Vitalina Babenko

With the development of a new stage of the industrial revolution, the importance of digitalization of business development tools is growing. The purpose of this article is to study the applied aspects of digital marketing tools usage for business development in the B2C market. To achieve the purpose and objectives of the study general and special methods are used: comparative analysis of the results of economic and statistical surveys; method of expert assessments by questionnaires using a 5-point Likert scale. The concordance coefficient was used to determine the consistency of the experts' opinions taking into account the related ranks in method of expert assessments. According to the results of the research, it is established that the Ukrainian business of the B2C sector was actively mastering digital marketing tools. The analysis of penetration level of digital technologies in the development of trade business showed the emergence of basic conditions for updating marketing tools to influence the B2C market. There is a rapid coverage rate of multi-purpose use of the Internet among consumers and businesses; gradual growth of digital skills among practitioners; positive dynamics of development of interactive services in the trade sphere. However, the level of use of the retail businesses websites remains low in many spheres of customer service. An important trend of the current development stage of the consumer market is the usage of business Internet platforms designed for mass dissemination of information. Effective marketing channels of interaction with consumers include social media (social networks, blogs or microblogs, websites with multimedia content, knowledge sharing tools), websites, e-shops, and sales via mobile devices. According to the results of expert evaluation, foreground digital technologies, which are able to bring business to a qualitatively new level of interaction with consumers and the provision of trade services have been identified. These are artificial intelligence and cognitive technologies, BigData, Internet of Things (IoT), and cloud computing. The structural and logical scheme of research of digital marketing tools is used for business development which includes two stages is offered. In the first stage, trendwatching, benchmarking and evaluation of internal opportunities for the use of digital marketing tools are performed. In the second stage, three components of digital readiness of business are defined: technological; competence; institutional. The obtained results form the basis of further research to determine the priorities of adaptive digital business behavior for the productive use of existing digital opportunities.

Information Management and Analysis (IMA) implies the single data and knowledge base of the business organization whose algorithm and software complex is designed to solve functional problems of operating and dispatch management, marketing, financial arrangements, accounting, strategic planning and organizing e-document flow between the sources and users of information. The “information – communication - control” vector is directed at the achievement of corporate objectives. Assessment of IMA implementation efficiency is complicated by the fact that implementation of managerial (informational) solutions is possible indirectly, with the flows of material, financial and informational resources; the IMA algorithms are valid for a certain range of situations and modes, whose frequency and duration of action are not known in advance. The study is aimed at formalizing compatibility conditions for a set of economic and technical, actual, and probabilistic indicators applied for justifying the IMA implementation efficiency for industrial entrepreneurship. The IMA effectiveness is expected to be calculated as a total of network (communication) effects per each block of IMA algorithms, factored the presentation of information operability; to calculate cost-effectiveness (recoupment of investment) it is supposed to modernize the structural capital evaluation procedure according to A.Puliс. The article contains an introduction, concept of IMA, application of system efficiency theory to IMA, building the structure of IMA efficiency indicators, and conclusion. The main method of study: system approach.

The article investigates in-depth the theoretical provisions for the construction of modern product quality management systems, providing for the optimization and transformation of individual production and economic processes to a higher quality level, as well as the functions integration of enterprise management system and product quality management system; such integration is carried out on the basis of knowledge, information and communications, which are the basis of external integration processes of the enterprise. This provided an opportunity to develop a scientific and methodological approach to the formation of an adaptive quality system capable of producing high quality products over a long period of time. The generalization of practical aspects of the research provided an opportunity to build an algorithm and determine the tools for the formation of an adaptive product quality management system using modern computer technology for effective information support.

