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Integration of Predictive Analytics into Marketing Management: Impact on the Development of Brand Promotion Strategies in the Digital Economy
Ptashchenko O. V., Aliev E. S.

Ptashchenko, Olena V., and Aliev, Elman Sh. (2024) “Integration of Predictive Analytics into Marketing Management: Impact on the Development of Brand Promotion Strategies in the Digital Economy.” Business Inform 10:761–761.
https://doi.org/10.32983/2222-4459-2024-10-761-761

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 0

UDC 34.004

Abstract:
The article purposes to prove that the economic environment today is actively changing under the influence of digitalization, while the integration of the latest technologies into the processes of marketing management is a necessary condition for ensuring the competitiveness and efficiency of enterprises. One such technology is predictive analytics, which allows companies to predict consumer behavior, analyze market trends, and optimize brand promotion strategies. The use of predictive analytics in marketing opens up new opportunities for creating personalized offers, improving customer interactions, and maximizing the efficiency of advertising campaigns. The aim of the study is to determine the features of integrating predictive analytics into marketing management, taking into account the aspects of the impact of brand promotion strategies in the digital economy. The main methods of the study are: the method of analysis, the method of synthesis, the method of deduction, the method of induction, the method of comparison, the logical method, the method of comparison, the graphical method. It is specified that in the digital economy, where data is becoming one of the most valuable resources, the ability to quickly adapt to changing demand and consumer preferences is becoming a crucial factor in the success of brands. Given the huge amounts of data that are generated every day, its effective use with the help of predictive analytics is becoming a necessary tool for companies that strive not only to stay relevant, but also to actively shape future trends in the market. This process not only allows for more accurate marketing strategies, but also fosters a deeper understanding of consumer needs, which in turn helps brands create more efficient and effective promotion strategies. The integration of predictive analytics into marketing management has a significant impact on identifying target audiences, planning advertising campaigns, personalizing communications, and adapting products to changing market conditions. Thus, the integration of predictive analytics into marketing management becomes an important tool in the development of brand promotion strategies, allowing businesses to respond efficiently to the challenges of the digital economy and achieve high results in a competitive environment.

Keywords: predictive analytics, marketing management, digital economy, digital transformations, brand promotion, brand, brand promotion strategy development, digital economy impact, big data analysis, analytics, big data, digital technology, high technology, predictive analytics integration, data analytics, strategies, marketing strategies, promotion strategies.

Tabl.: 1. Bibl.: 22.

Ptashchenko Olena V. – Doctor of Sciences (Economics), Professor, Professor, Department of Entrepreneurship and Trade, West Ukrainian National University (11 Lvivska Str., Ternopil, 46009, Ukraine)
Email: [email protected]
Aliev Elman Sh. – Postgraduate Student, West Ukrainian National University (11 Lvivska Str., Ternopil, 46009, Ukraine)
Email: [email protected]

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