Automatic Generation of an Informative Marketing Technological

Platform

Francesco Pilotti

, Daniele Di Valerio

, Martina Marinelli

, Gaetanino Paolone

, Samanta Vellante

and Daniela D’Alessandro

Gruppo SI S.c.a.r.l., 64100 Teramo, Italy

Scacco Malto S.r.l., 64100 Teramo, Italy

Keywords: Automatic Code Generation, Information, Informative Marketing, Model-Driven Architecture, Model

Transformation, Technological Platform.

Abstract: In the current global context, Small- and Medium-sized Enterprises (SMEs) must face challenges in order to

reach and maintain a fitting competitive level, and improve their performance. Today, information is one of

the most important resources for them. Being able to correctly manage information is a key factor, also with

reference to digital marketing activities. The paper presents InfoMkBuilder, a tool able to automatically

generate Informative Marketing (IM) technological platforms, i.e., digital platforms for SMEs, in order for

them to carry out IM campaigns and strategies. IM is a novel digital marketing model based on valuable

information definition and delivery. InfoMkBuilder supports SMEs in overcoming and/or sidestepping their

limitations and barriers in adopting digital technologies. The tool implements Model-Driven Architecture

(MDA) transformations and a Unified Process (UP) methodological approach to generate the IM

technological platforms, and is able to deploy them on the Cloud.

1 INTRODUCTION

In the current global context, any company or

organization must face challenges in order to reach

and maintain a fitting competitive level and improve

its performance by adopting digital technologies

(Martínez-Caro et al., 2020). In such a scenario,

Small- and Medium-sized Enterprises (SMEs)

generally face limitations and barriers to a greater

extent than other firms. For instance, limited

resources are one of the primary factors affecting

SMEs capability to compete globally (Masroor and

Asim, 2019). The lack of international experience

(Pereira et al., 2022), and the low levels of digital

skills among firms (Scuotto et al., 2021) are other

primary factors. The Covid-19 pandemic has

impacted on the scenario depicted above as well

(Thorgren and Williams, 2020).

Today, information is one of the most important

resources for any company or organization, including

SMEs (Mutula, 2010). If information is not

adequately managed and processed, it risks resulting

useless for the business structure. Being able to

correctly manage information is a key factor, also

with reference to digital marketing activities

(Ismoilova et al., 2021). Information is one of the

main means by which it is possible to transfer the

value of a proposal to potential customers (Tafesse

and Wien, 2018). An increasing number of people are

spending more and more time on the Web searching

for information about products and services (Dwivedi

et al., 2020). This search is essential for the final

choice they make. Concerning this point, (Clark et al.,

2009) stated that providing basic information should

be the dominant role of advertising.

The importance of information in digital

marketing enhances the need for digital solutions in

order to manage, create, and spread valuable contents.

(Di Valerio et al., 2020) proposed a new digital

marketing model, named Informative Marketing

(IM), in order to stress the importance of information

to be delivered to customers while setting up and

implementing digital marketing strategies. The

adjective “informative” is meant to point out that the

information purposely gathered and structured is

targeted to a specific segment; therefore, it can be

assumed that it is relevant for the selected audience.

The IM is implemented by means of a technological

platform derived from (Sun et al., 2015).

Pilotti, F., Di Valerio, D., Marinelli, M., Paolone, G., Vellante, S. and Dâ

ZAlessandro, D.

Automatic Generation of an Informative Marketing Technological Platform.

DOI: 10.5220/0012075900003538

In Proceedings of the 18th International Conference on Software Technologies (ICSOFT 2023), pages 295-302

ISBN: 978-989-758-665-1; ISSN: 2184-2833

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

295

In order for a SME to implement digital solutions,

it must overcome and/or sidestep the limitations and

barriers previously mentioned. In this regard, model-

driven techniques (Brambilla et al., 2017) are a

relevant solution: model-driven refers to a set of

methodologies and instruments based on models and

model transformations, which prove to be effective in

designing and developing software systems. Using

model-driven development approaches allows for

automatic code generation, though they’re not widely

adopted yet to generate whole systems (Whittle et al.,

2014). The Unified Modeling Language (UML), and

the Use Case construct in particular, is another means

able to simplify system designing and development.

UML diagrams are often used in automatic code

generation. According to (OMG, 2017), Use Cases

“are a means to capture the requirements of systems,

i.e., what systems are supposed to do”. A Use Case

exists in a business context regardless of the

automation process. (Paolone et al., 2010) proposed a

model-driven methodological approach for ensuring

continuity among business modeling, system

modeling, design, and implementation. The work is

part of a long-term industrial project, whose last main

pillar is (Paolone et al., 2020), regarding the

automatic generation of enterprise web applications.

