Agent Based Architecture for Internet Marketing

Sukunesan Sinnappan, Mary-Anne Williams, Siva Muthaly

Abstract: In the current highly competitive era of e-commerce, many firms are focusing their attention on forging and nurturing customer relationships. Businesses not only need to discover and capitalize actionable marketing intelligence but they also need to manipulate this valuable information to improve their relationship with their customer base. In this paper we describe an agent architecture paired with web mining techniques that provides personalized web sessions to nurture customer relationship by: