Web Technology RDFS (RDF Schema) • to define classes and properties that may be used to describe classes, properties and other resources has wife ♂ ♀ is a is a Male Female  Person subset ofsubset of http://www.vaio.or.kr/files/attach/images/9979/195/792/5d296375f2a6b1096cb062f22ee7e046.jpg
  18. 18. Linked Data & Semantic Web Technology OWL (Web Ontology Language) • knowledge representation languages for authoring ontologies • when you need more expressiveness, – such as, Man Woman∩ = Ø Person Person descendant Person descendant descendant Husband Wife 1:1
  19. 19. Linked Data & Semantic Web Technology SPARQL • Why do we need a query language for RDF? – Why de we need a query language for RDB? – to get to the knowledge from RDF • SPARQL Protocol and RDF Query Language – to retrieve and manipulate data stored in Resource Description Framework format – to use SPARQL via HTTP PREFIX foaf: <http://xmlns.com/foaf/0.1/> SELECT ?name ?email WHERE { ?person a foaf:Person. ?person foaf:name ?name. ?person foaf:mbox ?email. } RDF Knowledge Base ?name ?email Myungjin Lee mjlee@li-st.com Gildong Hong gildong@daum.net Grace Byun grace@naver.com
  20. 20. Linked Data & Semantic Web Technology Four Principles of Linked Data 1. Use URIs to identify things. 2. Use HTTP URIs so that these things can be referred to and looked up ("dereferenced") by people and user agents. 3. Provide useful information about the thing when its URI is dereferenced, using standard formats such as RDF/XML. 4. Include links to other, related URIs in the exposed data to improve discovery of other related information on the Web.
  21. 21. Linked Data & Semantic Web Technology
  22. 22. Linked Data & Semantic Web Technology 1. Use URIs as names for things http://lod.nl.go.kr/resource/KMO200937463
  23. 23. Linked Data & Semantic Web Technology 2. Use HTTP URIs so that these things can be referred to and looked up ("dereferenced") by people and user agents. http://lod.nl.go.kr/resource/KMO200937463
  24. 24. Linked Data & Semantic Web Technology 3. Provide useful information about the thing when its URI is dereferenced, using standard formats such as RDF/XML.
  25. 25. Linked Data & Semantic Web Technology 4. Include links to other, related URIs in the exposed data to improve discovery of other related information on the Web.
  26. 26. Linked Data & Semantic Web Technology The Linking Open Data cloud diagram Linked Data & Semantic Web Technology
  27. 27. Linked Data & Semantic Web Technology The Linking Open Data cloud diagram Linked Data & Semantic Web Technology Media User Generated Content Publications Government Geographic Cross-Domain Life Sciences Domain Number of datasets Triples (Out-)Links Media 25 18,4185,2061 5044,0705 Geographic 31 61,4553,2484 3581,2328 Government 49 133,1500,9400 1934,3519 Publications 87 29,5072,0693 1,3992,5218 Cross-domain 41 41,8463,5715 6318,3065 Life Sciences 41 30,3633,6004 1,9184,4090 User-generated Content 20 1,3412,7413 344,9143 Total 295 316,3421,3770 5,0399,8829 http://www.slideshare.net/lysander07/13-semantic-web-technologies-linked-data-semantic-search
  28. 28. Linked Data & Semantic Web Technology GoodRelations • a global schema for commerce data on the Web – the most powerful vocabulary for publishing all of the details of your products and services in a way friendly to search engines, mobile applications, and browser extensions – V 1.0, Release 2011-10-01 • http://www.heppnetz.de/projects/goodrelations/
  29. 29. Linked Data & Semantic Web Technology The goal of GoodRelations • to define a data structure for e-commerce – industry-neutral, i.e. suited for consumer electronics, cars, tickets, real estate, labor, services, or any other type of goods, – valid across the different stages of the value chain, i.e. from raw materials through retail to after-sales services, and – syntax-neutral, i.e. it should work in microdata, RDFa, RDF/XML, Turtle, JSON, OData, GData, or any other popular syntax.
  30. 30. Linked Data & Semantic Web Technology Basic Structure of Offers 1. An agent (e.g. a person or an organization), 2. An object (e.g. a camcorder, a house, a car,...) or service (e.g. a haircut), 3. A promise (offer) to transfer some rights (ownership, temporary usage, a certain license, ...) on the object or to provide the service for a certain compensation (e.g. an amount of money), made by the agent and related to the object or service, and 4. A location from which this offer is available (e.g. a store, a bus stop, a gas station,...).
