ŠPERKA, Roman and Michal HALAŠKA. The Impact of Advertising on Company KPIs and Customer Behavior in MAREA Simulation Model. In Decision making for Small and Medium-sized Enterprises. Karviná: SU OPF Karviná, 2017, p. 231-239. ISBN 978-80-7510-243-0.
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Basic 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
Original 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 by Changed by: RNDr. Daniel Jakubík, učo 139797. Changed: 7/2/2020 10:57.
Abstract
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.
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