Modeling of marketing processes using markov decision process approach

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27240%2F18%3A10237798" target="_blank" >RIV/61989100:27240/18:10237798 - isvavai.cz</a>

Výsledek na webu

<a href="https://link.springer.com/chapter/10.1007/978-3-319-68321-8_48" target="_blank" >https://link.springer.com/chapter/10.1007/978-3-319-68321-8_48</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/978-3-319-68321-8_48" target="_blank" >10.1007/978-3-319-68321-8_48</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Modeling of marketing processes using markov decision process approach

Popis výsledku v původním jazyce

In this paper, an application of Markov Decision Processes (MDP) for modeling selected marketing process is presented. The process is converted into MDP model, where states of the MDP are determined by a configuration of state vector. Elements of the state vector represent most important attributes of the customer in the modeled process. Movement between the states is determined by actions of the customer. In constructed MDP model, individual states with assigned initial reward values then represent consequences of action chosen by the customer resulting in either incresing or reducing the revenue following moving into these states. Value iteration method is then used for computation of the expected final rewards for each state. Based on provided realistic data, customer behavior is analyzed and the best course of action is proposed. Model suitability for future predictions of desired action outcome rate is discussed as well.

Název v anglickém jazyce

Modeling of marketing processes using markov decision process approach

Popis výsledku anglicky

In this paper, an application of Markov Decision Processes (MDP) for modeling selected marketing process is presented. The process is converted into MDP model, where states of the MDP are determined by a configuration of state vector. Elements of the state vector represent most important attributes of the customer in the modeled process. Movement between the states is determined by actions of the customer. In constructed MDP model, individual states with assigned initial reward values then represent consequences of action chosen by the customer resulting in either incresing or reducing the revenue following moving into these states. Value iteration method is then used for computation of the expected final rewards for each state. Based on provided realistic data, customer behavior is analyzed and the best course of action is proposed. Model suitability for future predictions of desired action outcome rate is discussed as well.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

10103 - Statistics and probability

Projekt

Výsledek vznikl pri realizaci vícero projektů. Více informací v záložce Projekty.

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Advances in Intelligent Systems and Computing. Volume 679

ISBN

978-3-319-68320-1

ISSN

2194-5357

e-ISSN

2194-5365

Počet stran výsledku

476

Strana od-do

468

Název nakladatele

Springer

Místo vydání

Cham

Místo konání akce

Varna

Datum konání akce

14. 9. 2017

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

—