"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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  PRACTICALAPPLIED PROBLEMS OF ACCOUNTING

  The subject of the study is an interesting topic for theoretical research and it is up-to-date and useful in practice. The aim of the study is to examine accounting in theoretical and practical aspects as an information system. To achieve this aim the following tasks have to be performed: to examine the accounting practice of Bulgarian enterprises ... The subject of the study is an interesting topic for theoretical research and it is up-to-date and useful in practice. The aim of the study is to examine accounting in theoretical and practical aspects as an information system. To achieve this aim the following tasks have to be performed: to examine the accounting practice of Bulgarian enterprises and its information opportunities; to examine the degree of application of the electronic signature, electronic banking, electronic invoicing and other electronic applications. The thesis statements are: the fast development of scientific and technical progress requires a change in the accounting information system; the need for comprehensive and timely accounting information requires the extensive use of electronic applications for transmitting and storing information. The results of the study we conducted enable us to outline several major conclusions: 1) accounting is a major information system in an enterprise, accounting information is a means for its effective management; 2) accounting regulations are in a continuous dynamics; 3) the aim of financial reporting is that the information in the financial statements has the property of ‘usefulness’; 4) the use of qualified electronic signature, electronic banking, electronic documents and other electronic applications is increasing, including in connection with the annual closing of accounts and the acquisition of fixed assets from the Operational Programme of the European Union.

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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.