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ESWC 2012 Tutorial: The Web of Data for E-Commerce in Brief

A Hands-on Introduction to the GoodRelations Ontology,, RDFa and Microdata Authoring, Google Rich Snippets for Products, Yahoo, Bing, and Linked Open Commerce

GoodRelations Event
Title ESWC 2012 Tutorial: The Web of Data for E-Commerce in Brief
Instructor Martin Hepp
Date 27.05.2012
Time NEW: 16:00 - 19:30 (was: 14:00-17:30)
Country Greece
City Heraklion, Crete
Location Room Clio, Aldemar Knossos Royal & Royal Village
Tags linkeddata, semanticweb, tutorial, rdfa, microdata, goodrelations
Language English
Audience researchers and practitioners


The GoodRelations ontology ( is one huge success story of applying Semantic Web technology to business challenges. In this tutorial, we will (1) give a comprehensive overview and hands-on training on the conceptual structures of the GoodRelations ontology including patterns for ownership and demand, (2) present the full tool chain for producing and consuming GoodRelations-related data, (3) explain the long-term vision of linked open commerce, (4) describe the main challenges for future research in the field, and (5) discuss advanced topics, like access control, identity and authentication (e.g. with WebID); micropayment services (like Payswarm), and data management issues from the publisher and consumer perspective.


The event will take place on Sunday, May 27, 2012, from 16:00 - 19:30 (two hours later than planned) in Room Clio at the Aldemar Knossos Royal hotel.


  1. Overview and Motivation: Linked Open Commerce
  2. Quick Review of Prerequisites
    • Markup Languages – XML, HTML, XHTML
    • Semantic Web for Web Masters: RDF, RDF syntaxes, RDFS, OWL, SPARQL
  3. RDFa: Bridging the Web of Documents with the Web of Data
    • Tooling and Infrastructure: Editors, Repositories, Parsers, Frameworks
    • Linked Data Principles
  4. GoodRelations Ontology: Minimal Example and Motivating Scenarios
  5. The GoodRelations Ontology
    • Preliminaries: Header and Namespace Definition
    • Step 1: Business Entity
    • Step 2: Products and Offerings
    • Step 3: Eligible Customers and Regions
    • Step 4: Price Specifications
    • Step 5: Delivery Options and Delivery Charge Specifications
    • Step 6: Payment Options and Payment Charge Specifications
    • Step 7: Warranty Promises
    • Step 8: Bundles
    • Step 9: Services and Value Ranges
    • Step 10: Shop Locations and Opening Hours
    • Step 11: Consumables, Accessories, Spare Parts, and Similar Products
  6. Hands-on Exercise: Annotating a Small Web Shop
  7. GoodRelations – Advanced Topics
    • Handling of Ranges and Intervals
    • Products and Services: Models, Classes, and Instances
    • Modeling demand and tenders
    • Modeling ownership and public shopping histories
  8. Querying the Web of Data for Offerings
    • SPARQL Query Language Overview
    • Examples
    • Exercises
  9. Microdata
    • Overview
    • GoodRelations in Microdata
    • Microdata-to-RDF conversion
    • Designing microdata vocabularies
  10. GoodRelations for Search Engines
  11. Publishing GoodRelations Data
  12. Consuming GoodRelations Data
  13. Access Control, Authentication, and Identity
  14. Micropayment Systems and Incentives
  15. Advanced Topics
  16. Group Project
  17. Discussion, Conclusion, Feedback Round


The materials will be handed to the participants on site due to the use of licensed materials.




Prof. Dr. Martin Hepp
Chair of General Management and E-Business
E-Business and Web Science Research Group
Universität der Bundeswehr München
Werner-Heisenberg-Weg 39

D-85579 Neubiberg, Germany (personal page) / (group)

Phone: +49 89 6004-4217