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
Photo
cre
dits: F
lickr.
com
, availa
ble
u
nder
CC
BY
2.0
by b
sabarn
ow
l
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/
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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
ain
s t
he
Develo
pm
ent
of
Rele
vant
Onto
logie
s,
in:
IEE
E I
nte
rnet
Com
puting,
V
ol. 1
1, N
o. 1, pp. 90-9
6, Jan-F
eb 2
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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