Effective use of marketing analytics in green advertising activities of grape growing enterprises

Аннотация

Green advertising activities in viticulture enterprises are a pressing global issue that requires urgent attention.
However, current research mainly focuses on general advertising strategies, with less exploration of how marketing
analytics influences the effectiveness of green advertising campaigns, particularly regard-ing viticulture enterprises in
Uzbekistan. This paper examines the role of mar-keting analytics in green advertising using regression and correlation
analysis on data collected from the 2023 viticulture sector in Uzbekistan to identify key drivers of sustainable advertising
success. The study analyzes the implications of incorporating data-driven marketing strategies, including targeted
customer segmentation, for enhancing eco-branding efforts. Secondly, based on survey and financial performance
datasets, regression and correlation models are con-structed to evaluate the relationship between analytics-driven
decisions and green advertising outcomes. The results reveal that effective utilization of mar-keting analytics promotes
increased consumer engagement and improved mar-ket performance; however, differences exist in its impact on
urban versus rural consumer bases. Notably, marketing analytics' positive impact on green adver-tising outcomes in
the viticulture sector is confined to enterprises with higher digital readiness in the Tashkent region. Overall, this study
contributes to the understanding of how marketing analytics influences green advertising efforts, highlighting the critical
role of organizational preparedness and digital infra-structure in amplifying analytics’ positive effects on advertising
success. The study recommends implementing targeted investments in digital tools and ana-lytical capabilities to achieve
sustainable marketing goals in Uzbekistan’s viti-culture enterprises.