On some aspects of the use of artificial neural networks in the analytical support of marketing strategies

DOI: 10.31673/2518-7678.2023.021010

Abstract

The object of the study is the information processes that characterize the analytical support of the food industry based on the analysis of promotional activities. The subject of the research is approaches and information technologies of using means and methods of analysis of promotional activities of food industry enterprises. The purpose of the article is to form an approach to the development of an information system of analytical support of the enterprise in the food industry on the basis of the analysis of promotional activities. A description of the subject area and object of study, a description of the tasks to be solved, as well as a list of existing approaches and software for the analysis of promotional activities. Substantiation of the method of system design, analysis, and specification of requirements, development of the architecture of the system of analysis of promotional activities, the performance of the statement, and development of the algorithm for solving problems. The main requirements for technical support and its configuration are determined. An information model of the problem is developed and a simulation of an artificial neural network for the analysis of promotional activities is performed.

Keywords: analytical support system, promotional activity analysis, information technology, artificial neural networks, strategy.