Digital transformation of SMEs marketing: the role and capabilities of business analytics

Abstract

Purpose. The purpose of the article is to provide a theoretical substantiation of the essence of the digital transformation of marketing activities in small and medium-sized enterprises, to determine the role and capabilities of business analytics in enhancing the effectiveness of marketing decisions, as well as to generalise methodological approaches to evaluating the performance of analytical tools used by SMEs. The article explores the theoretical foundations and practical aspects of the digital transformation of marketing activities in small and medium-sized enterprises, focusing on the role of business analytics as a key instrument for improving managerial decision-making. It is substantiated that digitalisation reshapes the structure of interaction with consumers, expands segmentation and personalisation opportunities, and forms new approaches to planning and evaluating the effectiveness of marketing strategies. The study demonstrates that the integration of analytical tools enables enterprises to obtain relevant data on customer behaviour, optimise promotion channels, increase forecasting accuracy, and strengthen adaptability to changes in the market environment. The article systematises the toolkit of business analytics that SMEs can apply at various stages of digital development, including web analytics, CRM systems, data visualisation platforms, and predictive modelling technologies. It is emphasised that the success of implementing analytical solutions depends on data quality, the level of digital competence of personnel, and the enterprise’s ability to integrate information into a unified analytical environment. A structural-logical model for evaluating the effectiveness of business analytics is proposed, covering financial, behavioural, and process indicators and allowing for a comprehensive measurement of the impact of analytical technologies on marketing outcomes. It is demonstrated that applying such a model contributes to improving marketing decisions, strengthening competitive positions, and forming long-term strategic advantages for SMEs in the digital environment.