Exploitable results
Marketing Intelligent Agents is a portable, general purpose software framework that is used to generate marketing data from traffic at a company's Web site. Using several aspects of intelligent agent technology, MIA allows retailers to gather valuable information on customers' preferences and requirements. The approach is independent of business sector and so is applicable to any area of electronic commerce.
Within the paradigm of electronic commerce, intelligent agents are the virtual equivalent of the market researcher. In this context. intelligent agents are software programs that collect information on a user's preferences based on their browsing behaviour. MIA is a portable, general purpose software framework that can be used to generate marketing-relevant data from the traffic of surfers at a company's web site. The approach will enable retailers to build up profiles of their customers' preferences and requirements, and allow them to tailor their products and services accordingly.
Based on intelligent agent technology, the MIA software transforms a Web site (or a certain part of it) into an intelligent means of gathering marketing information from Internet users. Collected data are stored in an appropriate database that is automatically searched through data mining techniques. Search results provide useful inputs to support strategic business decisions, as well as prospect files on customer/potential customers. The approach can also inform customer loyalty programmes and brand imaging.
MIA brings together several aspects of intelligent agent technology. One of these is "virtual meetings", implemented through shared virtual reality. This consists of a shared 3D environment inhabited by active objects called avatars that can move and communicate with each other. Avatars represent Customers or Artificial Interviewers. Artificial Interviewer avatars can approach Customer avatars on behalf of the supplier, and carry out marketing related "interviews". The core intelligence of Artificial Interviewers is modelled with an inferential engine which enable the avatars to move autonomously around the environment and to talk to Customers about the product(s) of interest. In the case of Piaggio, the central topic is powered two-wheelers, in particular scooters.
Another important application consists of two interacting Information Retrieval Agents. The first agent, the Query Assistant, is a Java applet that helps the Customer in formulating a query about the product of interest. The result of this step is a 'profile' of what the Customer is looking for. When the Customer decides to perform a further search using popular search-engine style and syntax, a more refined query is sent to the Info Agent which knows something more about what the customer is looking for.
Project URL : http://mia.cpr.it
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