espEconomy: strategy and practiceEconomy: strategy and practice1997-99672663-550XИнститут экономикиesp-204Research ArticleСтатьиСовременные аспекты и тренды развития клиентской аналитикиModern aspects and trends of Customer Intelligence developmentСолдатенкоТ. А.SoldatenkoT. A.soldatenko.t@adcagency.kzЕсимжановаС. Р.YessimzhanovaS. R.saira_sr@mail.ruUIB, АлматыКазахстанUIB, AlmatyKazakhstanКазахский экономический университет имени Турара РыскуловаКазахстанTurar Ryskulov Kazakh University of EconomicsKazakhstan202030062020152107113Copyright © Солдатенко Т.А., Есимжанова С.Р., 20202020Солдатенко Т.А., Есимжанова С.Р.Soldatenko T.A., Yessimzhanova S.R.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://esp.ieconom.kz/jour/article/view/204

Цифровая трансформация, происходящая в данный момент, представляет огромные перспективы как для бизнеса, так и для потребителей в сфере сбора и обработки данных. Текущее развитие систем сбора и обработки данных открывает не просто новые, а прорывные возможности для работы бизнеса в целом и маркетинга в частности, потому что обрабатываются не только структурированные данные, но и неструктурированные данные становятся частью маркетинговой аналитики.Целью данного исследования является выявление существующих аспектов, задач и трендов потребительской аналитики как части маркетинговой аналитики в целом.В современных условиях любая организация использует цифровые инструменты и методы в своей маркетинговой деятельности. Компании получили большие возможности для сбора и обработки данных о потребителях, включая их прямые отзывы. Потребители, в свою очередь, получают все больше и больше ресурсов для прямых контактов с брендами и компаниями. Диалог бизнеса с потребителями оказывает влияние на все сферы бизнес активности и уже стал неотъемлемой частью деятельности компании.Авторы провели литературный обзор 28 научных и бизнес-журналов для определения сути и понятия клиентской аналитики, ее роли в маркетинговой активности через призму маркетинговой аналитики и ее четырех составляющих: аналитики рынка, продукта, конкурентов и потребителей. В современном мире клиентская аналитика, как и базы данных потребителей, является одним из ключевых компонентов маркетинговой активности, создающих большие возможности для значительного улучшения показателей маркетинговой деятельности компании в целом.

The current digital transformation provides great prospects for both businesses and consumers in the field of data collection and processing. The current development of data collection and processing systems opens not just new, but breakthrough opportunities for business in general and marketing in particular. Now not only structured data is being processed, but also unstructured data is becoming a part of marketing analytics.The aim of this research is to consider and present current aspects, tasks and trends of Customer Intelligence (CI) as the part of Marketing Intelligence. Today any organization can use digital tools and methods in their marketing activity. Companies have got huge ability through a lot of internal and external resources to gather and alter (processing) customer data, including personal feedback from customers. In their turn customers get more and more possibility to contact brands and companies directly. The involvement of consumers in a dialogue with a business and their influence on all areas of business activity have already become an integral part of our life.Authors did a literature review of 28 scientific and business resources to determine the nature and the role of CI in marketing activity through a prism of marketing intelligence and its four components - market, product, competitive and customers. Nowadays Customer Intelligence is one of the key marketing activity components with a huge capacity which makes a real impact on marketing performance.

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The authors declare that there are no conflicts of interest present.