Setting up the store – taxonomies in eCommerce - Access ...

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© 2011. Access Innovations,
Inc. All Rights Reserved.


Setting Up the Store


Taxonomies in
eCommerce

Thursday, February 10, 2011

11:30


12:30 EST

Jay Ven Eman, Ph.D., CEO


Access Innovations, Inc.

www.accessinn.com

www.dataharmony.com

+1.505.998.0800

j_ven_eman@accessinn.com


© 2011. Access Innovations,
Inc. All Rights Reserved.



…a four
-
fold increase in
productivity…
twice the
work with half the
people
…”


Carole
Houk
,

Cambridge Scientific Abstracts

“…
Improved our
productivity by
50%
...
helps us avoid editorial
drift…”

Kurt
Keeley
,

American Water Works
Association


“…
cuts search time by as
much as
50%
...



Jay
Tellock
,

The Weather Channel

“Up in production in
less than 2 weeks”


IEEE


92% accuracy


United States Government
Accountability Office (
GAO
)

“6.7 fold increase in productivity”



ProQuest

CSA

© 2011. Access Innovations,
Inc. All Rights Reserved.


Today I will discuss…


Controlled vocabularies in marketing &
sales


Ontologies
, taxonomies, &
GoodRelations

retail ontology


Preview of coming attractions

3

© 2011. Access Innovations,
Inc. All Rights Reserved.


Today I will not discuss…


Marketing 101

4

?



you need an MBA



hang out your own shingle


Search engine optimization (SEO)


User studies


Ontologies

&
GoodRelations




you need ASIS&T

© 2011. Access Innovations,
Inc. All Rights Reserved.


Content production cycle

5

Design

Build

Find

Display

Marketing R & D

User Studies

Business Development

Marketing R & D

User Studies

SEO

Production &

Editorial
teams

Taxonomic Strategy

© 2011. Access Innovations,
Inc. All Rights Reserved.


Content


levels of abstraction


Primary


The item


What you want


The object of your desire


Maybe some metadata

6


Secondary


Descriptions of primary
-

metadata


Tertiary


Pointers to descriptions


more metadata

© 2011. Access Innovations,
Inc. All Rights Reserved.


Consider what you’re up against


“Searching Google is now like asking a
question in a crowded flea market of
hungry, desperate, sleazy salesmen who
all claim to have the answer to every
question you ask.”


Marco
Arment
, January 5, 2011,
http://www.marco.org/2617546197
.

7

SEO write large

© 2011. Access Innovations,
Inc. All Rights Reserved.


Controlled vocabularies in
marketing & sales


Goal: move “visitors” to “customers”


Quickly


Easily

8


How?

© 2011. Access Innovations,
Inc. All Rights Reserved.


Controlled vocabularies in marketing & sales


How?


By resolving meaning


a fundamental
purpose of a thesaurus


By utilizing all aspects your thesaurus


Synonyms


Broader terms


Narrower terms


Related terms

9

© 2011. Access Innovations,
Inc. All Rights Reserved.


10

© 2011. Access Innovations,
Inc. All Rights Reserved.


Let’s take a look


http://www.homedepot.com


11


http://www.lowes.com



http://www.rei.com



http://www.mediasleuth.com


© 2011. Access Innovations,
Inc. All Rights Reserved.


Taxonomies & sales


Labeling


Object of desire


Description of object


Pointers to descriptions


Consistently


Persistently


And then label the labels

12

© 2011. Access Innovations,
Inc. All Rights Reserved.


Taxonomies & sales

13

1.98

$

US

Price

<

>

</Price>

?

Retail?

Wholesale?

Sale price?

GSA?

© 2011. Access Innovations,
Inc. All Rights Reserved.


Ontology & the
GoodRelations

Ontology


Ontology: From
philosophy


the
science of describing


Kinds of entities in the world


How they are related

14

© 2011. Access Innovations,
Inc. All Rights Reserved.


Taxonomy, Thesaurus, & Ontology


Taxonomies and thesauri are not
ontologies


They are entities


Ontology


science of describing

these kinds
of entities


“an explicit and formal specification of a
conceptualization

1

15

(
1
“Toward Principles for the Design of
Ontologies

Used for Knowledge Sharing”,

Revision: August 23, 1993, Thomas R. Gruber,

http://tomgruber.org/writing/onto
-
design.pdf
)

© 2011. Access Innovations,
Inc. All Rights Reserved.


OWL


Web Ontology Language


W3C Recommendation 27 October 2009


http://www.w3.org/TR/owl2
-
overview/

16

© 2011. Access Innovations,
Inc. All Rights Reserved.


OWL


“…is intended to provide a language that can be used
to describe


the classes and


relations between them


that are inherent in Web documents and applications.



Why? To enable software agents.

© 2011. Access Innovations,
Inc. All Rights Reserved.


GoodRelations

Ontology


Martin
Hepp
:


“A global schema for commerce data on
the Web.”


“A unified view of commerce data on the
Web.”

