Modeling based on ontologies of the user's psychographic profile in targeted advertising

Abstract

In this paper we discuss how the use of ontologies and semantic reasoners can help in the definition of marketing strategies in the context of on-demand multimedia services. We design a recommendation architecture in which ontologies are used to model the features and user behavior, as well to infer relevant information. The combination of ontologies and Knowledge-based systems can provide a better user segmentation quality by using specific domain knowledge in a way that other recommendation techniques are not able to exploit. Information regarding the social or lifestyle behavior of customers (and its evolutionary character) can be better managed using the capabilities of ontology languages.