WebDigital: A Web-based hybrid intelligent knowledge automation system for developing digital marketing strategies

Li, Shuliang, Zheng Li, Jim, He, Hong, Ward, Philippa ORCID: 0000-0002-4971-8908 and Davies, Barry J ORCID: 0000-0002-5198-2046 (2011) WebDigital: A Web-based hybrid intelligent knowledge automation system for developing digital marketing strategies. Expert Systems with Applications, 38 (8). pp. 10606-10613. doi:10.1016/j.eswa.2011.02.128

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This paper presents a Web-based hybrid knowledge automation system, called WebDigital (created by the first and second named authors), for formulating digital marketing strategies. Within this system, various digital marketing strategy models are computerised, adapted and extended. On-line Monte Carlo simulation is employed to capture the stochastic behaviour of relevant factors or variables influencing digital marketing decision making. Web-based fuzzy logic is applied to model the uncertainty surrounding the input and strategic options. On-line “IF–THEN” rules are created to represent and automate associated planning knowledge and guidelines. Web databases are used to pass data amongst different functional components, and store and retrieve simulation results and user entries. The system has been tested using digital marketing cases with involved managers. Evaluation findings indicate that the Web-enabled knowledge automation system is efficient and effective in improving the digital marketing strategy formulation process and its output.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Digital marketing strategy; On-line simulation; On-line fuzzy logic; Web-based expert system; Decision support system; Knowledge automation; World Wide Web
Subjects: H Social Sciences > HF Commerce
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Susan Turner
Date Deposited: 20 Apr 2015 16:06
Last Modified: 01 Aug 2023 11:54
URI: https://eprints.glos.ac.uk/id/eprint/2117

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