{"id":"https://openalex.org/W7204273281","doi":"https://doi.org/10.18287/2542-0461-2025-16-4-54-61","title":"Using Bayes' Theorem to solve marketing problems with uncertainty","display_name":"Using Bayes' Theorem to solve marketing problems with uncertainty","publication_year":2025,"publication_date":"2025-12-29","ids":{"openalex":"https://openalex.org/W7204273281","doi":"https://doi.org/10.18287/2542-0461-2025-16-4-54-61"},"language":"en","primary_location":{"id":"doi:10.18287/2542-0461-2025-16-4-54-61","doi":"https://doi.org/10.18287/2542-0461-2025-16-4-54-61","is_oa":true,"landing_page_url":"https://doi.org/10.18287/2542-0461-2025-16-4-54-61","pdf_url":"https://journals.ssau.ru/eco/article/download/29526/11988","source":{"id":"https://openalex.org/S4210183701","display_name":"Vestnik of Samara University Economics and Management","issn_l":"2542-0461","issn":["2542-0461","2782-3008"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["russia-white-list-3"],"host_organization":"https://openalex.org/P4310312761","host_organization_name":"Samara National Research University","host_organization_lineage":["https://openalex.org/P4310312761"],"host_organization_lineage_names":["Samara National Research University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Vestnik of Samara University. Economics and Management","raw_type":"journal-article"},"parent_works":[],"lineage":["https://openalex.org/W7204273281"],"child_works_count":0,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://journals.ssau.ru/eco/article/download/29526/11988","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5010078078","display_name":"\u0412\u0438\u043a\u0442\u043e\u0440 \u0421\u0435\u0440\u0433\u0435\u0435\u0432\u0438\u0447 \u0428\u0430\u043c\u0430\u043d\u043e\u0432","orcid":"https://orcid.org/0009-0002-5493-5031","observed_orcids":["https://orcid.org/0009-0002-5493-5031"]},"institutions":[{"id":"https://openalex.org/I3124489027","display_name":"Samara National Research University","ror":"https://ror.org/05ggagb37","country_code":"RU","type":"education","lineage":["https://openalex.org/I3124489027"]}],"countries":["RU"],"is_corresponding":true,"raw_author_name":"Viktor S. Shamanov","raw_affiliation_strings":["Samara National Research University"],"raw_orcid":"https://orcid.org/0009-0002-5493-5031","affiliations":[{"raw_affiliation_string":"Samara National Research University","institution_ids":["https://openalex.org/I3124489027"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5010078078"],"corresponding_institution_ids":["https://openalex.org/I3124489027"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"16","issue":"4","first_page":"54","last_page":"61"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10243","display_name":"Statistical Methods and Bayesian Inference","score":0.40549999475479126,"subfield":{"id":"https://openalex.org/subfields/2613","display_name":"Statistics and Probability"},"field":{"id":"https://openalex.org/fields/26","display_name":"Mathematics"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T10243","display_name":"Statistical Methods and Bayesian Inference","score":0.40549999475479126,"subfield":{"id":"https://openalex.org/subfields/2613","display_name":"Statistics and Probability"},"field":{"id":"https://openalex.org/fields/26","display_name":"Mathematics"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T13500","display_name":"Probability and Statistical Research","score":0.18709999322891235,"subfield":{"id":"https://openalex.org/subfields/2613","display_name":"Statistics and Probability"},"field":{"id":"https://openalex.org/fields/26","display_name":"Mathematics"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.07639999687671661,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/bayes-theorem","display_name":"Bayes' theorem","score":0.9959999918937683},{"id":"https://openalex.org/keywords/marketing-decision-making","display_name":"marketing decision-making","score":0.9549999833106995},{"id":"https://openalex.org/keywords/uncertainty","display_name":"uncertainty","score":0.7559999823570251},{"id":"https://openalex.org/keywords/probabilistic-reasoning","display_name":"probabilistic reasoning","score":0.6389999985694885},{"id":"https://openalex.org/keywords/bayesian-updating","display_name":"Bayesian updating","score":0.6150000095367432},{"id":"https://openalex.org/keywords/advertising-campaign-evaluation","display_name":"advertising campaign evaluation","score":0.7929999828338623},{"id":"https://openalex.org/keywords/marketing-analytics","display_name":"marketing analytics","score":0.5879999995231628}],"concepts":[{"id":"https://openalex.org/C9652623","wikidata":"https://www.wikidata.org/wiki/Q190109","display_name":"Field (mathematics)","level":2,"score":0.5012999773025513},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.4887999892234802},{"id":"https://openalex.org/C2779662365","wikidata":"https://www.wikidata.org/wiki/Q5416694","display_name":"Event (particle physics)","level":2,"score":0.4887000024318695},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.48080000281333923},{"id":"https://openalex.org/C539667460","wikidata":"https://www.wikidata.org/wiki/Q2414942","display_name":"Management science","level":1,"score":0.33230000734329224},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.32429999113082886},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.31940001249313354},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.31619998812675476},{"id":"https://openalex.org/C144237770","wikidata":"https://www.wikidata.org/wiki/Q747534","display_name":"Mathematical