This is part 3 of the ISWC 2009 tutorial on the GoodRelations ontology and RDFa for e-commerce on the Web of Linked Data. See also http://www.ebusiness-unibw.org/wiki/Web_of_Data_for_E-Commerce_Tutorial_ISWC2009

1. The Web of Data for E-Commerce in Brief
A Hands-on Introduction to the GoodRelations Ontology,
RDFa, and Yahoo! SearchMonkey
October 25, 2009
Westfields Conference Center near Washington, DC, USA
Martin Hepp
Universität der Bundeswehr München, Munich, Germany
Richard Cyganiak
Digital Enterprise Research Institute (DERI), Ireland

2. Logistics
08:30-10:30 Overview and Motivation: Why the Web of Data is Now 30’
Quick Review of Prerequisites 15’
The GoodRelations Ontology: E-Commerce on the Web of Data 75’
10:30-10:45 Coffee Break
10:45-12:30 RDFa: Bridging the Web of Documents with the Web of Data 45’
Expressing GoodRelations in RDFa: A Running Example 30’
GoodRelations – Advanced Topics 30’
12:30-13:30 Lunch Break
13:30-16:00 Hands-on Exercise: Annotating a Web Shop 60’
Querying the Web of Data for Offerings – SPARQL 15’
Querying the Web of Data – Exercises 15’
16:00-16:30 Coffee Break
16:30-18:00 Publishing Semantic Web Data: Make Your RDF Available 30’
Yahoo SearchMonkey and Yahoo BOSS 45’
Discussion, Conclusion, Feedback Round 15’
2

3. The GoodRelations Ontology:
E-Commerce on the Web of Data
Martin Hepp
25.10.2009 3

4. GoodRelations User‘s Guide („Primer“)
http://www.heppnetz.de/projects/goodrelations/primer/
4

5. UML Class Diagram
Version 1, Release 2009-07-18 gr:QualitativeValue
Martin Hepp. mhepp@computer.org
gr:BusinessEntityType gr:WarrantyScope
gr:qualitativeProductOrServiceProperty
gr:hasWarrantyScope gr:ActualProductOrServiceInstance
gr:BusinessFunction
gr:WarrantyPromise
gr:eligibleCustomerTypes gr:durationOfWarrantyInMonths xsd:int gr:ProductOrService
gr:BusinessEntity gr:hasMakeAndModel
gr:hasBusinessFunction gr:hasEAN_UCC-13 xsd:string
gr:hasNAICS xsd:int gr:hasWarrantyPromise gr:includes gr:typeOfGood
gr:hasISICv4 xsd:int gr:hasGTIN-14 xsd:string
gr:offers gr:ProductOrServiceModel gr:hasStockKeepingUnit xsd:string
gr:legalName xsd:string gr:Offering gr:TypeAndQuantityNode
gr:hasDUNS xsd:string gr:seeks gr:hasEAN_UCC-13 xsd:string gr:amountOfThisGood xsd:float
gr:hasGlobalLocationNumber xsd:string gr:hasGTIN-14 xsd:string gr:hasUnitOfMeasurement xsd:string
gr:includesObject gr:isConsumableFor
gr:hasMakeAndModel
gr:hasStockKeepingUnit xsd:string gr:typeOfGood
gr:eligibleRegions xsd:string gr:quantitativeProductOrServiceProperty gr:isVariantOf
gr:hasPOS
gr:validFrom xsd:dateTime gr:includes gr:ProductOrServicesSomeInstancesPlaceholder
gr:availableAtOrFrom gr:isSimilarTo
gr:validThrough xsd:dateTime
gr:hasInventoryLevel
gr:LocationOfSalesOrServiceProvisioning gr:isAccessoryOrSparePartFor
gr:hasGlobalLocationNumber xsd:string
gr:QuantitativeValueFloat
gr:availableDeliveryMethods gr:hasMinValueFloat xsd:float gr:QuantitativeValue
gr:hasOpeningHoursSpecification gr:hasMaxValueFloat xsd:float gr:hasUnitOfMeasurement xsd:string
gr:hasPriceSpecification
gr:OpeningHoursSpecification gr:hasEligibleQuantity
gr:opens xsd:time
gr:closes xsd:time gr:acceptedPaymentMethods gr:DeliveryMethod
gr:PriceSpecification
gr:hasCurrency xsd:string gr:QuantitativeValueInteger
gr:valueAddedTaxIncluded xsd:boolean gr:hasMaxValueInteger xsd:int
gr:hasOpeningHoursDayOfWeek gr:hasMinValueInteger xsd:int
gr:hasMaxCurrencyValue xsd:float
gr:appliesToDeliveryMethod gr:hasMinCurrencyValue xsd:float
gr:DayOfWeek gr:hasCurrencyValue xsd:float
gr:DeliveryModeParcelService
gr:DeliveryChargeSpecification
gr:eligibleRegions xsd:string
gr:UnitPriceSpecification
gr:PaymentMethod gr:priceType xsd:string
gr:validFrom xsd:dateTime
gr:validThrough xsd:dateTime
gr:hasUnitOfMeasurement xsd:string
gr:appliesToPaymentMethod
gr:PaymentChargeSpecification
gr:PaymentMethodCreditCard
gr:hasManufacturer
http://www.ebusiness-unibw.org/wiki/File:Goodrelations-UML-2009-07-18.pdf
25.10.2009 5

