Leveraging Semantic Web Technology for e-commerce. Status and growth of Semantic Web

1. The
Seman)c
Web
and
The
Web
Of
Commerce
The
Seman)c
web
has
the
poten)al
be
completely
disrup)ve
or
completely
opportune
to
online
commerce.
Barbara Starr
Email: bstarr@Ontologica.us
Twitter: @BarbaraStarr

3. Disrup)ve
Innova)on
A
disrup've
innova'on
is
an
innova)on
that
disrupts
an
exis)ng
market.
The
term
is
used
in
business
and
technology
literature
to
describe
innova)ons
that
improve
a
product
or
service
in
ways
that
the
market
does
not
expect,
typically
by
lowering
price
or
designing
for
a
different
set
of
consumers.
In
contrast
to
"disrup)ve"
innova)on,
a
"sustaining"
innova)on
does
not
have
an
effect
on
exis)ng
markets.
Sustaining
innova)ons
may
be
either
"discon)nuous"[1]
(i.e.
"transforma)onal")
or
"con)nuous"
(i.e.
"evolu)onary").
Transforma)onal
innova)ons
are
not
always
disrup)ve.
Although
the
automobile
was
a
transforma)onal
innova)on,
it
was
not
a
disrup)ve
innova)on,
because
early
automobiles
were
expensive
luxury
items
that
did
not
disrupt
the
market
for
horse-­‐drawn
vehicles.
The
market
for
transporta)on
essen)ally
remained
intact
un)l
the
debut
of
the
lower
priced
Ford
Model
T
in
1908
by
making
higher
speed,
motorized
transporta)on
available
to
the
masses.[2]

4. Disrup)ve
innova)on
The
Theory
Christensen
defines
a
disrup)ve
innova)on
as
a
product
or
service
designed
for
a
new
set
of
customers.
Christensen
argues
that
disrup)ve
innova)ons
can
hurt
successful,
well
managed
companies
that
are
responsive
to
their
customers
and
have
excellent
research
and
development.
These
companies
tend
to
ignore
the
markets
most
suscep)ble
to
disrup)ve
innova)ons,
because
the
markets
have
very
)ght
profit
margins
and
are
too
small
to
represent
significant
growth.[5]

5. What
is
the
Seman)c
Web
Seman)c
web
synonymous
with
Web
3.0
?
Seman)c
meaning
PuXng
structured
informa)on
into
the
web
in
some
machine
readable
format
Not
about
the
rela)onships
between
links,
but
about
rela)onship
between
things,
and
the
proper)es
of
those
things
A new form of Web content that is meaningful to computers will unleash a revolution of new
possibilities
By Tim Berners-Lee, James Hendler and Ora Lassila

6. What
is
the
Seman)c
Web
(cont)
“The Semantic Web provides a common framework that
allows data to be shared and reused across application,
enterprise, and community boundaries. It is a
collaborative effort led by W3C with participation from a
large number of researchers and industrial partners. It is
based on the Resource Description Framework (RDF)”
World
Wide
Web
Consor)um
hZp://www.w3.org/2001/sw/

7. RDF
-­‐
Triples
• RDF
(Resource
Descrip)on
Framework)
A
resource
is
anything
you
want
to
describe.
An
RDF
triple
contains
a
subject,
predicate,
and
object.
e.g
Michael
David
subject
knows
object
predicate
Michael
boy
subject
is-­‐a
object
predicate

8. RDF
-­‐
Triples
Michael
David
subject
knows
object
predicate
Michael
boy
subject
is-­‐a
object
predicate
translates
into
(michael
knows
David)
(michael
is-­‐a
boy)
and
we
can
infer
with
the
right
ontology
&
inferencing
mechanism
(michael
is-­‐a
person)

9. RDF
-­‐
Triples
(michael
knows
David)
(michael
is-­‐a
boy)
(michael
is-­‐a
person)
Triple
store
Or
Web
3.0
database

10. Linked
Data
Cloud

11. Wikipedia
Defini)on
of
an
Ontology
In computer science and information science, an ontology is a formal representation of the knowledge by a set of
concepts within a domain and the relationships between those concepts. It is used to reason about the properties of
that domain, and may be used to describe the domain."
In theory, an ontology is a "formal, explicit specification of a shared conceptualization".[1] An ontology provides a
shared vocabulary, which can be used to model a domain — that is, the type of objects and/or concepts that exist,
and their properties and relations.[2]"
Ontologies are used in artificial intelligence, the Semantic Web, systems engineering, software engineering,
biomedical informatics, library science, enterprise bookmarking, and information architecture as a form of knowledge
representation about the world or some part of it. The creation of domain ontologies is also fundamental to the
definition and use of an enterprise architecture framework."
Not
restricted
to
a
hierarchical
structure
as
with
a
taxonomy