(Paolone et al., 2010) adopted a Use Case-driven

approach (Paolone et al., 2008), based on the Unified

Process (UP) (Kruchten, 2003).

This paper presents a new tool, called

InfoMkBuilder, based on (Di Valerio et al., 2020) and

(Paolone et al., 2010). InfoMkBuilder is an automatic

code generator of IM technological platforms, based

on model-driven techniques and able to deploy the

generated solution on the Cloud. InfoMkBuilder is

meant to be a tool that actually supports SMEs in

enhancing their digital visibility and competitiveness

in the global scenario, helping them overcome the

well-known limitations and barriers in implementing

digital technologies in their structure and processes.

As far as we know, there are no proposals in the

literature concerning automatic code generators for

creating digital marketing platforms.

This paper consists of five sections: after the

Introduction, Section 2 summarizes the background;

Section 3 describes our proposal. A case study is

given in Section 4. Section 5 contains the conclusions

and the future work.

2 BACKGROUND

The background concerns: 1. the IM, a new marketing

model which aims to use valuable information as

primary marketing instrument; 2. the automatic code

generation by means of model-driven approaches

(Model-Driven Architecture - MDA in particular) and

UP.

2.1 The IM Technological Platform

(Di Valerio et al., 2020) investigated the state of the

art of digital platforms, identifying the model

proposed in (Sun et al., 2015) as starting point for

building up an IM technological platform (Figure 1).

Figure 1: The IM technological platform.

The IM technological platform is composed of

four add-ons (e-commerce, social media, search

engine, App mobile) and a technological base (Figure

2). The latter is composed of a DB, an Autoresponder,

and the following subsystems: Opt-in page, Thank

you page, Landing page, and Sales page.

Figure 2: The IM technological base.

The IM technological platform can be used to

promote and sell any kind of product or service.

2.2 Automatic Code Generation

From a technological perspective (in addition to UML

as modeling language, and Cloud Computing as

deployment environment), the MDA model

transformations and UP are the foundations of our

proposal. A short description of the well-known basic

concepts above mentioned is given below.

To better clarify what a model transformation is,

the definitions of model and metamodel are provided.

A model is “a simplification of a system built with an

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intended goal in mind” (Bézivin and Gerbé, 2001). A

model is an abstract and simplified view of a system,

however complex. A metamodel is “a model that

consists of statements about models” (Jeusfeld,

2009). Essentially, a metamodel is a model of a

model. A model transformation converts models

between different abstraction levels, gradually adding

more details by means of transformation rules and

transformation languages. Transformations are

defined at a metamodel level (Magalhaes et al., 2019).

Transformations are categorized as Model to Model

(i.e., between models) or Model to Text (i.e., from a

model to the code written in a programming

language).

Model-driven refers to software development

paradigms that emphasize the use of models as

primary artefacts in the software development

lifecycle. According to (Jörges, 2013) Model-Driven

Engineering (MDE), Model-Driven Development

(MDD), and Model-Driven Software Development

(MDSD) are largely used synonymously, although

some distinctions can be made regarding these

acronyms, as in (Brambilla et al., 2017). The goal of

model-driven is to automate different steps in

software development and improve the software

overall quality. MDA is an approach defined by the

Object Management Group (OMG) (OMG, 2014),

that provides guidelines to perform model

transformations across three levels (progressively

decreasing the abstraction level): Computation

Independent Model (CIM); Platform Independent

Model (PIM); Platform Specific Model (PSM).

(Sebastián et al., 2020) is a systematic mapping study

of MDA. UML is a standard used to specify models

in MDA, although it is not mandatory.

UP is an iterative and incremental process for

planning and managing software projects (Kruchten,

2003). It includes disciplines (Business Modeling;

Requirements; Analysis and Design; Implementation;

Test; Deployment; Configuration and Change

Management; Project Management; Environment),

and phases (Inception, Elaboration, Construction,

Transition). UP can be applied to any type of system

to be automated.

3 INFOMKBUILDER

This section starts by briefly discussing about

implementing an IM technological platform with a

non-generative process, then gives an overview of

InfoMkBuilder: model transformations and the

related UML diagrams are provided. Next, a

subsection about how-to use the prototype of

InfoMkBuilder follows.

3.1 Developing an IM Technological

Platform

According to a non-generative development process,

the creation of an IM technological platform requires

that an IM Manager (i.e., a SME manager/employee

who has previously learned the basics of IM) relies on

a development team for implementing the software

solution. A development team (or a single developer)

is needed to develop each subsystem of Figure 2; the

development process has to be repeated for each of

them. The subsystems of the technological base can

be developed in Java technology, Microsoft.net

technology (C# language), PHP, etc. The DB can be

developed in Microsoft SQLServer, PostgreSQL, etc.

