MATCHING DISPLAYED ADS WITH USER QUERIES AND BROWSING BEHAVIOUR TO MEASURE USER SATISFACTION

• Main Author: i Ahmad Zayadi, Puteri Intan Aishah
• Format: Final Year Project
• Language: English
• Published: Universiti Teknologi Petronas 2013
• Online Access: http://utpedia.utp.edu.my/13588/1/Puteri%20Intan%20Aishah_13907.pdf; http://utpedia.utp.edu.my/13588/

Online Advertising is said to be the current trend in advertising industry and will be able to survive and focuses on being valuable. For this project, the scope of Online Advertising is going to be discussed. To be more specific, this study will focus mainly from the user perspective. Online Advertising is the act of spreading the message of the products and services over the Internet to targeted potential customers (in this study, the user). The problem from the user perspective is that, the ads retrieved or delivered do not satisfy the user, thus affecting the user browsing behaviour. The objectives are to develop an extension of a normal website to get feedback from the user on the ads retrieved, to evaluate the ads relevancy retrieved based on the user query and browsing behaviour, to prepare a set of questionnaire and to come out with a good policy to measure user satisfaction in browsing for ads. This study will describe how the system is being developed with the support of few literature reviews and findings that had been establish previously. The research methodology approach which is the Rapid Application Prototyping also is being discussed. The four phases involved, together with the project activities are being list down in order to monitor the development of the system. The result and discussion chapter will cover the analysis of the survey that had been conducted. Plus, the study will describe the system architecture and the prototype design of the system.