METHODOLOGICAL BASES OF DIGITAL DATA PROCESSING FOR PROMOTING ENTERPRISE PRODUCTS USING INTERNET COMMUNICATION METHODS
Abstract
The article presents a comprehensive study of the methodological principles for collecting, processing, and analyzing digital data to enhance the effectiveness of online communications in the system of promoting agricultural enterprises' products. In the context of the rapid development of digital technologies and increasing competition in the agri-food market, the adaptation of digital tools to the needs of agribusiness becomes a critical factor. Agricultural producers face the need to transform their traditional marketing strategies by integrating digital platforms that enable more precise audience targeting, improving advertising efficiency, and increasing marketing investment returns. The article highlights the evolution of marketing concepts within the digital economy and specifies the features of digital marketing tools used in the agricultural sector. Theoretical approaches to defining the essence, structure, channels, and instruments of digital marketing are analyzed. Particular attention is paid to the role of personalized digital interactions as a factor contributing to long-term customer loyalty and the effectiveness of marketing activities. The main sources of digital data are characterized, including social media, company websites, web traffic analytics systems, and other platforms that provide behavioral insights into target segments. Based on the analysis, methodological approaches to data processing and application in decision-making for internet marketing are formulated. The article substantiates the importance of a comprehensive data-driven approach that includes verification, segmentation, CRM integration, and the application of machine learning algorithms to forecast advertising campaign performance. Strategic directions for optimizing promotion in agricultural enterprises are proposed, considering the opportunities offered by modern digital analytics. Effective data usage is emphasized as a key precondition for improving agribusiness competitiveness under digital transformation.
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