Data-driven Communication Strategy Development for Promoting the Marketplace in the Magnit Mobile Application

The study develops a communication strategy for promoting the marketplace within the mobile application of the "Magnit" retail network. The study includes theoretical justification, analysis of current communications, and practical research of the target audience based on data analysis. The theoretical part examines the main concepts and models of communication strategy. The practical part focuses on analyzing customer reviews using natural language processing (NLP) methods and thematic analysis, which allowed identifying key preferences and needs of the target audience. Based on the obtained data, a target customer profile – "budget-conscious shoppers" – was created, and the unique positioning of the marketplace was formulated. The developed strategy includes promotions and discounts, app personalization, gamification, and loyalty programs. The use of Customer Journey Map (CJM) detailed the stages of user interaction with the app and identified effective communication touchpoints. This work demonstrates how the integration of data analysis and communication strategy development helps create effective, customer-oriented solutions.