The role of neuromarketing in the implementation of the national data economics program

The use of new generation technologies in marketing is extremely important. In the modern world of innovative technologies, neuromarketing goes beyond technical capabilities and the theoretical aspects of neuromarketing development at the junction of scientific categories such as marketing and neuroscience are of scientific interest. The symbiosis of economic categories in the field of neuromarketing allows all users and clients to enter new markets and open up new opportunities for the development and improvement of the market of goods and services and improving the quality of life of the population. When defining the role of neuromarketing in the implementation of the national program “Data Economics”, it was indicated that neuromarketing allows interacting with a large database in the process of marketing research and evaluating consumer behavior and their emotional involvement at the stage of digital innovation. Enterprises in the market of goods and services that use neuromarketing technologies in their marketing activities and study the degree of brain activity, emotional state, and consumer behavior have important competitive advantages and increase their innovation potential based on deep analytics of consumer behavior and studying the factors of changing consumer preferences.