Högskolan i Skövde

his.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • apa-cv
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Short message service campaign taxonomy for an intelligent marketing system
Högskolan i Skövde, Institutionen för informationsteknologi. Department of Information Technology, University of Borås, Sweden.
Department of Information Technology, University of Borås, Sweden.
Department of Information Technology, University of Borås, Sweden.
Högskolan i Skövde, Institutionen för informationsteknologi. Högskolan i Skövde, Forskningsmiljön Informationsteknologi. (Informationssystem (IS), Information Systems)ORCID-id: 0000-0002-8900-6139
2020 (Engelska)Ingår i: Developments of Artificial Intelligence Technologies in Computation and Robotics: Proceedings of the 14th International FLINS Conference (FLINS 2020) / [ed] Zhong Li, Chunrong Yuan, Jie Lu, Etienne E. Kerre, Singapore: World Scientific, 2020, s. 606-613Konferensbidrag, Publicerat paper (Refereegranskat)
Abstract [en]

This study presents a novel taxonomy of short message service campaigns, for the purpose of building an intelligent marketing system. The main issue of mass marketing is that one size does not fit everybody. In other words, it is challenging to meet different consumer needs. With the help of artificial intelligence, marketers can be supported to overcome some of these challenges. This study uses a mixed methods approach where design science and grounded theory is used to produce a short message service campaign taxonomy for a future intelligent marketing system. Data collection consisted of 386 previously active campaigns used over 33 months to build the taxonomy. An experimental study was conducted to test the effectiveness of the proposed taxonomy. The experiments involved automatic generation of campaign messages. The validity of these campaign messages, and hence the proposed taxonomy, was ascertained by analysing the messages within a business context. The study concludes that the system, intertwined with the taxonomy, performs comparably to a regular campaign. Another proof of concept is that the business context deemed the generated campaign texts to be both semantically and syntactically similar to run them in active campaigns as experiments.

Ort, förlag, år, upplaga, sidor
Singapore: World Scientific, 2020. s. 606-613
Serie
World Scientific Proceedings Series on Computer Engineering and Information Science, ISSN 1793-7868 ; 12
Nyckelord [en]
fashion industry, artificial intelligence, marketing campaign, taxonomy, campaign builder, intelligent marketing system
Nationell ämneskategori
Systemvetenskap, informationssystem och informatik
Forskningsämne
Informationssystem (IS)
Identifikatorer
URN: urn:nbn:se:his:diva-18933DOI: 10.1142/9789811223334_0073ISI: 000656123200073ISBN: 978-981-122-332-7 (tryckt)ISBN: 978-981-122-333-4 (digital)ISBN: 978-981-122-334-1 (digital)OAI: oai:DiVA.org:his-18933DiVA, id: diva2:1459310
Konferens
FLINS/ISKE 2020: The 14th International FLINS Conference on Robotics and Artificial Intelligence and the 15th International Conference on Intelligent Systems and Knowledge Engineering, Cologne, Germany, August 18-21, 2020
Forskningsfinansiär
KK-stiftelsen, 20160035/20170215Tillgänglig från: 2020-08-19 Skapad: 2020-08-19 Senast uppdaterad: 2023-09-21Bibliografiskt granskad
Ingår i avhandling
1. Designing Advertisement Systems with Human-centered Artificial Intelligence
Öppna denna publikation i ny flik eller fönster >>Designing Advertisement Systems with Human-centered Artificial Intelligence
2023 (Engelska)Doktorsavhandling, sammanläggning (Övrigt vetenskapligt)
Abstract [en]

Practitioners are urging using Artificial Intelligence (AI) to improve advertisements. Advertisers recognize the importance of incorporating AI into their strategies to remain competitive. In response to this demand, a Design Science Research (DSR) initiative has been started to create a Human-Centered AI (HCAI) tool to enhance advertisement suggestions by analyzing consumer behavior. This dissertation aims to build an advertisement optimization system with HCAI and produce an Information System Design Theory (ISDT) of that class of system. Through architectural models, methods, technological rules, and design principles, nascent Design Theory (DT) is created and serves as an initial stage towards achieving a more abstract design knowledge known as the ISDT. The action design research method is employed to construct and analyze the implemented system instance. The process involves multiple cycles of building, intervening, and evaluating. These cycles are conducted iteratively and incrementally, allowing for the gradual development of the suggested system while simultaneously generating valuable design knowledge. The system is developed and abstracted for design knowledge from both the development process and the actual tool. The dissertation presents nascent design knowledge in the form of models, technological rules, and design principles. Moreover, the dissertation places the nascent DT within the broader context of a more abstract design knowledge called ISDT. The results are then scrutinized based on various components of the DT, including purpose and scope, constructs, principles of form and function, artifact mutability, justificatory knowledge, testable propositions, principles of implementation, and expository instantiation. This dissertation discusses the DSR process, compared to various challenges encountered throughout the research project. Theoretical, empirical, and artefactual research contributions are outlined, and their implications for research and practice are discussed toward the end of the dissertation. The quality of the research is examined, considering the relevance, novelty, usefulness, feasibility, design rigor, evaluation rigor, and transparency of the artifacts produced throughout the dissertation. The dissertation concludes that it delivered ISDT. Moreover, the system serves as a valuable example of how AI can be utilized for optimizing digital advertisements. The dissertation ends with providing recommendations for future research.

Ort, förlag, år, upplaga, sidor
Skövde: University of Skövde, 2023. s. xiv, 361
Serie
Dissertation Series ; 54
Nyckelord
Digital Advertisement Optimization, Design Knowledge, Information System Design Theory, Artificial Intelligence, Reinforcement Learning, Human-centered AI
Nationell ämneskategori
Datavetenskap (datalogi)
Identifikatorer
urn:nbn:se:his:diva-23234 (URN)978-91-987906-8-9 (ISBN)
Disputation
2023-11-01, Insikten, Kanikegränd 3B, Skövde, 10:00
Opponent
Handledare
Forskningsfinansiär
KK-stiftelsen, 20160035, 20170215
Anmärkning

Partly funded by The Knowledge Foundation, grants nr. 20160035, 20170215

Två av sex delarbeten (övriga se rubriken Delarbeten/List of papers):

Sahlin, Johannes, Håkan Sundell, Gideon Mbiydzenyuy, and Jesper Holgersson (2023). “Managing Consumer Concerns of Model-generated Advertisements.” In: Expert Systems with Applications, Submitted.

— (2024). “Nascent Design Theory for Advertisement Optimization Systems with Human-centered Artificial Intelligence.” In: European Conference on Information Systems, Draft.

Tillgänglig från: 2023-10-02 Skapad: 2023-09-21 Senast uppdaterad: 2023-10-03Bibliografiskt granskad

Open Access i DiVA

Fulltext saknas i DiVA

Övriga länkar

Förlagets fulltext

Person

Holgersson, Jesper

Sök vidare i DiVA

Av författaren/redaktören
Holgersson, Jesper
Av organisationen
Institutionen för informationsteknologiForskningsmiljön Informationsteknologi
Systemvetenskap, informationssystem och informatik

Sök vidare utanför DiVA

GoogleGoogle Scholar

doi
isbn
urn-nbn

Altmetricpoäng

doi
isbn
urn-nbn
Totalt: 154 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • apa-cv
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf