DIGITAL PROMOTIONAL TOOLS USAGE IN SMALL BUSINESS EFFICIENCY FORECASTING IN ACCORDANCE WITH A COMPANY’S INTEGRATION INTO DARA-DRIVEN CULTURE

The development of digital promotion tools, as well as the culture of data-driven marketing, has a strong impact on business development in modern reality: companies adapt digital promotion and analytics tools to increase revenue, but do not always use them effectively. Moreover, the trend towards the use of data-driven marketing is still being formed and adapted in both scientific and practical marketing activities, while digital promotion tools are being changed almost every day.
This work is devoted to the development of technology for the effective use of promotion tools in small businesses, depending on the degree of integration of the company into the culture of data-driven marketing. The methodology is represented by the works of D. A. Shevchenko, D. V.
Tikhonov, Yu. V. Nikitenko, K. A. Boldyreva, M. Mollaeva and others. The study analyzes trends in the use of digital promotion tools, the definition of digital marketing as well as approaches to predicting the effectiveness of using these tools in practice.
As a result of the research, a technology that allows to increase the efficiency of the process of forecasting the use of digital promotion tools in combination with the classification of the company proposed by the authors according to the degree of integration to the culture of data-driven marketing and the possibility of predicting the effectiveness of the use of digital promotion tools was proposed. The authors of the work applied the proposed technology on an IT company. The research results can be used both in further research related to data-driven marketing and analysis of the effectiveness of using digital promotion tools as well as in practical marketing activities.

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