AUTOMATION OF MARKETING DECISIONS

Abstract

This article provides a definition of the concept of "automation of marketing decision-making," which involves the use of technology and algorithms for data collection and analysis to make effective decisions in marketing programs, advertising, sales, and other aspects of marketing. The aim of the article is to investigate the role of automation in marketing decision-making. The research methodology includes a review of the concept of "automation of marketing decision-making," an analysis of the impact of automation on the decision-making process, and the identification of advantages and challenges. An automated pricing algorithm was integrated into existing promotions management system of one of the biggest retail network of Ukraine. The implemented algorithm, based on artificial intelligence and machine learning methods, resulted in a significant increase in sales during the promotion, achieving a 30% growth in revenue compared to the planned target on the first day of the campaign. It has been determined that the implementation of systems and algorithms for automating marketing decision-making, including those based on artificial intelligence methods, contributes to the following: increased efficiency, improved market situation analysis, personalization of business towards consumers, and time savings. However, challenges such as adaptability to changes, data quality and accuracy, impact on consumer interaction, data security, and substantial financial investments have been identified. To successfully implement automation in marketing decisions, it is crucial to develop a clear implementation plan, ensure integration with existing systems, conduct continuous monitoring and evaluation, provide adequate support and training for staff, and remain flexible and adaptable. Prospects for the implementation of automated systems based on artificial intelligence and machine learning for decision-making in marketing require further research and exploration.