Fuzzy Web Ad Selector Based on Web Usage Mining

被引：29

作者：

Bae, Sung Min ^{[1
]}

Park, Sang Chan ^{[1
]}

Ha, Sung Ho ^{[2
]}

机构：

[1] Dept. Industrial Eng., Korea Adv. Inst. of Sci./Technology, Yusong-Gu, Taejon 305-701

[2] School of Business Administration, College of Economics and Commerce, KyungPook National Univ., Bukgu, Daegu 702-701, Sangyeok-dong

来源：

IEEE Intelligent Systems | 2003年 / 18卷 / 06期

关键词：

D O I：

10.1109/MIS.2003.1249171

中图分类号：

学科分类号：

摘要：

The role of Web ad selector in improving the Web ad's effectiveness is discussed. The Web ad selection system divides the Web site customers with similar preferences into several segments through Web usage mining. It uses fuzzy rules that express customer segments surfing patterns on the basis of expert advice and recommends appropriate ads by fuzzy inference. The selector personalizes advertising messages for customers based on their preferences and interests.

引用

页码：62 / 69

页数：7

共 9 条

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