Optimization of Marketing Department Activities using Machine Learning Technologies

This paper examines the impact of machine learning technologies on the effectiveness of modern companies' marketing strategies. It investigates the application of machine learning models in personalizing marketing efforts, including recommendation systems, customer data analysis, advertising ca...

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Bibliographic Details
Published inInternational Conference on Advanced Computer Information Technologies (Print) pp. 293 - 298
Main Authors Buiak, Lesia, Shynkaryk, Mykola, Semenenko, Yurii, Pryshliak, Kateryna
Format Conference Proceeding
LanguageEnglish
Published IEEE 19.09.2024
Subjects
Advertising
advertising campaign optimization
Companies
Machine learning
Machine learning algorithms
marketing effectiveness
marketing strategies
mobile application
Mobile applications
Optimization
Recommender systems
Shape
Software
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ISSN2770-5226
DOI10.1109/ACIT62333.2024.10712551

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Summary:This paper examines the impact of machine learning technologies on the effectiveness of modern companies' marketing strategies. It investigates the application of machine learning models in personalizing marketing efforts, including recommendation systems, customer data analysis, advertising campaign optimization, and consumption trend forecasting. The study involves the development of an algorithm for clustering customers based on their interests and past purchases using Python. Additionally, it presents and describes the conceptual design of a mobile application aimed at personalizing client offers through machine learning techniques.
ISSN:2770-5226
DOI:10.1109/ACIT62333.2024.10712551