Mechanisms of managerial decision-making using digital marketing platforms

Анотація

The article examines the functioning of managerial decision-making mechanisms on digital marketing platforms in the context of the digital transformation of the economy. The relevance of the research topic is determined by the growing role of data, big data analytics, artificial intelligence, and digital platforms in enterprise management processes, which require the development of theoretical foundations for managerial decision-making and the identification of modern tools to support them. The study aims to analyze, generalize, and develop the theoretical foundations of managerial decision-making in the context of economic digitalization, and to substantiate the role of digital tools in the formation of modern mechanisms to support managerial decisions. The article examines the evolution of managerial decision-making theory from classical rational models to behavioral, systemic, and digital approaches. The main decision-making concepts are identified, including bounded rationality, behavioral models, normative mathematical approaches, and modern data-driven management. It is substantiated that modern managerial decision-making mechanisms integrate digital marketing platforms, big data analytics, decision support systems, and artificial intelligence algorithms. The study analyzes practical cases of digital tool use by leading companies, demonstrating how big data analytics informs strategic and marketing decisions, forecasts demand, personalizes customer interactions, and optimizes management processes. It is determined that digital marketing platforms enable the transition from retrospective analysis to predictive and prescriptive management, thereby increasing the validity of managerial decisions and reducing uncertainty. The study of the practical use of BI systems, CRM platforms, Big Data tools, predictive analytics systems, and marketing automation platforms identified their significant role in shaping modern managerial decision-making mechanisms in enterprises. The study also examines potential risks associated with the use of digital technologies in managerial decision-making processes. The following risks were identified: algorithmic bias, opacity of artificial intelligence models, excessive automation of management, discriminatory pricing, and inaccurate forecasts based on big data. To minimize these threats, it is necessary to establish a balanced decision-making mechanism that integrates the analytical capabilities of digital platforms with expert managerial experience. Keywords: managerial decision-making process, digital marketing platforms, marketing tools, marketing, decision support systems, digital transformation.

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