A New Paradigm of International Marketing: Integrating Smart Statistics and Data-Driven Approaches

Abstract

The article sets out the results of a comprehensive theoretical and methodological study of the transformation of international marketing in the context of the digital economy, globalization of business processes, and the rapid growth of data scopes. The relevance of the topic arises from the need for rethinking the classical approaches to organizing marketing activities on international markets in the context of implementing advanced analytical technologies and big data processing tools. A new paradigm of international marketing grounded in the integration of smart statistics and data-driven approaches is elaborated on, with outlining their contribution in enhancing the effectiveness of management decision-making by enterprises operating in a global environment. A critical review of the latest scientific approaches to the interpretation of international marketing showed that traditional concepts based on limited sample data do not provide its adequate adaptability to the rapid changes in the global market environment. It is demonstrated that the employment of smart statistics allows for integrating heterogeneous data sources, including big data, administrative data, and consumers’ digital footprints, thereby significantly increasing the accuracy of analytical conclusions. The research revealed the essence of smart statistics as a next-generation tool combining methods of classical statistics, machine learning, and data mining, laying the foundation for a brand-new information base for marketing decision-making. It is shown that the implementation of data-driven approaches in international marketing helps enhance the effectiveness of market segmentation, make marketing strategies more personalized, optimize cost-effectiveness, and reduce the risks associated with new market entries. A conceptual model for the new paradigm of international market is proposed, based on integrating data sources, analytical module of smart statistics, and data-driven system for decision-making. The model can be implemented in business processes of the companies operating on international markets, in the public administration bodies and analytical centers for policy setting related with exports and digital economy.