MARKETING MANAGEMENT IN THE RIDE-HAILING SECTOR AMID UKRAINE'S ECONOMIC RECOVERY

Abstract

The article is devoted to the study of marketing management in the field of ride-hailing, which is an important segment of modern urban mobility, especially in the conditions of the economic recovery of Ukraine after a series of crisis events, such as the pandemic and the full-scale invasion of russia. The theoretical basis of marketing management is examined, including basics of domestic and foreign researchers. It is emphasized that one of the main features of ride-hailing is its high-tech nature. Companies in this industry have significant opportunities to analyze big data, model consumer behavior, and develop modern marketing tools to attract and retain customers. These capabilities allow companies to quickly respond to market changes and effectively manage marketing campaigns, using data to make management decisions. Main strategies and approaches used in ride-hailing are analyzed along with global trends and best Ukrainian practices, showing how innovative solutions can be used and how marketing teams tend to build and cooperate to perform effective result and force business performance growth even during unstable economic conditions and demographic crisis. The special attention is devoted to the importance of experiments in ride-hailing marketing activity. Experimenting with customers (both riders and drivers) allows companies to test hypothesis before scaling them. This approach reduces risks and increases the efficiency of using the marketing budget. The process of creating and testing marketing hypotheses is demonstrated, including stages from formulating the problem to launching the experiment and analyzing the results. In addition, key marketing metrics used in the ride-hailing industry are described and classified. These metrics fall into several categories: user event metrics, driver metrics, trip metrics, business metrics and operational metrics. It is highlighted that integrating modern marketing tools, such as digital platforms, that allow companies to quickly respond to changes in consumer behaviors is crucial to the company’s success.