A model for multicriteria optimisation of omnichannel marketing processes

The study presents approaches to multicriteria optimization in information processes using the example of omnichannel marketing. The purpose of the article is to create and formalize a model of multicriteria optimization of information processes for managing marketing campaign resources in the context of omnichannel promotion. The methods of integrating various promotion channels to ensure a consistent customer experience and improve the effectiveness of marketing campaigns are considered. A conceptual model has been developed that takes into account a variety of campaigns, channels, stages of the customer journey and key performance indicators (KPIs). The influence of synergetic effects and resource constraints on strategic planning is analyzed. The results of constructing a mathematical model that allows to increase the marketing effect and reduce financial costs are presented. The structure of the mathematical model of multicriteria optimization is described. The presentation of a marketing campaign in the context of a mathematical model is considered. A diagram of the interaction of the considered subsets is considered. The results obtained in assessing the effectiveness of the model in real conditions demonstrate the prospects for increasing the profitability of marketing strategies, taking into account current constraints. The application context, key metrics, and evaluation methods are described. Recommendations on the implementation of the model in the activities of enterprises for optimizing information management processes of omnichannel campaigns are proposed. The prospects of applying the results obtained in further research are presented, in which the described mathematical model of multicriteria optimization, along with the method of processing and annotating marketing information, will serve as the basis for the functioning of an automated decision support information system in the field of omnichannel marketing.

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