Linked Data in E-Commerce – The GoodRelations Ontology

ISKO UK Conference on Linked Data

September 14, 2020, London, UK

Prof. Dr. Martin Hepp Professur für Allgemeine BWL, insbesondere E-Business

Matchmaking in Market Economies

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Macroeconomic Impact

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John Joseph Wallis and Douglas C. North:

Measuring the Transaction Sector in the

American Economy, 1870 – 1970

(1986)

Transaction Costs:

> 50 % of the

US GDP (1970)

Key Driver of Search Costs: Specificity

How much you loose when you can‘t

use a good for what it was designed.

Growth in Specificity

1920: 5168 Types of Goods

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Examples

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Examples

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Examples

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Specificity Increases the Search Space

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WWW: Dramatic Reduction of Search Effort

Lower search costs per search than ever before in history.

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1993 2010

But ….

The WWW: A Giant Data Shredder

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Source: Structured Data

Recipient: Unstructured Text

What is Linked Data Linked

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Susi Martin

loves

1 2 3 4

What is Special About E-Commerce Data?

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$$$

RDBMS

1

2

3

4

GoodRelations: A Global Schema for 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

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On the Shoulders of Giants

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A Unified View of Commerce Data on the Web

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GoodRelations Principle: Small Data Packets Inside Your Page

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Albert Einstein on Schema Design

"Make everything as simple as possible, but

not simpler.“

Albert Einstein

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Data, Standards, Ontologies

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Subtle Distinctions Foster Data Reuse

• Product Offer

– „You can buy or lease my house“

• Store Business entity

– „How many Tesco stores are in London?“

• Product Product Model

– „How many digital cameras by Canon are

listed on eBay“?

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Basic Structure of Offers

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Agent 1 Object or

Happening Promise

Agent 2

Compensation Transfer of Rights

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Valuable Types of Links: Product - Product Model

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Ford T Data-sheet

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gr:hasMakeAndModel

Often via strong, non-URI identifiers like EAN/UPC

Valuable Types of Links: Offer – Store(s)

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XYZ for $ 99

gr:availableAtOrFrom

Valuable Types of Links: Company – Store(s)

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gr:hasPOS

Impact and Success

• One of the few vocabularies implemented by major businesses out of their own budget.

• BestBuy, O’Reilly, Overstock.com,…

• Ca. 16 % of all triples as of now

• Supported by Yahoo

• Bing, Google may join

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Yahoo Enhanced by SearchMonkey

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Developer Resources, Data, Tools

http://purl.org/goodrelations/

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Thank you!

http://purl.org/goodrelations/

Prof. Dr. Martin Hepp

Chair of General Management and E-Business Universitaet der Bundeswehr Muenchen

Werner-Heisenberg-Weg 39 D-85579 Neubiberg, Germany

Phone: +49 89 6004-4217 Fax: +49 89 6004-4620

http://www.unibw.de/ebusiness/

http://purl.org/goodrelations/

mhepp@computer.org

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Both Sides Can Help Build a Bridge

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Why is GoodRelations not part of the Linked Open Data cloud diagram?

Is GoodRelations data linked data

after all?

Ontology Economics

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Mart

in:

Possib

le O

nto

logie

s:

How

Realit

y C

onstr

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he

Develo

pm

ent

of

Rele

vant

Onto

logie

s,

in:

IEE

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puting,

V

ol. 1

1, N

o. 1, pp. 90-9

6, Jan-F

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007

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

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Lightweight Web of Data

LOD RDF + a little bit

Heavyweight Web of Data

OWL DL

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Incredible Success

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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!

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GoodRelations #2 of all Web Ontologies

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