• Journal of the Korea Society of Computer and Information
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• v.24 no.7
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• pp.93-100
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• 2019

In this paper, we propose an intelligent marketing service system that can provide custom advertisements and events to both businesses and customers by identifying the location and contents using the ultrasonic signals and feature information in voice signals. We also develop the encoding and decoding algorithm of ultrasonic signals for this system and analyze the performance evaluation results. With the development of the hyper-connected society, the on-line marketing has been activated and is growing in size. Existing store marketing applications have disadvantages that customers have to find out events or promotional materials that the headquarters or stores throughusing the corresponding applications whenever they visit them. To solve these problems, there are attempts to create intelligent marketing tools using GPS technology and voice recognition technology. However, this approach has difficulties in technology development due to accuracy of location and speed of comparison and retrieval of voice recognition technology, and marketing services for customer relation are also much simplified.

• Proceedings of the Korean Institute of Intelligent Systems Conference
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• 1998.06a
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• pp.352-357
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• 1998

Conventional marketing research generally focuses on a single layer's benefit. A notable example is the consumer layer providing managers with partial market information to evaluate relevant strategies. As generally known, marketing management encounters complex supply and demand behaviors, thereby necessitation that a successful marketing strategy adopt multi-layer considerations, such as the consumer layer, channel-retailer layer, and marketing planner layer. In light of above situation, this study applies fuzzy theory and the analytic hierarchy process(AHP) technique to analyze the performances of marketing strategies under multi-layer benefits, In addition, conventional marketing research has difficulty in efficiently allocating the limited budget so that each desired criterion can be significantly enhanced by a group of events. Therefore, a weighting structure among the goal, layers, criteria, and strategies(i.e. a group of events) is also developed herein to trace the influential process and assist marketing managers in efficiently allocating resources(i.e.budget).

• Asia pacific journal of information systems
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• v.12 no.3
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• pp.71-88
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• 2002

In this paper, intelligent marketing and merchandising methods utilizing data mining and Web mining techniques are proposed for online retailers to survive and succeed in gaining competitive advantage in a highly competitive environment. The first part of this paper explains the procedures of one-to-one marketing based on customer relationship management(CRM) techniques and personalized recommendation lists generation. The second part illustrates Web merchandising methods utilizing data mining techniques, such as association and sequential pattern mining. We expect that our Web marketing and merchandising methods will both provide a currently operating Internet shopping mall with more selling opportunities and give more useful product information to customers.

• Proceedings of the Korea Inteligent Information System Society Conference
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• 2002.11a
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• pp.241-249
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• 2002

Making traditional plan of target marketing based on Association Rule has brought restriction to obtain the target of marketing. This paper is to present Inverse Association Rule as a new association rule for target marketing. Inverse Association Rule does not use information about relation between items that customers purchase like Association Rule, but use information about relation between items that customers do not pruchase. By adding Inverse Association Rule to target marketing, we generate new marketing rule to look for new target of marketing. From new marketing rule, this paper is to show direct marketing about target item and indirect marketing about another item associated with target item to sell target item. The reason is that sales of the item associated with target item have an influence on sales of target item.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.5 no.2
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• pp.108-113
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• 2004

Various studies to increase customer satisfaction of a web based system are performed actively. Also in recent days an interest about the one-on-one marketing that supporting a customer viewpoint service was raised. The study that supporting the one-on-one marketing is required in a web based system. In this study, We designed the intelligent specialized customer module which supporting one-on-one marketing. The proposed system used a data mining technique as a target selling, a cross selling, and upselling so that supporting one-on-one marketing. Also, In experiment on prototype, we show a proposed system was usable in an actual Web base system applying the mining result based on the specialized customer module.

• Industrial Engineering and Management Systems
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• v.12 no.3
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• pp.234-243
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• 2013

In order to point out the best utility of a product (or a service), marketers need to clearly understand and measure the preference of the consumers. Among numerous marketing analysis techniques, the conjoint analysis is one of the popular tools for market research. One of the issues with this tool is the lack of feedback for the respondents. This paper proposes personal stepwise conjoint analysis based on an interactive Web-questionnaire allowing respondents to receive a diagnosis of their evaluation and giving the possibility to reconsider their evaluation. To validate our proposal, experimentation with forty-two respondents is also demonstrated. Experimental results, potential modifications and improvements are detailed in this paper.

• Journal of Intelligence and Information Systems
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• v.12 no.1
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• pp.163-175
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• 2006

This paper provides a corporation's marketing strategy under a ubiquitous computing environment: a WOM(word-of-mouth) marketing using RFID(Radio Frequency Identification) technology and a business model which facilitates the word-of-mouth marketing. To this end, we examine the word-of-mouth communication effects on consumers' life, changes in corporations' attitude toward word-of-mouth marketing, and the difficulties that corporations have in conducting word-of-mouth marketing. The business model this paper suggests makes seamless business-to-consumer and consumer-to-consumer networking possible using the RFID technology and facilitates the word-of-mouth marketing through incentive system of each economic player.

• The KIPS Transactions:PartD
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• v.11D no.7 s.96
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• pp.1537-1542
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• 2004

Various studies to increase customer satisfaction of a web based system are performed actively. Also in recent days an interest about the personalization that supporting a order type service on customer's viewpoint was raised. So the studies supporting the personalization is required in a web-based marketing system. In this study, we designed an intelligent recommendation system which supporting one to one web marketing using cross selling. The proposed system used an intelligent data mining method as a concurrent cross selling and a sequential cross selling. Also, In experiment on the prototype, we show a proposed system was usable in an practical system applying the mining result.

• Journal of the Korean Institute of Intelligent Systems
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• v.13 no.5
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• pp.530-538
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• 2003

Recently the needs for keeping existing customers is increasing in the field of marketing. So, the customers needs to be classified by groups and the differentiated responses to the specified customer groups are demanded. In this paper, we implemented a system that classifies the customer groups using the neural network, and classified the purchasing patterns among customer groups. Empirically examining the association rules between two groups, we could find out that similar rules exist between them. So, it is important that customers should be classified into the excellent customer group and the general group for the decision making of marketing. This paper shows that the efficiency of the differentiated marketing can be maximized by raising the correctness of the expectation in the classification of customer groups.

• Journal of Intelligence and Information Systems
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• v.9 no.1
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• pp.195-209
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• 2003

Making traditional plan of target marketing based on association rule has brought restriction to obtain the target of marketing. This paper is to present inverse association rule as a new association rule for target marketing. Inverse association rule does not use information about relation between items that customers purchase, but use information about relation between items that customers do not purchase. By adding inverse association rule to target marketing, we generate new marketing strategy to look for new target of marketing. There are three steps to apply the marketing strategy proposed by this Paper to target marketing. Firstly, a database is converted to an inverse database. Although inverse association rules can be generated from a database, it is easier to explain inverse association rule in an inverse database than in a database. Secondly, association rules and inverse association rules are generated from inverse database. Finally, two types of rules which are created in the previous steps are applied to target marketing. From new marketing rule, this paper is to show direct marketing about target item and indirect marketing about another item associated with target item to sell target item. The reason is that sales of the item associated with target item have an influence on sales of target item.