Dr Mirek SopekDr Robert Trypuz, Dominik Kuziński

MakoLab SA

• It is impossible to forget that Semantic Weband „Semantics” as we use it in our track title,owes much to Sir Tim Berners Lee –the inventor of Web and the Semantic Web

• Tim received yesterday ACM Turing Award, nicked named: Nobel of Computing

• Schema.org (2011), sponsored by the most important search engines: Google, Microsoft, Yahoo and Yandex, is a large scale collaborative activity with a mission to create, maintain, and promote schemas for structured data on the WEB pages and beyond.

• It contains more than 2000 terms: 753 types, 1207 properties and 220 enumerations.

• Schema.org covers entities, relationships between entities and actions.

• Today, about 15 million sites use Schema.org. Random yet representative crawls (Web Data Commons) show that about 30% of URLs on the web return some form of triples from schema.org.

• Many applications from Google (Knowledge Graph), Microsoft (like Cortana), Pinterest, Yandex and others already use schema.org to power rich experiences.

• Think of schema.org as a global Vocabulary for the web transcending domain and language barriers.

http://bl.ocks.org/danbri/raw/1c121ea8bd2189cf411c/

• The Industry Ontologies are the subclass of the DOMAIN ONTOLOGIES.

• They are created to represent concepts that are used in a given industry

• They define valid meanings of concepts that are used in the industry

• The essential character of the Industry Ontologies is pragmatism – they must be useful, practical and easy to use.

• Some examples of the Industrial Ontologies:

FIBO (Finance), GoodRelations (e-commerce), VVO (Volkswagen Vehicle Ontology), UCO (Used Cars Ontology), GSPAS Ontology (Ford Ontology for Global Study Process Allocation System), POPE (Purdue Ontology for Pharmaceutical Engineering) …

Case studies:

• Automotive ontology – schema.org “core” auto.schema.org – “hosted extension” PURL.ORG/GAO – “external extension”

• Financial ontology – schema.org “core” fibo.schema.org – “hosted extension” fibo.org/voc- „external extension”

Design Decisions

• „The driving factor in the design of Schema.org was to make it easy for webmasters to publish their data. In general, the design decisions place more of the burden on consumers of the markup.”

R.V. GUHA, D. DAN BRICKLEY, S. MACBETH – „Schema.org - Evolution of Structured Data on the Web”

Data Model

• Derived from RDFS (RDF Schema)

• Multiple inheritance hierarchy

• POLYMORPHIC PROPERTIES - Each property may have one or more types as its domain and its range („domainincludes” and „rangeincludes”)

Usage models

• Under full control of site/messages/data publishers

• Data EMBEDDED into page, data representation or into message markup (HTML, XML)

• Harvested during standard crawling, message or data processing

Serializations

• RDFa - CANONICAL

• Microdata (native to HTML5)

• JSON-LD

Extension mechanism: sequence of specificity

CORE HOSTED EXTENSIONS EXTERNAL EXTENSIONS

CORE – „Core, basic vocabulary for describing the kind of entities the most common web applications need”*(Built by schema.org team, extended by proposals from community, managed by a community process with the leading role of schema.org steering committee.)

HOSTED/REVIEWED EXTENSIONS – Domain specific basic vocabularies. The hosted extensions are reviewed, versioned and published as part of schema.org itself to ensure consistency with the core and its flat namespace. (Built by the specific interest groups respecting the community process, reviewed by the schema.org community and approved by the steering committee).

EXTERNAL EXTENSIONS – More specialized, fully independent domain specific vocabularies. Built by a third party. May go through a feedback process, yet they are hosted and controlled by the third party to serve its specific application needs.

* http://schema.org/docs/extension.html

Extension mechanism: rules for URIs

CORE http://schema.org/<term> http://schema.org/<term>

HOSTED EXT. http://<ext>.schema.org/<term> http://schema.org/<term>

External EXT. http://<ext.domain>/<term> http://<ext.domain>/<term>

Documentation URI: Canonical URI:

CORE http://schema.org/Car http://schema.org/Car

HOSTED EXT. http://auto.schema.org/Motorcycle http://schema.org/Motorcycle

External EXT. http://fibo.org/voc/BusinessEntity http://fibo.org/voc/BusinessEntity

Examples:

Rules:

Examples - MICRODATA

div itemscope itemtype="http://schema.org/BankTransfer">

<h1>If you want to donate</h1>

Send <span itemprop="amount" itemscope itemtype="http://schema.org/MonetaryAmount">

<span itemprop="amount">30</span>

<span itemprop="currency" content="USD">$</span>

</span>

via bank transfer to the <span itemprop="beneficiaryBank">European ExampleBank, London</span>

Put "<i itemprop="name">Donate wikimedia.org</i>" in the transfer title.

