2017
The Impact of Advertising on Company KPIs and Customer Behavior in MAREA Simulation Model
ŠPERKA, Roman and Michal HALAŠKABasic information
Original name
The Impact of Advertising on Company KPIs and Customer Behavior in MAREA Simulation Model
Authors
ŠPERKA, Roman (703 Slovakia, belonging to the institution) and Michal HALAŠKA (203 Czech Republic, belonging to the institution)
Edition
Karviná, Decision making for Small and Medium-sized Enterprises, p. 231-239, 9 pp. 2017
Publisher
SU OPF Karviná
Other information
Language
English
Type of outcome
Proceedings paper
Field of Study
10201 Computer sciences, information science, bioinformatics
Confidentiality degree
is not subject to a state or trade secret
Publication form
printed version "print"
RIV identification code
RIV/47813059:19520/17:00010849
Organization unit
School of Business Administration in Karvina
ISBN
978-80-7510-243-0
Keywords in English
MAREA; trading process; simulation; marketing; campaign; business
Changed: 7/2/2020 10:57, RNDr. Daniel Jakubík
Abstract
In the original language
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.