In order to improve the process and make SMEs

autonomous in creating their own IM technological

platforms, we propose an automatic generation

process and a tool, InfoMkBuilder, able to return the

solutions and deploy them on a Cloud environment.

Thus, only the IM Manager is needed: he could use

InfoMkBuilder without relying on developers and

with no programming skills. The IM Manager must

know: 1. IM principles; 2. what a UML Business Use

Case is.

3.2 InfoMkBuilder Overview

InfoMkBuilder is a tool developed in Microsoft.net

technology, C# language, according to the

specifications of the Microsoft Model View

Controller (MVC) pattern. InfoMkBuilder

implements the model transformation defined at a

metamodel level, and adopts the OMG vision about

MDA (see Subsection 2.2).

InfoMkBuilder is meant to generate the IM

technological platform in (Di Valerio et al., 2020),

and deploys it on the Cloud. According to (Paolone et

al., 2010), the model transformations occur across the

MDA levels as shown below. At a high level of

abstraction, the IM technological platform can be

modeled as described in Figure 3. The design of an

IM technological platform is a complex process, since

it represents the automation of a web system. The

most delicate part of this process is identifying the

Use Cases, which express the interactions between

end-users and the system according to the IM process

and establishing the communication between all

stakeholders. The solution we developed starts from

the business modeling with business analysis,

distinguishing between business Use Case modeling

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and business analysis modeling: business modeling

layers remain the same, with a realization process that

connects them. Instead, during the system analysis

phase, we introduce a trace operation of both business

modeling layers (Business Modeling in Figure 3) into

the two system modeling layers (System Modeling in

Figure 3).

Figure 3: The methodological process.

The Business Use Case Realizations (BUCRs)

diagram presents the Business Actors (for example,

Manager and Customer) and the BUCRs - those that

are directly instantiated and generated by

InfoMkBuilder. BUCRs describe a behavior from the

user’s perspective. The diagram is the CIM of the

automatic generation process, concerning the

system’s behavioral aspect. This diagram has to be

manually realized. Using InfoMkBuilder, all the other

subsequent Use Case diagrams don’t have to be

realized: InfoMkBuilder performs the automatic

model transformations. The PIM and PSM diagrams

are simulated by the generator, that returns the

software code and deploys the application.

The System Use Cases (SUCs) diagram presents

the System Actors and the SUCs corresponding to the

BUCRs. This diagram is the PIM of the automatic

generation process. The PIM is directly related to the

IM technological platform model in Figure 1. Each

BUCR is to be traced to a SUC. The Business Actor

is traced to the System Actor and is named with the

same name of the Business Actor with the addition of

“Admin”. The “communicate” action in the business

model is replaced by “use”, to specify that the Actor

will use the Use Cases in the software system

according to UML. In fact, “A use case is a

description of sequences of actions that a system

performs that yield observable results of value to a

particular actor.” (Booch et al. 2005).

The PSM is described by means of a System Use

Case Realization (SUCRs) diagram. SUCRs describe

the behavior from the machine’s perspective.

Technological Use Cases can be added to SUCRs, for

example login.

Then, InfoMkBuilder transforms the PSM into

code. The transformations output is described in

Section 5, where a generated case study is shown. The

Opt-in page, Thank You page, Landing page, and

Sales page subsystems are generated in Microsoft.net

technology (C# language); they are built on top of a

Microsoft SQLServer DB.

3.3 How It Works

This subsection describes the process for generating

an IM technological platform. We describe

InfoMkBuilder from a user perspective. Since the tool

and the approach are in an early development stage,

we provide an abstract description of both, to be

expanded and detailed in the future research

activities. InfoMkBuilder is, in fact, still a prototype,

which is able to perform the model transformations

across MDA levels.

The Admin, i.e., the InfoMkBuilder general

manager, creates a Company and enables an IM

Manager – see Subsection 3.1 - to use the tool. The

Admin Use Cases are shown in Figure 4.

Figure 4: Admin Use Cases.

The Admin, who has a comprehensive view of all

the Use Cases of InfoMkBuilder, registers the SME

of the IM Manager (Company Use Case in Figure 4)

and enables him to create a number of Projects, up to

a maximum of 10 (Enabling Use Case in Figure 4).

The Admin can also assign multiple SMEs (networks

or company group) to a single IM Manager.

The IM Manager receives a notification by email,

and then, by clicking on the link in the email, he can

set his credentials and start creating his Project(s).

The IM Manager Use Cases are shown in Figure 5.

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Figure 5: IM Manager Use Cases.

The IM Manager can view and manage only his

Project(s) and his Company(ies). The Project Use

Case is shown in Figure 6.

Figure 6: Project Use Case.

For each Project, the IM Manager Actor has the

included Use Cases shown in Figure 7.

Figure 7: Project included Use Cases.

