Effective use of marketing analytics in green advertising activities of grape growing enterprises

Green advertising activities in viticulture enterprises are a pressing global issue that requires urgent attention.However, current research mainly focuses on general advertising strategies, with less exploration of how marketinganalytics influences the effectiveness of green advertising campaigns, particularly regard-ing viticulture enterprises inUzbekistan. This paper examines the role of mar-keting analytics in green advertising using regression and correlationanalysis on data collected from the 2023 viticulture sector in Uzbekistan to identify key drivers of sustainable advertisingsuccess. The study analyzes the implications of incorporating data-driven marketing strategies, including targetedcustomer segmentation, for enhancing eco-branding efforts. Secondly, based on survey and financial performancedatasets, regression and correlation models are con-structed to evaluate the relationship between analytics-drivendecisions and green advertising outcomes. The results reveal that effective utilization of mar-keting analytics promotesincreased consumer engagement and improved mar-ket performance; however, differences exist in its impact onurban versus rural consumer bases. Notably, marketing analytics' positive impact on green adver-tising outcomes inthe viticulture sector is confined to enterprises with higher digital readiness in the Tashkent region. Overall, this studycontributes to the understanding of how marketing analytics influences green advertising efforts, highlighting the criticalrole of organizational preparedness and digital infra-structure in amplifying analytics’ positive effects on advertisingsuccess. The study recommends implementing targeted investments in digital tools and ana-lytical capabilities to achievesustainable marketing goals in Uzbekistan’s viti-culture enterprises.