Optimization of Marketing Department Activities using Machine Learning Technologies

This paper examines the impact of machine learning technologies on the effectiveness of modern companies’ marketing strategies. It investigates the application of machine learning models in personalizing marketing efforts, including recommendation systems, customer data analysis, advertising campaign optimization, and consumption trend forecasting. The study involves the development of an algorithm for clustering customers based on their interests and past purchases using Python. Additionally, it presents and describes the conceptual design of a mobile application aimed at personalizing client offers through machine learning techniques.