Phunware Ontology
This section describes the collection of entities and relationships that form the connected data model.
The Phunware Ontology 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 3 years ago