DATA-DRIVEN MARKETING IN BRAND STRATEGY FORMULATION

Abstract

Introduction. In the current conditions of digital transformation of the economy and intensified competition in the market, it is important to develop an effective brand strategy that ensures the long-term competitiveness of enterprises. The rapid development of information and communication technologies, the spread of digital platforms, and the growth of marketing data volumes are driving a transformation in approaches to marketing management. In these conditions, the use of data-driven marketing, which involves making strategic and tactical marketing decisions based on the systematic collection, processing and analysis of data on consumer behaviour, market trends and the effectiveness of marketing communications, is becoming particularly relevant. The use of analytical tools in the brand management process allows for more informed management decisions, more accurate consumer segmentation, more effective communication policies, and stronger market positions for the brand. At the same time, the issue of integrating data-driven approaches into the brand strategy formation system requires further scientific consideration and systematisation.

Purpose. The purpose of the article is to theoretically generalise and substantiate the role of data-driven marketing in brand strategy formation, as well as to identify key principles, data sources and tools used in the implementation of a data-driven approach in brand management.

Materials and methods. The methodological basis of the study is a set of general scientific and special methods of scientific cognition. In particular, the following methods were used analysis and synthesis - to generalise scientific approaches to the essence of data-driven marketing; a systematic approach to determine the place and role of marketing data in the process of brand strategy formation; a comparative analysis method to study data-driven marketing tools and evaluate their advantages and disadvantages; a logical generalisation method to form conclusions about the possibilities of integrating data-driven approaches into the system of strategic brand management of enterprises.

Results. The study systematises the theoretical foundations of applying data-driven marketing in the process of brand strategy formation. It identifies the main principles of data-driven marketing, including: a focus on data when making marketing decisions, the comprehensive use of various sources of information, continuous monitoring of consumer behaviour, and the adaptability of marketing strategies. The advantages and disadvantages of data-driven marketing tools have been analysed, in particular the possibilities for improving the accuracy of market segmentation, personalising communications and optimising marketing costs, as well as the limitations associated with data quality, the complexity of data processing and the need to use modern analytical technologies. The main sources of data in the brand management system are summarised, including internal company data, digital communication channel data, consumer behaviour analytics, and external marketing research. In addition, the process of organising data-driven marketing in the brand management system is substantiated, which involves setting goals and key performance indicators, collecting and processing data, segmenting the target audience, selecting marketing communication channels, implementing marketing activities and further monitoring the results.

Discussion. Prospects for further research lie in the development of applied models for integrating data analytics tools into strategic brand management systems, as well as in exploring the possibilities of using artificial intelligence and machine learning technologies to improve the effectiveness of data-driven marketing.