Modelling the psychographic behaviour of users using ontologies in web marketing services

Título:	Modelling the psychographic behaviour of users using ontologies in web marketing services
Autores/as:	Rodríguez Rodríguez, Abraham Iglesias García, Nicolás Quinteiro-González, José María
Clasificación UNESCO:	120304 Inteligencia artificial
Palabras clave:	Ontologies Recommendation systems Marketing strategies Publicidad Internet
Fecha de publicación:	2012
Publicación seriada:	Lecture Notes in Computer Science
Conferencia:	13th International Conference on Computer Aided Systems Theory (EUROCAST)
Resumen:	Web marketing is a form of advertising geared to reach its target audience using a fewer number of commercials. Any recommendation model intended to provide a personalized outcome is based on accurate segmentation strategies that rely heavily on how the users’ characteristics and behaviour are modelled. Although our proposal distributes the domain information among several ontologies, in this paper we will focus on how the psychographic data can be used to properly segment the user.
URI:	http://hdl.handle.net/10553/42627
ISBN:	978-3-642-27548-7
ISSN:	0302-9743
DOI:	10.1007/978-3-642-27549-4_16
Fuente:	Moreno-Díaz R., Pichler F., Quesada-Arencibia A. (eds) Computer Aided Systems Theory – EUROCAST 2011. EUROCAST 2011. Lecture Notes in Computer Science, vol 6927. Springer, Berlin, Heidelberg
Colección:	Actas de congresos

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