Abstract
By customising advertising campaigns based on the attributes of the user, the efficacy and success of the campaign is likely to be enhanced. The most challenging yet interesting part to model is the user (or customer). This paper focuses on an automated, simple, lightweight user model, easy to integrate into an existing system (storage and operation). Accordingly, the arbitrary commercial website can acquire the ability to retrieve general data of the user and monitor the behaviour of the user during navigation session on the website. It also presents a study that assesses the effectiveness of a tool based on this model, via a trial run of a model prototype with users.