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Published Articles >> Table of Contents >> Abstract
November/December 2003 (Vol. 18, No. 6)
pp. 62-69
Fuzzy Web Ad Selector Based on Web Usage Mining
Sung Min Bae, Korea Advanced Institute of Science and Technology
Sung Ho Ha, Kyungpook National University
Sang Chan Park, Korea Advanced Institute of Science and Technology
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DOI Bookmark: http://doi.ieeecomputersociety.org/10.1109/MIS.2003.1249171
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| Abstract |
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This Web ad selection system divides Web site customers with similar preferences into several segments through Web usage mining. It uses fuzzy rules, which express customer segments' surfing patterns and corresponding ads that advertising experts suggest. The system selects appropriate Web ads by fuzzy inference and forwards them to the target customer.
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 References
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Additional References
[1] B. Mobasher, R. Cooley, and J. Srivastava, "Automatic Personalization Based on Web Usage Mining," Comm. ACM, vol. 43, no. 8, Aug. 2000, pp. 142-151.
[2] G.S. Linoff and M.J.A. Berry, Mining the Web: Transforming Customer Data into Customer Value, John Wiley&Sons, 2001.
[3] R. Kohavi and F. Provost Applications of Data Mining To Electronic Commerce: A special issue of , Data Mining and Knowledge Discovery, vol. 5, nos. 1/2, Jan.-Apr. 2001.
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 Additional Information
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Index Terms- data mining, e-newspaper, fuzzy inference, fuzzy rules, Web advertising, Web usage mining
Citation:
Sung Min Bae, Sung Ho Ha, Sang Chan Park,
"Fuzzy Web Ad Selector Based on Web Usage Mining,"
IEEE Intelligent Systems,
vol. 18,
no. 6,
pp. 62-69,
Nov/Dec,
2003
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