Intelligent agent based architecture for internet marketing

In the current highly competitive era of e-commerce, many firms are focusing their attention on forging and nurturing customer relationships. Businesses not only need to discover and capitalize actionable marketing intelligence but they also need to manipulate this valuable information to improve their relationship with their customer base. In this paper we describe an agent architecture paired with web mining techniques that provides personalized web sessions to nurture customer relationship by: Merging information from heterogeneous sources, dealing with change in a dynamic environment, handling decisions that need to be made with information that is incomplete and/or uncertain. Our agents are based on the BDI1 framework implemented using JACK2. and Java Server Pages. We envisage that our intelligent software agents inhabit a market space where they work for the benefit of businesses engaged in customer-to-business and business-to-business electronic commerce. The key contribution and focus of this paper is the development of an agent framework that ensures successful customer relationship management