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The article presents a methodology for developing the marketing strategy for the adoption of optimal managerial solutions by means of smart analytics. Such issues as marketing strategy modeling methods; software products based on the integration of smart analytics; optimal choosing electro mobile and others have been considered. The main subject of the article is constructing an optimal decision-making model using a combination of classical statistical and mathematical methods and models, as well as modern information technologies including methods of smart analytics. The conceptual scheme of the effective marketing management has been created according to the structural components: information, statistical, mathematical, analytical and technological etc. The structure and main features of every component have been considered in detail. The created conceptual scheme of the effective management was demonstrated through the simple example of optimal choosing electro mobile. To investigate sales on electro mobiles Ukrainian market a set of factors has been considered. According to them the correlation and cluster analyses have been conducted. The main factors, which are the most influent for the price of electro mobile on Ukrainian market have been revealed. All considered models of electro cars have been divided onto three groups depending on the characteristics price–quality.

The article presents the way of applying cluster models to customer classification and managerial decision on retaining the available clients and acquiring new ones. The objective of the research is to find out the relevant techniques for building scoring models in different fields. The main research was testing the hypothesis: if the number of point models is approximated in different spheres of activity, then the proposed methods will be universal. To check this hypothesis the vector method of k-nearest neighbors support was applied for decision making in the digital economy based on scoring models. In order to realize the principle of customer classification and revealing the client categories with risk of quitting, the client’s classification model was created. Moreover, a risk issue was shown in the example of fraud dynamic. Different fraud categories were studied to define their features. On the basis of the model building results, the authors proposed some recommendations on decision making in risk situations. The model shows how to retain existing clients and how to share client base through the client groups and how to deal with risks of losing clients.

THEORETICAL ASPECTS OF STRATEGIC ANALYSIS OF ENTERPRISES COMPETITIVENESSTheoretical aspects of the strategic analysis of the enterprises competitiveness are a component of an unified organic system of theoretical and methodological foundations of strategic analysis, which correspond to modern scientific concepts, the realities of the business environment and the practical needs of the economic entities functioning. Reducing the degree of uncertainty and being the basis

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