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 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

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

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

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

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

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 mjlee@li-st.com
Gildong Hong gildong@daum.net
Grace Byun grace@naver.com

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/

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 : 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

Linked Open Data for E-Commerce

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