Post on 06-Jul-2015
description
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
About the Organizers
Martin Hepp
Professor, Head of Group
Universität der Bundeswehr München
Munich, Germany
mhepp@computer.org
http://www.heppnetz.de
Previous affiliations: Universität
Würzburg (Germany), Florida Gulf
Coast University, IBM Zurich Research Lab, DERI/STI
Innsbruck
Richard Cyganiak
PhD Researcher
Digital Enterprise Research Institute
(DERI), Galway, Ireland
richard.cyganiak@deri.org
http://www.deri.ie
Previous affiliations: FU Berlin,
Germany
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Learning Goals
Participants will learn
• to use
– the GoodRelations conceptual structures and
– the RDFa syntax
to augment static and dynamic Web sites by the various relevant
details of a commercial Web presence;
• RDFa modeling patterns for more complex RDF structures;
• to publish data on the Semantic Web and make it available for
indexing services, repositories, Yahoo SearchMonkey and
applications;
• to query the Web of Data using SPARQL, and
• the development of simple Yahoo SearchMonkey and Yahoo
BOSS applications.
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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’
4
Logistics
Resources: Information • Wiki page
http://tr.im/srGx http://www.ebusiness-unibw.org/wiki/Web_of_Data_for_E-Commerce_Tutorial_ISWC2009
• GoodRelations Primer http://www.heppnetz.de/projects/goodrelations/primer/
• GoodRelations Documentation http://purl.org/goodrelations/v1
• RDFa http://www.w3.org/TR/2008/REC-rdfa-syntax-20081014/
• SPARQL http://www.w3.org/TR/rdf-sparql-query/
• Yahoo SearchMonkey http://developer.yahoo.com/searchmonkey/smguide/
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Resources: Tools
• RDF Validator (and Visualizer) http://www.w3.org/RDF/Validator/
• GoodRelations Annotator http://www.ebusiness-unibw.org/tools/goodrelations-annotator/
• PyRDFa http://www.w3.org/2007/08/pyRdfa/
• Twinkle http://www.ldodds.com/projects/twinkle/
Custom configuration file from Wiki
• RDF2dataRSS http://www.ebusiness-unibw.org/tools/rdf2datarss/
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Overview and Motivation: Why the
Web of Data is Now
Martin Hepp
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Limitations of the Web, 2009
Specificity vs. Keyword-based Search
• Synonyms
• Homonyms
• Multiple languages
• No parametric
search
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No Unified View: Jumping Back and Forth
Across Data Silos
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Site
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Searc
h E
ngin
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esults
Searc
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esults
Searc
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esults
Searc
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ine R
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lts
We know the best hits only when done.
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Site
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Searc
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esults
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Limited Ability to Reuse Data
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The Web: A Bottleneck for Sharing
Product Data
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Web of Data (“Semantic Web”)
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E-Commerce on the Web of Data
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Goal: A Unified View on Commerce
Data on the Web
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Product Model
Master Data Shop
Offerings Auctions Spare Parts &
Consumables
Warranty
Delivery Payment
Retailers Manufacturers
Arbitrary Query
Extraction
and Reuse
On the Shoulders of Giants
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A Unified View of Commerce Data
on the Web Martin Hepp,
mhepp@compu
ter org
Deep Comparison Shopping
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mhepp@compu
ter org
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Search Engine Results
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!
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Use Case 2: Product Model Data Reuse
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Manufacturer
Structured Data on
Products and Services
Retailer / Web Shop
Structured Data on Products
and Services
World Wide WebWorld Wide Web
Product Specifications: Type of Product, Features etc.
Use Case 3: Fine-grained Affiliate
Marketing
21
Offers of
computer
add-ons that have
an USB
interface
Screenshot from http://en.wikipedia.org/wiki/USB
The Web of Linked Data, Essentially: 1. Cluster Web links by what they mean
2. Use URIs to indicate the type of links
3. Use HTTP URIs so that it is quick and easy to explore
what this URI means.
4. Make clear whether you are referring to something or
its representation.
22 Martin Hepp,
mhepp@compu
ter org
The Web of Linked Data, Essentially: 1. Cluster Web links by what they mean
2. Use URIs to indicate the type of links
3. Use HTTP URIs so that it is quick and easy to explore
what this URI means.
4. Make clear whether you are referring to something or
its representation.
23 Martin Hepp,
mhepp@compu
ter org
The Web of Linked Data, Essentially: 1. Cluster Web links by what they mean
2. Use URIs to indicate the type of links
3. Use HTTP URIs so that it is quick and easy to explore
what this URI means.
4. Make clear whether you are referring to something or
its representation.
24 Martin Hepp,
mhepp@compu
ter org
Technical Effects & Working Assumption
• This will reduce the
computational
complexity of
processing,
combining, reusing
data on a Web scale
25 Martin Hepp,
mhepp@compu
ter org
Both Sides Can Help Build a Bridge
26 Martin Hepp,
mhepp@compu
ter org
The Web of Linked Data is NOW and HERE
• RDFa has become a W3C Recommendation
– HTML5+RDFa Specification well underway, too
• Yahoo SearchMonkey and BOSS
• Google adopts RDFa
• GoodRelations ontology
• SPARQL Query language and endpoint interface
• Scalable, commercial repositories
• Linked Data Guidelines: Best Practices for co-
existence of the Web of Data and existing Web content
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NOW and HERE: Yahoo & GoodRelations
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NOW and HERE: Google (Mock-up)
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NOW and HERE: OpenLink Virtuoso Spongers
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GoodRelations #2 of all Web Ontologies
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…and this does not yet include the > 10 Mio. offers
from Amazon and eBay!
GoodRelations #2 of all Web Ontologies
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NOW and HERE: BestBuy
• Details on all 1000+ stores in the US using
GoodRelations
– http://stores.bestbuy.com/sitemap.xml
– http://lod.openlinksw.com/sparql
• Full Catalog: >432,000 item descriptions
– http://products.semweb.bestbuy.com/sitemap.xml
– updated on a daily basis
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Thank you.
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