The Impact of Advertising on Company KPIs and Customer Behavior in MAREA Simulation Model

@inproceedings{35899,
   author = {Šperka, Roman and Halaška, Michal},
   address = {Karviná},
   booktitle = {Decision making for Small and Medium-sized Enterprises},
   keywords = {MAREA; trading process; simulation; marketing; campaign; business},
   howpublished = {tištěná verze "print"},
   language = {eng},
   location = {Karviná},
   isbn = {978-80-7510-243-0},
   pages = {231-239},
   publisher = {SU OPF Karviná},
   title = {The Impact of Advertising on Company KPIs and Customer Behavior in MAREA Simulation Model},
   year = {2017}
}

TY  - JOUR
ID  - 35899
AU  - Šperka, Roman - Halaška, Michal
PY  - 2017
TI  - The Impact of Advertising on Company KPIs and Customer Behavior in MAREA Simulation Model
PB  - SU OPF Karviná
CY  - Karviná
SN  - 9788075102430
KW  - MAREA
KW  - trading process
KW  - simulation
KW  - marketing
KW  - campaign
KW  - business
N2  - The goal of the paper is to study the impact of advertising on retail company key performance indicators (KPIs) and customer behavior in MAREA simulation model. The subject of the presented research are simulation experiments in MAREA software framework. The simulation model incorporates trading company dealing with retailing of computer cables. We base the simulations on two scenarios. In the first scenario, company does not use advertising at all during the observed period. In the second scenario, company uses advertising regularly during the simulation. In each scenario, simulation is 365 days long. The first scenario will serve as a basic one. We will use it to compare the effect of advertising on company KPIs and customers' behavior in the second scenario. Based on the simulation setup we determine and evaluate several hypotheses. In the paper, we firstly present a brief related works section from multi-agent simulation and marketing research domains. Secondly, we describe MAREA simulation framework and simulation setup. Finally, we present and discuss the impact of advertising and some implications.
ER  - 

ŠPERKA, Roman a Michal HALAŠKA. The Impact of Advertising on Company KPIs and Customer Behavior in MAREA Simulation Model. In \textit{Decision making for Small and Medium-sized Enterprises}. Karviná: SU OPF Karviná. s.~231-239. ISBN~978-80-7510-243-0. 2017.