Mobile Commerce

Name: Mobile Commerce
Brand: VDM Verlag
SKU: 9783639184983
Price: 328.99 RON
Availability: InStock

Personalized Mobile Advertising Application Using Bayesian Networks

Autor: Xu Jingjun

Limbă:

Legare: Carte broșată

Editura: VDM Verlag

Disponibilitate: În depozitul extern

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328.99 lei

Advances in wireless technology increase the number of mobile device users and give pace to the rapi...

Informații despre carte

Autor

Xu Jingjun

Limbă

engleză

Legare

Carte - Carte broșată

Publicat

2009

Pagini

138

EAN

9783639184983

ISBN

363918498X

Enbook ID

06826665

Editura

VDM Verlag

Greutate

213

Dimensiuni

152 x 229 x 8

Descriere completă

Advances in wireless technology increase the number of mobile device users and give pace to the rapid development of mobile commerce conducted with these devices. Empowered by the Web s interactive and quick-response capabilities, one-to-one mobile marketing is a very promising direct marketing channel. However, the success of mobile commerce largely depends on whether personalization can be utilized to deliver highly personalized and context sensitive information to mobile clients. To realize the personalization function in mobile advertising, Bayesian Network-based user-modeling technique is adopted. We propose that context, content, and user preferences are the important components that can be utilized to achieve personalization effect in mobile advertising application. The collected data of user information from the empirical study is used as prior probabilities for the Bayesian network. The personalized Bayesian Network-based prototype consists of a user model, a context model, a content component and a matching engine to deliver more relevant advertisements to customers through mobile devices.

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Mobile Commerce

Personalized Mobile Advertising Application Using Bayesian Networks

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