Abstract
The article discusses the problems of automating support for choosing a marketing strategy based on user preferences. This problem arose due to a large amount of data about visitors, a variety of personalization methods and methods of developing marketing strategies. At the moment, there is a contradiction between the lack of automation and its need to increase conversion, reduce time and money costs when choosing a marketing strategy. The paper considers and compares the methods of choosing a marketing strategy and identifies patterns in user preferences, analyzes the principles of existing software analogues operation. Based on the analysis, methods and algorithms were developed to support the choice of a marketing strategy in the field of Internet business based on user preferences, an experiment was carried out on a ready-made data collection, and the software, system architecture and data architecture for a system that supports the choice of a marketing strategy were described; software implementation of the developed algorithms is being discussed. The result of the work can be used primarily by marketers and specialists in online advertising to reduce the time and money spent on advertising campaigns and increase conversion.
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Kotsyuba, I., Baburova, T., Shikov, A., Silko, J. (2022). Automation Marketing Strategy Choice in the Field of Internet Business Based on User Preferences. In: Beskopylny, A., Shamtsyan, M. (eds) XIV International Scientific Conference “INTERAGROMASH 2021". Lecture Notes in Networks and Systems, vol 246. Springer, Cham. https://doi.org/10.1007/978-3-030-81619-3_94
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DOI: https://doi.org/10.1007/978-3-030-81619-3_94
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