BEHAVIORAL ANALYTICS: ANALYSIS OF THE CURRENT STATE AND ITS APPLICATION IN SOLVING BUSINESS PROBLEMS

Abstract

Digital transformation is taking over more and more areas of everyday life. Business digitalization has already become something more than just the introduction of modern equipment, first of all, it is the transformation of the enterprise management system. Companies are increasingly rethinking their development strategies to focus on personalizing offers and increasing customer loyalty. Currently, there are a fairly large number of software tools for behavioral analysis. Each of them is individual and can be successfully used for a certain type of data or company requests. This article will consider the existing tools for behavioral analysis, their advantages, and disadvantages, and compare various methods both in the global market and in the russian. The analysis showed that each of these tools is not without drawbacks - there is no universal software tool for solving all kinds of emerging problems.