Magdalena Zioło

Fuzzy multi-objective modeling of effectiveness and user experience in online advertising

We analyze the impact of online advertisements on effectiveness and user experience.We combine results from online campaign and data from perceptual experiment.We use fuzzy multi-objective modeling for searching for trade-off solutions.We propose balanced approach to advertising resources exploitation. The focus placed on maximizing user engagement in online advertising negatively affects the user experience because of advertising clutter and increasing intrusiveness. An intelligent decision support system providing balance between user experience and profits from online advertising based on the fuzzy multi-objective optimization model is presented in this paper. The generalized mathematical model uses uncertain parameters for content descriptors that are difficult to be precisely defined and measured, such as the level of intrusiveness and the change in performance over time. The search for final decision solutions and the verification of the proposed model are based on experimental results from both perceptual studies, which are evaluating visibility and intrusiveness of marketing content as well as online campaigns providing interaction data for estimation of effectiveness. Surprisingly, the online response to the most noticeable advertisements with highly perceived visibility and intrusiveness was relatively low. During the field study performed in order to compute the model parameters, the best results were achieved for advertising content with moderate visual influence on web users. Simulations with the proposed model revealed that a growing level of persuasion can increase results only to a certain extent. Above a saturation point, a strategy based on extensive visual effects, such as high-frequency flashing, resulted in a very high increase of intrusiveness and a slightly better performance in terms of acquired interactions. Proposed balanced content design with the use of intelligent decision support system creates directions towards sustainable advertising and a friendlier online environment.

Models of an Integrated Performance Measurement System of Intelligent and Sustainable Supply Chains

Changes in the nature of supply chains require the dedication of the individual measures and their alignment with the latest trends in supply chain management. The concept presented in the article is to identify a dedicated and integrated performance measurement system for intelligent and sustainable supply chains. The economic conditions and trends, both in transport, shipping, logistics, as well as structural and organizational changes within the supply chain, need to be revised and adapted to a standard measurement in order to evaluate their performance.

Sustainable Finance Role in Creating Conditions for Sustainable Economic Growth and Development

The sustainability issue is the crucial one in distressed, socio-economic environment and in the new and old social risks era. Additionally, the welfare state crisis and the regulations failure which has been revealed after 2008 are significant factors determining the need for searching a new ways and solutions for stabilising of national economies and creating conditions for sustainable economic development. Social and financial exclusion, increasing income disparities, inefficient redistribution system, and negative economic externalities (including environment protection problems) are selected challenges facing states and local governments. This chapter will provide an introduction to these and other broad issues and point out the role of sustainable finance as a toll supporting sustainable economic development. Our empirical research examines the OECD countries after the crisis 2008. We found that soundness of banks, quality of educational system and burden of government system have a positive impact to the nominal GDP per capita. On the other side, the misery index and ease of access to loans negatively affected nominal GDP per capita in the period of our observation. Hence, as a policy recommendations, it is very important to construct a model which will reflect these and other similar results in order to accelerate the economic development. That is the main challenge for people, governments, financial organisations and companies worldwide.

The Financial Distress of Public Sector Entities, Causes and Risk Factors. Empirical Evidence from Europe in the Post-crisis Period

The work presents a study using General Discriminant Analysis (GDA) to distinguish between a fiscally distressed group and a non-fiscally distressed group in two dimensions: the general government sector and the sub-national government sector. The research was based on 26 European Union (EU) countries in the period 2009–2014, and 10 units of local government sectors were also taken into consideration. The probability of correctly classifying a particular case to its appropriate group of either fiscally distressed or non-fiscally distressed was recognized; therefore, variables that proved to be essential in the discrimination between these groups were also defined. The study assumed that there is a close relationship between financial distress and a state’s tier of government (sub-national/central), its revenue and expenditure, intergovernmental transfers, and debt usage. There is some evidence that the risk of financial distress is positively correlated with revenue concentration and size, and that it depends on the level of government intervention.