Marketing analytics as a tool of strategic adaptation of the enterprise

Abstract

The article is devoted to the study of marketing analytics, its essence, modern tools, and practical significance in the process of strategic development of enterprises, as well as their adaptation to complex business conditions. Theoretical approaches to the interpretation of marketing analytics are generalised, and its importance as a tool for managerial decision-making is substantiated. The main tasks of marketing analytics are identified, including data collection, processing and analysis, identification of patterns, and forecasting of market trends and consumer behavior. Particular attention is paid to the characteristics of modern marketing analytics tools. Their advantages in improving marketing performance, as well as certain limitations in their application, are determined.