4 research outputs found
Artificial Intelligence for marketing plan: the case for e-marketing companies
No full textУ статті узагальнено аргументи та контраргументи в рамках наукової дискусії щодо застосування штучного інтелекту
(ШІ) при підготовці маркетингового плану в Інтернеті. Систематизація літературних джерел та підходів до вирішення
проблеми застосування маркетингових інструментів засвідчила, що ШІ дозволяє підвищити ефективність проведення
аналізу конкурентоспроможності компаній, оцінювання стратегій конкурентів, планування маркетингового бюджету та
моніторінгу його виконнання тощо. Виявлено проблеми ШІ, які можуть вплинути на ефективність діяльності компаній.
Метою роботи є дослідження можливостей використання ШІ при підготовці маркетингового плану компанії. Для досягнення
поставленої мети, дослідження проведено у наступній логічній послідовності: 1) формування стратифікованої вибірки
дослідження на основі статистичних даних 141 компанії в різних галузях; 2) аналіз даних за допомогою програмного
забезпечення SPSS; 3) аналіз можливостей застосування ШІ при підготовці маркетингового плану; 4) визначення етапів
процесу підготовки маркетингового плану на основі можливостей ШІ. Об’єктом дослідження є компанії Королівства
Саудівської Аравії. Практичну реалізацію всіх етапів дослідження здійснено з використанням статистичних методів
множинної регресії та тесту Фрідмана. Дослідження емпірично підтверджує та теоретично доводить, що ШІ має суттєве
значення у процесі розробки маркетингових планів завдяки можливостям аналізу зовнішнього середовища та стратегій
конкурентів, а також формування маркетингових цілей компанії. При цьому ШІ може застосовуватись у підготовці та оцінці
бюджету та маркетингового плану, а також здійснювати подальший моніторінг їх виконання. У ході дослідження автор
приходить до висновку, що ШІ сприяє кращому розумінню цільових ринків та аудиторії, дозволяє підготувати відповідні
стратегії. Наведено практичні рекомендації щодо особливостей застосування ШІ при підготовці маркетингового плану
компанії.This paper summarises the arguments and counterarguments within the scientific discussion on
artificial intelligence (AI) in preparing a marketing plan for e-marketing organizations. This research aims to identify
the extent of the contribution of AI in preparing the marketing plan. The author noted that intended to know how emarketing companies could use AI techniques in situation analysis, analyze competitors' strategies, strategic goals,
preparing marketing strategies, preparing an estimated marketing budget, and control a marketing plan.
Systematization of the scientific background and approaches on preparing a marketing plan for e-marketing
organizations indicates that many companies, especially small companies, marketing their products via the Internet,
cannot develop a successful marketing plan. In turn, it could be solved through the use of AI techniques. The study
was conducted on a group of companies that market their products via the Internet in the Kingdom of Saudi Arabia.
