Development of Recommendations on Automation of Customer Data Accounting in the Process of Formation of Communication Policy of the Lottery Services Company

The work is devoted to the creation of an analytical tool to support marketing strategies for promoting the goods of a lottery services company. The aim of the work is to develop recommendations for automating the accounting of customer data in the formation of the communication policy of the company in the field of lottery services. The object of research is the marketing activities of the company. The subject of the research is the process of advertising interaction with customers. The work was done by creating a segmentation model and outflow models for the developed segments, using the example of company X lottery services, using the SAS Enterprise Miner and SAS Enterprise Guide software tools. The following tasks were performed as part of the study: • The analysis of the subject area, namely, the main directions of development of data mining in the field of customer interaction • The modeling of business processes for selecting an advertising proposal by company managers and the process of generating a promotional offer was carried out • The analysis of client data for the needs of the developed outflow model • 1 model of segmentation, 1 general and 5 additional outflow models developed • Created and tested the results of modeling in industrial operation. The results of the implementation of the model showed that due to the introduction of the model, the volume of additional sales and income could be about 1.5 million rubles for communication, which confirms the practical significance of the developed solution.