Fuzzy multi-objective modeling of effectiveness and user experience in online advertising
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- 作者：Jarosław Jankowskia ; b ; jjankowski.pl@gmail.com" class="auth_mail" title="E-mail the corresponding author ; jjankowski@wi.zut.edu.pl" class="auth_mail" title="E-mail the corresponding author ; Przemysław Kazienkoa ; przemyslaw.kazienko@pwr.edu.pl" class="auth_mail" title="E-mail the corresponding author ; Jarosław Wątró ; bskib ; jwatrobski@wi.zut.edu.pl" class="auth_mail" title="E-mail the corresponding author ; Anna Lewandowskab ; atomaszewska@wi.zut.edu.pl" class="auth_mail" title="E-mail the corresponding author ; Paweł Ziembac ; pziemba@pwsz.pl" class="auth_mail" title="E-mail the corresponding author ; Magdalena Ziołod ; magdalena.ziolo@wzieu.pl" class="auth_mail" title="E-mail the corresponding author
- 关键词：Online advertising ; User experience ; Persuasion ; Intrusiveness ; Fuzzy systems ; Multi-objective optimization
- 刊名：Expert Systems with Applications
- 出版年：2016
- 出版时间：15 December 2016
- 年：2016
- 卷：65
- 期：Complete
- 页码：315-331
- 全文大小：3162 K
文摘
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We analyze the impact of online advertisements on effectiveness and user experience.
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We combine results from online campaign and data from perceptual experiment.
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We use fuzzy multi-objective modeling for searching for trade-off solutions.
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We propose balanced approach to advertising resources exploitation.