Papers Submitted to WSEAS Conferences and WSEAS Journals: Wseas Transactions

Thursday 26 November 2009

Wseas Transactions

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The following information was submitted:

Transactions: WSEAS TRANSACTIONS ON INFORMATION SCIENCE AND APPLICATIONS
Transactions ID Number: 42-124
Full Name: Tung yen Lai
Position: Senior Lecturer
Age: ON
Sex: Male
Address: No.1 Ling-Tung Rd. Taichung
Country: TAIWAN
Tel: 00886-0425687845
Tel prefix:
Fax:
E-mail address: andy07@teamail.ltu.edu.tw
Other E-mails: andy07_lai@yahoo.com.tw
Title of the Paper: Application of Half-Life Theory and Fuzzy Theory to a Selection And Recommendation System for Web Advertisement Delivery
Authors as they appear in the Paper: Tung-yen Lai, Gwo-haur Hwang, Yu-hsin Cheng
Email addresses of all the authors: andy07@teamail.ltu.edu.tw,ghhwang@mail.ltu.edu.tw,hsin@teamail.ltu.edu.tw
Number of paper pages: 11
Abstract: Abstract: - With the rapid development of the Internet, Web marketing has become more and more popular among businesses. However, excessive advertisement information is not only a burden to consumers but also a waste of marketing efforts. In this study, a personalized Web advertisement selection and recommendation system is proposed through a membership-based advertisement marketing website whose advertisement content is determined by consumer preference. As consumer preference declines with time, which is called the time effect, the proposed system applies the half-life theory and the fuzzy theory to members¡¦ browsing behaviors and automatically analyzes browsers¡¦ time-affected preference levels associated with the advertised products. Then, the target markets of the advertisement suppliers¡¦ products are matched with customer preference so as to filter out a portfolio of candidate advertisements for delivery. Finally, advertisement delivery is arranged via a co!
mmercial advertisement delivery scheduling and recommendation model so that browsers obtain exactly the advertisements they need, the benefits of target marketing are increased, and Web advertising service providers¡¦ market competitiveness is strengthened. Thus, a win-win-win scenario for the consumers, the advertisement suppliers, and the Web advertising service providers is realized
Keywords: Keywords: - Fuzzy theory, Half-life theory, Personalized service, Web advertisement selection, E-commerce
EXTENSION of the file: .doc
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