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

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

Logistics

The GoodRelations Ontology:

E-Commerce on the Web of Data

Martin Hepp

25.10.2009 3

GoodRelations User‘s Guide („Primer“)

4

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

UML Class Diagram

gr:hasEAN_UCC-13 xsd:string gr:hasGTIN-14 xsd:stringgr:hasStockKeepingUnit xsd:stringgr:eligibleRegions xsd:stringgr:validFrom xsd:dateTimegr:validThrough xsd:dateTime

gr:Offering

gr:hasEAN_UCC-13 xsd:string gr:hasGTIN-14 xsd:stringgr:hasStockKeepingUnit xsd:string

gr:ProductOrService

gr:priceType xsd:stringgr:validFrom xsd:dateTimegr:validThrough xsd:dateTimegr:hasUnitOfMeasurement xsd:string

gr:UnitPriceSpecificationgr:eligibleRegions xsd:stringgr:DeliveryChargeSpecification

gr:hasNAICS xsd:intgr:hasISICv4 xsd:intgr:legalName xsd:stringgr:hasDUNS xsd:stringgr:hasGlobalLocationNumber xsd:string

gr:BusinessEntity

gr:WarrantyScope

gr:PaymentMethod

gr:ProductOrServiceModel

gr:hasUnitOfMeasurement xsd:stringgr:QuantitativeValue

gr:durationOfWarrantyInMonths xsd:intgr:WarrantyPromise

gr:DayOfWeek

gr:DeliveryMethod

gr:QualitativeValue

gr:amountOfThisGood xsd:floatgr:hasUnitOfMeasurement xsd:string

gr:TypeAndQuantityNode

gr:BusinessFunction

gr:hasGlobalLocationNumber xsd:stringgr:LocationOfSalesOrServiceProvisioning

gr:PaymentMethodCreditCard

gr:BusinessEntityType

gr:hasMaxValueInteger xsd:intgr:hasMinValueInteger xsd:int

gr:QuantitativeValueInteger

gr:ActualProductOrServiceInstance

gr:ProductOrServicesSomeInstancesPlaceholder

gr:opens xsd:timegr:closes xsd:time

gr:OpeningHoursSpecification

gr:PaymentChargeSpecification

gr:DeliveryModeParcelService

gr:hasCurrency xsd:stringgr:valueAddedTaxIncluded xsd:booleangr:hasMaxCurrencyValue xsd:floatgr:hasMinCurrencyValue xsd:floatgr:hasCurrencyValue xsd:float

