turanВестник университета «Туран»Bulletin of "Turan" University1562-29592959-1236Университет «Туран»10.46914/1562-2959-2022-1-1-219-226turan-2369Research ArticleТРИБУНА МОЛОДОГО ИССЛЕДОВАТЕЛЯPLATFORM OF YOUNG RESEARCHERПанель KPI для задач Customer Intelligence: применение и значение для бизнесаKPI dashboard for Customer Intelligence tasks: application and significance for businessСолдатенкоТ. А.SoldatenkoT. A.

докторант

г. Алматы

PhD student

Almaty

soldatenko.t@uib.kzЕсимжановаС. Р.YessimzhanovaS. R.

д.э.н. профессор

г. Алматы

d.e.s., professor

Almaty

saira_sr@mail.ruГерасимчукН. А.GerasimchukN. A.

д.э.н. профессор

г. Лодзи

d.e.s., professor

Łódź

nataliia.herasymchuk@pdaa.edu.uaУниверситет международного бизнеса им. К. СагадиеваКазахстанK. Sagadiyev University of International BusinessKazakhstanГуманитарно-экономическая академияПольшаAcademy of Humanities and EconomicsPoland20222903202201219226Copyright © Солдатенко Т.А., Есимжанова С.Р., Герасимчук Н.А., 20222022Солдатенко Т.А., Есимжанова С.Р., Герасимчук Н.А.Soldatenko T.A., Yessimzhanova S.R., Gerasimchuk N.A.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.turan-edu.kz/jour/article/view/2369

Вклад бизнеса в экономическое развитие стран, создание новых рабочих мест, развитие образования, улучшение окружающей среды и повышение уровня жизни населения очень значим. Для самих предприятий жизненно важно стабильное и конкурентоспособное развитие, основанное на эффективной маркетинговой деятельности, где важную роль играет клиентская аналитика (КА). Это обосновано тем, что в современных реалиях клиентоориентированность дает компаниям возможность быть более успешными и стабильными на рынке. Мировая цифровая трансформация предоставила компаниям множество возможностей для кастомизации продуктов и услуг, что в целом повышает конкурентоспособность, с одной стороны, с другой стороны, открывает новые возможности по работе с потребителями. Опираясь на базы данных потребителей в маркетинговой активности, можно начать применять КА. Для сбора и обработки баз данных потребителей сегодня существует множество методов и технологий, позволяющих начать применение КА. Цель данного исследования – представить практический подход к задачам КА с помощью информационной панели ключевых показателей эффективности, где панель представляет собой набор ключевых показателей эффективности, выбранных на основе реализации задач КА. Применение данной панели позволит компаниям пойти по пути внедрения КА с пониманием и оценкой эффективности использования данной методики. Планомерное использование и отслеживание результатов в итоге повлияет на стабильность и жизнеспособность компаний

The contribution of business is very significant in the economic development of countries, the creation of new jobs, the development of education, the improvement of the environment, and the improvement of the population’s living standards. For enterprises themselves, stable and competitive development and efficient marketing activity are vital, where the significant role is played by customer intelligence (CI). It is determined by the fact that in modern world customer focus and centricity give companies the ability to be more successful and stable on the market. The global digital transformation has provided companies with many opportunities for customizing products and services, which generally increases competitiveness on the one hand, and on the other hand, opens up new opportunities for working with consumers. Based on consumer databases in marketing activities, it is possible to start applying CA. Today, many methods and technologies allow to start using KA to collect and process consumer databases. This article aim is to present the practical approach to Customer Intelligence tasks through the Key Performance Indicators (KPI) dashboard, where the dashboard is the set of KPIs chosen based on CI tasks realizations. Using this panel will allow companies to follow the path of implementing CA with an understanding and evaluation of the effectiveness of using this technique. The systematic use and tracking of results will ultimately affect the stability and viability of companies.

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The authors declare that there are no conflicts of interest present.