Korshunov, Yu.

Krasavina, V.

English

eLibrary National Mining University

Korshunov Yu., KrasavinaV.People’s Friendship University of RussiaTHE ROLE OF COMPLEX MATHEMATICS IN DRAMATIC MARKETING IMPROVEMENTThe  world  is  moving  into  a  new  age  of  numbers.  Partnerships  between mathematicians and computer  scientists  are bulling into whole new domains of business and imposing the efficiencies of math. This has happened before. In past decades, the marriage of higher math and computer modeling transformed science and engineering. Quants turned finance upside down a generation ago. And data miners plucked useful  nuggets from vast consumer and business databases.  But just  look  at  where  the  mathematicians  are  now.  They're  helping  to  map  out advertising campaigns, they're changing the nature of research in newsrooms and in  biology  labs,  and  they're  enabling  marketers  to  forge  new  one-on-one relationships with customers. As this occurs, more of the economy falls into the realm of numbers [1].Our article is designed to tell producers and distributors that marketing has much to do with complex mathematics though it is not always obvious. We do believe that it makes sense to emphasize a new way of thinking that is radically changing the way marketers do their business. The world of mathematics is giving companies a competitive edge in better understanding customers. Nowadays a lot of  companies  across  all  industries  capture  data  create  rich  client  profiles  and formulate models of both customers and employees in order to predict their needs, requirements and even future desires. It is well known that marketers have always wanted to know more about the behavior of their customers and then craft smarter and more appropriate responses to interested audiences. Thanks to mathematics the world of marketing will never be the same again.  After  all,  preferable  division and targeting of  a  client  base encourages  to  improve  marketing  ROI  (Return  On  Investment)  and  ultimately increases satisfaction as customers are not bombarded with irrelevant offers.Fortunately  for  marketers,  advances  in  information  technology  (both applications and infrastructure) have made it easier to capture, manage and analyze data so as to piece together a more complete picture of customer behavior and of enterprise operations. For example Google and other companies use mathematics via  analytical  applications  based  on complex  mathematics  in  order  to  sort  out “swelling  oceans  of  data”  and  mine  data  for  insights  to  better  understand customers.  Many  other  companies  use  advanced  algorithms  to  make  sense  of unstructured  data  (emails,  documents,  call  center  notes),  and  optimize  online advertising campaigns through the refinement and selection of keywords for search [2]. Google has proved that using mathematics to better understand customers is serious business.In  the  early  1980s,  marketers  are  starting  to  reap  the  brainpower  of mathematicians, physicists and others as they codify their expertise and knowledge into  sophisticated  information  technology  systems  and  analytical  applications. These  innovative  systems  are  helping  marketers  leverage  information  to  better connect with customers and drive the business forward.Now we understand what skill sets marketers will need in the nearest future to be able to compete in this new world of mathematics and marketing. Maybe it’s time  for  you and for  your  company to start  to  treat  data  as  one of  your  most  valuable assets?!References:1. Bloomberg Business week Magazine, “Math will rock your world“, 20082. “Guessing the online customer’s next want”, by Eric A. Taub,  2010

THE ROLE OF COMPLEX MATHEMATICS IN DRAMATIC MARKETING IMPROVEMENT

http://ir.nmu.org.ua/bitstream/handle/123456789/2294/Korshunov%20Yu.%2c%20KrasavinaV.People%e2%80%99s%20Friendship%20University%20of%20Russia.pdf?sequence=1&isAllowed=y

THE ROLE OF COMPLEX MATHEMATICS IN DRAMATIC MARKETING IMPROVEMENT

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