Digital transformation of marketing: how business analytics is changing promotion strategies in Ukraine

Анотація

Digital transformation of marketing in Ukraine is a strategic factor in business adaptation to post-conflict recovery, economic instability, and shifting consumer behavior. The study focuses on the role of business analytics, artificial intelligence, mobile platforms, and personalized strategies in shaping a new promotional model. Problem statement. The core issue lies in fragmented implementation of digital tools, unequal access to analytics, and insufficient adaptation of marketing strategies to Ukraine’s cultural and regulatory context. Enterprises face rising customer acquisition costs, demographic decline, and increased price sensitivity. Unresolved aspects. Key challenges include limited cross-channel data integration, low analytical maturity among SMEs, and difficulties in complying with personal data protection regulations. The impact of government support, mobile commerce, and emotional content on promotional effectiveness requires further analysis. Purpose of the article. To substantiate the strategic role of business analytics in transforming marketing practices of Ukrainian enterprises and propose an adaptive digital promotion model that accounts for technological, regulatory, and behavioral factors. Presentation of the main material. The article analyzes campaign performance indicators (conversion, LTV, ROI), sector-specific applications of analytics in e-commerce, pharmaceuticals, and social commerce. It examines the influence of video content, micro-influencers, chatbots, and AI platforms on customer engagement. Special attention is given to regulatory constraints, mobile-first strategies, and unified data systems. Conclusions. Digital transformation of marketing in Ukraine enhances promotional effectiveness, strengthens business adaptability, and fosters long-term competitiveness. A comprehensive analytics approach enables enterprises to navigate uncertainty and achieve sustainable growth in both domestic and international markets.

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