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Документ Metrics of virtual promotion of a product(Національний технічний університет "Харківський політехнічний інститут", 2021) Orekhov, Sergey Valerievich; Malyhon, Hennadiy VasilievichAn approach to the mathematical description of the criterion for the effectiveness of a new object of research – virtual promotion is presented in the paper. The emergence of this new object of research is connected, on the one hand, with the classical theory of marketing, and on the other with modern Internet technologies. Marketing is based on the 4P principle: product, price, location and promotion. Promotion is a component of this principle. But in modern conditions, this phenomenon is changing under the influence of the Internet. Now this 4P component is becoming a fully virtual instrument. The traditional scheme of promotion functioning is as follows. A message is created to a potential buyer and the delivery channel of this message undergoes a change. It is based on the principle: money – goods – money. While the new sales scheme is described by the scheme: we attract a client, make money on a client, we spend money. In the new scheme, we deal with product knowledge in the form of the so-called semantic core of web content. Knowledge describes for a potential client how a given product can cover his need for something. Using the logistic principles of the transfer of goods, this semantic core is loaded into the specified Internet nodes. That is, virtual promotion is formed as two channels: logistics and marketing. The first one performs three operations: concentration, formatting and distribution of semantic cores on the Internet. The second manages this process, forming a virtual promotion map. This map is a graph of Internet nodes. It is required to define such a tree of Internet nodes so that virtual promotion has maximum efficiency. The paper analyzes modern metrics related to the processes of search engine optimization on the Internet. Unfortunately, these metrics evaluate only statistically after the fact of visiting a web resource or the budget of the Internet site in which the advertising message about the product was placed. Therefore, based on the conversion metric, a criterion for the effectiveness of virtual promotion was proposed in the work, which takes into account both the attractiveness of the semantic core and the attractiveness of the Int ernet site where the semantic core will be located. The criterion reflects the income that we receive depending on the attractiveness of the semantic kernel and the Internet site.Документ Modelling semantic kernel of web resource(Національний технічний університет "Харківський політехнічний інститут", 2021) Orekhov, Sergey Valerievich; Malyhon, Hennadiy VasilievichThe article presents an attempt to describe mathematically the effect of the semantic kernel of a web resource on the Internet. In accordance with the theory of marketing, the product that we want to sell on the network is characterized by the following basic properties: price, time and place. In other words, a potential buyer wants to receive a given product in the right place at a given time. To satisfy this need, it is necessary to use the classic component of marketing, product promotion. However, this component is now becoming a fully virtual instrument. This tool functions in a hypertext, video and image environment. Therefore, the user analyzes the meaning of these elements in order to get the desired product. The results of web projects carried out in this area indicate the emergence of a new phenomenon, which reflects the main meaning of virtual promotion – this is the semantic core. The core is a short annotation of the main properties of the product, its location and time of appearance. Therefore, the purpose of this article is both a presentation of a new object of research and a mathematical description. It is assumed that the semantic core is formed on the basis of natural language terms. In other words, the semantic core is a set of keywords that are grouped by meaning. We propose to use data mining approaches for clustering to group terms. The classic clustering method at the moment is k-means. The article presents a model of the semantic core based on this method. This method and its distance function are considered as the second stage of web content processing. At the first stage, web content is converted into a semantic web. However, the k-means technique has significant drawbacks when modeling the semantic core. Therefore, in the development of this idea, the work shows an alternative way to modeling the kernel. As an alternative approach, the construction of clusters based on the concept of maximum flow is considered. This approach has the significant advantage that the type of links in the semantic network overlaps with the type of distance function in this method. As a result, on a real web project, the effect of the connection between the semantic core model and the level of new users of the web resource was demonstrated over the past five years.Документ Virtual promotion knowledge management technology(Національний технічний університет "Харківський політехнічний інститут", 2020) Orekhov, Sergey Valerievich; Malyhon, Hennadiy VasilievichThe article presents a new concept of “Management of knowledge about virtual promotion” on the Internet. Usually a real product or service is being divided into four components (product, price, promotion and place) in accordance with the theory of marketing. One of the components is a product promotion. But now this element is becoming a fully virtual tool. It is necessary to consider product promotion as an image or a copy of a real product in a virtual space that lives in parallel on the network. Therefore, the objective of the paper is the presentation of a new object of research based on the experience of more than thirty real projects performed in Ukraine, USA, Europe and Canada. We regard the promotion as a software product, which works according to principles of knowledge management and machine learning. It is proposed that virtual promotion is characterized by four views: customer or user, data, technology and marketing. Thus, the structure of virtual promotion business process was presented. It includes four steps: selection of hypertext sources, knowledge representation and extraction, semantic kernel building and quality criterion evaluation to stop the process. Based on the process structure the research tasks were identified. The central task is semantic kernel forming. Then the software architecture was developed. IT solution contains CRM system as accounting tool and Web site as an image of virtual promotion. CRM plays main role as a commander center. Here we form semantic kernel and then send it via marketing channels such as Web site, telegram or viber accounts. Another part of IT solution is Web service such as Bing API or Google API. They help us to build the kernel. Also the paper demonstrates the list of future tasks that should be solved and the example of real project of proposed approach.