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A prediction framework based on contextual data to support Mobile Personalized Marketing
HengTang1; Stephen ShaoyiLiao2; Sherry XiaoyunSun2
2013
Source PublicationDecision Support Systems
ISSN0167-9236
Volume56Pages:234-246
Abstract

Personalized marketing via mobile devices, also known as Mobile Personalized Marketing (MPM), has become an increasingly important marketing tool because the ubiquity, interactivity and localization of mobile devices offers great potential for understanding customers' preferences and quickly advertising customized products or services. A tremendous challenge in MPM is to factor a mobile user's context into the prediction of the user's preferences. This paper proposes a novel framework with a three-stage procedure to discover the correlation between contexts of mobile users and their activities for better predicting customers' preferences. Our framework helps not only to discover sequential rules from contextual data, but also to overcome a common barrier in mining contextual data, i.e. elimination of redundant rules that occur when multiple dimensions of contextual information are used in the prediction. The effectiveness of our framework is evaluated through experiments conducted on a mobile user's context dataset. The results show that our framework can effectively extract patterns from a mobile customer's context information for improving the prediction of his/her activities.

KeywordSequential Rule Marketing Mobile Personalized Data Mining Multidimensional Rule Activity Prediction
DOIhttps://doi.org/10.1016/j.dss.2013.06.004
Indexed BySCI ; SSCI
Language英语
WOS Research AreaComputer Science ; Operations Research & Management Science
WOS SubjectComputer Science, Artificial Intelligence ; Computer Science, Information Systems ; Operations Research & Management Science
WOS IDWOS:000329005000024
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Cited Times [WOS]:19   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF ACCOUNTING AND INFORMATION MANAGEMENT
Affiliation1.Faculty of Business Administration, University of Macao, Macao, China
2.Department of Information Systems, City University of Hong Kong, Hong Kong, China
First Author AffilicationFaculty of Business Administration
Recommended Citation
GB/T 7714
HengTang,Stephen ShaoyiLiao,Sherry XiaoyunSun. A prediction framework based on contextual data to support Mobile Personalized Marketing[J]. Decision Support Systems,2013,56:234-246.
APA HengTang,Stephen ShaoyiLiao,&Sherry XiaoyunSun.(2013).A prediction framework based on contextual data to support Mobile Personalized Marketing.Decision Support Systems,56,234-246.
MLA HengTang,et al."A prediction framework based on contextual data to support Mobile Personalized Marketing".Decision Support Systems 56(2013):234-246.
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