12. Ontologies
• OWL
–
Web
Ontology
Language
(OWL
2.0
released)
• RDFS
–
RDF
Schema
• Some
exis)ng
standards
ontologies:
– FOAF
-­‐
Friend
of
a
Friend
-­‐
for
social
networks
– SIOC
-­‐
Seman)cally
Interlinked
Online
Communi)es
– Goodrela)ons
for
e-­‐commerce
– Geodata
– Upper
Level
Ontology
– FOAF
-­‐
Friend
of
a
Friend
-­‐
for
social
networks
– SIOC
-­‐
Seman)cally
Interlinked
Online
Communi)es
– Google
Ontology
– …..

13. 13

14. RDFa
• RDFa is simply RDF in attributes. It adds a
set of attribute level extensions to HTML,
enabling rich metadata to be embedded
within web pages. "
• It not only enables triples to be embedded
in web pages but also ultimately enables
the extraction of triples"
In
short,
this
is
the
means
by
which
we
add
structured
markup
to
web
pages

15. SPARQL
• SPARQL
is
an
RDF
Query
Language.
• It
is
a
recursive
acronym
and
stands
for
SPARQL
Protocol
And
RDF
Query
Language.
• Informa)on
from
linked
Datasets
can
be
accessed
via
SPARQL
queries.
• Most
linked
data
sources
provide
SPARQL
ENDPOINTS
to
enable
access.
• A
SPARQL
endpoint
-­‐
provides
access
to
its
data
via
supported
SPARQL
protocol

16. To
cut
a
loooong
story
short:
We
go
from:
a
web
of
documents
or
hyperlinks,
to:
a
web
of
data
or
seman)c
links
with:
linked
data
and
linked
datasets.
We
use
RDF
to
represent
the
data
on
the
web
and
we
use
SPARQL
to
query
the
data
And
RDFa
is
simply
RDF
in
aZributes.

17. Core
Concepts:
• Not
that
we
have
forgoZen
about:
– RDFS
(RDF
Schema)
– OWL
(Web
Ontology
Language)
• &
then
in
summary
– RDF
(central
to
all)
– Linked
Data
– SPARQL
• RDFa
(simply
stated
as
it
is
html
markup)

18. So
at
this
point
either
your
head
is
spinning
or
You
are
bored
to
death
because
you
already
know
about
the
seman)c
web

19. SO
…
-­‐
How
is
this
being
used?
-­‐
What
is
the
extent
of
adop)on
-­‐
Who
is
using
it?
-­‐
How
can
it
be
leveraged?

20. LOD
Cloud
Evolu)on
The
rate
of
growth
has
been
remarkable
Source
maintained
by:
Richard
Cygniak
and
Anja
Jentsch.
hZp://lod-­‐cloud.net

21. Oct
2007

22. Nov
2007
(1)

23. Nov
2007
(2)

24. Feb
2008

25. Mar
2008

26. Sept
2008

27. Mar
2009
(1)

28. Mar
2009
(2)

29. March
5
-­‐
2009
Sem- Wiki-
Surge Web- company
Radio LIBRIS Central RDF
ohloh
Doap-
Music- space Semantic Resex
brainz Audio- Eurécom
Flickr Web.org
MySpace Scrobbler QDOS SW
exporter
Wrapper
Conference IRIT
Corpus Toulouse
RAE
BBC BBC Crunch 2001
FOAF SIOC ACM
BBC Later + John Base Revyu
Jamendo Peel profiles Sites
Playcount TOTP Open- Buda-
Data Guides pest
DBLP BME
flickr RKB
Project
Pub Geo- Euro- wrappr Explorer
Guten- Virtuoso
Guide names stat berg Pisa
BBC Sponger eprints
Programm
Open
es
Calais New-
riese World Linked ECS
castle
Fact- MDB South-
IEEE
book ampton
Magna-
Gov- tune RDF Book
Track Mashup
DBpedia
lingvoj Freebase IBM
US CiteSeer LAAS-
Census W3C DBLP CNRS
Data WordNet Hannover
UniRef
GEO
UMBEL Species DBLP
Berlin
Reactome
LinkedCT UniParc
Open Taxonomy
Cyc Yago Drug
PROSITE
Daily Bank
Med
Pub GeneID
Homolo Chem
Gene KEGG UniProt
Pfam ProDom
Disea- CAS
Gene
some
ChEBI Ontology
Symbol OMIM
Inter
Pro
UniSTS PDB
HGNC
MGI
PubMed
As of March 2009

