泛在广告的个性化过程

Int. J. Knowl. Soc. Res. Pub Date : 2017-04-01 DOI:10.4018/IJKSR.2017040102

Abdaoui Noura, I. Khalifa, Sami Faïz

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引用次数: 2

摘要

Inthispaper，weproposeanapproachcombiningbehavioralandtargetingtechniquesforabetter reactionofthecustomerwithastarproductusingapersonalizedubiquitousadvertisement。Weusethe clusteringtostudythecustomer 'sbehaviorandtheassociationrulestoestimatetheprobabilityofstar产品'spurchasesinthenearfuture。Inordertovalidateourapproach，wedevelopaprototypetosend apersonalizedadvertisementtoloyalcustomersandpotentialcustomersinubiquitousenvironment。Eachtargetreceivestheadvertisingaccordinghisclassificationandhisdegreeofloyaltyobtained bythebehavioralanalysis。Loyalcustomersarethefirsttoreceivethepersonalizedadvertisingin theubiquitousenvironment。关键词:行为分析，客户档案，忠实客户，移动广告，移动营销，个性化广告，潜在客户，明星产品，泛在广告，泛在营销

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Process of Personalizing the Ubiquitous Advertisements

Inthispaper,weproposeanapproachcombiningbehavioralandtargetingtechniquesforabetter reactionofthecustomerwithastarproductusingapersonalizedubiquitousadvertisement.Weusethe clusteringtostudythecustomer’sbehaviorandtheassociationrulestoestimatetheprobabilityofstar product’spurchasesinthenearfuture.Inordertovalidateourapproach,wedevelopaprototypetosend apersonalizedadvertisementtoloyalcustomersandpotentialcustomersinubiquitousenvironment. Eachtargetreceivestheadvertisingaccordinghisclassificationandhisdegreeofloyaltyobtained bythebehavioralanalysis.Loyalcustomersarethefirsttoreceivethepersonalizedadvertisingin theubiquitousenvironment. KeywoRdS Behavioral Analysis, Customer Profile, Loyal Customer, Mobile Advertisement, Mobile Marketing, Personalized Advertisement, Potential Customer, Star Product, Ubiquitous Advertisement, Ubiquitous Marketing

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Int. J. Knowl. Soc. Res.

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