DATA MINING AND BUSINESS ANALYTICS IN BUSINESS MANAGEMENT AND MARKETING

Abstract

Article discusses the use of data mining and business intelligence systems in framework of digital transformation and achievement of strategic goals of business management. Characteristic features, methods, functionality, tasks solved by analysis systems aimed at effective use of big data, taking into account constant changes in consumer behavior and preferences, are revealed. Cycle of data analysis and management solutions is presented to ensure a complete and reliable analysis of company's business processes. Study identifies areas of practical application of data mining and business analytics in the marketing activities of companies.