Application of Intelligent Decision-Making Support Model in the Processes of Omnichannel Marketing

The study examines the relationship between the development of marketing as a result of the widespread use of information technology. The results of the analysis of scientific literature using the proposed methodology are given. The scientific significance of the research is revealed, which consists in the development and application of intelligent decision support model. The role of Industry 4.0 technologies in the processes of transition from traditional marketing to digital marketing is analyzed. The natural root causes that influenced the change in buying behavior are considered. On the example of a typical Internet marketing agency the processes of goods promotion on electronic trading platforms in BPMN 2.0 notation were analyzed. As a result, an intelligent decision support model was formed. The applied approaches in the field of artificial intelligence were highlighted. The stages of model implementation were also proposed. Based on the results obtained, the process of goods promotion on marketplaces was modernized.