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Abstract:The paper is focused on study of information systems that can be applied in the process of marketing planning. General terms from information systems theory are examined from marketing perspective, particular examples of marketing activities support are identified on the basis of literature review and global structure of the Marketing Information System (MkIS) is proposed. The main subsystems of MkIS -internal reporting system, marketing intelligence system, marketing research system, and decision support system are discussed in higher level of detail. The main attention is paid not only to supported marketing processes but also to technologies that can be used in individual parts of MkIS. The result is the architecture that integrates isolated marketing applications into one comprehensible framework. This architecture also creates a framework for following research in the field of marketing activities support.Key words: Marketing Information System, marketing research, marketing intelligence, decision support systems Abstrakt: Práce se zaměřuje na studium informačních systémů, které mohou být nasazeny v procesu marketingového plánování. Nejprve jsou zkoumány z hlediska marketingu obecné koncepty z teorie informačních systémů, dále jsou na základě studia publikací identifikovány konkrétní příklady podpory marketingových aktivit pomocí informačních technologií a následně je popsána globální struktura marketingového informačního systému (MkIS). Hlavní subsystémy MkIS -vnitřní informační systém, marketingový výzkumný a zpravodajský systém a systém pro podporu rozhodování jsou rozebrány podrobněji. Pozornost je věnována nejen marketingovým procesům, ale také technologiím, které mohou být v jednotlivých subsystémech MkIS použity. Výsledkem je architektura integrující jednotlivé izolované marketingové aplikace do jednoho srozumitelného rámce. Tato architektura zároveň představuje rámec pro další výzkum v oblasti podpory marketingových aktivit.Klíčová slova: marketingový informační systém, marketingový výzkum, marketingové zpravodajství, systém pro podporu rozhodování

Chatbots are going to be the main tool for automated conversations with customers. Still, there is no consistent methodology for choosing a suitable chatbot platform for a particular business. This paper proposes a new method for chatbot platform evaluation. To describe the current state of chatbot platforms, two high-level approaches to chatbot platform design are discussed and compared. WYSIWYG platforms aim to simplicity but may lack some advanced features. All-purpose chatbot platforms require extensive technical skills and are more expensive but give their users more freedom in chatbot design. We provide an evaluation of six major chatbot solutions. The proposed method for the chatbot selection is demonstrated on two sample businesses – a large bank and a small taxi service.

The paper presents the result of experiments that were designed with the goal of revealing the association between texts published in online environments (Yahoo! Finance, Facebook, and Twitter) and changes in stock prices of the corresponding companies at a micro level. The association between lexicon detected sentiment and stock price movements was not confirmed. It was, however, possible to reveal and quantify such association with the application of machine learning-based classification. From the experiments it was obvious that the data preparation procedure had a substantial impact on the results. Thus, different stock price smoothing, lags between the release of documents and related stock price changes, five levels of a minimal stock price change, three different weighting schemes for structured document representation, and six classifiers were studied. It has been shown that at least part of the movement of stock prices is associated with the textual content if a proper combination of processing parameters is selected.

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