SOURCES OF INFORMATION AND THE ROLE OF DATA IN THE PROCESS OF ANTISIPATIVE MARKETING ORGANIZATION IN THE AUTOMOTIVE MARKET

Abstract

The paper analyzes the role of data, which can be collected about the consumer, the condition of the vehicle, the environment and the driver's behavior while driving on the processes of improving both vehicles from a design point of view and improving the level of customer service with more complete information about his individual needs. The categories of data that can be collected are highlighted. The key sensors used to support vehicle autopilot processes have been identified. Typical data are categorized, which are collected using the capabilities of modern cars. The role of artificial intelligence, machine learning and the Internet of Things in the formation of databases useful to meet the needs of consumers is highlighted, as well as the mechanisms of interconnection between the outlined technologies in autopiloting and data exchange capabilities between cars and other devices connected to the Internet network. Disadvantages and advantages are outlined, as well as mechanisms for the use in vehicles of radars, lidars, as well as cameras. The categories of data which are collected by the vehicle depending on the purposes are formed. Examples of the application results of collected data from sensors and radars of the car in the process of improving the environmental friendliness of engines, as well as their impact on the volume of innovations in the automotive industry are depicted. Depending on the purposes of data which are collected by the vehicle were distinguished the diagnostic, behavioral and contextual data type. Key differences and features of this data usage were highlighted. The key trends in the development of information technologies built into vehicles have been identified, as well as opportunities for monetization of information generated on the servers of automotive companies have been identified. Examples of the development of marketplaces from automotive companies, which provide opportunities for companies to provide the most relevant goods and services to consumers based on data on their location, frequency of stay in certain places, preferences given recent purchases using car payment systems are depicted.