Methodology for Implementing Neural Networks into the Management of Marketing Communications of Companies

The article discusses the features of the use of neural networks by companies. The use of neural networks allows them to increase the efficiency of their activities, but not everyone understands how neural networks can be integrated into business processes. In the existing scientific field, there is no precise understanding of how neural networks should be implemented in marketing communications. The author will propose in the article a methodology for introducing neural networks for specific business tasks within the framework of managing marketing communications of companies. The purpose of the study is to determine the algorithm for introducing neural networks into the management of marketing communications of companies. The author offers his own methodology that allows companies to implement this tool optimally for improving the efficiency of the entire business. The method of critical analysis of literature on the research issues was chosen as the main research method. In achieving this goal, a number of general scientific research methods were used: analogy, analysis, synthesis, problematization, deduction and induction, schematization, comparative analysis method, abstraction, criticism, categorization. The conclusions based on the results of the empirical study are presented. The article concludes with recommendations for further research related to the use of neural networks by companies. The work was carried out within the framework of the SUM grant (Research No. 4009-23) “Identification of marketing trends and their application in promoting companies”.