Number of the records: 1  

Targeting of online advertising using logistic regression

  1. TitleTargeting of online advertising using logistic regression
    Author infoErik 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
    LanguageEnglish
    CountryCzech Republic
    AnnotationRecently, 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
    URLLink na plný text Link na zdrojový dokument
    Public work category ADM
    No. of Archival Copy50642
    Catal.org.BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici
    Databasexpca - PUBLIKAČNÁ ČINNOSŤ
    ReferencesPERIODIKÁ-Súborný záznam periodika
Number of the records: 1  

  This site uses cookies to make them easier to browse. Learn more about how we use cookies.