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Targeting of online advertising using logistic regression
Title Targeting of online advertising using logistic regression Author info Erik 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 Language English Country Czech Republic Annotation Recently, 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 URL Link na plný text Link na zdrojový dokument Public work category ADM No. of Archival Copy 50642 Catal.org. BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici Database xpca - PUBLIKAČNÁ ČINNOSŤ References PERIODIKÁ-Súborný záznam periodika 
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