基于数据科学的品牌管理营销决策支持系统

IF 1.2 Q4 BUSINESS
G. Chornous, Y. Fareniuk, Vincentas Rolandas Giedraitis, Erstida Ulvidienė, G. Kharlamova
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引用次数: 0

摘要

为了改进营销活动和品牌管理,并证明最有效的营销决策是合理的,组织应该在营销决策支持系统(MDSS)中实施不同的信息技术、数学方法和模型。本文的目标是形成MDSS的架构,其模型库是在数据科学工具上开发的,特别是回归分析和机器学习方法。所提出的MDSS是一个多智能体信息系统,包括九个智能体(市场环境监测、数据处理、营销组合建模、价格政策支持、投资组合管理、战略分析、预测、客户细分和客户分类)。这些代理的功能是通过数据科学实现的,它允许优化营销活动(例如,有效的品牌管理战略及其要素(投资组合战略、价格政策和媒体战略),或解决以最大的营销投资回报吸引新客户和留住现有客户的问题)。MDSS通过构建不同的模型并预测营销因素的各种组合来分析营销环境、媒体活动和商业指标,以选择最佳组合。MDSS代理的联合工作为决策者提供了交互式报告。研究结果为基于数据做出有效的营销决策提供了科学依据,所提出的MDSS可以成为规划营销活动的智能系统的一部分。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
A data science-based marketing decision support system for brand management
To improve the marketing activity and brand management and justify the most effective marketing decisions, organizations should implement different information technologies, mathematical methods and models into the marketing decision support system (MDSS). The goal of this paper is to form an architecture of an MDSS, the model base of which is developed on Data Science tools, in particular regression analysis and machine learning methods. The proposed MDSS is a multi-agent information system comprising nine intellectual agents (market environment monitoring, data processing, marketing mix modeling, price policy support, portfolio management, strategic analysis, forecasting, customer segmentation, and customer classification). The functionality of these agents is realized through Data Science, which allows for the optimization of marketing activities (e.g., an effective brand management strategy and its elements (portfolio strategy, price policy, and media strategy) or solving the problems of attracting new and retaining current customers with the maximal return on marketing investments). The MDSS analyzes the marketing environment, media activity, and business indicators by constructing different models and forecasting various combinations of marketing factors to select the best one. The joint work of MDSS agents provides decision-makers with interactive reports. The research findings offer a scientific basis for making effective marketing decisions based on data, and the proposed MDSS can become part of an intelligent system for planning marketing activities.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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