"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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  VERSION CONTROL SYSTEMS: EVOLUTION, CONCEPT, COMPARATIVE ANALYSIS

  Modern software is becoming increasingly complex while trying to fully meet the incessantly growing requirements of customers. Therefore, one of the main challenges facing software project management is the scalability of the development process so that it involves multiple developers regardless of their geographic location, and so that it does ... Modern software is becoming increasingly complex while trying to fully meet the incessantly growing requirements of customers. Therefore, one of the main challenges facing software project management is the scalability of the development process so that it involves multiple developers regardless of their geographic location, and so that it does not affect the quality of the resulting software system. Version control systems are crucial for the achievement of this goal. There are many version control systems offered on the market, thus making it difficult for project managers to select the right solution for their needs because many factors should be considered, such as: the integrated development environment used, the number of team participants, the complexity of the project, etc. The purpose of this study is to develop a multi-factor methodology for version control systems assessment by: analysing the IDEs based on a study of their capacity through building a relevant test laboratory environment; developing an appropriate methodology for selecting version control system environments; applying the developed methodology for assessing the most popular version control software products. We propose a set of assessment indicators, organized into four groups according to the specific nature and variety of the studied characteristics.

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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.