"Scientific research" Almanac

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  CUSTOMER RESPONSE PREDICTIVE ANALYSIS USING UPLIFT MODELLING

  Traditional customer response models are based on the understanding that marketing campaign effectiveness could be measured by predicting response probabilities of each customer. Such approach seems to be very reasonable and in most cases it gives better results than random targeting. A fundamental problem of response modelling is that it does not ... Traditional customer response models are based on the understanding that marketing campaign effectiveness could be measured by predicting response probabilities of each customer. Such approach seems to be very reasonable and in most cases it gives better results than random targeting. A fundamental problem of response modelling is that it does not separate the impact of a campaign from other stimuli and spontaneous responses because response models predict the wrong thing. They model and predict response probabilities, not the change in those probabilities as a result of the given marketing intervention. Following the understanding that traditional response models do not give optimal marketing decisions, the goal of this study is to define, estimate and apply on a real data base uplift model for predicting the change in customer behaviour resulting from marketing action. The specific tasks relate to studying the opportunities of a relatively new and less familiar methodology for identifying hesitant and persuadable customers. The study illustrates the application of the direct approach for uplift modeling and demonstrates its significant advantages over targeting based on uplift models over traditional response models.

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  PRINCIPLES FOR RESPONSIBLE MANAGEMENT EDUCATION – A CONCEPT TO BE INTERTWINED IN ECONOMICS, MANAGEMENT AND ADMINISTRATION CURRICULA

  The findings about the ineffective link between education and business highlight the need for closer contacts between educational institutions and all entities interested in the process of forming the image of an efficient and socially responsible manager, meeting the requirements of the globalizing business in the XXI century. The purpose of ... The findings about the ineffective link between education and business highlight the need for closer contacts between educational institutions and all entities interested in the process of forming the image of an efficient and socially responsible manager, meeting the requirements of the globalizing business in the XXI century. The purpose of the study is to reveal the opportunities for applying the principles of responsible management through introducing new elements in the education in economics, administration and management in order to create knowledge and skills for leadership and socially responsible management. Main tasks: studying the opportunities for intertwining the PRME in the curricula; specifying margins for improving formal and informal education; presenting good practices. The object of study is the principles of responsible education in management and their intertwining in the curricula of the studied disciplines. The subject of study is the theoretical and practical forms of education in economics, management and administration through which students acquire knowledge, skills and competences as a result of applying the principles of responsible management education. The intertwining of the principles of responsible management education into the theoretical and practical preparation of students in the areas of economics, administration and management is a prerequisite for the preparation of leaders that are responsible for the future is the thesis that is defended.

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  THE GLOBAL FOREIGN EXCHANGE MARKET AND RESERVE CURRENCIES – MACRO-FINANCIAL ASPECTS

  The object of research in this study is the foreign exchange market, and the subject – the factors influencing the exchange rates of the leading world reserve currencies. The analysis focuses on the thesis of the increasing role of reserve currencies for the expansion of the transactions on the foreign exchange markets while preserving their ... The object of research in this study is the foreign exchange market, and the subject – the factors influencing the exchange rates of the leading world reserve currencies. The analysis focuses on the thesis of the increasing role of reserve currencies for the expansion of the transactions on the foreign exchange markets while preserving their ability to rebalance budgetary imbalances in trade flows through the mechanism of floating exchange rates. The aim of this study is to present the up-to-date perspective on evaluation of the factors influencing the exchange rates of the global reserve currencies that are also the basis of the predominant volume of transactions on the global currency markets.