To gain the research goal, this study was carried out in the following logical sequence: 1) developing the stratified
sample by collecting statistical information for 141 company in a variety of fields; 2) analyzing the data using SPSS;
3) predicting how AI could be used in preparing the marketing plan; 4) identifying the arrangement of the steps for
preparing the marketing plan in terms of the ability of AI techniques. The methodological tools of the study were
methods of the multiple regression analysis and the Friedman test. The study empirically confirms and theoretically
proves that AI contributes significantly in developing marketing plans through its great contribution to environmental
analysis and analysis of competitors' strategies and setting marketing goals. Besides, AI contributes to preparing the
budget and appreciating the marketing plan, to its evaluation and control. The author mentioned that AI provides
understanding and selecting target markets and sectors, targeting customers, and preparing appropriate marketing
mix strategies for each market sector. Therefore, the study provides recommendations to online organizations to
use AI in preparing their marketing plan because of its great ability to contribute to this
Genetic diversity and antibiotic resistance of Mycobacterium bovis in bovines in the Delta area of Egypt
No full textIntroductionMycobacterium bovis (M. bovis) causes significant financial harm to the cattle industry through decreased productivity and trade limitations, while also posing a risk to human health through zoonotic transmission, which is primarily from unpasteurized milk or close animal contact.MethodsSingle intradermal tuberculin was used to test 2400 cases (1000 Holstein Friesian cattle and 1400 native breed buffaloes) during the national control program from Cairo, El-Buhaira, Dakahlia, Gharbia, Menoufia, and Sharkia districts located at the northern areas of Egypt. Tuberculin-positive cases were slaughtered and subjected to postmortem examination and isolation of M. bovis was performed. IS6110 primer was used in PCR test to confirm the existence of genus mycobacterium and regions of difference-based differentiation was used to detect M. bovis on the species level, phenotypic and genotypic antimicrobial resistance, as well as mycobacterial interspersed repetitive unit-variable number tandem repeat analysis (MIRU-VNTR) were performed.ResultsA total of 65 out of 2400 (2.7%) cases were single intradermal tuberculin test positive, 40 out of 65 (61.53%) were M. bovis positive on PCR, and the 40 isolates exhibited susceptibility to ethambutol, rifampicin, streptomycin, ciprofloxacin, levofloxacin, ofloxacin, and sparfloxacin. From them, 32 (80%) were susceptible to isoniazid, and 8 (20%) were resistant. These eight isolates contained three distinct katG mutations at codons 315, 463, and 506 with rates of 2/8 (25%), 3/8 (37.5%), and 3/8 (37.5%), respectively each representing a unique, single-codon mutation. MIRU-VNTR analysis enabled the identification of 35 distinct genotypes, with genotypes 26, 27, and 28 showing high prevalence. The nine highly discriminatory loci MIRU10, QUB11b, MIRU26, QUB26, QUB4156, MIRU04 ETRD, ETRA, Mtub30, and Mtub39 with a discriminating index of 0.9676 were suitable for the preliminary genotyping of M. bovis isolates from animals. M. bovis, ID: 7540/01, Lineage: Bovis and ID: 951/01, Lineage: Bovis from Germany were the closest lineages to our genotypes using the MIRU-VNTR plus database.ConclusionM. bovis isolated from cattle and buffaloes of some Delta area districts expressed high diversity and some isolates showed resistance to isoniazid with katG mutations. Continuous implementation of MIRU-VNTR analysis will help to trace the origin and similarities among animal and human isolates within the Delta area
Burnout among surgeons before and during the SARS-CoV-2 pandemic: an international survey
No full textBackground: SARS-CoV-2 pandemic has had many significant impacts within the surgical realm, and surgeons have been obligated to reconsider almost every aspect of daily clinical practice. Methods: This is a cross-sectional study reported in compliance with the CHERRIES guidelines and conducted through an online platform from June 14th to July 15th, 2020. The primary outcome was the burden of burnout during the pandemic indicated by the validated Shirom-Melamed Burnout Measure. Results: Nine hundred fifty-four surgeons completed the survey. The median length of practice was 10 years; 78.2% included were male with a median age of 37 years old, 39.5% were consultants, 68.9% were general surgeons, and 55.7% were affiliated with an academic institution. Overall, there was a significant increase in the mean burnout score during the pandemic; longer years of practice and older age were significantly associated with less burnout. There were significant reductions in the median number of outpatient visits, operated cases, on-call hours, emergency visits, and research work, so, 48.2% of respondents felt that the training resources were insufficient. The majority (81.3%) of respondents reported that their hospitals were included in the management of COVID-19, 66.5% felt their roles had been minimized; 41% were asked to assist in non-surgical medical practices, and 37.6% of respondents were included in COVID-19 management. Conclusions: There was a significant burnout among trainees. Almost all aspects of clinical and research activities were affected with a significant reduction in the volume of research, outpatient clinic visits, surgical procedures, on-call hours, and emergency cases hindering the training. Trial registration: The study was registered on clicaltrials.gov "NCT04433286" on 16/06/2020
