Artificial intelligence application for modeling of consumer portrait in digital marketing

Abstract

Approach to consumer portrait modeling in digital marketing is offered in this paper. The analysis of the last researches of foreign scientists of the category «consumer profile» is carried out. It is found that yet domestic scientists do not have the specific definition of «consumer portrait» in their works. Businesses have being used this terminology, or «key customer» for a long time It has been established that it is impossible to process data in digital marketing without artificial intelligence. The systematization of the factors needed to build a portrait of the consumer is offered. These factors are presented in the form of a table and are divided into categories: demographic, psychographic, behavioral and geographical. Tools for tracking customer information based on artificial intelligence are identified. A list of these tools, including Google Analytics, customer accounts registered on the company's website is offered. The essence of the use of psychological tools in digital marketing – triggers, are also revealed. It is established that in order for the trigger mechanism to work properly, it is necessary to use a portrait of the consumer. Independent surveys based on the recommendations of Google Analytics of several sites, other primary and secondary research methods are carried out. The conclusions of these investigations makes it possible to form methodological and applied recommendations for building the customer profile in digital marketing. Five typical predictive consumer portrait models are offered. These models are grouped by behavioral factor. The following types of client profile are distinguished: rational, meticulous, emotional, inexperienced and wiseacre. Each of the types of consumer portrait models is substantiated and business recommendations are provided. These recommendations can be implemented in the real sector of the economy. It is recommended to review own conversions before using these models. Among the recommendations there is also an important factor stating that you need to choose the psychological type of client that will be the main for a particular type of business.