Analytical tools in marketing: case of Automated Tender Data Collection System

Abstract

This article explores modern analytical tools and methods for processing big data in marketing. The study focuses on the role of business intelligence systems, machine learning algorithms, and big data platforms in optimisng marketing decision-making. Additionally, the paper presents the development process of an Automated Tender Data Collection System designed to streamline the retrieval and analysis of procurement data. The main challenges encountered during development, such as handling dynamic web content and data filtering are described along with their solutions. The findings highlight the importance of automation in marketing analytics and its impact on efficiency.