Galyna Chornous

Galyna Chornous
National Taras Shevchenko University of Kyiv | Київський національний університет імені Тараса Шевченка · Department of Economic Cybernetics

Doctor of Sciences (Economics)

About

27
Publications
14,620
Reads
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45
Citations
Citations since 2017
18 Research Items
39 Citations
201720182019202020212022202302468101214
201720182019202020212022202302468101214
201720182019202020212022202302468101214
201720182019202020212022202302468101214
Additional affiliations
October 2001 - present
National Taras Shevchenko University of Kyiv
Position
  • Professor (Associate)
September 1996 - September 2001
National Taras Shevchenko University of Kyiv
Position
  • Professor (Assistant)

Publications

Publications (27)
Article
Full-text available
The paper describes the marketing mix modeling results for companies in nonfood retailing. The main objectives of the research are to demonstrate the viable way of making effective recommendations for optimizing the media strategy by modeling offline and online traffic to the stores based on econometric modeling and to develop a decision support sy...
Article
Full-text available
The paper contains a description of the key twelve principles of advertising planning, which can be used in the period of media strategy preparation. Such principles will help to solve the tasks of media mix selection and strategic work with different advertising tools. The aim of the research is to determine the key principles of effective plannin...
Article
Full-text available
The paper contains the results of marketing mix modeling for Ukrainian retail in conditions of the COVID-19 crisis. The main goals of the research are modeling the level of traffic to the store based on regression analysis and forming appropriate recommendations for media strategy. Estimating the influence of media on business KPI makes a basis for...
Conference Paper
Full-text available
Among the main marketing tasks are maintaining the clients and increasing their activity. Based on this, tasks are consumer segmentation and improving communication with them. Machine learning helps to analyze information about subscribers and their use of the company's services and find hidden insights to optimize marketing activities. The purpose...
Chapter
The effectiveness of the introduction of interactive teaching methods, such as simulation games in ERP-systems, in the educational process appeared to be promising both in traditional and online learning, thus, the global expertise in this sphere should be learned and shared in order to increase the competitiveness of Ukrainian education. The aim o...
Article
The COVID-19 pandemic deepened understanding of e-commerce as an extremely promising sphere. Nowadays, even small businesses are widely using e-shops and e-markets. Thus, small and medium-sized e-commerce companies need powerful, flexible recommender systems, which do not require significant computing and financial resources. Currently, the main ve...
Conference Paper
Full-text available
The article contains the results of Data Science realization for pharmaceutical market. The main goals of research are modelling the sales of three key brands of one of the Ukrainian pharmaceutical companies based on regression analysis as a main method and to make conclusions for portfolio marketing strategy optimization and effective brand manage...
Article
Full-text available
The article contains the results of Data Science technologies application (including machine learning and regression analysis) to modelling the results of marketing activities of key brand of one of the Ukrainian pharmaceutical companies on the basis of historical data for the period from 2015 to 2019 in weekly detail. The main goal of research is...
Article
The Hybrid New Keynesian Phillips Curve (HNKPC) was developed as a response to the apparent inertia in inflation the baseline New Keynesian Phillips curve leaved unexplained. Thus, the hybrid model combines two extreme cases – the traditional Phillips curve, and the purely forward-looking NKPC. The HNKPC also based on theoretical micro-foundations...
Article
The research is focused on the development of an approach to modeling and forecasting market good prices based on information changes. The process is described by the first order differential equations, and the solution of a corresponding Cauchy problem made it possible to develop an information pricing model. The proposed method is shown to be use...
Article
Full-text available
A modern effective business model involves the use of an appropriate pricing strategy. However, not only a short-term profitability matters but also long-term clients’ loyalty. The main purpose of this paper is to present a specific transactional pricing strategy for a second-hand goods resale exchange platform, which allows to avoid possible negat...
Article
The era of information economy leads to redesigning not only business models of organizations but also to rethinking the human resources paradigm to harness the power of state-of-the-art technology for Human Capital Management (HCM) optimization. Predictive analytics and computational intelligence will bring transformative change to HCM. This paper...
Article
Full-text available
This article presents a new methodological approach for estimating the rate of international migration in Ukraine based on the experience of other territories and the application of neuro-fuzzy modeling. Firstly, using the results of previous studies, the factors affecting the decision of the person to migrate are determined. Following that, the mo...
Conference Paper
This paper proposes a theoretical model of a decision support system for predicting stock prices based on data from social media. The model corresponds to the concept of multi-agent information system, which is characterized by parallel work of separate intelligent agents. In contrast to other projects in this area, the new model uses neither techn...
Article
Full-text available
The paper deals with the problem of developing the effective information control system' model for economic subjects corresponding to the main trends of modern economic development (globalization, informatization, intellectualization, etc.). The basis of the system model development is proactive decision-making process as one that best matched to t...
Article
Full-text available
The purpose of this paper is to develop and implement an approach for solving the optimization problem in the retailers goods market and different consumers groups based on a hybrid model of intelligent data analysis. It is revealed that for each consumer type product information array formed consisting of the factors values that affect the company...
Article
Full-text available
Practical realization of sustainable development general conception is passing to the organic production, that allows to satisfy society problems, not putting health and future generations' existence under a threat. At this entrepreneurs, which work in the consumer products' field, must displace accents from economic oriented to social oriented ent...
Article
Full-text available
Actual status of management confirms usefulness and necessity for development of scientific modeling tools for decision-making processes based on distributed artificial intelligence. The paper presents opportunities of the agent – oriented approach to support operative and strategic management decisions at the pharmaceutical enterprise. It is argue...
Article
Full-text available
The article is devoted to the development of a mechanism for the proactive support of strategic and operational decision-making in an enterprise. The starting point for this mechanism should be a model (pattern) of the enterprise, which embodies the principles of balanced strategic measurement systems. Development of the enterprise pattern as an ‘o...
Article
Full-text available
This study is devoted to the problems of improving the banking risk management, taking into account the new regulatory and technological requirements based on the use of modern technology and combining the latest achievements in artificial intelligence, numerical mathematics, statistics and information technology. The paper analyzes the characteris...
Article
Full-text available
The main idea of this study is to connect the possibilities of mining technology with the methodology of proactive management by social and economic systems. The permanent process of complication of all spheres of social life requires improving the management forms and methods. Modern methods of decision support, appropriate information technology...
Article
This investigation estimates a quarterly structural model for the aggregate Ukrainian economy. We emphasize problems with the data set which is limited and subject to measurement errors and advocate a pragmatic approach to estimation to construct a model with properties congruous with economic theory that can be used as a tool for policy analysis....

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