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Evaluating the Effectiveness of the SUNLIGHT Mobile Application using Mathematical Modeling Methods

Student: Evgeniy Lazarev

Supervisor: Yulia Grishunina

Faculty: HSE Tikhonov Moscow Institute of Electronics and Mathematics (MIEM HSE)

Educational Programme: Mathematical Methods of Modelling and Computer Technologies (Master)

Year of Graduation: 2020

Nowadays, any large company has its own website and mobile application, so it is important to properly increase their effectiveness by correctly distributing the costs of attracting new customers and awakening interest from old ones. The object of work is a mathematical model of visiting the mobile application SUNLIGHT. The aim of the work is to optimize the costs allocated to advertising campaigns, in order to increase revenue, it is necessary to deploy an analytics system in the application under the iOS platform. To achieve these goals, the following programs are used in the work: Swift programming language for implementing analytics in an application, Python for performing calculations. The paper analyzes articles of many famous authors in this field. This work is useful for the distribution of company expenses in order to maximize revenue.

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