ИССЛЕДОВАНИЕ МАРКЕТИНГОВОЙ СРЕДЫ КОМПАНИИ НА ОСНОВЕ ИНСТРУМЕНТОВ ЦИФРОВЫХ ТЕХНОЛОГИЙ И ПРОЦЕССНОГО ФРЕЙМВОРКА

Abstract

The study of the marketing environment of an enterprise is one of the most difficult types of marketing activities, since it always contains an element of foreseeing a difficult and contradictory socio-economic object – the market, therefore, the content and forms of research of the marketing environment depend on the eco- nomic structure, external and internal conditions in which it is develops, and can vary significantly. In the 21st century, the processes of growth in the use of various digital tools in various areas of business are seriously accelerating. At the same time, the catalyst for these processes in 2020 was the coronavirus pandemic. However, the changes that have taken place in the rate of introduction of digital tools will not only not receive a reverse vector, but will probably be intensified already in the context of the announced reduction of quarantine measures. At the same time, the market of marketing research tools currently has full-fledged software products for a long time (ALS Base, Marketing Ana- lytic, Marketing Expert, Power analysis, BEST Marketing, etc.) that work directly in marketing or planning divisions of organizations, as well as digital online services (Google Analytics and Yadex. Metrics, IBM Watson Analitics), applications for smartphones, etc. At the same time, all digital tools imply the use of a digital footprint, which, given the still insufficient presence of Russian companies on the Internet, leads to a limitation of their use for analytical purposes. At the same time, another trend is the introduction of a digital framework, also called Scrum technology, which is a set of principles and tools that are most often used in IT development. With their help, a developer can make a workable product in iterations of limited duration, called sprints. Product capabilities are determined when planning a sprint. The short-term iteration ensures predictability of development and, at the same time, flexibility of the process.