ANALYSIS OF THE USE OF PROJECT MANAGEMENT TOOLS BY UKRAINIAN COMPANIES

Abstract

This article examines digital technologies as a key driver of improving the effectiveness of marketing communications in the context of the digital economy and increasing environmental uncertainty. The study focuses on the transformation of marketing communications from traditional and instrumental approaches toward adaptive, data-driven, and intelligent systems of interaction with consumers. Particular attention is paid to the concept of Intelligent Customer Experience Management (ICXM), which is substantiated as the highest evolutionary stage of digital marketing communications development.

The research proposes an evolutionary model of digital marketing communications that reflects a gradual transition from basic digital presence and automation to analytically oriented, personalized, omnichannel, and adaptive communication systems. It is argued that the integration of artificial intelligence, big data analytics, machine learning, and predictive tools enables enterprises to move from reactive marketing decisions to proactive and self-learning management of customer interactions across the entire customer journey.

The article highlights the relevance of ICXM under the conditions of a BANI environment characterized by brittleness, anxiety, nonlinearity, and incomprehensibility. In such conditions, intelligent customer experience management allows firms to forecast customer behavior, dynamically adapt communication strategies in real time, ensure consistency across communication channels, and create long-term customer value despite high market volatility. The mechanisms through which ICXM influences key performance indicators of marketing communications—such as click-through rate, conversion rate, engagement, customer lifetime value, and loyalty—are systematized and analytically substantiated.

The findings demonstrate that the implementation of intelligent customer experience management significantly enhances the effectiveness of marketing communications by increasing relevance, personalization, adaptability, and strategic coherence. The scientific novelty of the study lies in conceptualizing ICXM as an integrated managerial framework rather than a set of isolated digital tools. The practical value of the research consists in providing a structured approach to the digital transformation of marketing communications that can support sustainable competitive advantages for enterprises operating in complex and unstable market environments.