THE FORMATION OF MARKETING MECHANISMS FOR MANAGING BUSINESS DEVELOPMENT BASED ON PREDICTIVE ANALYTICS

Abstract

BACKGROUND AND OBJECTIVES. Improving the operation of a commercial enterprise is an integral task of a growing business. In modern conditions of rapid global technological growth, systems of analysis and statistics come out on top in terms of efficiency. The introduction of a business management system through marketing and predictive analysis will allow you to stand out in a competitive environment and make the company more sustainable and competitive. The solutions currently available cannot solve the emerging business problems. These software solutions are often complex, require large amounts of raw data, and end up producing questionable statistics that cannot be further applied. Therefore, the whole business is faced with the task of finding and implementing simple but really working methods of analyzing activities and managing the development of an enterprise.

METHODS. It is proposed to use a business management system through marketing and analytics. Changes in the hierarchy of the enterprise will allow to unite all structural divisions with a single link, which will help to coordinate and direct the entire business as a whole. The next qualitative change should be called the introduction of a predictive analytics system, which will allow making decisions accurately and on time. Particular importance should be attached to predictive analysis using the SALSA method. The simplicity and adaptability of this method of analysis will allow it to be implemented not only in large, but also in medium and small enterprises.

FINDINGS. It is proposed to present the results of predictive analysis in a simple and understandable form to ensure clarity, comparability and the ability to quickly make the right strategic decisions. To improve the competitiveness of companies, it is proposed to change the structure of the business hierarchy and manage departments using statistical and analytical data obtained by the marketing department.

CONCLUSION. Accurate data and strong interconnection of all departments in the company will be able to ensure stable operation, reduce costs, increase margins and competitiveness of the company. The introduction of a management system based on predictive analysis will help to avoid critical points in the work of the enterprise and respond in time to changes in the internal and external environment. High efficiency of work will help to enter new markets not only in Ukraine but also abroad.

KEYWORDS: marketing; predictive analytics; business management; business efficiency.