SUG‘URTA SOHASIDA INNOVATSION MARKETING VA RAQAMLI REKLAMA STRATEGIYALARINI JORIY ETISH YO‘NALISHLARI

Yuldashev Obiddin Toshmurzaevich; Raxmonberganov Surojbek Uktamboy o‘g‘li

doi:10.55439/INS/vol3_iss2/374

##article.authors##

Yuldashev Obiddin Toshmurzaevich Toshkent davlat iqtisodiyot universiteti “Kechki ta’lim va magistratura” fakulteti dekan muovini
Raxmonberganov Surojbek Uktamboy o‘g‘li Toshkent davlat iqtisodiyot universiteti “Kechki ta’lim va magistratura” fakulteti talabasi

DOI:

https://doi.org/10.55439/INS/vol3_iss2/374

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Dasturiy reklama, xulq-atvorga asoslangan maqsadli yo‘naltirish, atributsiya modellashtirish, omnikanal yondashuv, raqamli transformatsiya.

##article.abstract##

Mazkur maqolada sug‘urta sohasida innovatsion marketing va raqamli reklama strategiyalarini joriy etishning nazariy va amaliy jihatlari tadqiq etiladi. Tadqiqotning dolzarbligi sug‘urta bozorida ommaviy marketingdan aniq maqsadli (precision targeting) yondashuvga o‘tish jarayonining kuchayib borayotgani hamda raqobat muhitida mijozlarni jalb qilish xarajatlarini kamaytirish zarurati bilan belgilanadi. Tadqiqotning asosiy maqsadi Big Data va sun’iy intellekt texnologiyalarining sug‘urta tashkilotlarida marketing samaradorligini oshirish va Customer Acquisition Cost (CAC)ni optimallashtirishdagi rolini aniqlashdan iborat. Maqolada real vaqt rejimidagi xulq-atvor ma’lumotlari va dasturiy reklama (programmatic advertising) asosida shaxsiylashtirilgan marketing yondashuvlari tahlil qilinadi. Shuningdek, mijozlar yo‘lini chuqur tushunishda atributsiya modellashtirishining ahamiyati ochib beriladi. Tadqiqot yakunida marketing jarayonlarini yagona integratsiyalashgan model asosida tashkil etish orqali an’anaviy tizimli marketingdan moslashuvchan va natijador raqamli reklama tizimiga o‘tish bo‘yicha xulosalar keltiriladi.

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