WebDigital: a Web-based hybrid intelligent knowledge automation system for developing digital marketing strategies

Li, Shuliang, Li, J.Z., He, H., Ward, P. and Davies, B.J. (2011) WebDigital: a Web-based hybrid intelligent knowledge automation system for developing digital marketing strategies. Expert Systems with Applications, 38 (8). pp. 10606-10613. ISSN 0957-4174

Full text not available from this repository.
Official URL: https://dx.doi.org/10.1016/j.eswa.2011.02.128

Abstract

This paper presents a Web-based hybrid knowledge automation system, called WebDigital (created by the first and second named authors), for formulating digital marketing strategies. Within this system, various digital marketing strategy models are computerised, adapted and extended. On-line Monte Carlo simulation is employed to capture the stochastic behaviour of relevant factors or variables influencing digital marketing decision making. Web-based fuzzy logic is applied to model the uncertainty surrounding the input and strategic options. On-line “IF–THEN” rules are created to represent and automate associated planning knowledge and guidelines. Web databases are used to pass data amongst different functional components, and store and retrieve simulation results and user entries. The system has been tested using digital marketing cases with involved managers. Evaluation findings indicate that the Web-enabled knowledge automation system is efficient and effective in improving the digital marketing strategy formulation process and its output.

Item Type: Article
Subjects: University of Westminster > Westminster Business School
SWORD Depositor: repository@westminster.ac.uk
Depositing User: repository@westminster.ac.uk
Date Deposited: 28 Jan 2010 10:37
Last Modified: 06 Nov 2017 10:49
URI: http://westminsterresearch.wmin.ac.uk/id/eprint/7394

Actions (login required)

Edit Item (Repository staff only) Edit Item (Repository staff only)