Dynamic profiling of consumers for customized offerings over the Internet: a model and analysis

Dynamic profiling of consumers for customized offerings over the Internet: a model and analysis

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Article ID: iaor20021743
Country: Netherlands
Volume: 32
Issue: 2
Start Page Number: 117
End Page Number: 134
Publication Date: Dec 2001
Journal: Decision Support Systems
Authors: , , ,
Keywords: information, internet
Abstract:

Delivery of customized, targeted advertisement messages, and delivery of customized information products and software products to consumers requires effective gathering and analysis of preference information. In the paper, we propose a model for dynamically profiling consumers' preferences that is based on the theory of questionnaires. The customization procedure is demonstrated for an example scenario of an informational brokerage where real-time financial, marketing, and company information products are offered to consumers. Simulation results show that the information acquisition and search process exhibits a nonlinear behavior in the information gained and the pattern of information gain is similar irrespective of the number of consumers polled.

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