GS1 Digital

Jun. 25, 2014
Auto-ID Labs, KAIST
Dept. of Computer Science, KAIST
GS1 Digital
Jae-Eon Kim
jaeeon@kaist.ac.kr, http://oliot.org, http://autoidlab.kaist.ac.kr, http://resl.kaist.ac.kr, http://autoidlabs.org, http://gs1.org

© Auto-ID Lab Korea / KAIST
Slide 2
 Digital makes people more smarter
– Evaluate deal : price, customer review, ..
– Share information: word of mouth, promotion, ..
– Online purchase, and etc.
Digital commerce
Image source : http://googleretail.blogspot.kr/2012/10/ushering-in-first-nonline-holiday.html

Slide 3
 I want to find good deal of “Kitty”..
 How can I describe “exactly what I want” in digital world?
What is my Kitty?
Image source : https://www.flickr.com/photos/soverystrawberry/4063309182
Hmm, what do you want among these?

Slide 4
 Comparison between two Search Engines
What can you find on Internet now?
Schick quattro titanium razor
Schick quattro titanium razor
Missing
retailersMissing reviews
Different
image
Different
name
Different
highlight
Different
pricing
Source: Enabling the “digital” revolution in retail (McKinsey, 2013)

Slide 5
Hmm..
Is it your best?
Are you so sure?
Image source : http://pds23.egloos.com/pds/201112/15/62/d0104462_4ee9baf60ba8a.jpg

Slide 6
 Product information on Internet is represented as linked
documents that are written in HTML
 These documents have meaning to humans who can read and
interpret the images and text, but not for computers
 Search Engine extract meaning by
comparisons of names and descriptions of product..
not by unique ID
What is the problem?

Slide 7
 Build and use deal comparison site!!
 but.. based on human driven database
– Incorrect/Missing information
– No real-time update/reflection
What can be solution?
Source: 대한민국 정부 블로그 - 가격비교사이트 정확성 점검, 2013.05.28 (http://blog.daum.net/hellopolicy/6983407)
[사이트별 가격정보 일치율 (단위 : 개, (%)] [사이트별 배송비정보 일치율 (단위 : 개, (%)]

Slide 8
Another solution?
“Do we need to buy only from Amazon?”
Image source : https://fresh.amazon.com/dash/

Slide 9
We need standardized way
Image source : http://cfile28.uf.tistory.com/image/120797164B6AE6C813D86C
Data(IDs keys, classifications, descriptions, relationships)
must be represented and
shared via standard way
 Systems can automatically read
and efficiently handle the data
 Parties in the value chain (B2B2C)
can achieve maximum benefit

Slide 10
 GS1 US McKinsey study (2012~2013)
–Interviews w/ > 60 stakeholders: Top 3 use cases:
 GS1 want to solve those pain points
– #1: GTIN+ on the Web
– #2: GS1 Source
– #3 : GPC
“Enabling the ‘Digital’ Revolution in Retail”
Category hierarchy: Create standard hierarchy to structure on-line commerce sites
Trusted source of data: create database of trusted product attributes to facilitate
one-to-many communication and consumer analytics
Unique online product identifier: Use GTINs to improve accuracy in online/mobile
search and prevent digital out of stocks#1
#2
#3

Slide 11
 The GS1 Digital is a new GS1 “Share” technology for communicating the
GS1 GTIN and other keys and attributes in computer-readable formats
across the World Wide Web.
 The GS1 Digital includes standards and guidelines for companies to
publish product data on web pages that allow their consumers to
more effectively search for, compare, buy, share information about,
and get the most out of the products and services that meet their needs.
GS1 Digital

Slide 12
GTIN+ on the Web
 Introductive Video: GS1 US - It's Just Commerce
– Video URL: http://www.youtube.com/watch?v=qGWr5XcbGEU

Slide 13
 Improved accuracy and completeness of online search, resulting
in fewer digital out-of-stocks, lower SEO costs, and higher sales
 Better ability for ads to target web pages about a specific
product
 Improved online identification, enabling easier / more complete
aggregation of third party content (e.g., reviews, photos)
Benefits of unique online product ID
Product ID: https://gtin.com/00794043444623
GTIN: 00794043444623
Brand: “Samsung",
Website: http://www.facebook.com/Samsung
GPC: ”10001400”
GPC Description: “television"
Type: “plasma”
Classification: “high definition”
Variant 1: http://gtin.com/00012343232112

Slide 14
Improved search by GS1 Digital
SE sees GTIN in HTML
Search engine (SE) finds
initial search term on 1st
retailer's webpage
SE switches from text-
based to GTIN-based
search, and finds 2nd
retailer’s webpage
SE returns all results,
regardless of initial search
term
1 2 3 4
Retailer Retailer 1
Product Dixie combo pack 168
Price $12.59
<html>
<meta name=“GTIN”
content=“0012345678901”>
…
</html> Retailer Retailer 2
Product Dixie combo box 168
Price $10.21
<html>
<meta name=“GTIN”
content=“0012345678901”>
…
</html> Retailer 1
Dixie combo pack 168
$12.59
Retailer 2
Dixie combo set 168
$10.21
ILLUSTRATIVE PROCESS
Dixie combo pack 168
Retailer
Product
Price
Retailer
Product
Price

