An Application Intersection Marketing Ontology

  • Xuan Zhou
  • James Geller
  • Yehoshua Perl
  • Michael Halper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 3895)


We consider the design of an ontology for marketing knowledge. Such an ontology contains two hierarchies, a customer hierarchy and a product hierarchy. The product hierarchy representation is straightforward, as in general each level consists of products that are more specific than the products on the previous level. However, the customer hierarchy is problematic, since it involves many independent dimensions such as age, gender, income, etc. A straightforward ordering of the different dimensions to create a tree hierarchy is ineffective. We present an innovative design for the customer hierarchy based on introducing intersections of options for various dimensions on demand. We call such an ontology an intersection ontology. The advantages of such a design are explored and evaluated using our Web marketing project.


Married Woman Semantic Network Visual Complexity Customer Class Intersection Node 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2006

Authors and Affiliations

  • Xuan Zhou
    • 1
  • James Geller
    • 1
  • Yehoshua Perl
    • 1
  • Michael Halper
    • 2
  1. 1.CS DepartmentNew Jersey Institute of TechnologyNewarkUSA
  2. 2.Mathematics & Computer Science DepartmentKean UniversityUnionUSA

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