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Title: Modeling based on ontologies of the user's psychographic profile in targeted advertising
Authors: Rodríguez, Abraham Rodríguez 
García, Nicolás Iglesias
González, José María Quinteiro
UNESCO Clasification: 120304 Inteligencia artificial
Keywords: Advertising
Marketing strategies
OWL ontologies
Recommendation systems
Issue Date: 2011
Journal: RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao 
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.
ISSN: 1646-9895
Source: RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao [ISSN 1646-9895], (7), p. 47-59
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