Process of Personalizing the Ubiquitous Advertisements

Process of Personalizing the Ubiquitous Advertisements

Abdaoui Noura (LTSIRS, University of Tunis El Manar, Tunis, Tunisia), Hadj Khalifa Ismahène (ISAMM, University of La Manouba, Manouba, Tunisia) and Faiz Sami (ISAMM, University of La Manouba,, Manouba, Tunisia)
Copyright: © 2017 |Pages: 23
DOI: 10.4018/IJKSR.2017040102

Abstract

In this paper, we propose an approach combining behavioral and targeting techniques for a better reaction of the customer with a star product using a personalized ubiquitous advertisement. We use the clustering to study the customer's behavior and the association rules to estimate the probability of star product's purchases in the near future. In order to validate our approach, we develop a prototype to send a personalized advertisement to loyal customers and potential customers in ubiquitous environment. Each target receives the advertising according his classification and his degree of loyalty obtained by the behavioral analysis. Loyal customers are the first to receive the personalized advertising in the ubiquitous environment.
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Literature Review

Advertising has a strong connection with the development of trade. This makes its dimensions suffer a variety of changes. In our study, researchers focus on the evolution of advertising in different forms of marketing: Direct marketing, e-marketing, mobile marketing and the ubiquitous marketing. This evolution is treated after knowing the needs of customer. These needs describe the profile of each customer. In literature, there are several techniques used to analyze the customer’s behavior. The authors will discuss about these techniques in the next subsections.

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