WebDigital: A Web-based hybrid intelligent knowledge automation system for developing digital marketing strategies

  • Authors:

  • Shuliang Li;Jim Zheng Li;Hong He;Philippa Ward;Barry J. Davies

  • Affiliations:

  • Westminster Business School, University of Westminster, 35 Marylebone Road, London NW1 5LS, UK;Department of Computing, Imperial College London, 80 Queen's Gate, South Kensington Campus, London SW7 2AZ, UK;University of Bedfordshire Business School, Luton Campus, Vicarage Street, Luton, Bedfordshire LU1 3JU, UK;The Business School, University of Gloucestershire, The Park, Cheltenham GL50 2RH, UK;The Business School, University of Gloucestershire, The Park, Cheltenham GL50 2RH, UK

  • Venue:
  • Expert Systems with Applications: An International Journal
  • Year:
  • 2011

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Abstract

This paper presents a Web-based hybrid knowledge automation system, called WebDigital (created by the first and second named authors), for formulating digital marketing strategies. Within this system, various digital marketing strategy models are computerised, adapted and extended. On-line Monte Carlo simulation is employed to capture the stochastic behaviour of relevant factors or variables influencing digital marketing decision making. Web-based fuzzy logic is applied to model the uncertainty surrounding the input and strategic options. On-line ''IF-THEN'' rules are created to represent and automate associated planning knowledge and guidelines. Web databases are used to pass data amongst different functional components, and store and retrieve simulation results and user entries. The system has been tested using digital marketing cases with involved managers. Evaluation findings indicate that the Web-enabled knowledge automation system is efficient and effective in improving the digital marketing strategy formulation process and its output.