Fuzzy Web Ad Selector Based on Web Usage Mining

Sung Min Bae, Sang Chan Park, Sung Ho Ha

Research output: Contribution to journalReview articlepeer-review

46 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)62-69
Number of pages8
JournalIEEE Intelligent Systems
Volume18
Issue number6
DOIs
StatePublished - Nov 2003

Fingerprint

Dive into the research topics of 'Fuzzy Web Ad Selector Based on Web Usage Mining'. Together they form a unique fingerprint.

Cite this