Acta Informatica Pragensia, 2014 (vol. 3), issue 2

Demografické cílení internetové reklamy

Demographic Targeting of Internet Advertising

Václav Stříteský, Marek Stříteský

Acta Informatica Pragensia 2014, 3(2), 137-153 | DOI: 10.18267/j.aip.424202  

Thanks to its wide range of targeting, Internet has become a very attractive medium for advertisers. Although the current technologies can collect data about an individual's online activities and utilize it for a precise targeting, the traditional way of targeting based on affinity is still widely used. The goal of this paper is to evaluate the possibility of the traditional way of demographic targeting by gender and age on the Czech Internet thorough data mining of NetMonitor database. Research findings show that, in certain cases, traditional affinity-based ad targeting can be effective. This is especially true when targeting men and younger users....

Analýza nestrukturovaných dat z bankovních stránek na sociální síti Facebook

Unstructured Data Analysis from Facebook Banking Sites

Lucie Šperková

Acta Informatica Pragensia 2014, 3(2), 154-167 | DOI: 10.18267/j.aip.444392  

Social networks as a modern channel for sharing online Word of Mouth is an opportunity for banking companies to analyse the communications and opinions of their customers, which they are sharing publicly. The article shows the process and results of these advanced contextual analyses of unstructured data of selected public banking pages on social networking site Facebook. The analysis of customer opinions, problems and desires may play an important role for the position of these companies in the market and their orientation to customers. Clustering methods and sentiment analysis were used, results reflect the state of the behaviour of customers and...

Prezentace bankovního a telekomunikačního sektoru na Google+

Presentation of the banking and telecommunications sector on Google+

Libor Měsíček

Acta Informatica Pragensia 2014, 3(2), 168-180 | DOI: 10.18267/j.aip.453713  

The article focuses on examples of the presence of the banking and telecommunications sector on Google+. In the first part investigated set is described, and then the individual profiles are discussed from the perspective of the ways of their use and also behaving of company representatives is mentioned. In the second part of the article chosen posts of important individuals on Google+ related to the investigated sectors are discussed. The difference was found in the ways how companies use their profiles, in the posting frequency, communication styles and goals, as well as in the form of responses to critical posts and comments. Also, the examples...

Kreovanie, šírenie a recepcia komunikačných stereotypov v on-line médiách

Creation, Dissemination and Reception of Communication Stereotypes in On-line Media

Juraj Rusnák

Acta Informatica Pragensia 2014, 3(2), 181-191 | DOI: 10.18267/j.aip.463033  

In this paper are analyzed the main trends in the creation and reception of specific communication services operating in on-line media - communication stereotypes as a steady character structures. Interpretative starting point is the thesis that the functioning of communication stereotypes in online media is culturally, socially and mentally conditioned, a result of this function is construct of the sociocultural izoglosis in society, namely the extension of the use of certain communication of meaning, the same way of "reading the text". Particular attention is paid to the functioning of the media presets, comprehensively processed and disseminated...

Postinternet Marketing: For a Philosophy and Art of Online Marketing

Václav Janoščík

Acta Informatica Pragensia 2014, 3(2), 192-203 | DOI: 10.18267/j.aip.474831  

While we are living in rapidly changing environment driven by the online services, marketing has been rather reluctant in serious apprehending of these consequences. We do not aim to analyse this complex delay that we call conceptual jetlag here. (Conceptual consciousness of marketing is far behind the velocity of the plane online services.) Rather we try to establish certain switchback that is driven by concept of philosophy by Gilles Deleuze and Félix Guattari and the artistic notion of postinternet. By these means we aim at unveiling the general drive of marketing: The product (take Photoshop as an instance) is meant not only to satisfy our needs...

Rethinking the Concept of Just Noticeable Difference in Online Marketing

Viktor Vojtko

Acta Informatica Pragensia 2014, 3(2), 204-218 | DOI: 10.18267/j.aip.496278  

The main goal of this study is to answer a question whether the just noticeable difference (JND) related marketing practices could survive in the world with social media and as a part of online marketing. Although the findings are limited, they suggest that using of such practices might be much riskier than it used to be before and marketers should be aware of that and consider their using more thoroughly. It also shows that usage of the agent based modelling (ABM) can be helpful in dealing with problems like this one and can provide further insight into dynamics of processes on consumer markets where the social media play crucial role in spreading...

Jan Egem: Znalost zákaznických dat a jejich propojování v marketingu

Jan Egem: Knowledge of Customer Data and Their Integration in Marketing

Stanislava Mildeová, Zdeněk Smutný

Acta Informatica Pragensia 2014, 3(2), 219-221 | DOI: 10.18267/j.aip.502278  

Interview with Jan Egem, director of KBMG CEE (part of a global group WPP), that deals with corporate marketing solution that is based on the knowledge gained from the data. Other activities include web analytics, optimization and monetization. Jan Egem graduated from the University of Economics in Prague and also worked for several years in a similarly focused company Wunderman.