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- Title
Modelado Basado en Ontologías del Perfil Psicográfico del Usuario en Publicidad Dirigida.
- Authors
Rodríguez, Abraham Rodríguez; García, Nicolás Iglesias; González, José María Quinteiro
- Abstract
In this paper we discuss how the use ontologies and semantic reasoners can help in the definition of marketing strategies in the context 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 on ontology languages.
- Subjects
MARKETING; MULTIMEDIA systems industry; COMPUTER user attitudes; CONSUMER behavior; LIFESTYLES; ADVERTISING; EXPERT systems
- Publication
RISTI: Iberian Journal on Information Systems & Technologies / Revista Ibérica de Sistemas e Tecnologias de Informação, 2011, Issue 7, p47
- ISSN
1646-9895
- Publication type
Article