THE IMPORTANCE OF THE "DATA-DRIVEN" APPROACH IN MARKETING ACTIVITIES AND ITS POTENTIAL IN THE MANAGEMENT STRATEGY OF INNOVATION-ORIENTED AGRICULTURAL ENTERPRISES

Анотація

The article examines the importance of implementing a data-driven approach in the marketing activities of agricultural enterprises with an emphasis on its potential in the strategic management of innovation-oriented business entities. In the context of digital transformation of the agricultural sector, there is a growing need for tools that allow for rapid adaptation to market changes, take into account consumer interests, and ensure sustainable development. The data-driven strategy involves the use of large amounts of data collected both online and offline to create personalized marketing campaigns, accurately target the audience, improve analytics, and reduce uncertainty in decision-making. The study analyzed the financial and marketing indicators of six agroprocessing enterprises in Western Ukraine. Based on their annual reports, regression models were constructed that reflect the dependence of sales revenue on the level of profitability of marketing activities. The results showed that enterprises that actively implement a data-driven approach demonstrate higher efficiency, flexibility, and growth dynamics. The presence of both direct and inverse correlations between key indicators has been determined, which allows us to differentiate the degree of influence of individual factors on the effectiveness of marketing strategies. The article also focuses on the methodological aspects of using economic and mathematical models to predict the effectiveness of marketing decisions, justifies the feasibility of their integration into the management system of innovative enterprises. The conclusions of the study emphasize the need for systematic implementation of data-driven marketing to increase competitiveness, improve service and quality of interaction with end consumers

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