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TARGETING OF ONLINE ADVERTISING USING LOGISTIC REGRESSION

Erik Šoltés, Janka Táborecká-Petrovičová, Romana Šipoldová

In the era of big data and digital technologies, marketing and especially digital marketing are rapidly developing. This development is significantly supported by utilisation of various quantitative methods allowing for a lot of useful information from different marketing fields. Digital marketing brings access to mass market for a reasonable price and unlike advertisement in traditional media (TV commercials, print), it enables personalized marketing. Digital marketing applies digital channels, devices and platforms to develop or implement a marketing strategy. One subset of digital marketing is online marketing usually defined as internet marketing. Expansion of internet marketing is considerable and evident by the increase of expenditures into internet advertisement. In the year 2018, 68% of Slovaks and 75% of Czechs had daily access to internet, whereas in 2012 it was 60% and 44%, respectively.
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KEYSTROKE DYNAMICS AUTHENTICATION USING A SMALL NUMBER OF SAMPLES

Jan Čapek, Miloslav Hub

The ubiquitous Internet connectivity has led to the introduction of an ever-increasing list of diverse online services ranging from financial transactions to online gaming and the other e-commerce purposes. For example, with cloud computing on the rise, geographically distant employees of organizations are able to access and share sensitive organizational resources online. The mentioned trend has increased the amount of user authentication processes. The aim of authentication is to decide whether a subject in question is in fact the subject that he claims to be. As an example can be mentioned traditional authentication, when end users authenticate themselves on computers by using the pair of username and password. In the past, many sophisticated authentication methods were developed. Generally, they can by divided to the three basic types of authentication depending on what kind of identification feature is used: authentication by knowledge, authentication by ownership of something, and authentication by biometrics. Each of these ways has its advantages and disadvantages.
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HOW DOES A RETAIL PAYMENT ACCOUNT CONSUMER CHANGES OVER TIME? USAGE RATE BEHAVIORAL SEGMENTATION FROM 2010 TILL 2016 IN THE CZECH REPUBLIC

Ivan Soukal, Jan Draessler

Payment account (PA, in plural PAs), as the most common type of the sight deposit, represents a financial product with the highest market penetration in the European Union (EU). The Czech Republic is not an exception. Finclusion study (The World Bank, 2018) showed that PA account penetration is as high as 81% of all citizens over age 15 in the Czech Republic. EU survey declared the penetration higher by two percent points concerning the population over age 15 in the Czech Republic (TNS opinion & social, 2016). In spite of a minor methodology difference, such as the inclusion of any financial institution or mobile-moneyservice provider account, it is evident that most of the population possess one or more PAs. EU survey (Eurostat, 2018a) confirmed that most of Czech Republic population aged 16 to 74 actively uses e-banking channel for electronic transactions with a bank for payment or for looking up account information. EU banking regulator acknowledged PA as the most widespread and therefore important retail financial product for EU consumers (European Banking Authority, 2016).
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WEBSITE USABILITY AND USER EXPERIENCE DURING SHOPPING ONLINE FROM ABROAD

Jozef Bucko, Lukáš Kakalejčík

Website usability and user experience are key measures of website quality (Sivaji & Tzuaan, 2012) and a key component of the websites that are commercially successful (Lowry et al., 2006). For today’s users, there are so many options in the environment of the Internet that each misstep in meeting user’s expectations might result in loss of the potential customer (Kakalejčík, 2016). Krug (2014) consider the usable website to be a place where a person of average (or even below average) ability and experience can figure out how to use the website in order to accomplish something without it being more difficult than is the value obtained by using it. The usable website has several attributes. It is useful, learnable, memorable, effective, efficient, desirable and delightful. Moreover, Aziz, Kamaludin, and Sulaiman (2013) add satisfaction and accessibility as additional features. Casaló, Flavián, and Guinalíu (2008) claim that perceived usability is an indirect factor that affects customer loyalty and positive word-of-mouth through satisfaction.
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INEQUALITIES IN HEALTH STATUS DEPENDING ON SOCIO-ECONOMIC SITUATION IN THE EUROPEAN COUNTRIES

Viera Pacáková, Lucie Kopecká

Quality health care system is a priority for citizens of each country and a precondition for economic prosperity. The public health systems in many counties bear the huge burden of treatment of serious diseases, particularly cardiovascular diseases and cancer. Cancer, heart disease, diabetes, respiratory, mental and other chronic diseases represent great suffering to citizens and represent a huge cost to society and the economy. It is estimated that they will cost the global economy around €22.5 trillion between 2012 and 2030 (EU, 2013).
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IMPACT OF ECONOMIC INDICATORS ON DEVELOPMENT OF CAPITAL MARKET

Rudolf Plachý, Tomáš Rašovec

Capital market is one of the most important elements of any healthy, well-functioning economy. The volume and value of executed capital market transactions are affected not only by the number of issuers and investors’ willingness to buy, but also by economic development in the broadest sense.
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COMPETITIVENESS AND CONVERGENCE OF CZECH REGIONS: PERSISTENCE OF DISCREPANCIES

David Martinčík, Marta Šlehoferová

Regional competitiveness is one of the current topics dealt with in works of many authors. It was brought into focus after the accession of the Czech Republic to the European Union, namely due to the possibility of drawing money from EU funds for regional development. These finances are used to increase the competitiveness of regions and decrease regional disparities caused by various factors.
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Typology of Foreign Students Interested in Studying at Czech Universities

Marta Žambochová

The main motivation of our research was to analyze alternative ways of funding tertiary education. Primarily, we focused on the tuition fees payable by foreign students. The main research questions were: - Who (or what) influences the student in deciding whether to travel? - What is expected from a student studying abroad? - What the student feels could be an obstacle to studying abroad? - What is the basic amount for monthly living expenses while studying abroad, which the student is willing to accept?
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Shluková analýza poptávkové strany trhu základních bankovních služeb

Jan Draessler, Ivan Soukal, Martina Hedvičáková

Tento článek je zaměřen na trh základních bankovních služeb fyzickým osobám pro nepodnikatelské účely, které se běžně označují termínem retail core banking services (dále v textu pouze jako RCBS), či retail day-to-day services. Tento trh je fundamentální součástí retailového bankovnictví vytvářející kolem 2 % HDP v rámci Evropské Unie (dále v textu pouze jako EU).
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