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GoodRelations Tutorial Part 1

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This is part 1 of the ISWC 2009 tutorial on the GoodRelations ontology and RDFa for e-commerce on the Web of Linked Data.See alsohttp://www.ebusiness-unibw.org/wiki/Web_of_Data_for_E-Commerce_Tutorial_ISWC2009
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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
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Page 1: GoodRelations Tutorial Part 1

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

Page 2: GoodRelations Tutorial Part 1

About the Organizers

Martin Hepp

Professor, Head of Group

Universität der Bundeswehr München

Munich, Germany

[email protected]

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

[email protected]

http://www.deri.ie

Previous affiliations: FU Berlin,

Germany

25.10.2009 2

Page 3: GoodRelations Tutorial Part 1

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.

25.10.2009 3

Page 4: GoodRelations Tutorial Part 1

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

Page 5: GoodRelations Tutorial Part 1

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/

25.10.2009 5

Page 6: GoodRelations Tutorial Part 1

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/

25.10.2009 6

Page 7: GoodRelations Tutorial Part 1

Overview and Motivation: Why the

Web of Data is Now

Martin Hepp

25.10.2009 7

Page 8: GoodRelations Tutorial Part 1

Limitations of the Web, 2009

Page 9: GoodRelations Tutorial Part 1

Specificity vs. Keyword-based Search

• Synonyms

• Homonyms

• Multiple languages

• No parametric

search

9

Page 10: GoodRelations Tutorial Part 1

No Unified View: Jumping Back and Forth

Across Data Silos

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Site

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Searc

h E

ngin

e R

esults

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ngin

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esults

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h E

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esults

Searc

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ine R

esu

lts

Page 11: GoodRelations Tutorial Part 1

We know the best hits only when done.

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esults

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Page 12: GoodRelations Tutorial Part 1

Limited Ability to Reuse Data

12

Page 13: GoodRelations Tutorial Part 1

The Web: A Bottleneck for Sharing

Product Data

13

Page 14: GoodRelations Tutorial Part 1

Web of Data (“Semantic Web”)

14

Page 15: GoodRelations Tutorial Part 1

E-Commerce on the Web of Data

15

Page 16: GoodRelations Tutorial Part 1

Goal: A Unified View on Commerce

Data on the Web

16

Product Model

Master Data Shop

Offerings Auctions Spare Parts &

Consumables

Warranty

Delivery Payment

Retailers Manufacturers

Arbitrary Query

Extraction

and Reuse

Page 17: GoodRelations Tutorial Part 1

On the Shoulders of Giants

17

A Unified View of Commerce Data

on the Web Martin Hepp,

mhepp@compu

ter org

Page 18: GoodRelations Tutorial Part 1

Deep Comparison Shopping

18 Martin Hepp,

mhepp@compu

ter org

Site

1

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2

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Search Engine Results

Page 19: GoodRelations Tutorial Part 1

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!

19

Page 20: GoodRelations Tutorial Part 1

Use Case 2: Product Model Data Reuse

20

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.

Page 21: GoodRelations Tutorial Part 1

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

Page 22: GoodRelations Tutorial Part 1

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

Page 23: GoodRelations Tutorial Part 1

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

Page 24: GoodRelations Tutorial Part 1

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

Page 25: GoodRelations Tutorial Part 1

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

Page 26: GoodRelations Tutorial Part 1

Both Sides Can Help Build a Bridge

26 Martin Hepp,

mhepp@compu

ter org

Page 27: GoodRelations Tutorial Part 1

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

25.10.2009 27

Page 28: GoodRelations Tutorial Part 1

NOW and HERE: Yahoo & GoodRelations

25.10.2009 28

Page 29: GoodRelations Tutorial Part 1

NOW and HERE: Google (Mock-up)

25.10.2009 29

Page 30: GoodRelations Tutorial Part 1

NOW and HERE: OpenLink Virtuoso Spongers

25.10.2009 30

Page 31: GoodRelations Tutorial Part 1

GoodRelations #2 of all Web Ontologies

25.10.2009 31

…and this does not yet include the > 10 Mio. offers

from Amazon and eBay!

Page 32: GoodRelations Tutorial Part 1

GoodRelations #2 of all Web Ontologies

25.10.2009 32

Page 33: GoodRelations Tutorial Part 1

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

25.10.2009 33

Page 34: GoodRelations Tutorial Part 1

Thank you.

25.10.2009 34


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