Parameterization of the Company’s Business Model for Machine Learning-Based Marketing Stress Testing

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dc.contributor.authorMenkova, Krystyna
dc.contributor.authorZozulov, Oleksandr
dc.date.accessioned2022-04-04T14:59:24Z
dc.date.available2022-04-04T14:59:24Z
dc.date.issued2022-02
dc.description.abstractenMarketing stress testing is a new method of identifying the company’s strengths and weaknesses in a turbulent environment. Technically, this is a complex procedure, so it involves artificial intelligence and machine learning. The main problem is currently the development of methodological approaches to the development of the company’s digital model, which will provide a framework for machine learning. The aim of the study was to identify and develop an author’s approach to the parameterization of the company’s business processes for machine learning-based marketing stress testing. This aim provided the company’s activities to be considered as a set of elements (business processes, products) and factors that affect them (marketing environment). The article proposes an author’s approach to the parameterization of the company’s business processes for machine learning-based marketing stress testing. The proposed approach includes four main elements that are subject to parameterization: elements of the company’s internal environment, factors of the marketing environment, the company’ core competency and factors impacting the company. Matrices for evaluating the results of the work of expert groups to determine the degree of influence of the marketing environment factors were developed. It is proposed to distinguish between mega-level, macro-level, meso-level and micro-level factors depending on the degree of impact on the company. The methodological limitation of the study is that it involves the modelling method as the only one possible at this stage of the study. The implementation limitation is that the proposed approach can only be used if the company plans to use machine learning for marketing stress testing.uk
dc.format.pagerangeP. 318-326uk
dc.identifier.citationMenkova, K. Parameterization of the Company’s Business Model for Machine Learning-Based Marketing Stress Testing / Krystyna Menkova, Oleksandr Zozulov // International Journal of Computer Science and Network Security (IJCSNS). – 2022. – VOL.22 No.2. - 2022. – P. 318-326.uk
dc.identifier.orcidhttps://orcid.org/0000-0002-6432-1028uk
dc.identifier.orcidhttps://orcid.org/0000-0001-7087-2080uk
dc.identifier.urihttps://ela.kpi.ua/handle/123456789/46811
dc.language.isoukuk
dc.publisher.placeKoreauk
dc.sourceInternational Journal of Computer Science and Network Security (IJCSNS), VOL.22 No.2uk
dc.subjectmaketinguk
dc.subjectMarketing Stress Testinguk
dc.subjectMachine Learninguk
dc.subjectartificial intelligenceuk
dc.titleParameterization of the Company’s Business Model for Machine Learning-Based Marketing Stress Testinguk
dc.typeArticleuk

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