Tuesday, September 05, 2006

A Use Case for the Semantic Web 

What would make a good application for the semantic web? I recently got to thinking about this question after hearing of a start-up company in my home town, Charlottesville, VA.

OpenQ is a small, young, and profitable company providing something they call Key Opinion Leader (KOL) management software. Similar to Customer Relationship Management (CRM) software, KOL software helps manage a critical part of marketing for biotechnology and life sciences companies. In that industry, where products can be very complex, it is often the influence of a respected, independent peer that moves a medical practitioner to adopt a new product. Thus managing a fruitful relationship with these thought leaders is essential to the success of companies in this industry. Yet at the same time, because of it's increasing importance in moving markets, the government is watching such activity and requires ever more detailed compliance to regulations assuring that this process is conducted in a way that protects the health and safety of the public.

Previously, in The Semantic Web as a Webized Database, I doubted the appropriateness of the basic ideas behind the semantic web for certain applications, such as building a jet airliner. But there are other applications that would thrive under the conditions promoted by adherents to the semantic web vision. OpenQ's products may represent just such an application.

A key characteristic of this problem is that valuable information can be aggregated from data that must, legally and practically, be maintained by different entities. A life sciences company cannot own or possess a Key Opinion Leader. The government has strict regulations preventing this from happening. Furthermore, the effectiveness of a Key Opinion Leader depends on the trust by his peers in his independence from the very companies that need him in their marketing efforts.

In cases where the data needed to operate effectively is distributed widely, changes rapidly, and can not or must not be combined in any way that would allow it to be controlled, semantic web technologies are essential. In such circumstances, all of the data needed must be created and maintained by the separate parties involved. But the most valuable results will be obtained by combining it all together, in real time. Problems of this sort are what the semantic web vision addresses.

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Prior Art

Socrates

"We are in the habit, I take it, of positing a single idea or form in the case of the various multiplicities to which we give the same name. Do you not understand?” “I do.” “In the present case, then, let us take any multiplicity you please; for example, there are many couches and tables.” “Of course.” “But these utensils imply, I suppose, only two ideas or forms, one of a couch and one of a table.” “Yes.” “And are we not also in the habit of saying that the craftsman who produces either of them fixes his eyes on the idea or form, and so makes in the one case the couches and in the other the tables that we use, and similarly of other things? For surely no craftsman makes the idea itself. How could he?” “By no means.”
Plato, Republic X, page 596a


David Hume

"This convention is not of the nature of a promise: For even promises themselves, as we shall see afterwards, arise from human conventions. It is only a general sense of common interest; which sense all the members of the society express to one another, and which induces them to regulate their conduct by certain rules. I observe, that it will be for my interest to leave another in the possession of his goods, provided he will act in the same manner with regard to me. He is sensible of a like interest in the regulation of his conduct. When this common sense of interest is mutually expressed, and is known to both, it produces a suitable resolution and behaviour. And this may properly enough be called a convention or agreement betwixt us, though without the interposition of a promise; since the actions of each of us have a reference to those of the other, and are performed upon the supposition, that something is to be performed on the other part. Two men, who pull the oars of a boat, do it by an agreement or convention, though they have never given promises to each other. Nor is the rule concerning the stability of possession the less derived from human conventions, that it arises gradually, and acquires force by a slow progression, and. by our repeated experience of the inconveniences of transgressing it. On the contrary, this experience assures us still more, that the sense of interest has become common to all our fellows, and gives us a confidence of the future regularity of their conduct: And it is only on the expectation of this, that our moderation and abstinence are founded. In like manner are languages gradually established by human conventions without any promise. ..." - A Treatise of Human Nature, Chapter 74, 1739–40 by David Hume


John Locke

"...Semeiotike, or the doctrine of signs; the most usual whereof being words, it is aptly enough termed also Logike, logic: the business whereof is to consider the nature of signs, the mind makes use of for the understanding of things, or conveying its knowledge to others. For, since the things the mind contemplates are none of them, besides itself, present to the understanding, it is necessary that something else, as a sign or representation of the thing it considers, should be present to it: and these are ideas. And because the scene of ideas that makes one man's thoughts cannot be laid open to the immediate view of another, nor laid up anywhere but in the memory, a no very sure repository: therefore to communicate our thoughts to one another, as well as record them for our own use, signs of our ideas are also necessary: those which men have found most convenient, and therefore generally make use of, are articulate sounds. The consideration, then, of ideas and words as the great instruments of knowledge, makes no despicable part of their contemplation who would take a view of human knowledge in the whole extent of it. And perhaps if they were distinctly weighed, and duly considered, they would afford us another sort of logic and critic, than what we have been hitherto acquainted with." - AN ESSAY CONCERNING HUMAN UNDERSTANDING by John Locke 1690