Information technology for justification and value proposition formation

The object of the study is the process of forming a value proposition. The subject of the study is information technology for justification and forming a value proposition as a tool for automating this process. Available business analytics tools are focused on automating statistical data processing based on customer search data. However, these tools do not take into account changes in customer requirements and preferences, which are based on the experience of using a particular product. Therefore, theoretical and applied research into the specifics of using the latest methods and tools of information technology for business analytics in creating a value proposition is relevant and in demand. The purpose of the study is to develop an information technology for forming a value proposition, based on existing tools for automated processing of large data sets to determine the requirements, needs, preferences, concerns, and expectations of consumers from a product or service of declared value that they are ready to purchase. In the process of research, a behavioral model of information technology for justification and formation of a value proposition was developed. The results of the development of this model are presented in the form of a UML Activity diagram, which demonstrates in detail the sequence of process execution and interaction with databases and external sources of information. The developed behavioral model is based on the integration of modern tools for automating data collection, processing and analysis, such as business analytics systems, machine learning and customer experience assessment methods. Based on this behavioral model, a diagram of options for using information technology to form a value proposition has been developed, which defines the features of the software implementation of this technology. A variant of the technological stack of the proposed information technology has also been formed.