Increasing effectiveness in e-commerce: recommendations applying intelligent agents

SILVANA ACIAR; CHRISTIAN SERAROLS-TARRES; MARCELO ROYO-VELA; JOSEP LLUIS DE LA ROSA I ESTEVA

International Journal of Business and Systems Research (IJBSR)

Inderscience Enterprises Ltd

Año: 2007 vol. 1 p. 81 - 97

1751 200X

The efficient management of the information regarding customers, consumers or other users, in massive markets, is a necessary condition for the implementation of Customer Relationship Management (CRM) processes or relational marketing. A new approach of information technologies to consumer data should generate an analysis of customers’ behaviour, by synthesising key abstract information that will facilitate and improve the customisation of services and will lead to a gain in sales. Recommender Systems and Multiagent Systems (MAS) are the information technologies applied in this paper, jointly with a new methodology that allows, thanks to a greater efficiency, the selection of the most relevant sources of consumers’ information to carry outrecommendations of purchases to consumers.