6. GoodRelations: Language Reference
http://purl.org/goodrelations/v1.html
6

7. Overview

8. 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/
8

9. 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
9

10. 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
10

11. GoodRelations: License
• Permanent,
royalty-free access
for commercial and
non-commercial use.
http://purl.org/goodrelations/
11

12. GoodRelations vs. eClassOWL etc.
GoodRelations: Products and Services
Companies & Offers Ontologies
• BusinessEntity • Industry-specific
• Offering ontologies for describing
• WarrantyPromise types of products and
services
• …
– eClassOWL
– freeClassOWL
– CEO - Consumer
Electronics Ontology
25.10.2009 12

13. Domain Structure and Use Cases

14. Albert Einstein on Ontology
Engineering
"Make everything as simple as possible, but
not simpler.“
Albert Einstein
14

15. Basic Structure of Offers:
Agent-Promise-Object Principle
Object or
Agent 1 Promise
Happening
Compensation Transfer of
Rights
Agent 2
15

16. The Minimal Scenario
• Scope
– Business entity
– Points-of-sale
– Opening hours
– Payment options
• Suitable for
– Every business
– E-commerce and
brick-and-mortar
16

17. 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
17

18. 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
18

19. Product Model Data Scenario
• Scope
– Individual product
models
– Quantitative and
qualitative features
• Suitable for
– Manufacturers of
commodities
19

20. Products vs. Product Models
Product Model: Products: What you buy,
“Datasheet” possess, and use
• Intangible object • (Mostly) tangible object
• “Ferdinand Porsche that can be owned and
created the VW Beetle” used.
• Not a subclass of • My VW Beetle has a
products! mileage of 42,000
• Its serial number is
123456789
25.10.2009 20

21. Product Models vs. Products
• Product models define the defaults for a
subset of a products features
ex:FordTModel ex:hasWeight “400”.
implies that likely (!)
ex:MyFordT ex:hasWeight “400”.
Important: Only products are offered for sale etc
25.10.2009 21

22. Products: Actual vs. Anonymous Individuals
• Sometimes you offer a particular object
– myMacBookPro
• Sometimes you offer products from a set
of anonymous instances
– A retailer does not expose every single book
copy on stock over the Web
– Those are only quantified existentially.
25.10.2009 22

23. Products: Actual vs. Anonymous Individuals
• Sometimes you offer a particular object
– Example: eBay auction
– gr:ActualProductOrServiceInstance
• Sometimes you offer products from a set of
anonymous instances
– Example: New books on Amazon
– gr:ProductOrServicesSomeInstancesPlaceholder
25.10.2009 23

