THE ROLE OF MARKETING ANALYTICS IN ADAPTING MARKETING STRATEGY IN THE FIELD OF E-COMMERCE

Abstract

The emergence of e-commerce is becoming important for reviewing opportunities and tools for adapting marketing strategies to new conditions. New opportunities allow companies to track and predict possible changes in the market, and it also allows them to make quick decisions given the changing economic conditions in which most Ukrain-ian companies have been operating for the past 5 years. Despite the development of marketing analytics tools, it is cru-cial for companies to remember that traditional methods are still relevant, especially when it comes to the external environment of the enterprise. This combination provides for an enterprise to take a comprehensive approach to con-ducting a deep and comprehensive analysis of the market, its own capabilities, and development prospects. This allows any enterprise to recognize the strengths and weaknesses of its business in the market, understand its position in the market and better adapt its marketing strategies to increase sales. This paper considers the possibility of using modern marketing analytics tools to improve the adaptation of strategies in a changing situation in the e-commerce market. The author discusses the thesis that the analysis of the information received in the digital environment today and in the fu-ture is a key part for the successful formation of marketing strategies. The article emphasizes the importance of adapt-ing the marketing strategy in the context of economic instability as the main element of increasing sales conversion in the enterprise. Using marketing analytics, modern marketing professionals will be able to analyze the actions of poten-tial customers in the market, identify new opportunities for growth, optimize existing communication channels and find new ones. The article also emphasizes the suitability of traditional marketing analytics methods. This paper discusses promising approaches to the formation and adaptation of marketing strategies using predictive analytics methods and techniques. The article also focuses on the application of predictive analytics to the environmental factors that influence the development of the enterprise’s activities to ensure a flexible marketing strategy.