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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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Innovative Marketing Technologies of Big Data in the Field of Administrative Services
Mazur V. H., Yarova Y. M.

Mazur, Vitalii H., and Yarova, Yuliia M. (2026) “Innovative Marketing Technologies of Big Data in the Field of Administrative Services.” Business Inform 5:666–674.
https://doi.org/10.32983/2222-4459-2026-5-666-674

Section: Management and Marketing

Article is written in Ukrainian
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UDC 351:004.65:659.1

Abstract:
The article examines the theoretical and practical aspects of big data technologies as an innovative marketing tool in the field of administrative services. The essence of the big data conception in the context of digital transformation of public administration is analyzed. The key technological components of big data analytics systems are considered: collection, processing, storage, and visualization of data. The main directions of Big Data marketing application to improve the quality and accessibility of administrative services are analyzed. It has been found that using big data technologies allows for behavioral segmentation of service recipients, analyzing citizen satisfaction levels, predicting demand for administrative services, optimizing channels of interaction with the public, as well as implementing personalized services and communications. Special attention is given to predictive analytics, which enables a shift from a reactive model of government management to a proactive one, where authorities can anticipate citizens' needs and offer appropriate services automatically. The experience of leading countries in implementing these technologies in the public sector has been studied, and the state and prospects of big data marketing implementation in Ukraine’s administrative services system, particularly within the Diia project, are analyzed. The current state of digital transformation in Ukraine has been analyzed, including the development of the Diia platform as a foundation for creating a national Big Data marketing system in the field of administrative services. The main problems and barriers to implementing such technologies have been identified, including the insufficient level of digital competence among civil servants, limited technological infrastructure, underdeveloped legal and regulatory support, and a shortage of data analytics specialists. A set of mechanisms to overcome these barriers has been proposed, covering legal and regulatory, organizational and managerial, technological, and staffing areas.

Keywords: big data; marketing technologies; administrative services; digital transformation; public administration; personalization; e-government; data analytics.

Fig.: 2. Bibl.: 17.

Mazur Vitalii H. – Candidate of Sciences (Public Administration), Associate Professor, Associate Professor, Department of Economics, Accounting and Taxation, Vinnytsia Educational and Scientific Institute of Economics West Ukrainian National University (37 Honty Str., Vinnytsia, 21021, Ukraine)
Yarova Yuliia M. – Candidate of Sciences (Economics), Associate Professor, Department of Marketing and Advertising, Vinnytsia Trade and Economic Institute of the State Trade and Economic University (87 Soborna Str., Vinnytsia, 21050, Ukraine)
Email: [email protected]

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