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Authors: Alaa A. Qaffas and Alexandra I. Cristea

Affiliation: The University of Warwick, United Kingdom

ISBN: 978-989-758-113-7

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.

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Paper citation in several formats:
A. Qaffas, A. and I. Cristea, A. (2015). An Adaptive E-Advertising User Model: The AEADS Approach.In Proceedings of the 12th International Conference on e-Business - Volume 1: ICE-B, (ICETE 2015) ISBN 978-989-758-113-7, pages 5-14. DOI: 10.5220/0005568600050014

@conference{ice-b15,
author={Alaa A. Qaffas. and Alexandra I. Cristea.},
title={An Adaptive E-Advertising User Model: The AEADS Approach},
booktitle={Proceedings of the 12th International Conference on e-Business - Volume 1: ICE-B, (ICETE 2015)},
year={2015},
pages={5-14},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0005568600050014},
isbn={978-989-758-113-7},
}

TY - CONF

JO - Proceedings of the 12th International Conference on e-Business - Volume 1: ICE-B, (ICETE 2015)
TI - An Adaptive E-Advertising User Model: The AEADS Approach
SN - 978-989-758-113-7
AU - A. Qaffas, A.
AU - I. Cristea, A.
PY - 2015
SP - 5
EP - 14
DO - 10.5220/0005568600050014

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