ANALYTICAL SYSTEM FOR DEVELOPING AND TESTING PREDICTIVE SCENARIOS OF OPERATIONS WITH MARKETING TOOLS

The article is devoted to the analytical system of development and testing of forecast scenarios of operations with marketing tools, which is the most important component of the digital information environment of the marketing system in business project management. The presented system provides economic analysis of operations with marketing tools based on signals of technical indicators. In the article on an example of operations with partner marketing investment bonuses Elmed Bonus H the application of indicator MACD is considered, profitability of sequence of operations on the basis of signals of the indicator is calculated, the comparative analysis with the forecast scenario within the limits of strategy buy-hold is carried out, results of testing of the indicator are presented, the optimum sequence of operations with marketing instruments is defined, the financial result is calculated. The conducted research allowed to draw conclusions about the importance of the analytical system of development and testing of forecast scenarios in increasing the efficiency of business project management and about the application of technical indicators in the marketing system.