PROBLEMS AND POSSIBILITIES OF USING THE DATA-DRIVEN APPROACH IN BUILDING MEDIA STRATEGIES OF LOGISTICS COMPANIES

The article discusses the possibilities of applying the data-driven approach, which is relevant in the context of marketing digitalization, when building media strategies for logistics companies. The authors analyzed the trends in the development of the market of marketing technologies (MarTech) as prerequisites for the emergence of a data-driven approach in marketing. Based on the analysis of the problems and prospects of using data marketing tools, the factors influencing the construction of a media strategy reflecting the specifics of the promotion of logistics services are highlighted.