Modelling the psychographic behaviour of users using ontologies in web marketing services

Authors:
Abraham Rodrí/guez Rodrí/guez;Nicol$#225/s Iglesias Garcí/a;José/ Marí/a Quinteiro-Gonz$#225/lez
Affiliations:
Universidad de Las Palmas de Gran Canaria, Canary Islands, Spain;Universidad de Las Palmas de Gran Canaria, Canary Islands, Spain;Universidad de Las Palmas de Gran Canaria, Canary Islands, Spain
Venue:
EUROCAST'11 Proceedings of the 13th international conference on Computer Aided Systems Theory - Volume Part I
Year:
2011

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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.