30. March
27
-­‐
2009
ECS
South-
Sem- Wiki-
Surge ampton
LIBRIS Web- company
Radio Central RDF
ohloh
Resex
Doap- Buda-
Music- space Semantic ReSIST
brainz Audio- pest Eurécom
Project
Flickr Web.org
MySpace Scrobbler QDOS SW BME Wiki
exporter
Wrapper
Conference IRIT
Corpus Toulouse
RAE National
BBC BBC Crunch 2001 Science
FOAF SIOC ACM
BBC Later + John Base Revyu Foundation
Jamendo Peel profiles Sites
Playcount TOTP Open-
Data Guides
DBLP
flickr RKB
Project
Pub Geo- Euro- wrappr Explorer
Guten- Virtuoso
Guide names stat Pisa CORDIS
berg Sponger eprints
BBC
Programm
Open
es
Calais
RKB
riese World Linked
ECS
Fact- MDB IEEE New-
South-
Magna- book
ampton castle
Gov- tune RDF Book
Track Mashup
DBpedia
lingvoj Freebase LAAS-
US CiteSeer
CNRS
Census W3C DBLP
IBM
Data WordNet Hannover
UniRef
GEO
UMBEL Species DBLP
Berlin
Reactome
LinkedCT UniParc
Open Taxonomy
Cyc Yago Drug
PROSITE
Daily Bank
Med
Pub GeneID
Homolo Chem
Gene KEGG UniProt
Pfam ProDom
Disea- CAS
Gene
some
ChEBI Ontology
Symbol OMIM
Inter
Pro
UniSTS PDB
HGNC
MGI
PubMed
As of March 2009

31. July
14
-­‐
2009

32. Sept
22
-­‐
2010
Sussex St.
Reading Andrews NDL
Audio- Lists Resource subjects t4gm
MySpace scrobbler Lists
Moseley (DBTune) (DBTune) RAMEAU
Folk NTU SH lobid
GTAA Plymouth Resource
Lists
Organi-
Reading
Lists
sations
Music The Open ECS
Magna- Brainz Music
DB tune Library LCSH South-
(Data Brainz LIBRIS ampton
Tropes lobid Ulm
Incubator) (zitgist) Man- EPrints
Resources
chester
Surge Reading
biz. Music RISKS
Radio Lists The Open ECS
data. John Brainz
Discogs Library PSH Gem. UB South-
gov.uk Peel (DBTune)
FanHubz (Data In- (Talis) Norm- Mann- ampton
(DB cubator) Jamendo datei heim RESEX
Tune)
Popula- Poké- DEPLOY
Last.fm
tion (En- pédia
Artists Last.FM Linked RDF
AKTing) research EUTC (DBTune) (rdfize) LCCN VIAF Book Wiki
data.gov Produc- Pisa Eurécom
P20 Mashup semantic
NHS .uk tions classical web.org
(EnAKTing) Pokedex
(DB
Mortality Tune) PBAC ECS
(En-
AKTing)
BBC MARC (RKB Budapest
Program Codes Explorer)
Energy education OpenEI BBC List Semantic Lotico Revyu OAI
(En- CO2 data.gov mes Music Crunch SW
AKTing) (En- .uk Chronic- Linked Dog
NSZL Base
AKTing) ling Event- MDB RDF Food IRIT
America Media Catalog
ohloh
BBC DBLP ACM IBM
Good- BibBase
Ord- Wildlife (RKB
Openly Recht- win
nance Finder Explorer)
Local spraak. Family DBLP
legislation Survey Tele- New VIVO UF
.gov.uk nl graphis York flickr (L3S) New-
VIVO castle
Times URI wrappr OpenCal Indiana RAE2001
UK Post- Burner ais DBLP
codes statistics (FU
VIVO CiteSeer Roma
data.gov LOIUS Taxon iServe Berlin) IEEE
.uk Cornell
Concept Geo
World data
ESD Fact- OS dcs
Names book dotAC
stan- reference Project
Linked Data NASA (FUB) Freebase
dards data.gov Guten-
.uk
for Intervals (Data GESIS Course-
transport DBpedia berg STW ePrints CORDIS
Incu- ware
data.gov bator) (FUB)
Fishes ERA UN/
.uk
of Texas Geo LOCODE
Uberblic
Euro- Species
The stat dbpedia TCM SIDER Pub KISTI
(FUB) lite Gene STITCH Chem JISC
London Geo KEGG
DIT LAAS
Gazette TWC LOGD Linked Daily OBO Drug
Eurostat Data UMBEL lingvoj Med
(es) Disea-
YAGO Medi some
Care ChEBI KEGG NSF
Linked KEGG KEGG
Linked Drug Cpd
GovTrack rdfabout Glycan
Sensor Data CT Bank Pathway
US SEC Open Reactome
(Kno.e.sis) riese Uni
Cyc Lexvo Path-
totl.net way Pfam PDB
Semantic HGNC
XBRL
WordNet KEGG KEGG
Linked Taxo- CAS Reaction
Twarql (VUA) UniProt Enzyme
rdfabout EUNIS Open nomy
US Census Numbers PRO- ProDom
SITE Chem2
UniRef Bio2RDF
Climbing WordNet SGD Homolo
Linked (W3C) Affy- Gene
Cornetto
GeoData metrix PubMed Gene
UniParc
Ontology
GeneID
Airports
Product
DB UniSTS MGI
Gen
Bank OMIM InterPro
As of September 2010

