Keyword: «omni-channel marketing strategy»

The article presents the possibilities of predictive analytics in the development of the company's marketing strategy, built with consideration of analytics through all channels of communication with customers. There are several examples of foreign and domestic companies that successfully use predictive analytics in marketing activities. The most common areas of application of forecast analysis in marketing and its limitations are highlighted. The stages of the development of a marketing strategy based on the omni-channel approach are proposed, and a conclusion is drawn about the relevance of omni-channel marketing for virtually any company that interacts with customers through several communication channels.