semantic web munich meetup fall 2012 - web information extraction to bootstrap semantic e-commerce

Semantic Web Meetup Munich 10 / 12 - Google MunichPhD Topic: Web Information Extraction to bootstrap Semantic E-commerce

Uwe Stoll

Uwe Stoll, Universität der Bundeswehr München

Motivation & Problem

2

✴ GoodRelations web vocabulary for e-commerce is great!

✴ Rich snippets on SERPs

✴ Browser plugins

✴ Applications on Dataspaces

✴ already, ~10k shops use it

✴ but there are ~500k shops

98%

2%

GR :) no GR :(

Uwe Stoll, Universität der Bundeswehr München

Why is it still low?

✴ Deployment shop by shop, no centralized switching on

✴ some expertise needed

✴ Incentive limited mostly on SEO benefits

3

Uwe Stoll, Universität der Bundeswehr München

What can we do?

✴ Automate the problem✴ Web information

extraction (WIE) FTW!✴ Web information

extraction is a way to get structured data automatically out of web sites

4

image: coursera

Uwe Stoll, Universität der Bundeswehr München

Pros & Cons of shop deployment and WIE for Semantic E-commerce

5

Shop deploymentWeb Information

Extraction

main need incentive computing power

market coverage rel. low pot. high

granularity high pot. low

publishing SW data decentralized basically centralized

Uwe Stoll, Universität der Bundeswehr München

How to imrove granularity

✴ build specific extractors that recognize shop software systems

✴ use existing markup as a learning set for WIE

6

Uwe Stoll, Universität der Bundeswehr München7

✴ build an API for shops to request structured markup for their pages

ShopCache

Semantic E-Commerce Web

Information Extraction API

structured markup

How to improve publishing

Uwe Stoll, Universität der Bundeswehr München

Take-away

✴ Exploit Web Information Extraction to grow the GoodRelations piece of cake!

✴ Let machines work for men again and not the other way round!

8

94%

4%2%

shop deployment WIE no GR :(

Thank youUwe Stoll

http://www.semantium.de

twitter: ustoll

stoll@semantium.de