33. LOD
cloud
–
Sept
22
2010
Sussex St.
Reading Andrews NDL
Audio- Lists Resource subjects t4gm
MySpace scrobbler Lists
Moseley (DBTune) (DBTune) RAMEAU
Folk NTU SH lobid
GTAA Plymouth Resource
Lists
Organi-
Reading
Lists
sations
Music The Open ECS
Magna- Brainz Music
DB tune Library LCSH South-
(Data Brainz LIBRIS ampton
Tropes lobid Ulm
Incubator) (zitgist) Man- EPrints
Resources
chester
Surge Reading
biz. Music RISKS
Radio Lists The Open ECS
data. John Brainz
Discogs Library PSH Gem. UB South-
gov.uk Peel (DBTune)
FanHubz (Data In- (Talis) Norm- Mann- ampton
(DB cubator) Jamendo datei heim RESEX
Tune)
Popula- Poké- DEPLOY
Last.fm
tion (En- pédia
Artists Last.FM Linked RDF
AKTing) research EUTC (DBTune) (rdfize) LCCN VIAF Book Wiki
data.gov Produc- Pisa Eurécom
P20 Mashup semantic
NHS .uk tions classical web.org
(EnAKTing) Pokedex
(DB
Mortality Tune) PBAC ECS
(En-
AKTing)
BBC MARC (RKB Budapest
Program Codes Explorer)
Energy education OpenEI BBC List Semantic Lotico Revyu OAI
(En- CO2 data.gov mes Music Crunch SW
AKTing) (En- .uk Chronic- Linked Dog
NSZL Base
AKTing) ling Event- MDB RDF Food IRIT
America Media Catalog
ohloh
BBC DBLP ACM IBM
Good- BibBase
Ord- Wildlife (RKB
Openly Recht- win
nance Finder Explorer)
Local spraak. Family DBLP
legislation Survey Tele- New VIVO UF
.gov.uk nl graphis York flickr (L3S) New-
VIVO castle
Times URI wrappr Open Indiana RAE2001
UK Post- Burner Calais DBLP
codes statistics (FU
VIVO CiteSeer Roma
data.gov LOIUS Taxon iServe Berlin) IEEE
.uk Cornell
Concept Geo
World data
ESD Fact- OS dcs
Names book dotAC
stan- reference Project
Linked Data NASA (FUB) Freebase
dards data.gov Guten-
.uk
for Intervals (Data GESIS Course-
transport DBpedia berg STW ePrints CORDIS
Incu- ware
data.gov bator) (FUB)
Fishes ERA UN/
.uk
of Texas Geo LOCODE
Uberblic
Euro- Species
The stat dbpedia TCM SIDER Pub KISTI
(FUB) lite Gene STITCH Chem JISC
London Geo KEGG
DIT LAAS
Gazette TWC LOGD Linked Daily OBO Drug
Eurostat Data UMBEL lingvoj Med
(es) Disea-
YAGO Medi some
Care ChEBI KEGG NSF
Linked KEGG KEGG
Linked Drug Cpd
GovTrack rdfabout Glycan
Sensor Data CT Bank Pathway
US SEC Open Reactome
(Kno.e.sis) riese Uni
Cyc Lexvo Path-
way PDB Media
Semantic totl.net Pfam
HGNC
XBRL
WordNet KEGG KEGG Geographic
Linked Taxo- CAS Reaction
Twarql (VUA) UniProt Enzyme
rdfabout EUNIS Open nomy
US Census Publications
Numbers PRO- ProDom
SITE Chem2
UniRef Bio2RDF User-generated content
Climbing WordNet SGD Homolo
Linked (W3C) Affy- Gene
GeoData
Cornetto
metrix Government
PubMed Gene
UniParc
Ontology
GeneID Cross-domain
Airports
Product
DB UniSTS MGI
Gen Life sciences
Bank OMIM InterPro
As of September 2010
latest
LOD
cloud