24. Conceptual Structure and
Vocabulary

25. Understanding the UML Class Diagram
Version 1, Release 2009-07-18 gr:QualitativeValue
Martin Hepp. mhepp@computer.org
gr:BusinessEntityType gr:WarrantyScope
gr:qualitativeProductOrServiceProperty
gr:hasWarrantyScope gr:ActualProductOrServiceInstance
gr:BusinessFunction
gr:WarrantyPromise
gr:eligibleCustomerTypes gr:durationOfWarrantyInMonths xsd:int gr:ProductOrService
gr:BusinessEntity gr:hasMakeAndModel
gr:hasBusinessFunction gr:hasEAN_UCC-13 xsd:string
gr:hasNAICS xsd:int gr:hasWarrantyPromise gr:includes gr:typeOfGood
gr:hasISICv4 xsd:int gr:hasGTIN-14 xsd:string
gr:offers gr:ProductOrServiceModel gr:hasStockKeepingUnit xsd:string
gr:legalName xsd:string gr:Offering gr:TypeAndQuantityNode
gr:hasDUNS xsd:string gr:seeks gr:hasEAN_UCC-13 xsd:string gr:amountOfThisGood xsd:float
gr:hasGlobalLocationNumber xsd:string gr:hasGTIN-14 xsd:string gr:hasUnitOfMeasurement xsd:string
gr:includesObject gr:isConsumableFor
gr:hasMakeAndModel
gr:hasStockKeepingUnit xsd:string gr:typeOfGood
gr:eligibleRegions xsd:string gr:quantitativeProductOrServiceProperty gr:isVariantOf
gr:hasPOS
gr:validFrom xsd:dateTime gr:includes gr:ProductOrServicesSomeInstancesPlaceholder
gr:availableAtOrFrom gr:isSimilarTo
gr:validThrough xsd:dateTime
gr:hasInventoryLevel
gr:LocationOfSalesOrServiceProvisioning gr:isAccessoryOrSparePartFor
gr:hasGlobalLocationNumber xsd:string
gr:QuantitativeValueFloat
gr:availableDeliveryMethods gr:hasMinValueFloat xsd:float gr:QuantitativeValue
gr:hasOpeningHoursSpecification gr:hasMaxValueFloat xsd:float gr:hasUnitOfMeasurement xsd:string
gr:hasPriceSpecification
gr:OpeningHoursSpecification gr:hasEligibleQuantity
gr:opens xsd:time
gr:closes xsd:time gr:acceptedPaymentMethods gr:DeliveryMethod
gr:PriceSpecification
gr:hasCurrency xsd:string gr:QuantitativeValueInteger
gr:valueAddedTaxIncluded xsd:boolean gr:hasMaxValueInteger xsd:int
gr:hasOpeningHoursDayOfWeek gr:hasMinValueInteger xsd:int
gr:hasMaxCurrencyValue xsd:float
gr:appliesToDeliveryMethod gr:hasMinCurrencyValue xsd:float
gr:DayOfWeek gr:hasCurrencyValue xsd:float
gr:DeliveryModeParcelService
gr:DeliveryChargeSpecification
gr:eligibleRegions xsd:string
gr:UnitPriceSpecification
gr:PaymentMethod gr:priceType xsd:string
gr:validFrom xsd:dateTime
gr:validThrough xsd:dateTime
gr:hasUnitOfMeasurement xsd:string
gr:appliesToPaymentMethod
gr:PaymentChargeSpecification
gr:PaymentMethodCreditCard
gr:hasManufacturer
25.10.2009 25

26. Key Questions for Modeling with GoodRelations
• Who is making the offer?
– gr:BusinessEntity
• Which object is being offered?
– gr:ActualProductOrServiceInstance
– gr:ProductOrServicesSomeInstancesPlaceholder
• What are the terms and conditions of
the business transaction being offered?
– gr:Offering
25.10.2009 26

