Ontology for customer centric digital services and analytics

Abstract

In computer science research, ontologies are commonly utilised to create a unified abstract across many rich and different fields. In this paper, we apply the concept to the customer centric domain of digital services analytics and present an analytics solution ontology. The essence is based from traditional Entity Relationship Diagram (ERD), which then was abstracted out to cover wider areas on customer centric digital services. The ontology we developed covers both static aspects (customer identifiers) and dynamic aspects (customer's temporal interactions). The structure of the customer scape is modeled with classes that represent different types of customer touch points, ranging from digital and digital-stamps which represent physical analogies. The dynamic aspects of customer centric digital service are modeled with a set of classes, with the importance is represented in different associations involving establishment and termination of the target interaction. The realized ontology can be used in development of frameworks for customer centric applications, and for specification of common data format used by cooperating digital service applications.