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CURIE: Towards an Ontology and Enterprise Architecture of a CRM Conceptual Model

ABSTRACT: Companies face the challenge of managing customer relationships (CRM) in a context marked by a drastic digital transformation and unbridled evolution of consumer behavior, exacerbated by the COVID-19 pandemic. The customer is more demanding, has access to the global market and interacts with companies through multiple digital channels, such as email, social networks, mobile apps or instant messaging. In this situation, the success of a CRM implementation highly depends on information technology and the applications used. To harmonize this new business context with the development of information systems (IS), a suitable CRM ontology and enterprise architecture (EA) is needed. While an ontology-based conceptual model provides a unifying framework, aids sharing and reusing knowledge, and facilitates communication within a domain, an EA-based model unequivocally describes, analyzes, and visualizes how an organization should operate from the perspective of business, application, and technology. The purpose of the paper is the proposal of CURIE-O, a CRM OntoUML UFO-based ontology, together with CURIE-EA, a CRM ArchiMate-based EA to serve business managers and IS specialists an updated unifying framework of reference in the CRM domain as well as a highly efficient tool to support application development and maintenance in this changing and increasingly digital context. Modeling has proven to be an essential element to achieve high-performance information systems. In order to apply the ontology and the EA proposed here, the authors developed a CRM task management application prototype that was implemented as a case study in a consulting company. The methodology followed was design science research (DSR), in order to design and validate the artifacts. Within the DSR framework, other complementary research methods have been used, in particular literature research, interviews and focus groups carried out with several hotel chains in Tenerife (Canary Islands). The main existing CRM models in the scientific literature have also been analyzed together with the leading CRM market solutions.

Supplementary Information

The online version contains supplementary material available at 10.1007/s12599-022-00744-0.

SUBMITTER: Fernandez-Cejas M

PROVIDER: S-EPMC8859932 | biostudies-literature |

REPOSITORIES: biostudies-literature

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Project description:The Gene Ontology (GO) vocabulary has been extensively explored to analyze the functions of coexpressed genes. However, despite its extended use in Biology and Medical Sciences, there are still high levels of uncertainty about which ontology (i.e. Molecular Process, Cellular Component or Molecular Function) should be used, and at which level of specificity. Moreover, the GO database can contain incomplete information resulting from human annotations, or highly influenced by the available knowledge about a specific branch in an ontology. In spite of these drawbacks, there is a trend to ignore these problems and even use GO terms to conduct searches of gene expression profiles (i.e. expression + GO) instead of more cautious approaches that just consider them as an independent source of validation (i.e. expression versus GO). Consequently, propagating the uncertainty and producing biased analysis of the required gene grouping hypotheses. We proposed a web tool, Onto-CC, as an automatic method specially suited for independent explanation/validation of gene grouping hypotheses (e.g. coexpressed genes) based on GO clusters (i.e. expression versus GO). Onto-CC approach reduces the uncertainty of the queries by identifying optimal conceptual clusters that combine terms from different ontologies simultaneously, as well as terms defined at different levels of specificity in the GO hierarchy. To do so, we implemented the EMO-CC methodology to find clusters in structural databases [GO Directed acyclic Graph (DAG) tree], inspired on Conceptual Clustering algorithms. This approach allows the management of optimal cluster sets as potential parallel hypotheses, guided by multiobjective/multimodal optimization techniques. Therefore, we can generate alternative and, still, optimal explanations of queries that can provide new insights for a given problem. Onto-CC has been successfully used to test different medical and biological hypotheses including the explanation and prediction of gene expression profiles resulting from the host response to injuries in the inflammatory problem. Onto-CC provides two versions: Ready2GO, a precalculated EMO-CC for several genomes and an Advanced Onto-CC for custom annotation files (http://gps-tools2.wustl.edu/onto-cc/index.html).

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Project description:This paper introduces the objectives, methods and results of ontology development in the EU co-funded project Advancing Clinico-genomic Trials on Cancer-Open Grid Services for Improving Medical Knowledge Discovery (ACGT). While the available data in the life sciences has recently grown both in amount and quality, the full exploitation of it is being hindered by the use of different underlying technologies, coding systems, category schemes and reporting methods on the part of different research groups. The goal of the ACGT project is to contribute to the resolution of these problems by developing an ontology-driven, semantic grid services infrastructure that will enable efficient execution of discovery-driven scientific workflows in the context of multi-centric, post-genomic clinical trials. The focus of the present paper is the ACGT Master Ontology (MO).ACGT project researchers undertook a systematic review of existing domain and upper-level ontologies, as well as of existing ontology design software, implementation methods, and end-user interfaces. This included the careful study of best practices, design principles and evaluation methods for ontology design, maintenance, implementation, and versioning, as well as for use on the part of domain experts and clinicians.To date, the results of the ACGT project include (i) the development of a master ontology (the ACGT-MO) based on clearly defined principles of ontology development and evaluation; (ii) the development of a technical infrastructure (the ACGT Platform) that implements the ACGT-MO utilizing independent tools, components and resources that have been developed based on open architectural standards, and which includes an application updating and evolving the ontology efficiently in response to end-user needs; and (iii) the development of an Ontology-based Trial Management Application (ObTiMA) that integrates the ACGT-MO into the design process of clinical trials in order to guarantee automatic semantic integration without the need to perform a separate mapping process.

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CURIE: Towards an Ontology and Enterprise Architecture of a CRM Conceptual Model

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