Using of an artificial intelligence in the marketing analysis of unstructured data
Authors:   West Ukrainian National University, Khrupovych Svitlana , Borysova Tetiana ,   West Ukrainian National University
Published: June 2021

The aim of the article. The aim of the article is to find effective ways to use an artificial intelligence in the marketing analysis of unstructured data. This will allow us to highlight the benefits of using big data in marketing. To develop end-to-end analytics, it is necessary to develop a scheme of aggregation of personalized information about the client. Analyses results. It is established that the accumulated information in marketing contains a huge potential for new knowledge and can provide many new opportunities for decision-making. Unstructured data is described as information that does not have a predefined data model, or is poorly organized and structured. This data can be obtained from video content, e-mails, images, social media posts, PDF files. The article proposes systematization of unstructured data in accordance with content sources. Unstructured data analysis will allow us to model a portrait of the target consumer; study and analyze loyal consumer demands through automated content analysis of social networks; to influence consumer behavior through personalized communication content; set up personalized advertising appeals; effectively forecast production costs for the creation of new products and the withdrawal from the market of those, that are not in demand; generate and retain the target audience. Artificial intelligence technology makes unstructured data an extremely valuable resource for marketing analytics to their automated processing. It is noted that the biggest advantage of using unstructured data in marketing is that artificial intelligence can analyze texts by scanning emails and processing documents by word processors. Data mining through smart machine algorithms also allows marketers to see hidden patterns and identify associations of events, sequences of events and the correlation between them. The tools of practice of the individualized approach in marketing which work on the basis of big data are highlighted. Contextual advertising, which with the help of artificial intelligence algorithms itself "guesses" that the potential customer is looking for, having only keywords from the given parameters. Chatbots are ready to answer standardized questions round-the-clock. Using this artificial intelligence program helps reduce marketing costs, optimize customer service time, and increase conversions. It is investigated that the world practice of marketing analytics in big data processing is based on a powerful and free Microsoft Power BI platform. It is noted that the introduction of such end-to-end analytics through the integration of all data sources, can significantly increase profitability. A business process model of unstructured data analytics based on the Microsoft Power BI platform is proposed. Among the basic benefits that we can get from the use of artificial intelligence in the analysis of unstructured data in order to personalize content, is the formation of a portrait of each client. This data, combined with specialized analytical information processing software, enables marketers to move from understanding the customer-consumer to the customer-person. Conclusions and directions for further research. The research conducted in the field of using artificial intelligence algorithms for the practical direction of marketing analysis of unstructured data, indicates to us that we can better target proposals for individual consumers. In summary, we note that cognitive technologies and analytical platforms based on artificial intelligence allow us to understand the visual image and text through machine learning. This process can only be ensured by creating a partnership between the human consumer and the computer systems of various business areas. Replacing routine work with a machine algorithm of artificial intelligence will allow the cognitive system to use unstructured data to improve marketing analytics in the context of personalizing content for each consumer. Keywords: marketing analysis, unstructured data, artificial intelligence, information, cognitive system.