Abstract
Web marketing is a form of advertising geared to reach its target audience using a fewer number of commercials. Any recommendation model intended to provide a personalized outcome is based on accurate segmentation strategies that rely heavily on how the users’ characteristics and behaviour are modelled. Although our proposal distributes the domain information among several ontologies, in this paper we will focus on how the psychographic data can be used to properly segment the user.
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Rodríguez Rodríguez, A., Iglesias García, N., Quinteiro-González, J.M. (2012). Modelling the Psychographic Behaviour of Users Using Ontologies in Web Marketing Services. In: Moreno-Díaz, R., Pichler, F., Quesada-Arencibia, A. (eds) Computer Aided Systems Theory – EUROCAST 2011. EUROCAST 2011. Lecture Notes in Computer Science, vol 6927. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-27549-4_16
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DOI: https://doi.org/10.1007/978-3-642-27549-4_16
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