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2023 | OriginalPaper | Chapter

Evaluation of the Effectiveness of Marketing Communications on the Internet Using Mathematical Modeling Methods

Authors : Kiana Zolala, Olga Kononova, Andrey Firsov

Published in: XV International Scientific Conference “INTERAGROMASH 2022”

Publisher: Springer International Publishing

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Abstract

The article is devoted to the consideration of the features of the analysis of the effectiveness of marketing communications on the Internet using the mathematical modeling methods. In the course of the research, a comprehensive model has been developed that makes it possible to evaluate the advertising activities of an enterprise on the Internet, as well as to solve the problem of reducing the costs of an advertising campaign and optimizing the size of the advertising budget. Special attention is paid to the possibilities of a promising method of neural network modeling. Its advantages for evaluating Internet advertising are indicated, in addition, an algorithm for its using is also developed.

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Metadata
Title
Evaluation of the Effectiveness of Marketing Communications on the Internet Using Mathematical Modeling Methods
Authors
Kiana Zolala
Olga Kononova
Andrey Firsov
Copyright Year
2023
Book
XV International Scientific Conference “INTERAGROMASH 2022”

Print ISBN: 978-3-031-21431-8

Electronic ISBN: 978-3-031-21432-5

Copyright Year: 2023

DOI
https://doi.org/10.1007/978-3-031-21432-5_220

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