economics","level":1,"score":0.29600000381469727},{"id":"https://openalex.org/C27564746","wikidata":"https://www.wikidata.org/wiki/Q913709","display_name":"Market research","level":2,"score":0.24050000309944153}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.18287/2542-0461-2025-16-4-54-61","doi":"https://doi.org/10.18287/2542-0461-2025-16-4-54-61","is_oa":true,"landing_page_url":"https://doi.org/10.18287/2542-0461-2025-16-4-54-61","pdf_url":"https://journals.ssau.ru/eco/article/download/29526/11988","source":{"id":"https://openalex.org/S4210183701","display_name":"Vestnik of Samara University Economics and Management","issn_l":"2542-0461","issn":["2542-0461","2782-3008"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["russia-white-list-3"],"host_organization":"https://openalex.org/P4310312761","host_organization_name":"Samara National Research University","host_organization_lineage":["https://openalex.org/P4310312761"],"host_organization_lineage_names":["Samara National Research University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Vestnik of Samara University. Economics and Management","raw_type":"journal-article"},{"id":"pmh:https://cyberleninka.ru/article/n/ispolzovanie-teoremy-bayesa-dlya-resheniya-marketingovyh-zadach-s-uchetom-neopredelennostey","doi":null,"is_oa":true,"landing_page_url":"https://cyberleninka.ru/article/n/ispolzovanie-teoremy-bayesa-dlya-resheniya-marketingovyh-zadach-s-uchetom-neopredelennostey","pdf_url":"https://cyberleninka.ru/article/n/ispolzovanie-teoremy-bayesa-dlya-resheniya-marketingovyh-zadach-s-uchetom-neopredelennostey/pdf","source":{"id":"https://openalex.org/S4210183701","display_name":"Vestnik of Samara University Economics and Management","issn_l":"2542-0461","issn":["2542-0461","2782-3008"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["russia-white-list-3"],"host_organization":"https://openalex.org/P4310312761","host_organization_name":"Samara National Research University","host_organization_lineage":["https://openalex.org/P4310312761"],"host_organization_lineage_names":["Samara National Research University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"text"}],"best_oa_location":{"id":"doi:10.18287/2542-0461-2025-16-4-54-61","doi":"https://doi.org/10.18287/2542-0461-2025-16-4-54-61","is_oa":true,"landing_page_url":"https://doi.org/10.18287/2542-0461-2025-16-4-54-61","pdf_url":"https://journals.ssau.ru/eco/article/download/29526/11988","source":{"id":"https://openalex.org/S4210183701","display_name":"Vestnik of Samara University Economics and Management","issn_l":"2542-0461","issn":["2542-0461","2782-3008"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["russia-white-list-3"],"host_organization":"https://openalex.org/P4310312761","host_organization_name":"Samara National Research University","host_organization_lineage":["https://openalex.org/P4310312761"],"host_organization_lineage_names":["Samara National Research University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Vestnik of Samara University. Economics and Management","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7204273281.pdf","grobid_xml":"https://content.openalex.org/works/W7204273281.grobid-xml"},"referenced_works_count":2,"referenced_works":["https://openalex.org/W2089140476","https://openalex.org/W4395049482"],"related_works":["https://openalex.org/W2800624658","https://openalex.org/W1541705153","https://openalex.org/W2479653333","https://openalex.org/W7095559113","https://openalex.org/W2331120668","https://openalex.org/W2065437558","https://openalex.org/W2184395309","https://openalex.org/W4230255857","https://openalex.org/W7083815200","https://openalex.org/W4407212449"],"abstract_inverted_index":{"In":[0,119],"today's":[1],"dynamic":[2],"market":[3],"environment":[4],"and":[5,42,47,51,75,96,101,115],"an":[6,103,151],"increasing":[7],"amount":[8],"of":[9,15,20,27,49,59,87,98,105,136,140,143,150],"data,":[10],"there":[11],"is":[12,123,130],"a":[13,24,39,66,137],"problem":[14],"decision-making":[16],"in":[17,63],"the":[18,45,57,84,94,99,134,141,148],"field":[19],"marketing":[21,64,107],"due":[22],"to":[23,113,133,146],"large":[25],"number":[26],"uncertainties.":[28],"The":[29,81],"most":[30],"popular":[31],"current":[32],"approaches":[33],"do":[34],"not":[35],"always":[36],"allow":[37],"quantifying":[38],"particular":[40],"event":[41],"correctly":[43],"assessing":[44],"degree":[46],"significance":[48],"uncertainty":[50],"managing":[52],"it.":[53],"This":[54],"article":[55],"examines":[56,83],"application":[58,142],"Thomas":[60],"Bayes'":[61,88,110,121],"theorem":[62,111,122,145],"as":[65],"tool":[67],"for":[68,70],"accounting":[69],"uncertainty,":[71],"updating":[72],"available":[73],"data":[74],"making":[76],"more":[77],"informed":[78],"decisions":[79],"later.":[80],"material":[82],"theoretical":[85],"foundations":[86],"theorem,":[89],"its":[90],"key":[91],"features,":[92],"identifies":[93],"advantages":[95],"disadvantages":[97],"method,":[100],"provides":[102],"example":[104,139],"specific":[106],"tasks":[108],"that":[109],"helps":[112],"solve":[114],"demonstrates":[116],"high":[117],"efficiency.":[118],"addition,":[120],"compared":[124],"with":[125],"other":[126],"alternative":[127],"approaches.":[128],"Attention":[129],"also":[131],"paid":[132],"development":[135],"practical":[138],"Bayse's":[144],"analyze":[147],"results":[149],"advertising":[152],"campaign":[153],"based":[154],"on":[155],"random":[156],"data.":[157]},"counts_by_year":[],"updated_date":"2026-11-14T11:04:58.165337","created_date":"2026-08-27T00:00:00"}
