New RFI Model for Behavioral Audience Segmentation in Wi-Fi Advertising System

IF 2.8 Q2 COMPUTER SCIENCE, INFORMATION SYSTEMS

Future Internet Pub Date : 2023-10-26 DOI:10.3390/fi15110351

Shueh-Ting Lim, Lee-Yeng Ong, Meng-Chew Leow

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引用次数: 0

Abstract

In this technological era, businesses tend to place advertisements via the medium of Wi-Fi advertising to expose their brands and products to the public. Wi-Fi advertising offers a platform for businesses to leverage their marketing strategies to achieve desired goals, provided they have a thorough understanding of their audience’s behaviors. This paper aims to formulate a new RFI (recency, frequency, and interest) model that is able to analyze the behavior of the audience towards the advertisement. The audience’s interest is measured based on the relationship between their total view duration on an advertisement and its corresponding overall click received. With the help of a clustering algorithm to perform the dynamic segmentation, the patterns of the audience behaviors are then being interpreted by segmenting the audience based on their engagement behaviors. In the experiments, two different Wi-Fi advertising attributes are tested to prove the new RFI model is applicable to effectively interpret the audience engagement behaviors with the proposed dynamic characteristics range table. The weak and strongly engaged behavioral characteristics of the segmented behavioral patterns of the audience, such as in a one-time audience, are interpreted successfully with the dynamic-characteristics range table.

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Wi-Fi广告系统中行为受众细分的新RFI模型

在这个科技时代，企业倾向于通过Wi-Fi广告这一媒介投放广告，向公众展示自己的品牌和产品。Wi-Fi广告为企业提供了一个平台，可以利用他们的营销策略来实现预期目标，前提是他们对受众的行为有透彻的了解。本文旨在建立一个新的RFI(最近，频率和兴趣)模型，能够分析观众对广告的行为。观众的兴趣是根据他们在广告上的总观看时间和相应的总点击量之间的关系来衡量的。利用聚类算法对受众进行动态细分，根据受众的参与行为对受众进行细分，从而解读受众的行为模式。在实验中，对两种不同的Wi-Fi广告属性进行了测试，以证明新的RFI模型适用于使用所提出的动态特征范围表有效地解释受众参与行为。受众细分行为模式的弱参与和强参与的行为特征，例如一次性受众，可以用动态特征范围表成功地解释。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Future Internet Computer Science-Computer Networks and Communications

CiteScore

7.10

自引率

5.90%

发文量

303

审稿时长

11 weeks

期刊介绍： Future Internet is a scholarly open access journal which provides an advanced forum for science and research concerned with evolution of Internet technologies and related smart systems for “Net-Living” development. The general reference subject is therefore the evolution towards the future internet ecosystem, which is feeding a continuous, intensive, artificial transformation of the lived environment, for a widespread and significant improvement of well-being in all spheres of human life (private, public, professional). Included topics are: • advanced communications network infrastructures • evolution of internet basic services • internet of things • netted peripheral sensors • industrial internet • centralized and distributed data centers • embedded computing • cloud computing • software defined network functions and network virtualization • cloud-let and fog-computing • big data, open data and analytical tools • cyber-physical systems • network and distributed operating systems • web services • semantic structures and related software tools • artificial and augmented intelligence • augmented reality • system interoperability and flexible service composition • smart mission-critical system architectures • smart terminals and applications • pro-sumer tools for application design and development • cyber security compliance • privacy compliance • reliability compliance • dependability compliance • accountability compliance • trust compliance • technical quality of basic services.