Slide 15
Linked Data, Open Data, Linked Open Data
linkedlifedata.com
data.gov
data.gov.uk
publicdata.eu
geonames.org
LinkedGeoData.org
Source: Linking Open Data cloud diagram, by Richard Cyganiak and Anja Jentzsch (http://lod-cloud.net)

Slide 16
Linking Enterprise Data
Open Data
Greater insights
Better decisions
Better visibility
of your products / services
to interested consumers
Private
Enterprise Data
Public-facing data
(offerings & services)
Your company
+
Publish as
linked
open data
Source: GS1 in the web of data (Mark Harrison @ Auto-ID Lab Cambridge, 2012)

Slide 17
Who will access and utilize linked data?
Applications ('apps')
on mobile devices
Search engines,
Data aggregators
& data mash-ups
Business-to-Business
(B2B)
- Interoperability
- Robust validation
& checking of format & data-types
- Neutral
( any operating system,
any programming language)
- Lightweight / Low complexity
- Efficient data transfers
(even when network
bandwidth / data rate
is limited)
- Ease of extraction of meaning
- Independent of page layout
- Ease of cross-referencing
and combination with other data
on the web

Slide 18
 Several Groups are Starting to Use GS1 Standards and Data
Who is working on?
GPC
UNSPS
CPV
eCl@ss

Slide 19
 Google trying to support GTIN based indexing
– https://support.google.com/merchants/answer/160161?hl=en&ref_topic=3404778
 Try to search with GTIN number
What is current status?

Slide 20
 No support by manufacturer yet
 No support by search engine yet
How are Korean Company?
More interests and future participations are strongly required!!

Slide 21
Future digital commerce (1/3)
Milk
£1
1hr
1km
Map human-readable
keyword(s) to
Product category identifier
(GPC)
Contextual filters
are shown for
product category
User constraints
are specified
Information about matching
products and servicesMark Harrison, “GS1 in the web of data”, W3C / ODI / OKFN Open Data
on the Web workshop, London, Apr. 2013

Slide 22
Consumer
specifies
Product/Service
and refines search
using GPC
attribute-value pairs
Might also specify:
budget, urgency
buy locally / online
GPC & att. -val.
GTIN
Store
Location
Store
Location
GeoSPARQL
can calculate
distances
between points
Price
Mass, Volume,
Nutritional Info etc.
from B2B (GDSN)
Trade Item Master Data
Product Image
& DescriptionStart here!
Convenient
package(s) of
information
The Offer
Mark Harrison, “GS1 in the web of data”, W3C / ODI / OKFN Open Data

Slide 23
 GPC available as linked open data
Mark Harrison, “GS1 in the web of data”, W3C / ODI / OKFN Open Data

Slide 24
 Better SERP (Search Engine Results Pages)
– Improved discoverability (also known as recall)
– Improved search results (also known as precision)
 Enhanced user experience
– More redirects (to brand owner web page, reviews, recipes, etc.)
– Increased display of additional data on SERP
 Increased social interoperability
– Increased Facebook “likes”, Twitter “tweets”, and Pinterest “pins”
 Advanced affiliate marketing
– Increased redirects (where to buy, blogs, etc.)
GS1 Digital will bring..

Slide 25
 GS1 Digital is raising technology and potential GS1 standard to
identify product and provide its attributes in digital world
 Active participation and contribution are desired
(http://www.gs1.org/digital, http://www.autoidlabs.org.uk/GS1Digital/)
– GS1 Digital Industry Engagement Group
– GTIN+ on the web Group
 Oliot utilizes GS1 infrastructure (ex. ONS, Discovery service)
to identify, search, and track the object
 Oliot will extend GS standard and technology to be adequate for
IoT and its ecosystem
Summary: Oliot and GS1 Digital

Slide 26
Thank you!

Slide 27
 GS1 Digital official homepage
http://www.gs1.org/digital
 GS1 Digital @ University of Cambridge Auto-ID labs
http://www.autoidlabs.org.uk/GS1Digital/index.html
 Mark Harrison, “GS1 in the web of data”, W3C / ODI / OKFN Open Data on the Web
workshop, London, Apr. 2013
http://www.w3.org/2013/04/odw/GS1-LinkedDataPresentation-ODI-April2013.pdf
 Mark Harrison, Alexander Ilic, Robert Beideman, Henri Barthel, Scott Gray, Ken
Traub, “Auto-ID Labs White Paper: HTTP Uniform Resource Identifiers to associate
a web resource with a GS1 key and optional Application Identifiers
http://www.gs1.org/docs/digital/WP-SWNET-031-HTTP_URI_technical_proposal.pdf
 Mark Harrison, “Linked Data and Open Data: How can they help your business?”,
Consumer Goods Forum Operational Excellence conference, London, Nov. 2013
http://www.gs1.org/docs/digital/LinkedData-OpenData-CGF-Nov2013.pdf
 GS1 Video
– GS1 Digital: http://www.youtube.com/watch?v=t2wR8sH-xos
– GS1 US – It’s Just Commerce: http://www.youtube.com/watch?v=qGWr5XcbGEU
 McKinsey&Company, “Enabling the “digital” revolution in retail”, 2013
References

GS1 Digital

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