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Decision making support system for managing advertisers by ad fraud detection

Gabryel Marcin, Scherer Magdalena M., Sułkowski Łukasz, Damaševičius Robertas

Journal of Artificial Intelligence and Soft Computing Research

2021

Vol. 11, No. 4

331--339

Efficient lead management allows substantially enhancing online channel marketing programs. In the paper, we classify website traffic into human- and bot-origin ones. We use feedforward neural networks with embedding layers. Moreover, we use one-hot encoding for categorical data. The data of mouse clicks come from seven large retail stores and the data of lead classification from three financial institutions. The data are collected by a JavaScript code embedded into HTML pages. The three proposed models achieved relatively high accuracy in detecting artificially generated traffic.

Customer Relationship Management (CRM) - philosophy and its significance for the enterprise

Idzikowski Adam, Kuryło Piotr, Cyganiuk Joanna, Ryczko Marta

System Safety : Human - Technical Facility - Environment

2019

Vol. 1, nr 1

1004--1011

The article presents the CRM (Customer Relationship Management) philosophy. The principles of building the CRM strategy, enabling building and strengthening ties with the client (including ensuring its safety in relationship with a company), thanks to which the company can expect continuous sales, have been presented. Exemplary tools used in CRM (such as: call centre, contact centre, key account management) are listed and described. An attempt has been made to assess the cost-effectiveness of implementing the CRM philosophy in the enterprise based on the SWOT analysis. The strengths, weaknesses, opportunities and threats of such an undertaking were analysed, and the results were presented in the summary and final conclusions.