DATA ANALYTICS IN JUSTIFICATION OF EFFECTIVE STRATEGIES OF INTERNATIONAL MARKETING COMMUNICATIONS

Introduction. In today's globalized world, the entry of companies into international markets is not only an opportunity to increase profits, but also a strategic necessity. In the conditions of constant changes in the economic situation, increased competition and technological progress, companies are forced to look for new opportunities for development outside the domestic market. Access to international markets allows companies to expand their client base, diversify sources of income and reduce risks associated with economic instability in individual countries. In addition, a global presence contributes to the improvement of the brand's reputation, the attraction of new partners and investments. The article examines the key advantages, challenges and strategies of entering international markets, as well as recommendations for successful integration into new sales markets. The purpose of the article is to research approaches to the formation of relevant marketing strategies that ensure effective positioning of large companies in the conditions of globalization processes and intensification of transformations of the digital economy. Materials and methods. The research materials were the works of domestic and foreign authors conducting scientific and practical research in the field of international marketing. In the process of research implementation, general scientific and special methods were used, among which it is appropriate to mention: methods of scientific abstractions, analysis and synthesis, dialectical method, method of comparison and generalization. The results. The scientific article actualizes the issue of researching globalization economic processes that are taking place on international markets today, and identifies the advantages that are available to domestic enterprises when entering international markets. The main approaches to the interpretation of the concept of international marketing strategy are analyzed. The characteristics of the most common marketing strategies when companies enter international markets are presented and given. The main stages of the process of forming the company's international marketing strategy are highlighted. Prospects. In further research, it is proposed to focus attention on the features and advantages of using digital marketing tools to strengthen the competitive positions of companies in international markets. The strategy of digital transformation allows to transfer the business activities of companies into the business space, changing their business models, methods, methods of competition and communication both with business partners and consumers in the international market.