The IM Manager can choose the subsystems to be

generated by the tool, by means of the View

Associated Pages Use Case (Figure 8). He can also

upload the information regarding the

products/services to be promoted and sold, by means

of the View Associated Products Use Case (Figure 9).

Each Sales page subsystem is directly linked to a

single product.

Figure 8: View Associated Pages Use Case.

Figure 9: View Associated Products Use Case.

The IM Manager can choose whether to enable a

Designer – an employee of the IM Manager’s SME –

as responsible for the definition of a Project’s digital

contents, linking him to the Project. The Designer can

only view and manage the Project he is in charge of.

The IM Manager chooses and gets an URL actually

identifying an instantiated domain to deploy the IM

technological platform. It’s possible to get a preview

of the subsystems by using the Preview Use Case

(Figure 10).

Figure 10: Preview Use Case.

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With the Generate Use Case, the IM Manager

generates the IM technological base subsystems. The

scenarios sequence of the Generate Use Case is

Shown in Figure 11.

Figure 11: Generate Use Case.

The tool deploys the subsystems on the Cloud (on

the domain chosen by the IM Manager) and at the

same time creates an empty DB and an

Autoresponder associated with the IM technological

platform. Since the purpose of InfoMkBuilder is to

generate a working website, the tool generates also

the Cookie Policy, Conditions, and Privacy web

pages by default.

4 A CASE STUDY

The section describes a case study that shows the

automatic generation process with InfoMkBuilder.

The case study is the Project “Natural Wine”. The

Project concerns an IM campaign to inform potential

stakeholders about the features of natural wine. In this

Project, we create two Opt-in pages for two different

stakeholder classes, three Landing pages to describe

the peculiar features of three different products

(natural wines), and the related Sales pages. The

Thank You pages have to be generated both after the

Opt-in pages and the Sales pages (after a purchase).

As stated in Subsection 3.1, the IM Manager must

know the UML Business Use Case construct and a

UML modeling tool. All the following diagrams are

realized with StarUML (https://staruml.io/).

The BUCRs diagram in Figure 12 presents the

Business Actors (Web User and Potential Customer)

and some of the BUCRs. As stated in Subsection 3.2,

this diagram is the CIM of the automatic generation

process, concerning the system’s behavioral aspect.

This diagram has to be manually realized.

Figure 12: Natural Wine BUCRs diagram

The SUCs diagram in Figure 13 presents the

System Actors and the SUCs corresponding to the

BUCRs. This diagram is the PIM of the automatic

generation process. Each BUCR is to be traced to a

SUC. The Business Actors are traced to the System

Actors and keep the same name. The “communicate”

action is transformed into “use”.

Figure 13: Natural Wine SUCs diagram.

The PSM is described by means of SUCRs in

Figure 14. Technological Use Cases can be added to

SUCRs. In our example, for the sake of simplicity, a

one-to-one correspondence is shown.

Figure 14: Natural Wine SUCRs diagram.

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InfoMkBuilder generates the code by

implementing the automatic model transformation

from CIM to PIM (from Figure 12 to Figure 13), from

PIM to PSM (from Figure 13 to Figure 14), and from

PSM to code (from Figure 14 to C# code).

InfoMkBuilder also creates the deploy unit on the

domain defined by the IM Manager. A couple of

screenshots of the generated Natural Wine IM

subsystems are shown in Figure 15 (Opt-in page) and

Figure 16 (Landing page).

Figure 15: Opt-in page.

Figure 16: Landing page.

5 CONCLUSIONS AND FUTURE

WORK

As recently stressed in (Farida and Setiawan, 2022),

innovation is one of the most effective drivers to

foster SMEs competitiveness. The “best use” of

digital platforms, adopting technology, digital

marketing, and innovations, according to (Hossain et

al., 2022), ensured “the peak of success and

profitability” for enterprises during the Covid-19

pandemic. With InfoMkBuilder, the proponents

intend to release a tool specifically tailored to SMEs

needs, in order for them to innovate their

infrastructures and be able to implement digital

marketing activities with little economic investments

and no programming skills, and so compete - and

hopefully thrive - in a globalised scenario. By using

InfoMkBuilder, interested SMEs will be facilitated in

instantiating by themselves an IM technological

platform.

The IM and InfoMkBuilder prototype are part of

an ongoing industrial research project. Future work

concerns primarily the improvement and

formalization of the model transformation rules

(digital transformation semantics), and subsequently

the tool full development. At present, the prototype is

able to automatically generate the subsystems of the

IM technological platform. The automatic generation

of the add-ons in Figure 1 will have to be

implemented, to make the tool able to automatically

generate a whole IM technological platform. Then,

testing activities and validation of the tool through

case studies in real contexts (in different sectors) will

be carried out.

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