gr:PriceSpecification

gr:hasMinValueFloat xsd:floatgr:hasMaxValueFloat xsd:float

gr:QuantitativeValueFloat

gr:seeks

gr:includesObject

gr:typeOfGood

gr:hasMakeAndModel

gr:hasMakeAndModel

gr:hasManufacturer

gr:hasPOS

gr:hasOpeningHoursSpecification

gr:availableAtOrFrom

gr:hasEligibleQuantity

gr:hasWarrantyPromise

gr:appliesToPaymentMethod

gr:hasWarrantyScope

gr:qualitativeProductOrServiceProperty

gr:quantitativeProductOrServiceProperty

gr:appliesToDeliveryMethod

gr:hasBusinessFunction

gr:availableDeliveryMethods

gr:eligibleCustomerTypes

gr:acceptedPaymentMethods

gr:hasPriceSpecification

gr:hasOpeningHoursDayOfWeek

gr:isConsumableFor

gr:isVariantOf

gr:isSimilarTo

gr:isAccessoryOrSparePartFor

gr:offers

gr:hasInventoryLevel

gr:typeOfGood

gr:includes

gr:includes

Version 1, Release 2009-07-18Martin Hepp. mhepp@computer.org

25.10.2009 5

http://www.ebusiness-unibw.org/wiki/File:Goodrelations-UML-2009-07-18.pdf

GoodRelations: Language Reference

6

http://purl.org/goodrelations/v1.html

Overview

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

GoodRelations: One Single Schema for

A Consolidated View on E-Commerce

Data

9

Product Model

Master Data Shop

Offerings Auctions Spare Parts &

Consumables

Warranty

Delivery Payment

Retailers Manufacturers

Extraction

and Reuse Arbitrary Query

GoodRelations Design Principles

• Keep simple things

simple and make

complex things possible

• Cater for LOD and OWL

DL worlds

• Academically sound

• Industry-strength

engineering

• Practically relevant

10

Lightweight

Web of Data

LOD

RDF + a little bit

Heavyweight

Web of Data

OWL DL

GoodRelations: License

• Permanent, royalty-free access for commercial and non-commercial use.

http://purl.org/goodrelations/

11

GoodRelations vs. eClassOWL etc. GoodRelations:

Companies & Offers

• BusinessEntity

• Offering

• WarrantyPromise

• …

Products and Services

Ontologies

• Industry-specific

ontologies for describing

types of products and services

– eClassOWL

– freeClassOWL

– CEO - Consumer

Electronics Ontology

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Domain Structure and Use Cases

Albert Einstein on Ontology

Engineering

"Make everything as simple as possible, but

not simpler.“

Albert Einstein

14

Basic Structure of Offers:

Agent-Promise-Object Principle

15

Agent 1 Object or

Happening Promise

Agent 2

Compensation Transfer of

Rights

The Minimal Scenario

• Scope

– Business entity

– Points-of-sale

– Opening hours

– Payment options

• Suitable for

– Every business

– E-commerce and

brick-and-mortar

16

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

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

Product Model Data Scenario

• Scope

– Individual product

models

– Quantitative and

qualitative features

• Suitable for

– Manufacturers of

commodities

19

Products vs. Product Models Product Model:

“Datasheet”

• Intangible object

• “Ferdinand Porsche

created the VW Beetle”

• Not a subclass of

products!

Products: What you buy,

possess, and use

• (Mostly) tangible object

that can be owned and

used.

• My VW Beetle has a

mileage of 42,000

• Its serial number is

123456789

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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”.

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Important: Only products are offered for sale etc

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.

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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

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Conceptual Structure and

Vocabulary

Understanding the UML Class Diagram

gr:hasEAN_UCC-13 xsd:string gr:hasGTIN-14 xsd:stringgr:hasStockKeepingUnit xsd:stringgr:eligibleRegions xsd:stringgr:validFrom xsd:dateTimegr:validThrough xsd:dateTime

gr:Offering

gr:hasEAN_UCC-13 xsd:string gr:hasGTIN-14 xsd:stringgr:hasStockKeepingUnit xsd:string

gr:ProductOrService

gr:priceType xsd:stringgr:validFrom xsd:dateTimegr:validThrough xsd:dateTimegr:hasUnitOfMeasurement xsd:string

gr:UnitPriceSpecificationgr:eligibleRegions xsd:stringgr:DeliveryChargeSpecification

gr:hasNAICS xsd:intgr:hasISICv4 xsd:intgr:legalName xsd:stringgr:hasDUNS xsd:stringgr:hasGlobalLocationNumber xsd:string

gr:BusinessEntity

gr:WarrantyScope

gr:PaymentMethod

gr:ProductOrServiceModel

gr:hasUnitOfMeasurement xsd:stringgr:QuantitativeValue

gr:durationOfWarrantyInMonths xsd:intgr:WarrantyPromise

gr:DayOfWeek

gr:DeliveryMethod

gr:QualitativeValue

gr:amountOfThisGood xsd:floatgr:hasUnitOfMeasurement xsd:string

gr:TypeAndQuantityNode

gr:BusinessFunction

gr:hasGlobalLocationNumber xsd:stringgr:LocationOfSalesOrServiceProvisioning

gr:PaymentMethodCreditCard

gr:BusinessEntityType

gr:hasMaxValueInteger xsd:intgr:hasMinValueInteger xsd:int

gr:QuantitativeValueInteger

gr:ActualProductOrServiceInstance

gr:ProductOrServicesSomeInstancesPlaceholder

gr:opens xsd:timegr:closes xsd:time

gr:OpeningHoursSpecification

gr:PaymentChargeSpecification

gr:DeliveryModeParcelService

gr:hasCurrency xsd:stringgr:valueAddedTaxIncluded xsd:booleangr:hasMaxCurrencyValue xsd:floatgr:hasMinCurrencyValue xsd:floatgr:hasCurrencyValue xsd:float

