The Use of a Fuzzy Cognitive Maps and Eye Tracking in Exploitation of Online Advertising Resources

被引：1

作者：

Jankowski, Jaroslaw ^{[1
]}

Watrobski, Jaroslaw ^{[1
]}

Witkowska, Katarzyna ^{[2
]}

Wolski, Waldemar ^{[2
]}

机构：

[1] West Pomeranian Univ Technol, Zolnierska 49, PL-71210 Szczecin, Poland

[2] Univ Szczecin, Mickiewicza 64, PL-71101 Szczecin, Poland

来源：

PROCEEDINGS OF THE 18TH INTERNATIONAL CONFERENCE ON ENTERPRISE INFORMATION SYSTEMS, VOL 2 (ICEIS) | 2016年

关键词：

Fuzzy Cognitive Mapping; Online Marketing; Eye Tracking;

D O I：

10.5220/0005871504670472

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

Current trends in the area of digital marketing and online promotion indicate the increasing role of highly targeted online advertising. The method of designing advertisements evolved in the direction of one-to-one communication, which forces to create personalized advertising messages. In the case of interactive media modelling changes can occur in a dynamic way based on audience and content characteristics. The purpose of this article is to develop a model supporting the selection of parameters and localization of advertising content with the use of fuzzy cognitive maps and possibility to perform simulations based on content selection towards increased efficiency.

引用

页码：467 / 472

页数：6

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