Institutional Repository
Technical University of Crete
Technical University of Crete
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EL
| URI: | http://purl.tuc.gr/dl/dias/BA253FF8-6995-4825-B857-0723EF5416B6 | ||
| Year | 2009 | ||
| Type of Item | Conference Full Paper | ||
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| Bibliographic Citation | P. Delias, K. Ntalianis, A. Doulamis, N. Matsatsinis .(2009). Automating marketing campaign management through an agent-based workflow management system.Presented at International Conference on Recent Advances in Computer Engineering.[online].Available: http://www.researchgate.net/profile/Pavlos_Delias2/publication/215460198_Automating_Marketing_Campaign_Management_Through_an_Agent-based_Workflow_Management_System/links/09e4150a27adb8e733000000.pdf | ||
| Appears in Collections |
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.
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