Data-driven маркетинг как средство повышения эффективности маркетинговой кампании в цифровой экономике

Translated title of the contribution: DATA-DRIVEN MARKETING AS A MEANS OF IMPROVING THE EFFECTIVENESS OF A MARKETING CAMPAIGN IN THE DIGITAL ECONOMY

Research output: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review

Abstract

The article presents a marketing structure adapted to the conditions of the digital economy. Emphasis was placed on the opportunities offered by modern digital technologies. On the basis of the systematization of information presented in domestic and foreign literature, the author gave its own definition of data-driven marketing, summarizing its main features, highlighted in various sources. The comparative analysis revealed the differences between the technologies underlying data-driven marketing and those inherent in traditional marketing. Modern technologies are more productive, relevant, and take less time. However, the acquisition and maintenance of digital information technology and the associated costs of training operations personnel can require a significant initial investment for the company. It is noted that the introduction of data-driven marketing must be accompanied by changes in the organizational structure of the company and its internal environment; the definition of a set of data required for a particular company is based on its strategic goals, as well as the tasks and needs of all stakeholders. The classification of databases used in companies made it possible to distinguish between the concepts of “operational database” and “marketing database”, which are often combined and interchangeable in the literature. When implementing data-driven marketing in a company, it is important to distinguish them and organize the coordinated work of the responsible departments so that, in aggregate, their application gives the greatest result. Also, based on the analysis, the area of further research on consumer databases was narrowed, i. e. the metrics and scope of data-driven marketing have been studied in relation to this type of information. The article proposed options for appropriate marketing activities as part of the implementation of various marketing strategies using databases: maintaining loyalty, stimulating repeat purchases, creating or improving a product, as well as promoting it. In this case, the advantages of data-driven marketing make it possible to implement these strategies with a higher probability of success and less resource consumption. The authors of the article also make a general conclusion that traditional models of marketing research need to be transformed into a digital model based on advanced analytics, artificial intelligence and technologies that help to better understand the consumer, see the zones of risks and losses in time, and simulate the scenario of the development of the situation in advance. market.
Translated title of the contributionDATA-DRIVEN MARKETING AS A MEANS OF IMPROVING THE EFFECTIVENESS OF A MARKETING CAMPAIGN IN THE DIGITAL ECONOMY
Original languageRussian
Title of host publicationТехнологические тренды и наукоемкая экономика: бизнес, отрасли, регионы
Subtitle of host publicationКоллективная монография
EditorsОльга Кораблева
Place of PublicationСанкт-Петербург
Publisher«Астерион»
Pages173-195
ISBN (Print)978-5-00188-013-4
StatePublished - 2021

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