The economic events of recent years caused by the effects of the pandemic have contributed to rising farm costs. Determining the unit cost of current biological assets of crop production and detailing these costs by major categories is one way to optimize them and increase the efficiency of the main activities of the producer. It requires formation and implementation effective cost control mechanisms in crop production.The purpose of this study is development of scientifically sound proposals and recommendations for controlling the cost of current biological assets of crop production, identifying priority cost items at each stage of cost formation. The main standards for accounting for current biological assets of crop production in Ukraine are IAS 41 "Agriculture" and NP (S) FA 30 "Biological assets". Control is regulated by the company's accounting policy. It has established that it is possible to determine the actual cost of agricultural products only at the end of the year. Currently, in Ukraine there is no legal act that would give the right to reduce the time of determining the actual cost of agricultural products. To determine the financial result, there is a method of sequential closing of accounts of different types of agricultural production. In order to improve the system of control over the value of current biological assets of crop production in agricultural enterprises, it is proposed to strengthen internal control by means of information systems and technologies. Control of costs that form the cost of crop production should be carried out both at the planning stage and during the execution of works and at the stage of their completion.

Developed an integrated intellectual computerized system of ecological-economic monitoring, modeling, and managing the life cycle of the products of technogenic enterprises of transport engineering, which is presented in the form of a 3-equation structure, functioning in conditions of instability. The proposed paradigm system life cycle management applicable to any other control system of large and complex systems, such as techno-genic type. This new paradigm of complex systems and process management, including technical systems. The system is based on the following findings: concepts, principles, a set of non-linear models, decision-making methods, and the environmental and economic governance, integral criteria. As an example, in this paper offer solution to the problem of estimating the cost of the product life cycle of railway transport.

(1) Background: The article proposes a methodical procedure for assessing the risk of implementing the diversification strategy of an industrial enterprise based on of management information technologies. The result of which was the improvement of the solution of practical tasks of the diversification strategy with the help of economic and statistical modeling; (2) Methods: the article proposes a methodology for assessing the risk of implementing a diversification strategy, which is based on modeling a portfolio of strategies using economic and statistical indicators: mathematical expectation; dispersions; covariances; (3) Results: As a result of the approbation of the methodical approach, the issue of optimization of complex diversification plans of enterprises in the conditions of the implementation of information technologies was considered. This approach is based on achieving such a structure of diversification of the enterprise, when the expected efficiency will be the maximum possible, and the expected risk will be the lowest. The solution to this problem was realized on the example of product diversification, when the enterprise decides to open the production of several heterogeneous goods; (4) Conclusions: It was concluded that combinations of key success factors distinguish one segment from another, then there are always factors that are part of several or many areas. The obtained calculations showed the possibility of using this methodical approach when assessing the risk of implementing a diversification strategy in the conditions of the introduction of information technologies. The possibility of its use in the context of justifying the choice of a variant of a diversified production portfolio of an enterprise organized on the basis of management information technologies is considered.

Today, users generate various data increasingly using the Internet when choosing a product or service. This leads to the generation of data about the purchases and services of various consumers. In addition, consumers often leave feedback about the purchase. At the same time, consumers discuss their attitudes about goods and services on social networks, messengers, thematic sites, etc. This leads to the emergence of large volumes of data that contain useful information about various manufacturers of goods and services. Such information can be useful to both ordinary users and large companies. However, it is practically impossible to use this information due to the fact that it is located in different places, that is, it has a raw, unstructured character. At the same time, depending on the target group of users, not the entire data set is needed, but a specific target sample. To solve this problem, it is necessary to have a tool for structuring information arrays and their further analysis depending on the set goal. This can be done with the help of various frameworks that use methods of machine learning and work with data. This work is devoted to elucidating the problem of creating means for evaluating consumer preferences based on the analysis of large volumes of data for its further use by the target audience.  The goal of the development of big data analysis systems is obtaining new, previously unknown information. The methodology of application of algorithms of work with large data sets and methods of machine learning is used, namely the pandas library for operations on a data set and logistic regression for information classification As a result, a system was built that allows the analysis of lexical information, translate it into numerical format and create on this basis the necessary statistical samples. The originality of the work lies in the use of specialized libraries of data processing and machine learning to create data analysis systems. The practical value of the work lies in the possibility of creating data analysis systems built using specialized machine learning libraries.