Shtefan B. Models and Information Technologies of Marketing Business Analytics.

We found key processes that determine business analytics as a specific activity on the enterprise, e.g: analysis of management objectives and tasks of information and analytical work; information collecting, management and acquiring knowledge to solve management problems; analysis and evaluation of the information and knowledge in the context of management challenges; identifying the essence of observed processes and phenomena; building models of subject and objects problem areas the and its environment functioning; checking the adequacy models and their coordination; planning and modeling experiments; synthesis of new predictive knowledge required for decisions making.In developing of the computer models of business analytics following modeling methodology was used: the development of the overall structure of the domain model, the definition of input data sources and methods of using the resulting information; development of software models; implementation models by using MatLab; test of calculations in oder to verify the adequacy of the model based on the known numerical results; conducting numerical experiments with the model on real data of the company and recommendations development to further improvement and performance.The thesis shows theoretical generalization and new solution of scientific and practical tasks of modeling and information technology development for companies marketing activities. Also thesis considers practical substantiation of theoretical positions, development of software tools to support management decisions on marketing management.