27. Key Questions for Modeling with GoodRelations
gr:BusinessFunction
gr:hasBusinessFunction gr:ActualProductOrServiceInstance
gr:BusinessEntity gr:Offering gr:includes
gr:hasNAICS xsd:int gr:offers gr:hasEAN_UCC-13 xsd:string
gr:hasISICv4 xsd:int gr:hasGTIN-14 xsd:string
gr:legalName xsd:string gr:hasStockKeepingUnit xsd:string
gr:hasDUNS xsd:string gr:eligibleRegions xsd:string
gr:hasGlobalLocationNumber xsd:string gr:validFrom xsd:dateTime
gr:validThrough xsd:dateTime
gr:hasPriceSpecification
gr:UnitPriceSpecification
gr:priceType xsd:string
gr:validFrom xsd:dateTime
gr:validThrough xsd:dateTime
gr:hasUnitOfMeasurement xsd:string
25.10.2009 27

28. The Minimal Scenario
• Scope
– Business entity
– Points-of-sale
– Opening hours
– Payment options
• Suitable for
– Every business
– E-commerce and
brick-and-mortar
28

29. The Minimal Scenario (UML & RDF/N3)
25.10.2009 29

30. The Minimal Scenario: Full Graph
25.10.2009 30

31. The Minimal Scenario: Graph - Details
25.10.2009 31

32. The Minimal Scenario: Graph - Details
25.10.2009 32

33. The Minimal Scenario: Graph - Details
25.10.2009 33

34. 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
34

35. Alternative Ways of Describing the
Product or Service
• gr:ProductOrServiceSomeInstancesPlaceholder + rdfs:comment
– Textual
• Product or service ontology
– eclassOWL
– freeClass
• DBPedia URIs
• Turn proprietary hierarchy into pseudo-ontology
25.10.2009 35

36. The Simple Scenario: UML
25.10.2009 36

37. The Simple Scenario: RDF/N3 - Details
25.10.2009 37

38. The Simple Scenario: RDF/N3 - Full
25.10.2009 38

39. The Simple Scenario: Full Graph
25.10.2009 39

40. The Simple Scenario: Graph - Details
25.10.2009 40

41. The Simple Scenario: Graph - Details
25.10.2009 41

42. The Simple Scenario: Graph - Details
25.10.2009 42

43. 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
43

44. Alternative Ways of Describing the
Product or Service
• Omit it
– Minimal Example: Describe just your business & store
• gr:ProductOrServiceSomeInstancesPlaceholder + rdfs:comment
– Textual
• Product or service ontology
– eclassOWL
– freeClass
• DBPedia URIs
• Turn proprietary hierarchy into pseudo-ontology
25.10.2009 44

45. The Comprehensive Example: UML
25.10.2009 45

46. Product Properties
• gr:qualitativeProductOrServiceProperty
– Links to a gr:QualitativeValue instance
• gr:quantitativeProductOrServiceProperty
– Links to a gr:QuantitativeValueFloat or
gr:QuantitativeValueInteger instance
• gr:datatypeProductOrServiceProperty
– Links to a literal value
– For strings, boolean, datetime, and digits that are no
integer numbers
25.10.2009 46

47. Quantitative Values in GoodRelations
gr:QuantitativeValueFloat
gr:ProductOrService 30.5
rdf:type
rdf:type gr:hasValueFloat
foo:myTVSet foo:weight _value1
gr:hasUnitOfMeasurement
GRM
47

48. Units of Measurement: UN/CEFACT
25.10.2009 48

49. All Point Values Are Value Ranges
gr:QuantitativeValueFloat
gr:ProductOrService
rdf:type 30.5
rdf:type
gr:hasMinValueFloat
foo:myTVSet foo:weight _value1
gr:hasMaxValueFloat
gr:hasUnitOfMeasurement 30.5
gr:QuantitativeValueFloat
gr:ProductOrService 30.5
rdf:type
rdf:type
gr:hasValueFloat
GRM
foo:myTVSet foo:weight _value1
gr:hasUnitOfMeasurement
GRM
hasValueFloat rdfs:subPropertyOf hasMaxValueFloat, hasMinValueFloat
hasValueInteger rdfs:subPropertyOf hasMaxValueInteger, hasMinValueInteger
49

