Business intelligence for new market development: a web semantic network analysis approach

Abstract

Marketing via internet becomes more popular and common since the development of internet service is mature. Nowadays, most companies have their own websites to promote their company products and services aiming at developing their business. To recognise macromarketing trends and real-time customers' needs, contents in customer websites are valuable asset. However, different semantic patterns used in various parties may have great challenges in the comprehension of the content in the website. Moreover, organisational sales transaction system such as Management Information System (MIS) can help to determine sales performance of well-known customers. However, the customer information can only be part of the marketing information. As a result, this paper presents a Web Semantic Network Analysis (WSNA) approach for business intelligence. A prototype of an agent-based web Business Intelligence System (BIS) is established based on the WSNA approach. By adopting and integrating semantic network, agent technology, rule-based decision support system and scoring technique, the marketing and sales performance information can be captured, clustered, compared, analysed, integrated and disseminated. This leverages organisational marketing capital to support marketing plan and shorten the promotion planning time.