Agent-Based Simulation as Would-be Worlds Browser: Application to Target Marketing

Kiyoshi IZUMI  Ryuuichi IKEDA  Hitoshi YAMAMOTO  Hirohiko SUWA  Isamu OKADA  Naoki ISOZAKI  Susumu HATTORI  

Publication
D - Abstracts of IEICE TRANSACTIONS on Information and Systems (Japanese Edition)   Vol.J96-D   No.12   pp.2877-2887
Publication Date: 2013/12/01
Online ISSN: 1881-0225
DOI: 
Print ISSN: 1880-4535
Type of Manuscript: Special Section PAPER (Special Section on Software Agent and Its Applications)
Category: 
Keyword: 
social simulation,  marketing,  simulation methodology,  scenario analysis,  

Full Text(in Japanese): PDF(1.4MB)
>>Buy this Article


Summary: 
This paper proposes a would-be-worlds browser for socio-economic systems, a new constructive approach of agent-based simulation. As a case study, we applied this approach to the marketing area. First, we extracted consumption personality, behavior valuables of consumers, from the real purchase data. Then, an agent-based model of marketing was built incorporating them as agents' parameters. This approach tries to create interesting simulation path(s) by segmenting and merging simulation paths. Finally characteristics of target consumers could be identified by the marketing simulation.