Information Technologies in the Management of Digital Marketing Communications

This paper considers the conceptual issues of IT integrating into the management of digital marketing communications. The issues of the traditional cycle implementation of management of digital marketing communications in the software products form that ensure end-to-end analytics, events to promote goods in the digital sphere, virtual goods presentation, consumer engagement on various digital platforms are explored. The IT classification depending on their application in the management functions of digital marketing communications is presented. In terms of solving analytical problems in the management of digital marketing communications, there has been made the comparative analysis of relevant information technologies, such as BI systems, CRM and MRM systems, Internet statistics systems (GoogleAnalytics, Liveinternet, SpyLog, Ya. Metrika), marketing automatic analysis programs: “BEST-marketing”, “MarketingMix”, “KonSi”, and the Marketing Analytic software complex. The possibilities of using Big Data technologies to control communication flows and determine the effectiveness of digital marketing communications at different stages of the purchasing decision process are described. The factor model of calculating the profit as a result of media prosumers' activities on various digital platforms using Big Data technologies is presented.