</div>

Examples - RDFa

<div vocab="http://schema.org" typeof="BankTransfer">

<h1>If you want to donate</h1>

Send <span property="amount" typeof="MonetaryAmount">

<span property="amount">30</span>

<span property="currency" content="USD">$</span>

</span>

via bank transfer to the <span property="beneficiaryBank">European ExampleBank,London</span>

Put "<i property=’name’>Donate wikimedia.org</i>" in the transfer title.

</div>

Examples – JSON-LD

<script type="application/ld+json">

{"@context": "http://schema.org/",

"@type": "BankTransfer",

"name": "Donate wikimedia.org",

"amount": {

"@type": "MonetaryAmount",

"amount": "30",

"currency": "USD"

},

"beneficiaryBank": "European ExampleBank, London"

}

</script>

Automotive Extension

• Extension URI: auto.schema.org

• Designed as the first phase of the GAO project

(Generic Automotive Ontology -

http://automotive-ontology.org)

• First step: extending core vocabulary by a

minimal set of new terms (May 2015)

• Second step: creating auto.schema.org hosted

extension (May 2016)

• Third step: creating POC of the external

extension (March 2017)

Financial extension

• Extension URI: fibo.schema.org

• Inspiration from FIBO project (Financial

Industry Business Ontology – http://fibo.org )

• Going through BOC (Bag-Of-Concept) phase

and using an „Occam Razor” approach.

• First step: extending core vocabulary by a

minimal set of new terms (May 2016)

• Second step: creating fibo.schema.org hosted

extension (published in pending.schema.org

(March 2017))

• Third step: creating POC of the external

extension (March 2017)

May 13, 2015

– official introduction

of the Automotive extension

to schema.org

Collaborative project

of Hepp Research GmbH,

MakoLab SA

and many other individuals.

… can now be brought to the Web

with the auto.schema.org extension:

See: http://carinsearch.org

for more information

• Extension URI: http://ontologies.makolab.com/gao/

• Based on GAO project (Generic Automotive Ontology) ontology

• More than 300 classes and 40 properties

• Used to drive SMART search for an automotive client

• See:http://ontologies.makolab.com/gao/CarUsageTypehttp://ontologies.makolab.com/gao/ActiveOrPassiveSafetySystem

Extension of the core vocabulary by a minimal set of new terms (May 2016)The hosted extension (published March 2017) as pending.schema.org

Collaborative project

of an international group of individuals

lead by MakoLab SA.Described in: http://schema.org/docs/financial.html

The financial extension of schema.org

refers to the most important real world

objects related to banks and financial

institutions:

• A bank and its identification

mechanism

• A financial product

• An offer to the client

• Described in:

http://schema.org/docs/financial.html

Thing CLASSES

Action

TransferAction

MoneyTransfer

Intangible

Service

FinancialProduct

BankAccount

DepositAccount

CurrencyConversionService

InvestmentOrDeposit

BrokerageAccount

DepositAccount

InvestmentFund

LoanOrCredit

CreditCard

MortgageLoan

PaymentCard +

PaymentService

StructuredValue

ExchangeRateSpecification

MonetaryAmount

RepaymentSpecification

The financial extension of schema.org

refers to the most important real world

objects related to banks and financial

institutions:

• A bank and its identification

mechanism

• A financial product

• An offer to the client

• Described in:

http://schema.org/docs/financial.html

Thing PROPERTIESProperty

annualPercentageRatefeesAndCommissionsSpecificationinterestRateidentifier

leiCodeduration

loanTermrequiredCollateralaccountMinimumInflowaccountOverdraftLimitamountbankAccountTypebeneficiaryBankcashBackcontactlessPaymentcurrencycurrentExchangeRatedomiciledMortgagedownPaymentearlyPrepaymentPenaltyexchangeRateexchangeRateSpreadfloorLimitgracePeriodloanMortgageMandateAmountloanPaymentAmountloanPaymentFrequencyloanRepaymentFormloanTypemonthlyMinimumRepaymentAmountnumberOfLoanPaymentsrecourseLoanrenegotiableLoan

A bank

Deposit Account

Payment card

The basic models of the financial objects

• Extension URI:http://fibo.org/voc/

• Based on FIBO project (Financial Industry Business Ontology) ontology –Business Entities

• Used in the POC for SEO,analytics and search.

