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Authors: Jaroslaw Jankowski 1 ; Jarosław Wątróbski 1 ; Katarzyna Witkowska 2 and Waldemar Wolski 2

Affiliations: 1 West Pomeranian University of Technology, Poland ; 2 University of Szczecin, Poland

Keyword(s): Fuzzy Cognitive Mapping, Online Marketing, Eye Tracking.

Related Ontology Subjects/Areas/Topics: Enterprise Information Systems ; HCI on Enterprise Information Systems ; Human Factors ; Human-Computer Interaction ; Multimedia Systems ; Physiological Computing Systems

Abstract: Current trends in the area of digital marketing and online promotion indicate the increasing role of highly targeted online advertising. The method of designing advertisements evolved in the direction of one-to-one communication, which forces to create personalized advertising messages. In the case of interactive media modelling changes can occur in a dynamic way based on audience and content characteristics. The purpose of this article is to develop a model supporting the selection of parameters and localization of advertising content with the use of fuzzy cognitive maps and possibility to perform simulations based on content selection towards increased efficiency.

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Paper citation in several formats:
Jankowski, J.; Wątróbski, J.; Witkowska, K. and Wolski, W. (2016). The Use of a Fuzzy Cognitive Maps and Eye Tracking in Exploitation of Online Advertising Resources. In Proceedings of the 18th International Conference on Enterprise Information Systems - Volume 2: ICEIS; ISBN 978-989-758-187-8; ISSN 2184-4992, SciTePress, pages 467-472. DOI: 10.5220/0005871504670472

@conference{iceis16,
author={Jaroslaw Jankowski. and Jarosław Wątróbski. and Katarzyna Witkowska. and Waldemar Wolski.},
title={The Use of a Fuzzy Cognitive Maps and Eye Tracking in Exploitation of Online Advertising Resources},
booktitle={Proceedings of the 18th International Conference on Enterprise Information Systems - Volume 2: ICEIS},
year={2016},
pages={467-472},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0005871504670472},
isbn={978-989-758-187-8},
issn={2184-4992},
}

TY - CONF

JO - Proceedings of the 18th International Conference on Enterprise Information Systems - Volume 2: ICEIS
TI - The Use of a Fuzzy Cognitive Maps and Eye Tracking in Exploitation of Online Advertising Resources
SN - 978-989-758-187-8
IS - 2184-4992
AU - Jankowski, J.
AU - Wątróbski, J.
AU - Witkowska, K.
AU - Wolski, W.
PY - 2016
SP - 467
EP - 472
DO - 10.5220/0005871504670472
PB - SciTePress

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