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

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Liburkina L. M.

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Using Marketing Tools of Business Analytics for Monitoring and Efficient Assessment of Public Policy Performance
Mazur V. H., Yarova Y. M.

Mazur, Vitalii H., and Yarova, Yuliia M. (2026) “Using Marketing Tools of Business Analytics for Monitoring and Efficient Assessment of Public Policy Performance.” Business Inform 6:573–582.
https://doi.org/10.32983/2222-4459-2026-6-573-582

Section: Management and Marketing

Article is written in Ukrainian
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UDC 339.138:35.073.525

Abstract:
The article explores the theoretical foundations and practical aspects of using marketing business analytics tools in the system of monitoring and evaluating the effectiveness of public policy. The relevance of the study is due to the processes of digital transformation of public administration, the need to increase the efficiency of public administration and the implementation of modern approaches to data-based management decision-making. Traditional methods of assessing the efficiency of public policy do not provide sufficient operational capability, complexity and analytical depth when studying public needs, assessing the quality of administrative services and predicting the consequences of implementing State programs. The essence and role of marketing tools in business analytics have been defined as an efficient mechanism for improving the quality of public management. The key business analytics tools – Big Data, Business Intelligence platforms, CRM systems, artificial intelligence technologies, geomarketing, and social media monitoring – have been systematized, and their functional potential in public administration has been revealed. The feasibility of introducing innovative marketing approaches in public authorities has been substantiated to improve the efficiency of administrative service delivery, ensure transparency in managerial decisions, and strengthen the focus of public administration on citizens’ needs. A comprehensive model for using business analytics marketing tools to evaluate the effectiveness of public policy at the regional level has been proposed, which includes four decision-making points and feedback loops between operational, tactical, and strategic management levels. A balanced scorecard (BSC) system was developed, adapted to the specifics of the public sector, along with a six-step algorithm for implementing analytical tools in government bodies.

Keywords: marketing tools; business analytics; public policy; monitoring; performance evaluation; Big Data; digital marketing; artificial intelligence; public authorities; administrative services.

Fig.: 2. Tabl.: 3. Bibl.: 15.

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)
Email: [email protected]
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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