Effectiveness of Agile Marketing Implementation

Market fluctuations and changes in consumer preferences may occur faster than the company can respond to them considering existing internal processes and product development approaches. In a highly competitive environment, proximity to users and delivering the best offer in a shorter time becomes the main competitive advantage. Marketing must be flexible. As a part of her Master's thesis, the author set the goal to identify and assess the importance of the factors of the effectiveness of the implementation of Agile marketing using the example of the digital ecosystem of MTS. The work has properties of scientific novelty since the implementation of Agile marketing revolves around to little-studied topics. In this research, the author defines the concept of Agile marketing effectiveness and uses artificial intelligence (natural language processing) to prove the hypothesis. Furthermore, the work has practical significance, since in the second half of the work author analyzes identified problems of implementing Agile practices in MTS and gives recommendations for solving them. To achieve aforementioned objective, the researcher executes the following tasks in the work process: 1. Identifies the main approaches to Agile concept interpretation in scientific literature and analyzes the evolution of Agile approach values and spheres of its application. 2. Considers the implementation of the Agile practices in the field of marketing and identifies the fundamental differences between Agile and traditional marketing. 3. Formulates the definition of Agile marketing performance and describes the existing research methods of Agile marketing performance in the scientific literature and the business community. 4. Analyzes the experience of implementing Agile practices in MTS. 5. Determines and interprets factors of Agile marketing effectiveness in MTS company using the capabilities of artificial intelligence. 6. Develops recommendations for improving the effectiveness of Agile marketing implementation in the MTS company. The study uses scripts of expert in-depth interviews conducted with specialists of different roles in MTS company. This work will be helpful for further research on Agile marketing effectiveness.