• Flat namespace (moderate requirement)

• schema.org views (showing super- and sub- types for a given type, showing properties that can be used)

• References to schema.org for common types and properties

• URI stability and persistence

• Good taxonomy

• Good and comprehensive labels

• Not many restrictions, e.g. property polymorphism not required

Many ontologies can qualify for the transformation !!!

The Web Structured Data Revolution

Knowledge Graphs, Rich Snippets,

Conversational Search, Info Boxes, Knowledge Panels,

Semantic Search, Answer Boxes, RankBrain,

Semantic SEO, Rich Cards, Enhanced Analytics and more …

I. DATA analytics for Websites using schema.org

II. Intelligent/Smart search based on schema.org markup

III. Enterprise taxonomies & vocabularies

• Work for both Intra-, Extra- and Inter-net portals

• Does not need Google to cooperate

• Not limited to „core” or „hosted extensions”

• Works with all serializations, but the easiest is JSON-LD.

• Minimal skills required to create relevant markup

Markup in

website’s code

• Schema.org

or external

extension

Google Tag

Manager*

• Additional

setup

Google

Analytics**

• Additional

Dimensions

and Metrics

How does it work?

* Other Tag Managers possible

** Other analytics platforms possible

Proof-Of-Concept:

Auto

Model 1

- Name

- Brand

Version1

Model, fuelConsumption,

fuelType, numberOfDoors, Color

Version 2

Version 3

Model 2

- Name

- Brand

Version 1

Version 2

Version 3

Model 3

- Name

- brand

Version 1

Version 2

Version 3

http://wisem.makolab.pl/ga/car1a.html

• Mark your product data with schema.org markup

• Run the smart Search Crawlerfor an Enterprise Website

• Check for schema.org markup (Microdata or JSON-LD)

• When markup found, create property map and assign values

• Display enhanced search results

Corporate product page + microdatahttp://nusil.com/product/r-2370_rtv-silicone-rubber-foam

Crawler

Indexer(Lucene)

Microdata found

SemanticData

WebSite

The real values taken from existing data found

by crawler within the marked website pages

• External extensions to schema.org are ideal for exposing enterprise taxonomies

• OWL ontologies can be “projected” onto external schema.org format

• No loss of ontology expressivity

• The best example: “GS1 Web Vocabulary” http://gs1.org/voc/

• GAO, FIBO external extension POCs“A well-constructed enterprise taxonomy is central to multiple

business functions, including Business Intelligence, Content Strategy a

nd Management, Digital Asset Management, Knowledge Management,

and User Experience.” Strategic Content (http://strategiccontent.com)

• Schema.org is an extensible framework to build (convert) industrial ontologies

• Extremely easy to use

• It’s principal use is to enable Structured Data Revolution

• It can also be used for an enterprise’s own needs:

• Enhancing enterprise data quality and meaning by delivering easy to use vocabulary/taxonomy solution

• Enabling data analytics

• Enabling smart search

• External extensions to schema.org can be used to express most of the industrial ontologies (easy to match requirements)

• Bridges the gap between enterprise data formats and public web data

Robert Trypuz

MakoLab SARzgowska 30

93-172 Łódź

Poland

robert.trypuz@makolab.com

Dominik Kuziński

MakoLab SARzgowska 30

93-172 Łódź

Poland

dominik.kuzinski@makolab.com

MakoLab USA Inc.20 West University Ave.,

Gainesville, FL 32601

USA

+1 551 226 5488

MakoLab SADemokratyczna 46

93-430 Lodz

Poland

+48 600 814 537

Dr Mirek Sopek

sopek@makolab.com