Automating marketing campaign management through an agent-based workflow management system

Delias, P; Ntalianis, K; Doulamis, A; Matsatsinis, N

dc.contributor.author	Delias, P	en
dc.contributor.author	Ntalianis, K	en
dc.contributor.author	Doulamis, A	en
dc.contributor.author	Matsatsinis, N	en
dc.date.accessioned	2014-03-01T02:51:57Z
dc.date.available	2014-03-01T02:51:57Z
dc.date.issued	2009	en
dc.identifier.uri	https://dspace.lib.ntua.gr/xmlui/handle/123456789/35770
dc.relation.uri	http://www.scopus.com/inward/record.url?eid=2-s2.0-75149127755&partnerID=40&md5=77adf01a8d63b92ee1df294fec3b6aa4	en
dc.subject	Marketing campaign	en
dc.subject	Multi-agent systems	en
dc.subject	Workflow management	en
dc.subject.other	Agent based	en
dc.subject.other	Critical functions	en
dc.subject.other	Formal representations	en
dc.subject.other	Heterogeneous resources	en
dc.subject.other	Marketing campaign	en
dc.subject.other	Marketing process	en
dc.subject.other	Multiagent architecture	en
dc.subject.other	Open source platforms	en
dc.subject.other	Process definition	en
dc.subject.other	Prototype architecture	en
dc.subject.other	Software tool	en
dc.subject.other	Workflow Management Systems	en
dc.subject.other	Workflow managements	en
dc.subject.other	Marketing	en
dc.subject.other	Multi agent systems	en
dc.subject.other	Scheduling algorithms	en
dc.subject.other	Work simplification	en
dc.subject.other	Management	en
dc.title	Automating marketing campaign management through an agent-based workflow management system	en
heal.type	conferenceItem	en
heal.publicationDate	2009	en
heal.abstract	Marketing campaigns are an important marketing process that support the communication of brands and products to the wide public. Although a campaign may be significantly different from another, the main steps have been outlined by marketing experts, making a formal representation of the campaign workflow possible. In this paper, we advocate that using a process definition language to describe the marketing campaigns, we can support the management of multiple concurrent campaigns through automation. A multi-agent architecture is proposed to frame a workflow management system so that extensive integration of heterogeneous resources is achieved. These resources may refer to humans, software tools, machines or organizational assets, all required for the actual execution of a campaign. The coordination of the resources is based on the agent brokering paradigm and on scheduling algorithms. A prototype architecture, extending the open source platform WADE, is summarized and presented in a dedicated section, while an outline of the critical functions is also attached.	en
heal.journalName	Proceedings of the 13th WSEAS International Conference on Computers - Held as part of the 13th WSEAS CSCC Multiconference	en
dc.identifier.spage	37	en
dc.identifier.epage	45	en