DIGITAL TOOLS FOR MARKETING RESEARCHES IN MARKET SEGMENTATION AND DEMAND FORECASTING: A COMPARATIVE ANALYSIS OF IN B2B AND B2C MARKETS

Abstract

The article examines the role of digital tools in marketing researches for demand forecasting and market segmentation in B2B and B2C markets. It is substantiated that under conditions of digital transformation, marketing researches is no longer limited to the collection and recording of market information, but is increasingly integrated into managerial decision-making processes. The study shows that the use of CRM systems, BI platforms, web analytics, marketing automation, social media analytics, Big Data, and AI-based solutions makes it possible to improve the accuracy of market segmentation, identify behavioral characteristics of customers and consumers, and develop more grounded demand forecasting models. It is proved that in the digital environment market segmentation is transformed from a static classification procedure into a continuous analytical process combining descriptive and predictive approaches. The paper determines that in B2B markets segmentation is mainly based on industry, economic, behavioral, and strategic characteristics of business customers, whereas in B2C markets demographic, psychographic and behavioral criteria dominate. The article generalizes modern scientific approaches to the use of digital tools in marketing researches and demonstrates their growing importance for improving the effectiveness of marketing activity. Particular attention is paid to the differences in the application of digital tools in B2B and B2C markets, which are caused by differences in demand nature, customer behavior, decision-making logic, and the level of personalization. The practical value of the results lies in the possibility of using the systematized digital toolkit to improve segmentation models, increase the accuracy of demand forecasting, and strengthen the analytical support of marketing decisions in different market environments.