Authors:
Alaa A. Qaffas
and
Alexandra I. Cristea
Affiliation:
The University of Warwick, United Kingdom
Keyword(s):
E-Advertising, E-Commerce, Personalisation, Adaptive Advertising, User Model, User Profile.
Related
Ontology
Subjects/Areas/Topics:
Demonstrators and Applications
;
e-Business
;
Enterprise Information Systems
;
Logistics
;
Methods and Algorithms
;
Modeling and Frameworks
;
Technologies and Tools
Abstract:
By customising advertising campaigns based on the attributes of the user, the efficacy and success of the
campaign is likely to be enhanced. The most challenging yet interesting part to model is the user (or customer).
This paper focuses on an automated, simple, lightweight user model, easy to integrate into an existing system
(storage and operation). Accordingly, the arbitrary commercial website can acquire the ability to retrieve
general data of the user and monitor the behaviour of the user during navigation session on the website. It also
presents a study that assesses the effectiveness of a tool based on this model, via a trial run of a model
prototype with users.