Abstract

This paper presents an ontology and process mining-based system that employs semantic technologies for targeted e-commerce marketing strategy suggestions. The proposed approach utilizes ontologies as a knowledge representation formalism to capture the domain knowledge, product descriptions, and website texts in the e-commerce domain. The ontology is populated with relevant attributes and corresponding values, allowing for a structured and standardized representation of users and content.To suggest targeted marketing strategies, the system employs interest and intensity calculation techniques that utilize the concept of scroll depth and others to measure the interest in different contents and customer preferences.Process mining techniques identify moments of truth along the customer journey and happy paths a customer usually goes through. Once the ontology is combined with the process mining results, it can be identified in which phase of the customer journey a user is, and it can be determined what marketing actions to employ to get them to enter the next phase of a marketing model.Overall, the proposed approach is a promising approach to address the challenges of personalized e-commerce marketing strategy suggestions by utilizing ontology-based knowledge representation and intensity calculation techniques. The system has the potential to provide personalized and targeted marketing strategies for e-commerce businesses, leading to increased customer engagement, loyalty, and sales.

Original languageEnglish
Title of host publicationInternational Conference on Electrical, Computer, Communications and Mechatronics Engineering, ICECCME 2023
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages1-6
Number of pages6
ISBN (Electronic)9798350322972
DOIs
Publication statusPublished - 2023
Event2023 International Conference on Electrical, Computer, Communications and Mechatronics Engineering, ICECCME 2023 - Tenerife, Canary Islands, Spain
Duration: 19 Jul 202321 Jul 2023

Publication series

NameInternational Conference on Electrical, Computer, Communications and Mechatronics Engineering, ICECCME 2023

Conference

Conference2023 International Conference on Electrical, Computer, Communications and Mechatronics Engineering, ICECCME 2023
Country/TerritorySpain
CityTenerife, Canary Islands
Period19.07.202321.07.2023

Keywords

  • data science
  • e-commerce
  • marketing
  • ontology
  • process mining
  • semantics

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