Digital Transformation of Audience Intelligence: a Comparative Study of the Programs

Objective: to make a comparative analysis of the functions of the most popular social media analytics software developed to identify and analyze the target audience as a part of SDG 9: Industry, innovation and infrastructure. Theoretical framework: there are a large number of software products, each of which has a different set of functions - from complex products to highly specialized ones. A wide or, conversely, a narrow range of functions makes it difficult to choose a specific software solution for a specific task. Method: the author used a comparative analysis of the functions of specialized software. Results and Discussion: the most popular functions (in every second program) are preference and interest analysis, demographic characteristics analysis, audience analysis and segmentation, conversation and topic analysis, and behavioral analysis - for a primary analysis of the target audience. Research Implications: the main functions that it should include are the analysis of preferences and interests, analysis of conversations and topics, and behavioral analysis. For an in-depth study of the target audience, it is necessary to select a highly specialized program that has the functions of analyzing psychographic and personal characteristics, analyzing the user's portrait in conjunction with his location, and analyzing video (and audio). Originality/Value: The value of the article is that with the huge selection of existing software, it shows in detail the main functions and corresponding programs for primary and in-depth analysis of the target audience.