Blockchain Applications in Digital Marketing

Бугас, В. and Пономаренко, І. and Рамський, Андрій Юрійович and Федорченко, А. and Розкладка, А. (2023) Blockchain Applications in Digital Marketing CPITS 2023. pp. 77-86. ISSN 1613-0073

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Abstract

The modern world is characterized by the intensification of the development of innovative technologies and their active introduction into various types of economic activity. Digitalization processes involve the use of a large number of specialized pieces of equipment that are connected to the Internet and implement specific functions. In a constructed system, server technologies, which allow to accumulation of large volumes of various information (structured, semi-structured, and unstructured) and process it owing to the powerful computing capabilities of Network-attached storage, acquire paramount importance. Powerful equipment for the implementation of complex mathematical models using large volumes of information contributed to the active development and use of various machine learning algorithms. Thanks to the application of various machine learning approaches, it is possible, based on the available information, to identify hidden relationships and develop effective management solutions that will allow optimizing existing processes at the micro, macro, and meso levels. The increase in the amount of information leads to the need to ensure the security of both individual users and large confidential databases. At the current stage of development, blockchain technology is actively used to ensure information security and prevent the falsification of information in databases. This technology is a modern data management system that allows you to place information in blocks in a specific way, control changes in transactions with a large number of independent electronic devices that coordinate any manipulations with existing data in the system. The effectiveness of using blockchain technology in the cryptocurrency market has led to the popularization of this approach in other types of economic activity. Since digital marketing, which generates large volumes of valuable information, is an integral part of the modern economic system, blockchain technology is used by companies to ensure a high level of reliability in the existing data protection system. The use of blockchain in the digital marketing system allows a company to increase the level of trust of the target audience and gain competitive advantages over other market participants.

Item Type: Article
Uncontrolled Keywords: Blockchain; big data; communications; digital marketing; Internet; optimization; security.
Subjects: Це архівна тематика Київського університету імені Бориса Грінченка > Статті у наукометричних базах > Scopus
Divisions: Це архівні підрозділи Київського університету імені Бориса Грінченка > Факультет економіки та управління > Кафедра фінансів
Depositing User: професор Андрій Юрійович Рамський
Date Deposited: 16 Nov 2023 13:02
Last Modified: 16 Nov 2023 13:02
URI: https://elibrary.kubg.edu.ua/id/eprint/47083

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