Mathematical model and algorithm for selection of Internet sites and places for display of communication messages in planning advertising campaigns
Статья в журнале
This paper discusses the problem of selecting a set of online marketing tools, advertising space, places and duration of display of advertising communications (AC) restricted by a tight advertising budget. The tool offered to evaluate the efficiency of AC display is the conversion rate. The paper reviews the methods for calculating the conversion rate. The formalized problem statement is represented as an integer valued linear programming model and reduced to maximization of the total conversion from advertising communications displayed under a tight advertising budget and with a limited selection of online marketing tools and duration of AC display. The paper describes a solution algorithm based on the method of wave planning. It allows the decision maker to run an iterative decision making process in each interval of the planning period based on the AC conversion rate obtained at the previous stage. The authors propose methods for calculating input parameters for the model: AC display conversion rate, cost of AC placement in the advertising space over the shortest possible period, average number of AC displays over the shortest possible period. The paper describes the results of experimental study of the model and the algorithm using the example of AC planning for Electronic Timetable software marketing to colleges and universities of the Kemerovo region. The results have practical value for executives and marketing managers of small innovation-based companies running advertising campaigns and planning communications with potential consumers using the tools of online marketing.
Yekhlakov, Y. P. Mathematical model and algorithm for selection of Internet sites and places for display of communication messages in planning advertising campaign / Y. P. Yekhlakov, D. N. Baraksanov // Business Informatics. – 2017. – № 1(39). – С. 55–60. – DOI: 10.17323/1998-0663.2017.1.55.60