50. Values and Value Ranges: Example
25.10.2009 50

51. Comprehensive Example: Basics
25.10.2009 51

52. Product Bundles
gr:Offering
gr:hasEAN_UCC-13 xsd:string gr:includesObject
gr:TypeAndQuantityNode
gr:amountOfThisGood xsd:float
gr:hasGTIN-14 xsd:string gr:hasUnitOfMeasurement xsd:string
gr:hasStockKeepingUnit xsd:string
gr:eligibleRegions xsd:string gr:typeOfGood
gr:validFrom xsd:dateTime
gr:validThrough xsd:dateTime gr:ProductOrServicesSomeInstancesPlaceholder
25.10.2009 52

53. Internally, all offers are bundles
gr:Offering
gr:hasEAN_UCC-13 xsd:string gr:includesObject
gr:TypeAndQuantityNode
gr:amountOfThisGood xsd:float
gr:hasGTIN-14 xsd:string gr:hasUnitOfMeasurement xsd:string
gr:hasStockKeepingUnit xsd:string
gr:eligibleRegions xsd:string gr:typeOfGood
gr:validFrom xsd:dateTime
gr:validThrough xsd:dateTime gr:ProductOrServicesSomeInstancesPlaceholder
25.10.2009 53

54. The Comprehensive Scenario: Graph
54

55. The Comprehensive Scenario RDF/N3
• See GoodRelations Primer at
http://www.heppnetz.de/projects/goodrelations/primer/
25.10.2009 55

56. Using Domain Ontologies for
Describing Products or Product Models
25.10.2009 56

57. Instances, Placeholders, Models
25.10.2009 57

58. eClassOWL and GoodRelations: Class
25.10.2009 58

59. eClassOWL: Quantitative Properties
25.10.2009 59

60. eClassOWL: Qualitative Properties &
Values
Property Value
25.10.2009 60

61. eClassOWL 5.1.4 URIs
• Class “Pencil“: 24-24-01-01 [ AKF303003 ]
– eco:C_AKF303003-gen
• Properties
– Length, BAF559001
• eco:P_BAF559001
– Design of tip state, BAG073001
• eco:P_BAG073001
• Value “pointed”, BAC386001
– eco:V_BAC386001
25.10.2009 61

62. eClassOWL 5.1.4 in N3/Turtle
25.10.2009 62

63. eClassOWL 5.1.4 in N3/Turtle
25.10.2009 63

64. Other Ontologies for GoodRelations
• freeClassOWL for construction and
building materials
• CEO – Consumer Electronics Ontology
25.10.2009 64

65. Product Model Data Scenario
• Scope
– Individual product
models
– Quantitative and
qualitative features
• Suitable for
– Manufacturers of
commodities
65

66. Product Model Data
25.10.2009 66

67. Important: Models cannot be sold
25.10.2009 67

68. Product Models Define Default Values
Intuition: An actual product inherits all technical features from its make
and model, unless specified at for that particular individual specifically.
25.10.2009 68

69. Buy Side: Wish Lists and Tenders
gr:BusinessFunction
gr:hasBusinessFunction
gr:Offering
gr:BusinessEntity
gr:hasEAN_UCC-13 xsd:string
gr:hasNAICS xsd:int
gr:hasGTIN-14 xsd:string
gr:hasISICv4 xsd:int gr:seeks gr:hasStockKeepingUnit xsd:string
gr:legalName xsd:string
gr:eligibleRegions xsd:string
gr:hasDUNS xsd:string
gr:validFrom xsd:dateTime
gr:hasGlobalLocationNumber xsd:string
gr:validThrough xsd:dateTime
gr:includes gr:hasPriceSpecification
gr:UnitPriceSpecification
gr:ProductOrServicesSomeInstancesPlaceholder gr:priceType xsd:string
gr:validFrom xsd:dateTime
gr:validThrough xsd:dateTime
gr:hasUnitOfMeasurement xsd:string
25.10.2009 69

70. Quizzes
• What is the difference between
gr:ProductOrService and
gr:ProductOrServiceModel?
• What is the difference between
gr:ActualProductOrService and
gr:ProductOrServiceSomeInstancesPlaceholder?
• How are quantitative values modeled in
GoodRelations?
• What does the string “C62” stand for?
25.10.2009 70

71. Thank you.
25.10.2009 71