BEHAVIORAL ANALYTICS: ANALYSIS OF THE CURRENT STATE AND ITS APPLICATION IN SOLVING BUSINESS PROBLEMS

Digital transformation is taking over more and areas of everyday life. Business digitalization has already become something than just the introduction modern equipment, first all, it enterprise management system. Companies are increasingly rethinking their development strategies to focus on personalizing offers increasing customer loyalty. Currently, there a fairly large number software tools for behavioral analysis. Each them individual can be successfully used certain type data or company requests. This article will consider existing analysis, advantages, disadvantages, compare various methods both in global market russian. The analysis showed that each these not without drawbacks - no universal tool solving all kinds emerging problems.