  31. 31. Linked Data & Semantic Web Technology Valuable Types of Links Martin Hepp, Linked Data in E-Commerce – The GoodRelations Ontology, ISKO UK Conference on Linked Data (2010)
  32. 32. Linked Data & Semantic Web Technology http://www.heppnetz.de/ontologies/goodrelations/goodrelations-UML.png
  33. 33. Linked Data & Semantic Web Technology Examples of GoodRelations • Company
  34. 34. Linked Data & Semantic Web Technology Examples of GoodRelations • Offer / Product
  35. 35. Linked Data & Semantic Web Technology Prominent Users of GoodRelations • Google – for sending structured information for Google Rich Snippets to Google (since 11/2010). • Yahoo – for sending structured information for their SearchMonkey feature (since 10/2008). • Best Buy – fundamental part of their digital marketing strategy and publishes full catalog, store, and special offer with GoodRelations on their production Web sites. • O'Reilly – for Semantic SEO of all of their book titles. • Volkswagen UK – for exposing car feature and car component information at massive scale. • Renault UK – for Semantic SEO for their merchandise shop. • OpenLink Software – the fundamental vocabulary for E-Commerce technology based on Virtuoso and other products. • Peek & Cloppenburg – for publishing information on all European stores plus the brands available in each one of them. • CSN Stores – for Semantic SEO of all of their 2,000,000 item pages and substores. • Arzneimittel.de, one of Germany's leading mail order pharmacies – using GoodRelations in RDFa on all of their ca. 250,000 item pages. • Rakuten.de, a leading German online mall – to aggregates ~6500 merchants with more than 16 million item pages
  36. 36. Linked Data & Semantic Web Technology SPARQL Endpoint of Linked Open Commerce http://loc.openlinksw.com/sparql
  37. 37. Linked Data & Semantic Web Technology Use Case of GoodRelations
  38. 38. Linked Data & Semantic Web Technology Intelligent Shopping Agent • SWCL (Semantic Web Constraint Language) – to embed techniques from the conventional mathematical programming field and is interested in solving optimization problems Product Ontology Constraint Model
  39. 39. Linked Data & Semantic Web Technology Intelligent Shopping Agent
  40. 40. Linked Data & Semantic Web Technology References • Martin Hepp, The GoodRelations Ontology for E-Commerce, 3rd KRDB School on Trends in the Web of Data (2010). http://www.slideshare.net/mhepp/krdb2010goodrelations • Martin Hepp, Linked Data in E-Commerce - The GoodRelations Ontology, ISKO UK Conference on Linked Data (2010). http://www.slideshare.net/mhepp/isko-2010-linked-data-in-ecommerce-the-goodrelations-ontology • 네이버 지식쇼핑 EP (Engine Page) 제작 및 연동 가이드 http://imgshopping.naver.com/admin/join/download/db_url/db_url_guide_new.pdf • Linked Open Commerce http://linkedopencommerce.com/ • The GoodRelations Wiki http://wiki.goodrelations-vocabulary.org/Main_Page • Myungjin Lee, Interlinking for Linked Data (2014). http://www.slideshare.net/onlyjiny/interlinking-for-linked-data • Myungjin Lee, Linked Open Data Tutorial (2014). http://www.slideshare.net/onlyjiny/linked-open-data-tutorial • Myungjin Lee, Linked Data Technology and Status (2013). http://www.slideshare.net/onlyjiny/linkeddata • GoodRelations http://www.ebusiness-unibw.org/wiki/GoodRelations • GoodRelations Example Sites http://notes.3kbo.com/goodrelations-sites • Hak-Jin Kim, Wooju Kim and Myungjin Lee, Semantic Web Constraint Language and its application to an intelligent shopping agent, Decision Support Systems, Volume 46, Issue 4 (2009)
  41. 41. Linked Data & Semantic Web Technology Dr. Myungjin Lee e-Mail : mjlee@li-st.com Twitter : http://twitter.com/MyungjinLee Facebook : http://www.facebook.com/mjinlee SlideShare : http://www.slideshare.net/onlyjiny/ http://www.beauticians.nl/wp-content/uploads/2012/01/contact1.jpg

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