CHAKANA SAVDODA SAMARADORLIKNI OPTIMALLASHTIRISH UCHUN KATTA MA’LUMOTLAR TAHLILI VA PREDIKTIV MARKETING

Safarov Baxtiyor Djurakulovich

doi:10.55439/EIT/vol14_iss1/786

Авторы

Safarov Baxtiyor Djurakulovich Toshkent davlat iqtisodiyot universiteti, Marketing kafedrasi professori, Toshkent, O‘zbekiston https://orcid.org/0009-0003-9572-0114

DOI:

https://doi.org/10.55439/EIT/vol14_iss1/786

Ключевые слова:

chakana savdo, katta ma’lumotlar, prediktiv marketing, marketing analitikasi, samaradorlik.

Аннотация

Ushbu maqolada chakana savdo sohasida samaradorlikni oshirishda katta ma’lumotlar (big data) tahlili va prediktiv marketing yondashuvlaridan foydalanish imkoniyatlari tadqiq etiladi. Tadqiqotning asosiy maqsadi mijozlar xatti-harakatlarini bashoratlash va marketing qarorlarining savdo natijalariga sababiy ta’sirini aniqlashdan iborat. Metodologik jihatdan maqolada katta hajmdagi tranzaksion va xulq-atvor ma’lumotlari asosida regressiya modellari, propensity score matching (PSM), generalizatsiyalangan chiziqli modellar (GLM) hamda prediktiv baholash usullari qo‘llanilgan. Tahlil natijalari marketing kampaniyalarini maqsadli rejalashtirish va mijozlarni segmentatsiyalash savdo hajmi va daromadlilik ko‘rsatkichlariga ijobiy ta’sir ko‘rsatishini tasdiqlaydi. Olingan natijalar chakana savdo korxonalarida marketing strategiyalarini optimallashtirish, resurslardan samarali foydalanish va raqobatbardoshlikni oshirish imkonini beradi. Tadqiqot xulosalari raqamli iqtisodiyot sharoitida ma’lumotlarga asoslangan marketing boshqaruvini joriy etishning ilmiy va amaliy ahamiyatini ko‘rsatadi.

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