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http://hdl.handle.net/10553/45541
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. | URI: | http://hdl.handle.net/10553/45541 | ISSN: | 1646-9895 | Source: | RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao [ISSN 1646-9895], (7), p. 47-59 |
Appears in Collections: | Artículos |
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