Modern information technoligies in the shepre of analytics and promotion

Abstract

Purpose: to identify modern trends of IT services market development and features of digital technologies use depending on the tasks to be accomplished in marketing. Discussion: in the past decades there has been such a substantial growth of the volume of data in marketing that it significantly increased the need for the use of special platforms, services and IT solutions that allow to automate the process of collecting, processing and integration of data from different analytical systems. At the moment, due to rapid development of digital technologies there arises a task of consolidation and systematization of the applied information technologies in order to increase the effectiveness of marketing activities. This article explores the directions of change in analytics and in the sphere of marketing communications development influenced by evolution of modern IT solutions. Results: systematization of applied digital technologies is proposed depending on the marketing functions and goals; the overview of services and analytics resources increasing the effectiveness of marketing activities are provided.