E-commerce marketers conduct their business through various advertising messages which do not often reflect the user interest. The necessity of tailoring responses to individual customer requirements asks for opportune advertising systems able to capture user attention, proposing banner ads or messages which meet their real needs. Starting from this key point, this work describes a system for e-commerce services, which proposes selected on-line advertisements to users during their navigation. Focus is the use of the fuzzy multiset as formal model to profile the user and enterprise interests. Through an agent-based architecture and fuzzy clustering techniques, the system provides a straightforward support to e-commerce market mediation.
A multi-granular model for direct e-commerce services
LOIA, Vincenzo;SENATORE, Sabrina;SESSA, Maria Immacolata;
2008-01-01
Abstract
E-commerce marketers conduct their business through various advertising messages which do not often reflect the user interest. The necessity of tailoring responses to individual customer requirements asks for opportune advertising systems able to capture user attention, proposing banner ads or messages which meet their real needs. Starting from this key point, this work describes a system for e-commerce services, which proposes selected on-line advertisements to users during their navigation. Focus is the use of the fuzzy multiset as formal model to profile the user and enterprise interests. Through an agent-based architecture and fuzzy clustering techniques, the system provides a straightforward support to e-commerce market mediation.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