34. Adopters?
• UK
Government
• US
Government
• BBC
(FIFA
world
cup
site
dynamically
generated
using
linked
data)
• Thomson
Reuters
• Freebase
• NY
Times
• Best
Buy
• Tesco
• Google
(More
to
follow
hZp://rdf.data-­‐vocabulary.org/#)
• Yahoo
• Facebook
• Oracle
• Tons
more
–
Just
look
at
the
diversity
in
the
LOD
data
cloud
• …….

35. Seman)c
Web
to
Date
Seman)c
Search

36. What
is
Seman)c
Search
• Semantic Search is basically the notion of improving search
by using metadata or searching on that metadata.
• There are several ways that the Search engines on the web
may use this to enhance search results.
– FIND, rather than SEARCH.
• Searching directly on the metadata directly can yield specific
answers or results as demonstrated in the following example:
Query
“Barack Obama Birthday”
Results on

37. Defini)ve
Answer
on
Top

38. Bing
Definitive Answer
Note: Freebase part of Metaweb acquisition by Google

40. Bing
leveraged
this
for
quite
some
)me
Definitive answer & enhanced display

41. What
is
Seman)c
Search
(cont)
• Semantic Search is basically the notion of improving search
by using metadata or searching on that metadata.
• There are several ways that the Search engines on the web
may use this to enhance search results.
– FIND, rather than SEARCH.
• Searching directly on the metadata directly can yield specific
answers or results as demonstrated in the following example:
• Ran the query “Barack Obama Birthday” on both google, and
bing. Obtained the following:
– Answer
engines
rather
than
Search
Engines?
• At
this
point
really,
a
defini)ve
answer
followed
with
the
standard
search
result
set
for
that
query

42. What
is
Seman)c
Search
(Cont)
• Semantic Search is basically the notion of improving search
by using metadata or searching on that metadata.
• There are several ways that the Search engines on the web
may use this to enhance search results.
– FIND, rather than SEARCH.
– Another aspect of using metadata such as embedding
metadata or semantic markup in web pages could be
demonstrated by enhanced displays in search
results (e.g. rich snippets
in
google).
Both
Google
and
Yahoo
support
enhanced
displays
for
RDFa
markup.

43. Rich
Snippets
• Google
now
supports
Rich
snippets
for
– People
– Events
– Businesses
and
organiza)ons
– Reviews
– Recipes
– Products
– Breadcrumbs
– Local
Search
– Video
– images
hZp://rdf.data-­‐vocabulary.org/#

44. Rich
Snippets
• Google
now
supports
Rich
snippets
for
– People
– Events
– Businesses
and
organiza)ons
– Reviews
– Recipes
– Products
– Breadcrumbs
– Local
Search
hZp://rdf.data-­‐vocabulary.org/#

47. RDFa
for
videos

48. October
26,
2009

49. Events
Mar
12,
2010

50. Recipes
April
13,
2010
50

51. Facebook Opengraph protocol based on RFDa April
20,
2010
Enables “semantic Profiling”
of users

52. April
26,
2010

53. July
16,
2010

54. Sept
2,
2010

55. Sept
22,
2010

56. The
Demise
of
Searchmonkey

57. Nov
2,
2010
Products
now
“findable”
(more
to
follow)
57

58. Google
acquires
Metaweb
(freebase)

59. Nov,
2010
Google
Refine

60. Yahoo
fully
supported
RDFa
for
enhanced
displays