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Active learning using pessimistic expectation estimators

100%

Rokach L. , Naamani L. , Shmilovici A.

tom Vol. 38, no 1

261-280

Active learning is the process in which unlabeled instances are dynamically selected for expert labelling, and then a classifier is trained on the labeled data. Active learning is particularly useful when there is a large set of unlabeled instances, and acquiring a label is costly. In business scenarios such as direct marketing, active learning can be used to indicate which customer to approach such that the potential benefit from the approached customer can cover the cost of approach. This paper presents a new algorithm for cost-sensitive active learning using a conditional expectation estimator. The new estimator focuses on acquisitions that are likely to improve the profit. Moreover, we investigate simulated annealing techniques to combine exploration with exploitation in the classifier construction. Using five evaluation metrics, we evaluated the algorithm on four benchmark datasets. The results demonstrate the superiority of the proposed method compared to other algorithms.

Advantages of using direct marketing in the sales activities of the enterprise

51%

Zarichna O.

tom z. 154

365--374

Purpose: The aim of the article is a study of the development of the concept of "direct marketing", research of the methodological and informative providing of realization of direct sale in activity of sale enterprises. To achieve the goal, the following tasks are set: systematization, comparison and analysis of theoretical approaches of the Ukrainian and foreign scientists, is to essence of concept "direct marketing"; researches of basic instruments of realization of direct sale by the performers of entrepreneurial activities; determinations of advantages and lacks of the use of the direct marketing are in activity of enterprises; grounds of the use of the direct - marketing are in activity of sale enterprises. Design/methodology/approach: To the article were used methods of comparison, grouping and generalization – for research and analysis of opinion of scientists in relation to development of the direct marketing, method of systems analysis – for systematization of modern forms of the direct marketing and ground of them role in the sale activity of enterprises, and also formulating of conclusions. Findings: The analysis of scientific labours and researches in relation to the use of the direct marketing in activity of the Ukrainian enterprises showed that the direct marketing was the special form, process, method of effective realization of sale of products, in the modern business conditions. Practical implications: Researched in the article modern forms of the direct marketing show that today, their use in the sale activities of enterprises not only facilitates the sale of goods and services at the market, but also allow to form effective, direct of long duration relations with consumers, to choose effective marketing strategy and program of actions, which influences on informing of market environment, growth of having a special purpose audience, increase of volumes, sale and expansion of limits of realization of business. Originality/value: The article contains the validity of the practical use of modern forms of direct marketing in the activities of Ukrainian enterprises: Premium Food (Mr. Grill), LTS “Solomia”, “Rodinna kovbaska”, “Henkel Bautekhnik Ukraine”, TM “Curtis” and others.

EXHIBITIONqual jako narzędzie oceny jakości stoiska wystawienniczego

44%

Wisniewska M. , Watola A.

nr 02