Forming the system of generation of additional sales on the principles of marketing analytics
Authors:   Kyiv National Economic University, Savych Oleksandr , Pylypchuk Volodymyr ,   Kyiv National Economic University, Holitsyn Andrii ,   Kyiv National Economic University
Published: January 2024

The aim of the article is consideration of various aspects and indicators of forming an additional sales generation system based on the principles of marketing analytics in the conditions of an aggressive macro-environment. Analyses results. The formation of the system for generating additional sales based on principles of marketing analytics is a necessary step for the enterprises under effect of complex conditions of an aggressive macro-environment impact. Under the analysis of paying demand, the competitive environment and the application of marketing analytics tools, enterprises could gain significant advantages, increase sales and strengthen their competitive position. The use of marketing analytics allows to identify new opportunities for expanding product or service assortment, attracting new target consumer groups, and developing innovative solutions. The utilization of analytical tools enables more accurate demand forecasts, determination of optimal pricing strategies, and the development of effective marketing communications. However, the successful implementation of the system for generating additional sales based on the principles of marketing analytics requires the availability of appropriate resources, qualified personnel and a technological base. An important stage is the collection and processing of a large volume of data, their analysis and interpretation. To accomplish the sales tasks, specialized software tools are needed to be utilized as well as highly skilled analysts should be involved. The article examines various indicators of a sales generation system based on marketing analytics principles such as Potenicial Sales, Repeat Purchase Rate, Customer Retention Rate, Сhurn and Lost Rate, Purchase Frequency , Net Promoter Score, Net Dollar Retention, average check, Price premium Market Share and Value-to-Volume Ratio. Customer Relationship Management & Enterprise Resourse Planning systems. The metioning of ussin CRM and ERP systems is also important. The analysis of solvent demand, the competitive environment and the use of marketing analytics tools are key elements in developing an effective strategy for increasing sales and company revenues. Examining the various factors that influence the decline in demand and markets allows to identify opportunities of value creation for customers and attract them in order to gain additional purchases. The application of marketing analytics in the formation of an additional sales strategy helps companies understand consumer behaviour, predict changes in the market and develop personalized offers to increase customer spending. Therefore, consideration of different aspects of the formation of the system for generating additional sales based on marketing analytics creates the key importance for increasing competitiveness and achieving success in the market. Conclusions and directions for further research. As a result of the study, it was found that the formation of an effective system for generating additional sales in an aggressive macro environment requires a deep analysis of solvent demand, competitive position and the use of marketing analytics principles. The developed methodical aspects of the generation of the system of additional sales based on the indicators of marketing analytics can serve as a basis for making informed decisions and developing effective sales strategies. The results of the research can be used to improve strategic planning, decision-making on sales promotion and increase the competitiveness of enterprises. The application of the principles of marketing analytics allows collecting and analysing large volumes of data about consumers, their behavioural and psychological characteristics, as well as competitive factors. This makes it possible to understand changes in consumer preferences and needs, predict their reactions to market changes and develop personalized sales strategies, as well as identify new opportunities for expanding the range of products or services, attracting new target groups of consumers and developing innovative solutions. The use of analytical tools makes it possible to more accurately determine the volume of demand, substantiate price strategies taking into account the objectives of increasing profits, and develop and implement modern tools of marketing communications in the sales system