The problems of target audience identification and user segmentation for managing a process of the targeted advertising to customers are considered. It has proposed to combine the solution of these two tasks within the framework of one information system. An overview of the existing methods for identifying and segmenting of the target audience are presented. In addition, the existing applications and tools for solving the given problem are considered. The formalization of these tasks is presented. The functional models of business processes corresponding to the identifying and segmenting of the target audience are developed. The architecture of the information system is proposed. It is presented in the form of a deployment scheme, a database model is developed. The results of numerical studies and evaluation of the effectiveness of the developed information system are presented.
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The Hierarchical Information System for Management of the Targeted Advertising
Semantic Scholar · Business · 2022
Abstract
The problems of target audience identification and user segmentation for managing a process of the targeted advertising to customers are considered. It has proposed to combine the solution of these two tasks within the framework of one information system. An overview of the existing methods for identifying and segmenting of the target audience are presented. In addition, the existing applications and tools for solving the given problem are considered. The formalization of these tasks is presented. The functional models of business processes corresponding to the identifying and segmenting of the target audience are developed. The architecture of the information system is proposed. It is presented in the form of a deployment scheme, a database model is developed. The results of numerical studies and evaluation of the effectiveness of the developed information system are presented.
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