Benchmarking of Market Capacity Assessment Methods and Their Application to Digital Products

DOI

10.2991/aebmr.k.200502.157How to use a DOI?

Keywords

market capacity, evaluation method, benchmarking, digital product, big data, online demand testing, smartphone

Abstract

Marketing analyst in his practical work often faces the need to determine the company’s market capacity. Capacity measurements are necessary to assess the volume of product sales in the current market environment and, on this basis, to develop a strategy and plan for marketing activities. This is a very popular analytical counting procedure in marketing. However, when implementing it, there are many difficulties that lead to low accuracy of measurements. In practice, most calculations are based on lagging official statistics or expert estimates, which significantly reduces the quality of such estimates. In this article, the authors have summarized their experience of using various approaches to capacity estimation, which confirmed their relevance and accuracy. A benchmarking of such methods is presented, including a comparison of the sources of information used, the level of accuracy, and the possibility of use for digital products. Taking into account the results of the comparative analysis, the authors suggest ways to modify these methods in relation to assessing the market capacity of new digital products, primarily digital services and games. One of the areas of such refinement, as our research has shown, is based on special Big Data Mining technologies that allow you to quickly and efficiently “cut out” the target group of consumers of a digital product among Internet users, and technologies for online surveys of representatives of the target group via smartphones. The relevance of such an assessment in the web space increases every year due to the significant risk of commercial failure of digital products. The presented proposals will reduce the risk of financing and developing digital products that do not have market prospects due to the low market capacity. The solutions proposed in this article can become an effective tool for filtering and classifying projects that claim to develop digital products.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - G.L. Azoev
AU  - E.V. Sumarokova
PY  - 2020
DA  - 2020/05/05
TI  - Benchmarking of Market Capacity Assessment Methods and Their Application to Digital Products
BT  - Proceedings of the 2nd International Scientific and Practical Conference “Modern Management Trends and the Digital Economy: from Regional Development to Global Economic Growth” (MTDE 2020)
PB  - Atlantis Press
SP  - 954
EP  - 959
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200502.157
DO  - 10.2991/aebmr.k.200502.157
ID  - Azoev2020
ER  -