Search results
Title Targeting of online advertising using logistic regression Author info Erik Šoltés, Janka Táborecká-Petrovičová, Romana Šipoldová Author Šoltés Erik (60%)
Co-authors Táborecká Petrovičová Janka 1979- (20%) UMBEF03 - Katedra ekonomiky a manažmentu podniku
Šipoldová Romana (20%)
Source document E+M Ekonomie a Management. Roč. 23, č. 4 (2020), s. 197-214. - Liberec : Technická univerzita v Liberci, 2020 Keywords online marketing targeting logistic regression metrika (matematika) - metric (mathematics) Headings Geogr. Slovensko Form. Descr. články - journal articles Language English Country Czech Republic Annotation Recently, the internet became the dominant medium in marketing and comparing the development of expenditures into advertising indicates the dominance of online advertising will be inevitably stronger. Internet advertising compared to traditional media advertising has plenty of advantages hence online marketing exhibits a huge expansion in recent era. To fully utilize the potential of online marketing, it is necessary to effectively target activities of relevant internet users with the real presumption they will purchase promoted products or services. The paper is focused on demographic targeting by the mean of logistic regression models. Explanatory variables in presented application are arising from affinities of internet webpages visited by particular users and areas of their interests that are identified from their online behaviour. Our paper provides binomial logistic mode whose role is to predict the gender of internet user and multinomial logistic model constructed for the estima URL Link na plný text Link na zdrojový dokument Public work category ADM No. of Archival Copy 50642 Catal.org. BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici Database xpca - PUBLIKAČNÁ ČINNOSŤ References PERIODIKÁ-Súborný záznam periodika 
article
Title The importance of influencers in online marketing Author info Martina Minárová, Filip Smutný, Petra Gundová Author Minárová Martina 1973- (34%) UMBEF03 - Katedra ekonomiky a manažmentu podniku
Co-authors Smutný Filip 1995- (33%) UMBEF03 - Katedra ekonomiky a manažmentu podniku
Gundová Petra 1986- (33%) UMBEF03 - Katedra ekonomiky a manažmentu podniku
Source document Marketing identity 2019 : offline is the new online : conference proceedings from the international scientific conference, Smolenice, 5. - 6. 11. 2019. S. 911-926. - Trnava : Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie, 2019 ; Marketing identity 2019 medzinárodná vedecká konferencia Keywords online marketing vplyvy sociálne médiá - social media Form. Descr. príspevky v zborníku - proceedings papers Language English Country Slovak Republic Public work category AFD No. of Archival Copy 47390 Catal.org. BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici Database xpca - PUBLIKAČNÁ ČINNOSŤ 
unrecognised
Title Using the concept of SoLoMo marketing in digital environment to increase brand awareness and communication with customers Author info Pavol Križo, Karol Čarnogurský, Mária Sirotiaková Author Križo Pavol (35%)
Co-authors Čarnogurský Karol (35%)
Sirotiaková Mária 1960- (30%) UMBEF09 - Inštitút manažérskych systémov (detašované pracovisko Poprad)
Source document Knowledge Management in Organizations : communications in computer and information science : proceedings of 13th international conference KMO 2018, Žilina, August 6-10, 2018. S. 551-561. - Ham : Springer Verlag, 2018 ; Knowledge management in Organizations international conference KMO 2018 Keywords zákazníci - customers digitálny marketing - digital marketing Facebook mobile online marketing digital environment Language English Country Slovak Republic systematics 005 Annotation © 2018, Springer Nature Switzerland AG. In today’s digital age, businesses are doing a lot of their activities online. The internet always brings new possibilities in every area and the area of integrated marketing communication is one of the most developing fields. An important role is played by social media with links to user geolocation and mobile devices, i.e. mobile marketing. These marketing techniques are based on attracting attention to the brand, product, or particular business. The aim of this paper is to examine and point out the effect of ads on Facebook’s social network using mobile marketing tools. The data were obtained with the conducted survey and the internal documents of the selected company. The results confirmed the premise that using the latest marketing communications in the digital environment greatly increases brand awareness and geolocation. The target is therefore to create user-friendly content and get its attention. Such a way of integrated marketing commun Public work category AFD No. of Archival Copy 43437 Catal.org. BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici Database xpca - PUBLIKAČNÁ ČINNOSŤ article
Title Výhody online marketingu orientovaného na potreby zákazníka Par.title Benefits of online customer-oriented marketing Author info Eva Poláková Author Poláková Eva 1947- (100%) UMBPF13 - Katedra etickej a občianskej výchovy
Source document Sociálno-ekonomické aspekty rozvoja ľudského kapitálu : zborník z medzinárodnej vedeckej e-konferencie, Trenčín, 19. november 2014. CD-ROM, s. 313-320. - Trenčín : Trenčianska univerzita Alexandra Dubčeka, 2014 / Strunz Herbert ; Kusá Alena ; Sociálno-ekonomické aspekty rozvoja ľudského kapitálu medzinárodná vedecká e-konferencia Keywords online marketing behaviorálny marketing - behavioral marketing zber údajov zákazníci - customers email marketing - e-mail marketing - emailing Language Slovak Country Slovak Republic systematics 005 Annotation Využitie webových technológií a online služieb spolu s dodržiavaním zásad spoločenskej zodpovednosti v podnikaní môže priniesť podnikateľom oveľa vyšší zisk než agresívny marketing bez ohľadu na potreby zákazníka Public work category AFD No. of Archival Copy 33562 Catal.org. BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici Database xpca - PUBLIKAČNÁ ČINNOSŤ unrecognised