Towards an iMAS model ontology: An intelligent mobile advertising service

Evans, C. and Bhogal, J. and Rmeileh, S.A. (2013) Towards an iMAS model ontology: An intelligent mobile advertising service. In: 2013 7th International Conference on Complex, Intelligent, and Software Intensive Systems, CISIS 2013, 3 July 2013 through 5 July 2013, Taichung; Taiwan.

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Abstract

Intelligent mobile advertising is an important area for business growth. The foundation of this growth is largely dependent on the semantic web that relies on ontologies to provide various taxonomies. The Intelligent Mobile Advertising Service (iMAS) ontology is developed from its roots in marketing, enabling the development of the Mobile Semantic Advertising Model (MSAM). However, the dynamic nature of marketing in today's world of the web has led to the work done on the iMAS location based service. The prototype was tested and the results were applied to the development of MSAM ontology. This paper introduces a formal approach to the iMAS model ontology. An overview of retail and marketing ontologies and the iMAS model ontology is discussed. The final section covers challenges and future work. © 2013 IEEE.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Intelligent marketing, Ontology, OWL, Advertising models, Business growth, Dynamic nature, Formal approach, Mobile advertising, Mobile semantics, OWL, Commerce, Location based services, Ontology, Marketing
Subjects: G600 Software Engineering
Divisions: UoA Collections > UoA11: Computer Science and Informatics
Faculty of Computing, Engineering and the Built Environment
Faculty of Computing, Engineering and the Built Environment > School of Computing and Digital Technology
Depositing User: Hussen Farooq
Date Deposited: 04 Aug 2016 13:00
Last Modified: 04 Aug 2016 13:00
URI: http://www.open-access.bcu.ac.uk/id/eprint/2588

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