ЦИФРОВЫЕ ТЕХНОЛОГИИ И ПРОЦЕССНЫЙ ФРЕЙМВОРК В ИССЛЕДОВАНИИ МАРКЕТИНГОВОЙ СРЕДЫ КОМПАНИИ

Abstract

Currently, there are processes of increasing the use of various digital tools in various areas of business. At the same time, the coronavirus pandemic was the catalyst for these processes. However, the changes that have occurred in the pace of implementation of digital tools will not only not receive a reverse vector, but may also be strengthened already in the context of the announced reduction in quarantine measures. While the tools of marketing research at the present time, a long time are full-fledged software products (ALS Base, Analytic Marketing, Marketing Expert, Power analysis, BEST Marketing etc.) working in the marketing or planning departments of the organizations, as well as digital online services (Google Analytics and Yandex. Metrica, IBM Watson Analytics), smartphone apps, etc. At the same time, all digital tools involve the use of a digital footprint, which, given the still insufficient presence of Russian companies on the Internet, leads to restrictions on 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, the developer can make a workable product in limited iterations, called sprints. Product capabilities are defined when planning a sprint. The short-term nature of iterations ensures the predictability of development and at the same time the flexibility of the process. The effectiveness of these tools has already been confirmed by the practice of working in the conditions of a pandemic and falling markets, which, according to experts, is the main factor in the growth of their demand among business representatives.