Marketing Analytics as a Tool for Data-Driven Decision-Making in Brand Management and Creative Marketing Projects

Abstract

Objective. The objective of this study is to demonstrate the role of marketing analytics as a data-driven decision-making tool in brand management and the management of creative marketing projects, as well as to identify ways to improve the effectiveness of marketing activities based on analytical data.

Methods. The study employed general scientific and specialized methods, including analysis and synthesis - to summarize theoretical approaches to the nature of marketing analytics; a systems approach - to determine its role in the structure of marketing management; comparative analysis - to examine the characteristics of the data-driven approach in brand management; methods of economic analysis and calculation - to evaluate the effectiveness of marketing decisions; graphical and tabular methods - to summarize the research results.

Results. This paper summarizes theoretical approaches to defining the essence of marketing analytics and substantiates its key role in the marketing management system. It examines the specifics of applying a data-driven approach in brand management, which ensures more informed strategic and tactical decisions. The practical aspects of using marketing analytics in the management of creative marketing projects are analyzed, and the main directions for improving the effectiveness of managerial decision-making based on analytical data are identified.

Conclusions. It has been demonstrated that marketing analytics is a key tool for implementing a data-driven approach, which enhances the effectiveness of brand management and the management of creative marketing projects. It has been established that the integration of analytical tools into all stages of marketing activities contributes to the increased soundness, adaptability, and effectiveness of management decisions, which is an important prerequisite for enhancing the competitiveness of enterprises in the modern digital environment.