Klochko R. Modeling of client behavior in the marketing management system

The thesis is devoted to the development and implementation of a new conceptual approach to solving the scientific problem of modeling client behavior in the marketing management system. This approach allows to transform the available primary data about clients into knowledge about the patterns of their behavior and provides practical advantages in the development of marketing strategies. The object of research is client behavior from the marketing management point of view. The subject of the study is econometric models and machine learning methods used to model client behavior. The practical value of the study is the development of conceptual frameworks for modeling client behavior that can be implemented in business processes of commercial organizations to improve marketing management, in particular, to increase the efficiency of marketing decision-making; develop an effective marketing strategy; optimize operating costs and marketing investments; increase client retention and loyalty; design an successful communication strategy; develop and improve products and services.