linked open data for e-commerce

Linked Data &

Semantic Web

Technology

Linked Open Data

for E-Commerce

Dr. Myungjin Lee

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


Problems – The Web of Documents

HTML HTML HTML

A B C

untyped

links

untyped

links

Data Silos

Unstructured

↑

Structured

Meaningless

for Human

Databases

Web


네이버 지식쇼핑

http://shopping.naver.com/search/all_search.nhn?query=ipad&cat_id=&frm=NVSHSRC


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


What we do

1. Publish structured data on the Web

A

Thing

Thing

C

Thing

Thing

B

Thing

Thing

Databases

Web Structured

↑

Structured


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


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


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


The Web of Data

A C B

http://companyinfo.com http://apple.com http://amazon.com

product1 iPad

Apple

2014.10

regist 384 price

1G

memory

500g

weight

April 1, 1976

iOS7.0

os

founded

Tim Cook

ceo sameAs

manufactured


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


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

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=gLrfR2TSOPsC1M&tbnid=EfdLoNCksd06LM:&ved=0CAUQjRw&url=http://www.bbc.co.uk/iplayer/episode/b01m5n7x/The_New_Elizabethans_Tim_BernersLee/&ei=_WrRUZOvKs7pkgWRwICoCQ&bvm=bv.48572450,d.dGI&psig=AFQjCNGMWrVHkBGI2d3nhf4iNxhLyxrgAw&ust=1372765244473114


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

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=3Al6zI88A0IruM&tbnid=_ns1_invG6n4wM:&ved=0CAUQjRw&url=http://www.ibm.com/developerworks/xml/tutorials/x-sparql/section2.html&ei=XNbSUfK1M8zilAWay4EQ&bvm=bv.48572450,d.dGI&psig=AFQjCNEtXyLAMyQjHOWGWAcJ8rMzuZEkFQ&ust=1372858321900575


URI (Uniform Resource Identifier)

Myungjin Lee

881002-1045617

identifier

name

resident registration number

http://www.semantics.kr/person/mjLee

identifier in the web


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.


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

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=dMMBTiPPD3tYOM&tbnid=hhtAAfU6WHFqUM:&ved=0CAUQjRw&url=http://www.vaio.or.kr/792195&ei=aHDRUa3YD4KKlAWq9IGAAg&bvm=bv.48572450,d.dGI&psig=AFQjCNHT3jQ_-k5GgQN7t-jL_xM0I85kCA&ust=1372766684321391


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 of subset of

http://www.vaio.or.kr/files/attach/images/9979/195/792/5d296375f2a6b1096cb062f22ee7e046.jpg

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=dMMBTiPPD3tYOM&tbnid=hhtAAfU6WHFqUM:&ved=0CAUQjRw&url=http://www.vaio.or.kr/792195&ei=aHDRUa3YD4KKlAWq9IGAAg&bvm=bv.48572450,d.dGI&psig=AFQjCNHT3jQ_-k5GgQN7t-jL_xM0I85kCA&ust=1372766684321391


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


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 [email protected]

Gildong Hong [email protected]

Grace Byun [email protected]


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.


1. Use URIs as names for things

http://lod.nl.go.kr/resource/KMO200937463


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


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.


The Linking Open Data cloud diagram



The Linking Open Data cloud diagram


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


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/

http://www.heppnetz.de/projects/goodrelations/





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.


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,...).


Valuable Types of Links

Martin Hepp, Linked Data in E-Commerce – The GoodRelations Ontology, ISKO UK Conference on Linked Data (2010)

Linked Data & Semantic Web Technology http://www.heppnetz.de/ontologies/goodrelations/goodrelations-UML.png


Examples of GoodRelations

• Company


Examples of GoodRelations

• Offer / Product


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


SPARQL Endpoint of Linked Open Commerce

http://loc.openlinksw.com/sparql




Use Case of GoodRelations


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


Intelligent Shopping Agent


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)
























































Dr. Myungjin Lee

e-Mail : [email protected]

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

linked open data for e-commerce

Technology

isko uk conference

linked data

sending structured

semantic web

linked data

query language

semantic seo

exposed data