gr:PriceSpecification

gr:hasMinValueFloat xsd:floatgr:hasMaxValueFloat xsd:float

gr:QuantitativeValueFloat

gr:seeks

gr:includesObject

gr:typeOfGood

gr:hasMakeAndModel

gr:hasMakeAndModel

gr:hasManufacturer

gr:hasPOS

gr:hasOpeningHoursSpecification

gr:availableAtOrFrom

gr:hasEligibleQuantity

gr:hasWarrantyPromise

gr:appliesToPaymentMethod

gr:hasWarrantyScope

gr:qualitativeProductOrServiceProperty

gr:quantitativeProductOrServiceProperty

gr:appliesToDeliveryMethod

gr:hasBusinessFunction

gr:availableDeliveryMethods

gr:eligibleCustomerTypes

gr:acceptedPaymentMethods

gr:hasPriceSpecification

gr:hasOpeningHoursDayOfWeek

gr:isConsumableFor

gr:isVariantOf

gr:isSimilarTo

gr:isAccessoryOrSparePartFor

gr:offers

gr:hasInventoryLevel

gr:typeOfGood

gr:includes

gr:includes

Version 1, Release 2009-07-18Martin Hepp. mhepp@computer.org

25.10.2009 25

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

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Key Questions for Modeling with GoodRelations

25.10.2009 27

gr:hasEAN_UCC-13 xsd:string gr:hasGTIN-14 xsd:stringgr:hasStockKeepingUnit xsd:stringgr:eligibleRegions xsd:stringgr:validFrom xsd:dateTimegr:validThrough xsd:dateTime

gr:Offering

gr:priceType xsd:stringgr:validFrom xsd:dateTimegr:validThrough xsd:dateTimegr:hasUnitOfMeasurement xsd:string

gr:UnitPriceSpecification

gr:hasNAICS xsd:intgr:hasISICv4 xsd:intgr:legalName xsd:stringgr:hasDUNS xsd:stringgr:hasGlobalLocationNumber xsd:string

gr:BusinessEntity

gr:BusinessFunction

gr:ActualProductOrServiceInstancegr:hasBusinessFunction

gr:hasPriceSpecification

gr:offers

gr:includes

The Minimal Scenario

• Scope

– Business entity

– Points-of-sale

– Opening hours

– Payment options

• Suitable for

– Every business

– E-commerce and

brick-and-mortar

28

The Minimal Scenario (UML & RDF/N3)

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The Minimal Scenario: Full Graph

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The Minimal Scenario: Graph - Details

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The Minimal Scenario: Graph - Details

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The Minimal Scenario: Graph - Details

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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

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

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The Simple Scenario: UML

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The Simple Scenario: RDF/N3 - Details

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The Simple Scenario: RDF/N3 - Full

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The Simple Scenario: Full Graph

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The Simple Scenario: Graph - Details

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The Simple Scenario: Graph - Details

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The Simple Scenario: Graph - Details

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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

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

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The Comprehensive Example: UML

