Перегляд за Автор "Kulatskyi, Vadym"

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  • Ескіз
    Документ
    Trends in the development of marketing services in the conditions of the digital economy
    (Іnternational Science Group, 2024) Reshmidilova, Svitlana; Zhumela, Andrii; Kulatskyi, Vadym
  • Ескіз
    Документ
    User experience as an integral criterion of the marketing quality of an information product
    (2026) Telnov, Anatolу; Kulatskyi, Vadym
    The article explores the evolution of quality criteria for information products in the digital economy. It substantiates the paradigm shift from purely technical software characteristics to User Experience (UX) as the key market differentiator. Based on international standards (ISO/IEC 25002:2024, ISO 9241- 210:2019) and contemporary research, the study proves that UX acts as an integral criterion of marketing quality. It directly drives economic return (ROI), reduces Customer Acquisition Cost (CAC), and maximizes Customer Lifetime Value (LTV). The research systematizes the methodological toolkit, integrating the HEART framework with transactional metrics (NPS, CES, SUS, SUPR-Q) into a cohesive marketing analytics system. Furthermore, it highlights the innovative role of continuous behavioral analytics, A/B testing, and omnichannel synchronization in shaping a highly converting, proactive user experience.