18

http://www.iskouk.org/events/linked_data_sep2010.htm

© 2011. Access Innovations,
Inc. All Rights Reserved.


GoodRelations

Ontology


Martin
Hepp
:


Makes classic taxonomic distinctions


A product is not the offer


A store is not the business entity


Product is not the product model

19

http://www.iskouk.org/events/linked_data_sep2010.htm

© 2011. Access Innovations,
Inc. All Rights Reserved.


What about our <Price>?


gr:PriceSpecification(rdf:type

owl:Class
)


URI http://purl.org/goodrelations/v1#PriceSpecification

rdfs:label
PriceSpecification


rdfs:comment

The
superclass

of all price specifications.


is
rdfs:domain

of
gr:eligibleTransactionVolume

gr:hasCurrency

gr:hasCurrencyValue

gr:hasEligibleQuantity

gr:hasMaxCurrencyValue

gr:hasMinCurrencyValue

gr:validFrom

gr:validThrough

gr:valueAddedTaxIncluded


is
rdfs:range

of
gr:eligibleTransactionVolume

gr:hasPriceSpecification


Subclasses
gr:DeliveryChargeSpecification

gr:PaymentChargeSpecification

gr:UnitPriceSpecification

20

© 2011. Access Innovations,
Inc. All Rights Reserved.


21

<!DOCTYPE
rdf:RDF

[

<!ENTITY
rdf

"http://www.w3.org/1999/02/22
-
rdf
-
syntax
-
ns#" >

<!ENTITY owl "http://www.w3.org/2002/07/owl#" >

<!ENTITY
xsd

"http://www.w3.org/2001/XMLSchema#" > ]>

<
rdf:RDF

xmlns

="http://
localhost/owlfiles/DHProject
#"

xmlns:DHProject

="http://
localhost/owlfiles/DHProject
#"

xmlns:base

="http://
localhost/owlfiles/DHProject
#"

xmlns:owl

="http://www.w3.org/2002/07/owl#"

xmlns:rdf

="http://www.w3.org/1999/02/22
-
rdf
-
syntax
-
ns#"

xmlns:rdfs
="http://www.w3.org/2000/01/rdf
-
schema#"

xmlns:xsd

="http://www.w3.org/2001/XMLSchema#">


<
owl:Ontology

rdf:about
="">

<
rdfs:comment
>OWL export from
MAIstro
</
rdfs:comment
>

<
rdfs:label
>
DHProject

Ontology</
rdfs:label
>

</
owl:Ontology
>


OWL output for a thesaurus

© 2011. Access Innovations,
Inc. All Rights Reserved.


22

<
owl:Class

rdf:ID
="Term"/>

<
owl:Class

rdf:ID
="
PreferredTerm
">


<
rdfs:subClassOf

rdf:resource
="#Term"/>

</
owl:Class
>

<
owl:Class

rdf:ID
="
NonPreferredTerm
">


<
rdfs:subClassOf

rdf:resource
="#Term"/>

</
owl:Class
>

<
owl:Class

rdf:ID
="
StatusValue
"/>

<
owl:ObjectProperty

rdf:ID
="
BroaderTerm
">


<
rdfs:domain

rdf:resource
="#
PreferredTerm
"/>


<
rdfs:range

rdf:resource
="#
PreferredTerm
"/>

</
owl:ObjectProperty
>

OWL output for a thesaurus

© 2011. Access Innovations,
Inc. All Rights Reserved.


Resolving meaning


At all levels of abstraction


Descriptions & meanings


Complex addressing schemas

23

A

B

C

Is defined at

Is defined at

Is defined at

Danger

© 2011. Access Innovations,
Inc. All Rights Reserved.


GoodRelations

Ontology Links


http://purl.org/goodrelations/


24


http://www.heppnetz.de/projects/goodrela
tions/



http://www.heppnetz.de/ontologies/goodr
elations/v1




http://www.iskouk.org/events/linked_data
_sep2010.htm




Martin
Hepp


© 2011. Access Innovations,
Inc. All Rights Reserved.


Preview of coming attractions


Linked data
(
http://www.iskouk.org/events/linked_data
_sep2010.htm
)


Better precision


Wider spread use of taxonomies


But also some confusion & overkill


Beware of complexity


GoodRelations
, etc.


a risk


Lack of differentiation


Commoditization of your offerings


25

© 2011. Access Innovations,
Inc. All Rights Reserved.


Polar Opposites


every merchant uses the same
classification system?


your taxonomy is so unique & esoteric no
one knows the words?


Not really mutually exclusive

26

What if…

© 2011. Access Innovations,
Inc. All Rights Reserved.


Setting Up the Store


Taxonomies in
eCommerce

Thursday, February 10, 2011

11:30


12:30 EST

Jay Ven Eman, Ph.D., CEO


Access Innovations, Inc.

www.accessinn.com

www.dataharmony.com

+1.505.998.0800

j_ven_eman@accessinn.com