25.10.2009 45

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:ProductOrService

GRM

foo:myTVSet

rdf:type

foo:weight _value1

gr:QuantitativeValueFloat

rdf:type

gr:hasUnitOfMeasurement

gr:hasValueFloat

30.5

Units of Measurement: UN/CEFACT 25.10.2009 48

49

All Point Values Are Value Ranges

hasValueFloat rdfs:subPropertyOf hasMaxValueFloat, hasMinValueFloat

hasValueInteger rdfs:subPropertyOf hasMaxValueInteger, hasMinValueInteger

gr:ProductOrService

GRM

foo:myTVSet

rdf:type

foo:weight _value1

gr:QuantitativeValueFloat

rdf:type

gr:hasUnitOfMeasurement

gr:hasValueFloat

30.5

gr:ProductOrService

GRM

foo:myTVSet

rdf:type

foo:weight _value1

gr:QuantitativeValueFloat

rdf:type

gr:hasUnitOfMeasurement

gr:hasMinValueFloat

30.5

gr:hasMaxValueFloat30.5

Values and Value Ranges: Example

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Comprehensive Example: Basics

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Product Bundles

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gr:hasEAN_UCC-13 xsd:string gr:hasGTIN-14 xsd:stringgr:hasStockKeepingUnit xsd:stringgr:eligibleRegions xsd:stringgr:validFrom xsd:dateTimegr:validThrough xsd:dateTime

gr:Offering

gr:amountOfThisGood xsd:floatgr:hasUnitOfMeasurement xsd:string

gr:TypeAndQuantityNode

gr:ProductOrServicesSomeInstancesPlaceholder

gr:includesObject

gr:typeOfGood

Internally, all offers are bundles

25.10.2009 53

gr:hasEAN_UCC-13 xsd:string gr:hasGTIN-14 xsd:stringgr:hasStockKeepingUnit xsd:stringgr:eligibleRegions xsd:stringgr:validFrom xsd:dateTimegr:validThrough xsd:dateTime

gr:Offering

gr:amountOfThisGood xsd:floatgr:hasUnitOfMeasurement xsd:string

gr:TypeAndQuantityNode

gr:ProductOrServicesSomeInstancesPlaceholder

gr:includesObject

gr:typeOfGood

The Comprehensive Scenario: Graph

54

The Comprehensive Scenario RDF/N3

• See GoodRelations Primer at http://www.heppnetz.de/projects/goodrelations/primer/

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Using Domain Ontologies for

Describing Products or Product Models

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Instances, Placeholders, Models

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eClassOWL and GoodRelations: Class

25.10.2009 58

eClassOWL: Quantitative Properties

25.10.2009 59

eClassOWL: Qualitative Properties &

Values

Property Value

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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

eClassOWL 5.1.4 in N3/Turtle

25.10.2009 62

eClassOWL 5.1.4 in N3/Turtle

25.10.2009 63

Other Ontologies for GoodRelations

• freeClassOWL for construction and

building materials

• CEO – Consumer Electronics Ontology

25.10.2009 64

Product Model Data Scenario

• Scope

– Individual product

models

– Quantitative and

qualitative features

• Suitable for

– Manufacturers of

commodities

65

Product Model Data

25.10.2009 66

Important: Models cannot be sold

25.10.2009 67

Product Models Define Default Values

25.10.2009 68

Intuition: An actual product inherits all technical features from its make

and model, unless specified at for that particular individual specifically.

Buy Side: Wish Lists and Tenders

25.10.2009 69

gr:hasEAN_UCC-13 xsd:string gr:hasGTIN-14 xsd:stringgr:hasStockKeepingUnit xsd:stringgr:eligibleRegions xsd:stringgr:validFrom xsd:dateTimegr:validThrough xsd:dateTime

gr:Offering

gr:priceType xsd:stringgr:validFrom xsd:dateTimegr:validThrough xsd:dateTimegr:hasUnitOfMeasurement xsd:string

gr:UnitPriceSpecification

gr:hasNAICS xsd:intgr:hasISICv4 xsd:intgr:legalName xsd:stringgr:hasDUNS xsd:stringgr:hasGlobalLocationNumber xsd:string

gr:BusinessEntity

gr:BusinessFunction

gr:ProductOrServicesSomeInstancesPlaceholder

gr:seeks

gr:hasBusinessFunction

gr:hasPriceSpecificationgr:includes

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?

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Thank you.

25.10.2009 71