Combining empirical experimentation and modeling techniques : A design research approach for personalized mobile advertising applications

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Original languageEnglish
Pages (from-to)710-724
Journal / PublicationDecision Support Systems
Issue number3
Online published13 Oct 2007
Publication statusPublished - Feb 2008


We propose a design research approach combining behaviour and engineering techniques to better support user modeling in personalized mobile advertising applications. User modeling is a practical means of enabling personalization; one important method to construct user models is that of Bayesian networks. To identify the Bayesian network structure variables and the prior probabilities, empirical experimentation is adopted and context, content, and user preferences are the salient variables. User data collected from the survey are used to set the prior probabilities for the Bayesian network. Experimental evaluation of the system shows it is effective in improving user attitude toward mobile advertising.

Research Area(s)

  • Bayesian networks, Mobile advertising, Mobile commerce, Personalization, User modeling

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