OPTIMIZATION OF THE COMPANY'S MARKETING STRATEGY IN SOCIAL NETWORKS USING MACHINE LEARNING METHODS
Abstract
The article investigated the peculiarities of using machine learning methods in the implementation of marketing strategies in social networks. The significant influence of scientific and technical progress on the intensification of digitization processes and the activation of advanced approaches involvement by companies in order to obtain competitive advantages has been established. The features of interaction between companies and customers in social networks are revealed. The peculiarities of information large volumes accumulation in the digital environment thanks to the use of cloud services have been established. The effectiveness of using various machine learning methods for processing various information and optimizing marketing strategies in the digital environment has been proven. Features of machine learning algorithms use to increase the level of user loyalty due to the use of various marketing strategies in social networks are revealed. Data analysis entails employing a range of techniques to identify the most suitable ones that facilitate making informed managerial decisions to attain optimal outcomes. In today's context, a combination of statistical data analysis and machine learning methods is recognized for achieving a synergistic effect and attaining optimal results. Specifically, statistical methods are valuable for assessing and interpreting various machine learning models. Contemporary web analytics systems enable the collection of information based on numerous metrics chosen to align with a company's activities and its target audience's characteristics. Should the need arise, these monitored indicators can be modified around the clock. There exists a plethora of metrics available for data generation. Utilizing statistical distributions based on relevant indicators enhances the efficacy of targeted actions within the framework of a company's social media marketing strategy. To construct a distribution histogram, it is advisable to draw from a comprehensive pool of studies to ensure the statistical reliability of the results obtained. Theoretical indicators of the social networks use effectiveness in marketing, obtained on the basis of statistical data, should be verified in practice. By carrying out comprehensive testing of the marketing strategy and determining its impact on practical activities, it is possible to assess the realism and effectiveness of the proposed measures.
References
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