An Adaptive E-Advertising User Model: The AEADS Approach

Alaa A. Qaffas, Alexandra I. Cristea

2015

Abstract

By customising advertising campaigns based on the attributes of the user, the efficacy and success of the campaign is likely to be enhanced. The most challenging yet interesting part to model is the user (or customer). This paper focuses on an automated, simple, lightweight user model, easy to integrate into an existing system (storage and operation). Accordingly, the arbitrary commercial website can acquire the ability to retrieve general data of the user and monitor the behaviour of the user during navigation session on the website. It also presents a study that assesses the effectiveness of a tool based on this model, via a trial run of a model prototype with users.

Paper Citation

in Harvard Style

A. Qaffas A. and I. Cristea A. (2015). An Adaptive E-Advertising User Model: The AEADS Approach . In Proceedings of the 12th International Conference on e-Business - Volume 1: ICE-B, (ICETE 2015) ISBN 978-989-758-113-7, pages 5-14. DOI: 10.5220/0005568600050014

in Bibtex Style

@conference{ice-b15,
author={Alaa A. Qaffas and Alexandra I. Cristea},
title={An Adaptive E-Advertising User Model: The AEADS Approach},
booktitle={Proceedings of the 12th International Conference on e-Business - Volume 1: ICE-B, (ICETE 2015)},
year={2015},
pages={5-14},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0005568600050014},
isbn={978-989-758-113-7},
}

in EndNote Style

TY - CONF
JO - Proceedings of the 12th International Conference on e-Business - Volume 1: ICE-B, (ICETE 2015)
TI - An Adaptive E-Advertising User Model: The AEADS Approach
SN - 978-989-758-113-7
AU - A. Qaffas A.
AU - I. Cristea A.
PY - 2015
SP - 5
EP - 14
DO - 10.5220/0005568600050014