Phunware Data

Phunware Data

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Phunware Ontology

This section describes the collection of entities and relationships that form the connected data model.

The Phunware OntologyOntology - In computer science and information science, an ontology is a formal naming and definition of the types, properties, and interrelationships of the entities that really exist in a particular domain of discourse (Wikipedia). is a collection of named entities with specific properties and relationships. The ontology provides the technical foundation for all data products.

Our ontology leverages W3C industry standards (RDF/OWL) and open vocabularies such as schema.org to enable data exchange interoperability. The ontology can be easily extended by customers to adapt the data model to unique business processes. The ontology consists of:

  • Entities - real world "things" (e.g. MobileDevice, City)
  • Relations - relationships between two entities (e.g., Person "owns" MobileDevice).
  • Taxonomies - hierarchical constructs to organize and browse data (e.g., mobile apps organized into categories)

Entities

The Phunware Ontology includes the following entities.

Entity

Definition

Account

An account used by a person.

Brand

A particular name for a type of product made by a particular company.

City

A local administrative unit ranked below a State (or a province or a region)

CongressionalDistrict

An electoral constituency that elects a single member of the US Congress.

Country

A country.

CustomSegment

A category of mobile devices based on a unique, demonstrated usage pattern.

GeoCircle

A representation of a circular geographic area.

GeoHash

A string encoding of the latitude and longitude that identifies a rectangular cell on earth (Geohash)

Household

A unit of one or more people that share a dwelling.

Language

A Language with a ISO 639 name and a 2 char code (ISO 639-1)

Media

An advertisement or push message.

MediaChannel

The platform that delivered the digital media.

MediaSummary

An aggregated summary of impressions and clicks for a particular Media.

MobileApplication

A software application that runs on a MobileDevice.

MobileDevice

A device such as a smartphone or a tablet

Org

An organization such as a business.

Person

A person.

Place

A physical place (point of interest).

PostalCode

A code used for the purpose of sorting mail.

Residence

The place where a person lives.

Segment

An audience segment.

State

A state or province of a country.

WiFiAccessPoint

A wireless access point.

Zone

A specific area within a Venue.

Relations

The Phunware Ontology contains the following relations (connections) between entities.

Object Property

Definition

From -> To

associatedWith

A generic relationship associating any two entities.

Any entity -> Any entity

bornIn

The Country a Person is born in.

Person -> Country

broader

A hierarchical relationship between two SKOS concepts.

belongsTo

The assignment of a MobileDevice to a specific segment.

MobileDevice -> CustomSegment, LifeStage, Intent, Interest

isConnectedTo

A connection between a MobileDevice to a WiFiAccessPoint.

MobileDevice -> WiFiAccessPoint

containedInPlace

A spatial, hierarchical relation between two geographical places.

GeoHash -> City
City -> State
State -> Country
PostalCode -> Country
GeoHash -> Venue
Zone -> Venue
Residence -> PostalCode
Residence -> City
CongressionalDistrict -> State

deliveredBy

Media is delivered by a digital advertising platform.

Media -> MediaChannel

knowsLanguage

A relation between a Person and a Language known by that person.

Person -> Language

languageSetTo

The relation between a MobileDevice and its Language setting.

MobileDevice -> Language

memberOf

The assignment of a Person to a Household.

Person -> Household

isInstalledOn

The relation between a MobileApplication and a MobileDevice, and a WiFiAccessPoint and a Venue.

MobileApplication -> MobileDevice

WifiAccessPoint -> Venue

isSeenIn

The assignment of a MobileDevice to a GeoHash based on location activity.

MobileDevice -> GeoHash

isSeenInCongressionalDistrict

The assignment of a MobileDevice to a Congressional District based on location activity.

MobileDevice -> CongressionalDistrict

isSeenInPostalCode

The assignment of a MobileDevice to a PostalCode based on location activity.

MobileDevice -> PostalCode

isSeenInState

The assignment of a MobileDevice to a State based on location activity.

MobileDevice -> State

isSeenInZone

The assignment of a MobileDevice to Zone based on location activity.

MobileDevice -> Zone

nationalOf

The assignment of a Person to a nationality.

Person -> Country

owns

The assignment of an ownership between a person and device.

Person -> MobileDevice

residentOf

The assignment of a Person to Country of residence.

Person -> Country

residesAt

The assignment of a Person or Household to Residence.

Person -> Residence
Household -> Residence

Taxonomies

The Phunware Ontology includes a hierarchical taxonomy for organizing audience segment data. The taxonomy enable marketers to design audiences with demographic, interest and purchase intent segments in the data exchange.

Taxonomy

Description

Segments

A hierarchy of marketing segments for demographics, interest and purchase intent.

Updated about a year ago

Phunware Ontology


This section describes the collection of entities and relationships that form the connected data model.

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