ASSESSING THE EFFECTIVENESS OF THE MARKETING DEPARTMENT BY MEANS OF CORRELATION AND REGRESSION MODELLING

Abstract

The article presents a study of the efficiency of the marketing department using correlation and regression analysis, which is relevant in the context of optimizing the costs of enterprises. The relevance of the study is stipulated by the need to improve management decisions in the context of high competition, economic instability and constant changes in consumer demand. The effectiveness of marketing activities is a key factor in ensuring the financial stability of enterprises. The use of statistical methods, such as regression analysis, allows not only to identify relationships between indicators, but also to predict their impact on financial results. The purpose of the study is to assess the feasibility of maintaining the marketing department of various business entities (on the example of JSC CB "PrivatBank") by means of correlation and regression analysis. The study used the least squares method to build a one-factor linear regression model of the dependence of the bank's net profit on the costs of its marketing department, verified the results using the Durbin-Watson criterion and the coefficient of determination, and checked the absence of heteroscedasticity using the Student's criterion. The results of the study indicate a significant positive impact of the bank's expenses on the marketing department on its financial result. In particular, a 1% increase in marketing costs leads to a 1.03% increase in net profit. The practical value of the work lies in the use of the model for strategic planning of marketing resources. This approach allows business entities to optimize their budgets by directing investments to the most efficient areas of financing. Prospects for further research are to extend the developed model to the level of a multiple model by taking into account such factors as the dynamics of the economic environment, behavioral aspects of customers, specifics of industries, and external risks. This will facilitate high-quality forecasting of financial indicators, the effectiveness of marketing strategies, and sustainable growth.