The marketing strategy for making optimal managerial decisions by means of smart analytics

Abstract

The article presents a methodology for developing the marketing strategy for making optimal managerial solutions by means of smart analytics. Such issues as marketing strategy modeling methods; software products based on the integration of smart analytics; optimal choice of electromobile and others have been considered. The main subject of the article is constructing an optimal decision-making model using a combination of classical statistical and mathematical methods and models, as well as modern information technologies, including methods of smart analytics. The conceptual scheme of the effective marketing management has been created according to the structural components: information, statistical, mathematical, analytical and technological, etc. The structure and main features of every component have been considered in detail. The created conceptual scheme of the effective management was demonstrated through the simple example of optimal choice of electromobile. To investigate sales on electro mobiles in the Ukrainian market, a set of factors has been considered. According to them, the correlation and cluster analyses have been conducted. The main factors, which are the most influential for the price of electromobile in the Ukrainian market, have been revealed. All considered models of electromobiles have been divided into three groups depending on the characteristics price – quality.